Search engine optimization (SEO) created for a hotel can make the difference between profit and loss; it’s a serious business.
Hotels often outsource the management of SEO due to this fact; however, it is a process that can be created and improved upon by those who are employed by the hotel. If you do not yet have a business plan, this is an excellent time to get started with your own hotel business plan that can be customized for your hotel.
Drive Your Hotel Guests Straight To Your Door
Creating compelling SEO to drive traffic to your hotel begins with knowing who your customers are and what they are seeking in a hotel experience.
Your guests, or audience, are people who are searching via a search engine, such as Google, using keywords to describe what they are looking for, such as “charming,” “beach,” “private room,” and “scones for breakfast.” Or, they may use terms such as “minimalist,” “modern,” and “citywalk” to describe the hotel they seek.
These words form a picture of sorts that search engines use to match websites to those words. Before you begin the process of improving your website, consider the relevant keywords that describe your hotel and ensure your website includes every keyword that connects your potential guests to your hotel.
Give Your Website A Tune-Up
When SEO delivers guests to your website; ideally, there will be a booking that follows. If not, it’s time for a website tune-up.
Check to see that the website is easy to navigate with an easily-identifiable menu. All of the necessary titles should be included in the menu: Home, Rooms, About Us, Seasonal Offers, and other titles.
Ensure the links are working and relevant. If web pages are moved or changed, test the URLs and redirect, as needed.
Link relevant pages together, which will form a smooth internal structure for movement between pages.
Place callouts on your home page that lead to the frequently visited pages of the website, ensuring guests won’t get “lost” along the way.
Start Your Keyword Search Engine
Look for keywords that can be used to attract additional visitors through a search engine.
Be specific rather than general when adding keywords or key phrases.
Include the relevant, targeted keywords on the meta title page, meta description page, and text headings page.
Remember not to overuse the same keywords.
Analyze Google, Bing, Yahoo, etc. to check out algorithms, ensuring that your strategies fit algorithms.
Get Everything Into Gear
Place the page headings with the keywords you’ve selected.
Check meta titles, meta descriptions, and URLs.
Improve your page loading speed.
Position authoritative backlinks to point guests in your direction.
Replace any images that show outdated fixtures, room settings, or surroundings
Revise text size or fonts to refresh and update if needed. Avoid outdated font styles.
Drive Traffic To Your Hotel
Track conversions and analyze results.
Use free Google places to increase traffic: Google Maps, Google Place, and Google Plus.
Pay attention to Google reviews (and all others).
Check signals (correct hotel name, phone number, and address listings)
Check to ensure the online booking engine is operating smoothly and the “Pay” button and “Book Me” buttons are working well. These buttons should be the end of a seamless operation by guests and one that they find relaxing. Any broken links or misdirected links will possibly cause a drop-off and disconnect.
Compelling SEO verbiage and tools will increase your website traffic and drive more prospective guests to your door. If you want to add to the website experience, consider some of the following ways you can enhance the website experience for your guests.
Create an inviting blog and update it frequently. Use your blog to offer local attractions, eateries, wineries and art galleries. Add information about biking or hiking attractions and other “insider” tips about the area. This encourages guests, helping them to feel included at your hotel before they even arrive.
Take a last look at the design of your website. Does it match the personality of your hotel? Does it offer clear “next steps”? If not, consider a revision or re-design of your home page. If it is confusing or uninviting, it’s time for a makeover.
Finally, create a pop-up that gives little gifts to potential guests, such as special discounts or holiday specials. Such pop-ups delight guests and engage with them in a fun way.
Use compelling SEO to drive traffic (and your guests) directly to your hotel. After revising and reworking your website, we’ll already know they’ll enjoy the ride.
Arnab is a passionate blogger. He shares sentient blogs on topics like social media trends, current affairs, business, lifestyle, health, etc. To get more of his contributions, follow Search Engine Magazine.