Hospitality SEO best practices for 2022 and beyond

Travel and tourism have been highly competitive in recent years, with hotels and chains competing with online travel agencies (OTAs) and booking sites in increasingly fast search results.

Now, the industry has also been significantly affected by the COVID-19 epidemic and is still feeling the effects.

In some states and countries, once the epidemic is over, people start traveling again. There are signs of life.

But despite the dramatic change in consumer behavior, hotel brands should enhance their SEO strategies to increase bookings, traffic and revenue if they are to attract passengers now and in the near future. Hope so

Here is a list of strategies, strategies and tools to help achieve this goal with the best SEO practices for hospitality in 2022 and beyond.

Prefer destinations by data.

To prioritize locations and make sure your hotel is in the top positions, look no further than Destination Insights with Google.

This is especially important in the travel industry, where people are going. Let the data tell you, so you can compare trends and focus on making sure you have a lot of visibility for those destinations.

Destination insights with Google.Author’s screenshot, November 2021

For example, from 09/03 to 11/19, the top destination in the United States was Las Vegas.

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If I was working with a hotel like Bellagio, I would make sure I was on the front page for Las Vegas hotels, brand, brand + geo keywords, restaurant, COVID precautions, and other related keywords. Rating

Another great tool to provide insight into your SEO strategy is Google Hotel Insights. It provides you with data on who is looking to stay in your area, as well as tools and tips to differentiate your business from the competition.

Looking at the figures below the New York area, where travel booking customers are growing by 50% to 75% year-on-year (YOY).

Google Travel DataScreen shots by the author, November 2021

If you’re a travel brand in the area, this is a great insight to help you focus on the destination pages. Review your significant distance keywords for opportunities to create or reproduce content with current content and events in the city and nearby works.

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Another great feature of this tool is that you can see if users are searching for this information from the United States or abroad. This can help you plan your content strategy and PPC campaigns to target international travelers and reach more potential visitors.

Google search dataAuthor’s screenshot, November 2021

Meet the needs of travelers with a brand concierge strategy.

You should always have content that meets the traveler’s intentions and fulfills your own desire to demonstrate expertise, authority and trust (EAT).

The way to book a hotel room is not a linear process. Before a traveler can book a trip and visit the hotel site, there are several considerations:

  • What destination do I like?
  • What to do there
  • What’s next
  • How are the restaurants?
  • Do they offer vegan food?

These are just examples, of course. There are probably thousands of sets of priorities.

Travelers sometimes do research months in advance. 91% of travelers turn to search engines when searching for a place to stay, and the majority (81%) prefer to use Google as a means of travel.

That’s why hotels need SEO brand concierge strategies to connect with travelers during the customer’s journey.

This includes a comprehensive content strategy and in-depth understanding of guest profiles, which should include ethnic groups such as Millennials and Boomers, as well as interest groups such as Adventurers and Foodies.

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Each of these segments requires content that speaks to individual passengers and should be placed above and inside the designated floor of the hotel.

For example, in order for a hotel brand website to rank well for “Foodie Destinations” or “Dining Experiences Around the World”, it needs content that corrects those types of experiences that are intended for the concierge. Let me give you an example.

These experiences cannot be limited to what the hotel brand offers. Think about it: How would you rate your experience with a concierge if they only recommend a restaurant in the lobby?

The brand concierge strategy requires rethinking the hotel’s brand websites and their role in connecting travelers through personality identification, travel mapping and content.

This type of strategy requires an understanding of the search, the links between the topics, and the intentional stages of the questions that are asked during the traveler’s journey.

Improve your GMB and local lists

By improving your Google business profile, your hotel lists may appear in the map pack, in addition to being listed in the regular organic listings on the page for geo-modified keywords.

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This can increase revenue, bookings and increase organic traffic.

Fully optimized lists help prioritize your business to ensure that your hotel listings appear at the top of local searches and provide a consistent customer experience for booking and retention. Do

Here are my top tips for doing this:

  • Improve your lists In key search engine directories. Create Google posts and refine photos so travelers can see the hotel.
  • Manage and respond to reviews.. Local reviews are considered the most useful material that potential guests can use when making their decisions. Respond to reviews to show that you value your customers and the feedback they give about your business. This is important because Google rewards businesses that respond to your reviews with high rankings.
  • Answer the question and answer. And create an FAQ section so that your hotel brand can control the conversation about your business.
  • Make sure your Google Maps PIN The right place for customers to find your hotel.
  • Show nice photos and videos. Facilities such as hotels, rooms, and restaurants.
  • Use attributes. To differentiate your location and provide passengers with additional details about health and safety precautions, Wi-Fi, accessibility, etc.
  • Always keep hotels, restaurants, spas and other times up to date So the user knows when they will open and close.

Work with your social media team.

Share content about the most popular destinations, travel tips, hotel offers, events, and nearby attractions.

This can help maximize visibility, showcase more brands and generate more links and buzz about your hotel, which can have a positive effect on your visibility, traffic and revenue.

See Content Reproduction for Travel Brands: A Complete Guide to More Tips and Tricks to Get the Most Out of Your Content on All Platforms.

Optimize for Core WebVitals.

In a competitive industry like travel and tourism, Core Web Vitals needs to improve its site.

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These three combined metrics are used to measure the performance of a website in a series of key indicators that became ranking signals in May 2021. These include:

  1. How long does it take for the main body page (LCP) to load?
  2. How long does it take for a web page to become interactive (FID)?
  3. How much the web page layout rotates when loading (CLS).

To improve CWV, hotel sites need to have clean code, use CDN for heavy images, externalize JS and CSS, and be mobile friendly and secure, etc.

There is no penalty for not improving CWVs, but it can be a promotional factor that puts you ahead of the competition.

Take advantage of frequently asked questions and be prepared to voice

Your potential guests are asking questions and your hotel brand should have the answers. Post frequently asked questions to help current and future guests find the information they need, which can also help reduce hotel calls.

FAQs should be marked with organized data so that they can appear in full results and maximize the ability of organic search.

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With users using voice search, your content should also be optimized for voice search:

Hey Google, is there a swimming pool in Hilton, Boston?

If your brand appears to be the answer to such voice search queries, it may help to influence whether the customer decides to book with your hotel.

Contestant performance and performance monitoring

The way consumers search for hotels has changed. That’s why it’s important to keep an eye on your competitors’ rankings:

  • What content are they creating?
  • What market share do they own?
  • What new SEO strategies are they trying?
  • How are they getting links.
  • And how fast their pages load, etc.

From there, find out what tactics and strategies you can put together to test.

Sometimes brands do not like to add content to their sites because they do not want to interfere with the user experience. But the odds are staggering that your competitors are adding content.

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And if you find that one of your biggest competitors has added content to the key destination page and the content contains frequently asked questions and is marked with structured data and they are now key If they rank on the first page for the term destination, then they are likely to grow. Booking, improving brand awareness, etc.

It may therefore be able to develop and promote content to maintain competition and even better performance.

Finish it

The epidemic has affected every aspect of life, including the travel and tourism industry. It is hoped that conditions will improve soon and travel will return to pre-epidemic levels.

For now, hotel brands need to be flexible and try out new content ideas and SEO strategies, as well as monitor competitors and understand their guests.

By knowing who travelers are, what they want, and how to engage them with content that meets their information needs, travel brands can increase bookings, traffic and revenue.

More resources:

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Featured Image: Shutterstock / Lane Kogel

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