Having a strong general SEO plan is imperative if you’re a hotel brand. Adding a well-thought-out local SEO strategy to a marketing plan is essential too, to boost bookings and stand out from the sea of hotels in any given city.
How do you optimize for local search and take advantage of the tools that let you show up where travelers are looking?
Follow these 4 tips for hotels for local SEO strategy to be the ideal accommodations listed near city centers, attractions, shops, restaurants and transportation hubs:
1. Optimize for Google My Business using a Local SEO Strategy
Every hotel should have a Google My Business page. A Google My Business page lets you control the information Google reports about your hotel in its search results. Your Google My Business Page can include a customized hotel description, which you should use to point out top points of interest near you, including landmarks and airports. It offers the opportunity to upload photos, including pictures of your hotel in perfect proximity to geographical hotspots.
Your Google My Business page can and should be optimized to include a precise hotel address including a map pin. It now works for you by allowing you to create posts, which are great ways to tell travelers about local events near your hotel and advertise property-specific deals.
2. Claim and Optimize Citations
Citations are important for any business, but hotels need to pay special attention to them because they’re a solid source of traffic. Websites like Yelp and TripAdvisor drive substantial views, online bookings and direct reservation calls. A significant number of queries come from citation sites like these, which means it’s imperative that hotels claim listings on these sites and optimize them.
After claiming a your hotel’s listing on a citation site (it’s usually easy to do), you can control the information shown on that citation by:
Some citation sites also let you manage a description of your hotel on the listing, which again should include local points of interest. Claiming and optimizing your hotel’s citations on Yelp, TripAdvisor and the smaller travel citation websites lets you keep a consistent presence in the places where travelers are looking.
3. Follow SEO Best Practices
Showing up on the first page of Google search, in the local 3-Pack listing, offers high visibility for hotels. A recent 3-Pack update has made it increasingly essential to follow local SEO best practices if you want your hotel to rank favorably in the SERPs.
Traditionally, Google’s algorithms have bestowed the best rankings on hotels located within a 20 to 25 mile radius of a city center. So, using SEO keywords related to your position in proximity to the city center is a must. If you’re further outside of a major city, you can still work your way into the 3-pack by optimizing for keywords pertaining to prominent destinations near you and secondary cities close by (therefore, building up your SEO until Google agrees you’re worthy of a top ranking).
4. Know Your Way Around Schema Markup (Or Find Someone Who Does)
Those experienced with SEO know what schema markup is, but someone new to search might need a bit of help with this one. Schema markup is the code that’s delivered to Google along with your website, and it offers a great deal of information about a particular page on your website including its contents. You can place your schema markup anywhere on a page, but its usually located in the <head>.
With your schema markup, you tell Google what type of business you are (a hotel), your location (address, including city) and other essentials (hours of operation, your outlets like spas and restaurants and so forth). If you don’t know how to add schema markup to your hotel’s web pages, a travel SEO services company like Galileo Tech Media can do this for you. Optimizing your scheme markup is a great way to get your hotel to show up in local search results.
These 4 tips for hotels for local SEO strategy can get you better exposure in Google search, and increase guest occupancy for single- or multi-location accommodations. Galileo Tech Media specializes in Travel SEO – look at our case studies. And for specifics on how to implement these tips and for more tactics to boost bookings, contact Galileo.