Hotel SEO: Five steps to optimizing hotel deals

Written by: Jason Bayless | August 15, 2017

What is local SEO? The notion of local SEO makes one think of requests containing a geolocation element such as a city, like “”Four Star Hotel Los Angeles.”” It is true that this type of request has been popular lately.

That popularity is thanks to the increasing power of smartphones. Geolocalized queries represent more than one third of searches made on smartphones. Yet, local SEO is a subject that is much more vast and covers more than just geolocalized queries.

When mentioning local SEO, we also frequently refer to the classic results found on Google’s results pages. However, local SEO also targets the Google Map insert that often accompanies the local results. Let’s start with a few figures to help you realize the importance of local visibility on the web.

More than half of the users who do a local mobile search visit a business on the same day. A majority of users use Google to look for local information. More than one third of all mobile searches have a local intent.

With such figures, one quickly understands the immense stakes of local SEO for hotels. However, local SEO is a vast subject. If appearing at the top of the results pages on targeted keywords represents an important aim for hotels, be aware that it is also necessary to fight relentlessly to retain your position once you have it.

Just because a query does not include a geolocation element doesn’t mean that we can avoid talking about local SEO. That is because a query with no geolocation elements can still display a search results page with geolocation elements. You can see if you search on Google that a query, such as “”Four Star Hotel,”” will display a search results page with geolocation elements.

Whether you have a small or a large hotel, getting a good rank on the results pages is now a real competitive advantage. But then, you may wonder, “How do you boost your local SEO and keep your top ranking on the search results?” It is simple, follow these steps to take advantage of local SEO for your hotel.

1. Have a mobile-friendly site.

Google offers a tool to check your site for navigation on smartphone. Google punishes the visibility of sites that do not offer a version suitable for mobile browsing. Therefore, having a mobile-friendly site is no longer a choice, it is a necessity.

2. Set up your Google My Business page.

Add your phone number to your Google My Business page. It’s tempting to insert a toll free number. However, according to different studies, local numbers get a higher click-through rate. Therefore, a local number is the best.

3. Have positive customer reviews.

Be careful to monitor your customer’s reviews and take care of your digital reputation.

4. Make sure your address and contact information is the same on all sites.

Adding your contact information in the footer of your website is a good practice to adopt. That is because your visitors will seek this kind of information. Therefore, you need to have it readily available.

It is also obvious that you must clearly state your telephone number and your address for your prospective customers to be able to find you. This is also necessary for Google. So having up-to-date location information on your site that matches the information on your Google My Business page is essential.

5. Have a profile picture and a cover photo.

You can even offer a virtual tour of your hotel, or add some photos of your rooms. For your profile photo, it is advisable to use a photo of the front of your hotel. Make sure that the photo you use is the most flattering one you can find.