SEO Basics: Competitor Analysis for Hotels to Stay Ahead in Search Rankings
If you run a hotel, you’ll know just how competitive the industry is. Attracting guests isn’t just about offering a great experience; it’s also about appearing where your potential customers are looking – online. That’s where Search Engine Optimisation (SEO) comes in. One way to improve your Hotel SEO is through analysing what your competitors are doing right – and wrong – with their own SEO strategies.
Understanding your competitors’ online presence can give you the insight you need to navigate digital marketing waters better. This blog will give you a step-by-step breakdown on how you can conduct an effective SEO competitor analysis for your hotel. You’ll learn specific strategies suited to the hospitality industry, ensuring you’re not just keeping up with competitors, but staying ahead of them too.
Identifying Your Competitors
The first step in competitor analysis is finding out who your competition is. This isn’t just about the hotel next door. Online, your competitors could be hotels from miles away, online travel agency websites, or even big-name chains. Start by searching for your desired keywords and see who pops up. These are your real competitors, and their tactics hold the key to boosting your own SEO.
Keyword and Content Analysis
Your competitors’ keywords are their ammunition in the SEO battle. Tools like SEMrush or Ahrefs can give you detailed data on what they’re ranking for. Don’t just copy their keywords – think about what suits your unique offerings. Check out their top-performing pages. What kind of content are they producing? For hotels, personalised guides, local tips, and guest stories tend to resonate well. Use these insights to craft content strategies that could engage your audience better than your competitors do.
Backlink Profile Evaluation
Backlinks are crucial for SEO success. Analyse where your rivals are getting their mentions. Are they collaborating with popular travel blogs or local websites? Don’t be afraid to approach the same sites. But remember, it’s about quality, not just quantity. Forge relations with credible websites that fit your brand. A few high-quality links are often more valuable than a bunch of lesser ones.
Technical SEO Comparison
Once you’ve got a grasp on content and backlinks, dig into the technical side. Technical SEO might sound daunting, but it’s important. Compare your site’s load speed and mobile-friendliness with those of your competitors. If their site performs better technically, search engines might favour them over you. Tools like Google’s PageSpeed Insights can help you understand where you stand and what needs fixing.
Understanding their Social Signals
Social media and SEO are linked more than you might think. Check out your competitors’ presence on social media platforms. Are they actively engaging with their audience? A strong social media game can drive traffic to their site, boosting their SEO efforts. It’s not just about following their lead, but engaging in meaningful ways with your audience to drive organic interaction and traffic to your hotel’s website.
Local SEO Tactics for Hotels
Local SEO is pivotal for hotels. Check keywords like “hotels near me” to see how your rivals rank. Optimise your Google My Business profile and encourage guests to leave reviews. Ensure that your hotel appears in Google’s local pack. Observing how others are successfully leveraging local SEO can offer valuable lessons – if they’re doing it well, you’ll want to adapt their strategies while adding your own twist.
Tracking and Analysing Results
After implementing changes based on your competitor analysis, use analytical tools to track your progress. Monitor changes in traffic, keyword rankings, and online visibility. This will tell you what’s working and what isn’t, allowing you to refine your strategies accordingly. Unlike your competitors, make sure you’re adaptable, ready to pivot your strategy to maximise your hotel’s online reputation and SEO performance.
Conducting an SEO competitor analysis might sound like a heavy lift, but breaking it down into manageable steps can make it easier. Embark on this journey with a curious mind, eager to learn what’s working for others and how you can adopt and improve these tactics.
If you’re looking for expert help, check out our SEO management for Hotels and make sure your SEO strategy is future-proofed.
