The Beginners Guide to Hotel SEO: Driving Bookings and Boosting Visibility

When it comes to the hospitality industry, the importance of a strong online presence cannot be overstated. Travellers today rely heavily on the internet to research and book accommodations. To ensure your hotel stands out in the digital landscape, you need a robust SEO strategy. In this comprehensive guide, we’ll explore the key aspects of hotel SEO, from keyword research to technical optimisation and beyond.

1: Keyword Research

Keyword research forms the foundation of any effective SEO strategy. For hotel websites, understanding the search terms travellers use is critical. Here’s how to conduct keyword research for your hotel:

1.1. Identifying Core Keywords

Begin by identifying core keywords that are relevant to your hotel. These typically include variations of the following:

• “Hotel [Your Location]”
• “[Your Location] Accommodations”
• “Best Hotels in [Your Location]”
• “Luxury Hotels [Your Location]”

Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to discover popular hotel-related keywords in your target location.

1.2. Long-Tail Keywords

Long-tail keywords are specific, often longer search phrases that indicate high user intent. For hotels, these could be:

• “Family-friendly hotels in [Your Location]”
• “Pet-friendly hotels with spa in [Your Location]”
• “Beachfront resorts near [Landmark in Your Location]”

Long-tail keywords can be valuable for capturing travellers with specific preferences.

1.3. Local SEO Keywords

Incorporate local SEO keywords to attract travellers searching for accommodations in your area. These keywords may include:

• “Hotels near [Landmark/Attraction in Your Location]”
• “Boutique hotels in [Your Location] downtown”
• “[Your Location] hotel deals”

1.4. Competitor Analysis

Analyse the keywords your competitors are targeting. Tools like SEMrush and Ahrefs can help you identify their top-ranking keywords. This can provide insights into gaps in your keyword strategy.

2: Technical SEO

Technical SEO ensures that search engines can crawl and index your hotel website efficiently. Here’s what you need to focus on:

2.1. Website Speed and Mobile Optimisation

• Optimise your website for mobile devices to provide a seamless experience for mobile users.
• Improve page loading speed, as slow websites can lead to higher bounce rates and lower rankings.

2.2. SSL Certificate

Ensure your website has an SSL certificate, as Google gives preference to secure websites. This is particularly important for handling bookings and sensitive information.

2.3. XML Sitemap and Robots.txt

Create and submit an XML sitemap to search engines to help them understand your website’s structure. Ensure your robots.txt file is correctly configured to guide search engine crawlers.

2.4. Schema Markup

Implement schema markup to provide search engines with structured data about your hotel, including its name, location, star rating, and amenities. This can enhance your visibility in search results.

2.5. Page URLs and Structure

Ensure your page URLs are descriptive and user-friendly. Use a logical site structure with clear navigation to make it easy for users and search engines to find relevant content.

For more detailed explanation of technical SEO read our blog post The Importance of Technical SEO 

3: On-Page SEO for Hotel Websites

On-page SEO involves optimising individual pages of your hotel website. Here’s how to do it effectively:

3.1. Unique Title Tags and Meta Descriptions

• Create unique title tags and meta descriptions for each page, including keywords and a compelling call to action.
• Incorporate local keywords where relevant.

3.2. High-Quality Content

• Develop high-quality, informative content that showcases your hotel’s features, rooms, and amenities.
• Use professional photos and videos to provide a visual experience.

3.3. Local SEO Elements

• Include your hotel’s name, address, and phone number (NAP) on every page, and ensure it’s consistent across the web.
• Embed a Google Map with your location on your website.

3.4. User Reviews and Ratings

• Feature user reviews and ratings prominently, as they can influence travellers’ decisions.
• Encourage guests to leave reviews on platforms like TripAdvisor and Google My Business.

3.5. Booking Options

• Make it easy for users to book rooms by providing clear calls to action (CTAs) and booking forms on relevant pages.

4: Analysing Competitors

Understanding your competitors is crucial in the highly competitive hotel industry. Here’s how to analyse and stay ahead of them:

4.1. Competitor Identification

Identify your direct competitors by searching for hotels in your area and monitoring who ranks highest in search results.

4.2. Keyword Analysis

Analyse the keywords your competitors are targeting, their rankings, and the content they create. Identify gaps in their strategy that you can leverage.

4.3. Backlink Analysis

Examine your competitors’ backlinks to discover opportunities for link-building. Tools like Ahrefs and Moz can help with this.

4.4. Social Media and Content Analysis

Study your competitors’ social media presence and content marketing efforts. Identify what’s working for them and where you can differentiate.

5: Targeting Restaurants, Spas, and Wedding Venues

Many travellers look for hotels that offer additional amenities like restaurants, spas, and wedding venues. Here’s how to optimise for these aspects:

5.1. Dedicated Pages

Create dedicated pages for each amenity, such as “Hotel Restaurant,” “Spa Services,” and “Wedding Venues.” Optimise these pages with relevant keywords.

5.2. High-Quality Content

Highlight the unique features and benefits of each amenity with compelling content. Include professional photos and descriptions.

5.3. Local SEO

Optimise these pages for local SEO by including location-specific keywords and ensuring your NAP information is accurate.

6: Site Architecture

Your website’s structure impacts both user experience and SEO. Here’s how to structure it effectively:

6.1. Clear Navigation

Design an intuitive and user-friendly navigation menu that allows visitors to find information easily. Use descriptive menu labels.

6.2. Breadcrumb Navigation

Implement breadcrumb navigation to help users understand their location within your site’s hierarchy. This also provides additional internal links for SEO.

6.3. XML Sitemaps

Create XML sitemaps for your website and submit them to search engines. This ensures that search engines discover and index all your important pages.

7: Using a Blog to Target Long-Tail Keywords

Blogging is a powerful tool for targeting long-tail keywords and providing valuable content. Here’s how to leverage it:

7.1. Long-Tail Keyword Research

Identify long-tail keywords related to your hotel and location. Create blog posts that address these specific queries.

7.2. Content Strategy

Develop a content calendar and create blog posts that cover various aspects of travel to your location, including local attractions, events, and travel tips.

7.3. User Engagement

Encourage user engagement by allowing comments and social sharing on your blog posts. Respond to comments to foster a community.

8: Creating Internal Links

Internal links connect different pages within your website and help distribute link equity. Here’s how to use them effectively:

8.1. Anchor Text

Use descriptive and relevant anchor text when linking to other pages within your site. For example, if you mention “spacious suites,” link to the “Rooms and Suites” page.

8.2. Hierarchical Structure

Organise your internal links hierarchically, emphasising important pages like your homepage and booking page.

8.3. User Experience

Ensure that internal links improve the user experience by guiding visitors to relevant and related content.

9: Using Review Schema to Display Rich Snippets in Google

Review schema markup can make your hotel’s ratings and reviews stand out in Google search results. Here’s how to implement it:

9.1. Schema Markup Types

Choose the appropriate schema markup type, such as “Organization” for your hotel and “AggregateRating” for reviews.

9.2. Structured Data Markup

Add structured data markup to your website’s HTML code, including details like star ratings and review counts.

9.3. Testing

Use Google’s Structured Data Testing Tool to ensure your markup is error-free and displaying as intended.

10: Using SEO Software

SEO software tools can streamline your efforts and provide valuable insights. Here are some tools to consider:

10.1. Screaming Frog

• Use Screaming Frog to analyse your website’s structure, uncover technical issues, and generate XML sitemaps.

10.2. SEMrush

• Conduct keyword research, track rankings, and analyse your competitors’ strategies with SEMrush.

10.3. Google Search Console

• Monitor your website’s performance in Google search results, identify indexing issues, and submit sitemaps through Google Search Console.

10.4. Ahrefs

• Use Ahrefs for backlink analysis, keyword research, and competitor research.

10.5. Yoast SEO (WordPress Plugin)

• If your website is built on WordPress, Yoast SEO can help with on-page optimisation and schema markup.

10.6. Moz Pro

• Moz Pro offers various tools for keyword research, site audits, link building, and rank tracking.

Wired Media Hotel SEO Management and strategy 

In conclusion, mastering hotel SEO is crucial for attracting travellers, driving bookings, and staying competitive in the hospitality industry. By implementing the strategies outlined in this guide, you can optimise your hotel website for search engines and provide a seamless experience for your guests. Stay updated with the latest SEO trends and adapt your strategy to meet the evolving needs of travellers in the digital age. For more information or for help with your Hotel SEO strategy feel free to give us a call on 0117 930 4365 or drop us an email.