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Hotel SEO: How to get more customers?

Don’t Miss Out On Dream Guests! Optimise Your Hotel SEO To Attract Guests And Increase Bookings Effortlessly. Get Ranked On Top Searches Now!

Have you ever tried searching for a hotel online and found hundreds or even thousands of results? It can be really hard for hotels to get noticed and rank at the top of search engines like Google. That’s where Hotel SEO comes in! 

Hotel SEO stands for Search Engine Optimisation for hotels. It’s all about making your hotel’s website more visible and easier to find when people search for things like “hotels in London” or “best beach resorts.” By doing SEO, your hotel website can show up higher in the search results, which means more people will see it and potentially book rooms with you. Check our search engine optimization basics to know more!

Why is SEO so important for hotels?

These days, most people look for hotels online before deciding where to stay. If your website doesn’t appear in the top search results, you could be missing out on a lot of potential customers. Good SEO helps your hotel get found, attract more guests, and ultimately make more money.

In this guide, we’ll cover all the different ways you can improve your hotel SEO. From optimising your website to getting listed on sites like Google My Business and TripAdvisor, we’ve got you covered! Want to know a quick trick to increase leads from GMB without spending a pound?

Quick Summary

Hotel SEO: How to get more customers?

On Page SEO for Hotels

On page SEO refers to the optimisation techniques that you apply directly to your hotel’s website. This includes:

Keyword Research and Optimisation 

Identifying the most relevant and high-volume keywords that potential guests might use to search for hotels in your area is the first step. Once you have a list of target keywords, you’ll need to strategically incorporate them into your website’s content, such as page titles, headings, meta descriptions, and body copy. When was the last time you made competitive keyword research to boost your hotel ranking in SERP?

Meta Tags 

Meta tags provide search engines with important information about your website’s pages. Make sure to include relevant and enticing titles and descriptions that accurately reflect the content on each page and include your target keywords. So, want to know how to optimise your meta tags for SEO

High-Quality Content Creation 

Creating engaging, informative, and keyword-optimized content is essential for hotel SEO. This includes detailed descriptions of your hotel’s amenities, services, and nearby attractions, as well as blog posts and guides on topics related to travel and hospitality. But, how do you write quality content

Internal Linking Strategies

Linking between relevant pages on your website helps search engines understand the structure and hierarchy of your content, and can also improve user experience by making it easier for visitors to navigate your site.

Image Optimisation 

Optimising images with descriptive file names, alt text, and appropriate file sizes can improve your website’s loading speed and make it easier for search engines to understand the content of your images.

Advanced On-Page Techniques
  • Implementing semantic markup like Schema.org to help search engines better understand your content
  • Optimising for featured snippets by providing concise, high-quality answers to common questions. So What are featured snippets?
  • Conducting keyword research using tools like Ahrefs and SEMrush to identify long-tail and low-competition opportunities

Off Page SEO for Hotels

Off-page SEO refers to the optimisation techniques that happen outside of your hotels website. These include:

Backlink Building Strategies 

One of the most important ranking factors for search engines is the number and quality of backlinks pointing to your website. You can build backlinks by:

  • Creating skyscraper content that is significantly better than existing top-ranking resources to attract quality backlinks naturally. Check here to know more about, What are backlinks
  • Reaching out to relevant websites for backlink opportunities through guest posting, interviews, expert roundups, etc.
  • Monitoring and pursuing unlinked brand mentions to convert them into backlinks
  • Participating in relevant online communities and forums to build relationships and earn backlinks
  • Leveraging data-driven visuals like original research, surveys, and infographics to attract backlinks. Check here to know, 

Guest Posting

Writing high-quality guest posts for reputable travel blogs or industry publications can help you build authority and generate backlinks to your hotels website.

Influencer Collaborations

Partnering with travel influencers and bloggers who have a large and engaged following can help you get your hotel in front of a new audience and potentially earn valuable backlinks.

Social Media Signals

While social media activity doesn’t directly impact search rankings, it can indirectly contribute to your hotel SEO by creating brand awareness, increase website traffic, and generating engagement signals that search engines may consider.

Local SEO for Hotels

Local SEO is particularly important for hotels since most guests will be searching for accommodations within a specific geographic area. So, how does local seo work? Here are some key strategies:

Google My Business Optimisation 

Claiming and optimising your hotels Google My Business listing is essential for appearing in local search results and Google Maps. Make sure to include accurate information, high-quality photos, and encourage guests to leave reviews.

Managing Local Citations

Ensuring that your hotel’s name, address, and phone number (NAP) are consistently listed across various online directories and listing sites can help improve your local search visibility.

Encouraging Customer Reviews

Positive reviews on platforms like Google, TripAdvisor, and Yelp can significantly impact your hotel’s local search rankings and influence potential guests’ booking decisions. Here is a simple trick to enhance google my business visibility.

Technical SEO for Hotels

Technical SEO refers to optimising the behind-the-scenes aspects of your hotel’s website to ensure it’s search engine-friendly and provides a good user experience. Some key technical SEO factors include:

Site Speed Optimization 

Faster website loading times can improve user experience and search engine rankings. Optimize images, leverage browser caching, and consider using a content delivery network (CDN) to improve site speed. Want to know more about how site speed impacts SEO


With more and more travelers using their smartphones to search for and book hotels, having a SEO mobile friendly website is crucial for both user experience and SEO.

Secure Website (HTTPS)

Implementing HTTPS protocol and an SSL certificate can help protect your websites data and provide a more secure browsing experience for your visitors, which is a ranking factor for Google.

Fixing Broken Links and 404 Errors 

Regularly auditing your website to check for broken links and 404 errors can improve user experience and prevent search engines from crawling and indexing non-existent pages.

Ongoing SEO Audits and Optimizations
  • Regularly crawling your website to identify and fix technical issues like broken links, canonical duplicate content, indexing problems, etc.
  • Improving website architecture and internal linking structure for better crawlability and content distribution
  • Optimising for Core Web Vitals like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS)
  • Implementing advanced techniques like server-side rendering, prerendering, and lazy loading for improved performance
Content Marketing for Hotels

Content marketing is an effective way to attract more visitors to your hotels website, engage with potential guests, and build brand authority. Some content marketing strategies for hotels include:

Blogging Strategies 

Consistently creating high-quality blog content on topics related to travel, hospitality, and your local area can help improve your website’s visibility in search engines and provide value to potential guests.

Creating Engaging Content 

In addition to written content, consider creating visually appealing and shareable content formats such as videos, infographics, and photo galleries to showcase your hotel and destination.

Seasonal Content and Promotions

Creating timely content around holidays, events, and special promotions can help you capitalise on seasonal trends and attract more visitors to your website.

User-Generated Content 

Encouraging and showcasing user-generated content, such as guest reviews, social media posts, and travel stories, can help build trust, engage your audience, and provide valuable social proof for potential guests.

Visual Content and Practical Ideas
  • Creating virtual tours, 360-degree videos, and interactive maps to showcase your property and nearby attractions
  • Developing location-based guides and itineraries to help guests plan their stay and explore the area
  • Repurposing content into different formats like podcasts, webinars, and social media stories for increased reach
  • Collaborating with local businesses and influencers to create co-branded content and cross-promotion opportunities
Advanced Hotel SEO Techniques

As you become more proficient in hotel SEO, you may want to explore some advanced techniques to further optimise your online presence:

Implementing Schema Markup 

Schema markup is a type of structured data that helps search engines better understand the content on your website and display rich snippets, such as star ratings, pricing information, and booking options. Want to know more about What are rich snippets? Check here.

Voice Search Optimisation
  • Example: Optimising for the voice search query “Where can I find a pet-friendly hotel in London?
    • Create content that directly answers the question in a conversational tone
    • Use structured data to provide rich results with relevant information like hotel amenities, policies, and contact details
Using AI and Chatbots
  • Example: Implementing an AI-powered chatbot to assist with booking inquiries and provide personalised recommendations
    • The chatbot can ask relevant questions to understand the guest’s preferences and requirements
    • It can then suggest suitable hotel options, provide pricing and availability information, and even facilitate the booking process
Monitoring and Analysing SEO Performance
  • Regularly tracking key metrics like organic traffic, rankings, click-through rates, and conversions using tools like Google Analytics and Search Console.
  • Conducting competitor analysis to identify gaps and opportunities for improvement
  • Setting up advanced tracking and attribution models to understand the impact of different SEO efforts on bookings and revenue
Case Studies and Examples

To illustrate the impact of effective hotel SEO, let’s look at a few real-life examples and case studies:

The Ritz-Carlton Hotel Company 

The Ritz-Carlton is a luxury hotel chain that has consistently invested in SEO and content marketing strategies. By creating high-quality, keyword optimised content on their website and blog, optimising their local listings, and implementing schema markup, they’ve been able to rank well for competitive keywords and attract more qualified traffic to their website.

Marriott International 

Marriott, one of the largest hotel chains in the world, has leveraged various SEO tactics, including a strong emphasis on local SEO and user-generated content. By encouraging guests to leave reviews and share their experiences on social media, Marriott has been able to build trust, improve their online reputation, and boost their visibility in local search results.

Hilton Hotels & Resorts
  • Implemented Schema.org markup across their website, resulting in an 8% increase in organic traffic and a 15% improvement in click-through rates for rich results
  • Their AI-powered virtual concierge, “Connie,” has handled over 1 million guest interactions, leading to a 20% increase in direct bookings from the hotel website
The Venetian Resort Las Vegas
  • Invested in creating high-quality visual content, including virtual tours, 360-degree videos, and interactive maps
  • This visual content has been viewed over 2 million times and has contributed to a 30% increase in organic traffic from travel-related searches
  • Their location-based guides and itineraries have an average time on page of 5 minutes, indicating high engagement

These examples demonstrate that hotels of all sizes and categories can benefit from implementing effective SEO strategies tailored to their specific goals and target audience.

How Can We Help You?

At UTDS Optimal Choice, we understand that every hotel is unique, which is why we take a tailored approach to SEO. Our team will work closely with you to understand your specific goals and target audience, and develop a customised SEO strategy that aligns with your brand and business objectives.

With our expertise in website design, advertising, and digital marketing, we can also assist with complementary services such as website development, PPC advertising, social media marketing, and email marketing campaigns. By combining these efforts with a robust SEO strategy, we can help you maximise your online visibility and drive more direct bookings.

Don’t let your hotel get lost in the digital noise. Partner with UTDS Optimal Choice and let our team of experts help you attract more guests through effective hotel SEO and online marketing strategies. Contact us today to schedule a consultation and learn how we can take your online presence to new heights.

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