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Hotels vs. SEO. How to use optimization in the promotion of your business?

6 minutes of reading
Hotels vs. SEO. How to use optimization in the promotion of your business?
Category SEO

In today’s digital world, Search Engine Optimization (SEO) has become one of the most important things you can do to attract customers and create awareness about your brand online. Unfortunately, even if you have the best hotel in town, it doesn’t matter if no one can find you on Google! That’s why it’s important to make sure your site is optimized not only for your country but also in other countries where people are searching.


Google is the most popular search engine in the world, handling over 3.5 billion searches per day. And while organic search is important for all businesses, it’s especially critical for hotels. That’s because a large portion of hotel bookings are made by people who are searching for a specific location. If your website isn’t showing up in the SERPs, you’re missing out on potential customers. One way to ensure that your hotel appears prominently on Google’s first page of results is to hire an experienced local SEO company that understands the ins and outs of this complicated industry.

How does local SEO differ from organic SEO?

The main difference between local SEO and organic SEO is that the first one is focused on optimizing a website for a specific city, region, or country, while the second is focused on national or international searches. That being said, there are a few key things that you can do to optimize your site for both local and organic search.

SEO for hotels - what should you do to have greater visibility in SERP?

If you’re running a hotel, it’s important to make sure that your website is visible in search engine results pages (SERP). Local SEO services can help you achieve this. By optimizing your website for local search, you can increase your chances of being found by potential guests who are searching for hotels in your area.

Take care of your website’s UX

When dealing with optimization for user experience, pay attention to the information architecture. What are customers most often looking for? Location, price, date. Therefore, the first thing the user should see is the room reservation form. Remember that this is a sensitive data process. When talking about this, you should take care of the HTTPS protocol and SSL security certificate in order not to lose the customer’s trust.

The website should be as intuitive to use as possible, but also attractive to read. So take care of visual materials that will be properly optimized in terms of size and size. They will encourage the finalization of the transaction. However, descriptive information is just as important. Here it often happens that after arriving we receive something different than we expected. So be as thorough as possible and list all amenities. Finally, up-to-date and immediately visible information on room availability is needed to help save visitors’ time.

The hotel website must also be responsive, i.e. adapt automatically to different screen resolutions, because all the above-mentioned rules also apply to the mobile version. In addition, as we mentioned, it is used more often by users.

Create a keyword bank

The basis for optimization and positioning are, above all, key phrases that are entered by users into the search engine. The better the match with the content on our website, the greater the visibility. When running a hotel you have to make some effort in this respect. You need to take into account the possibility of voice search, geolocation and numerous variants of synonyms.

When talking about local SEO, one cannot ignore the “near me” option, which is popular among users (mainly mobile). It allows you to find accommodation based on the current location of the user. For this purpose, you need to optimize your business card in the Google My Business and Google Maps panel. Opinions, comments, reviews and customer stars have a great influence on “near me” searches. They are also a ranking factor for Google.

Don’t forget the international guests

In the heat of work, you may miss that the largest potential group of customers are foreign tourists. This means that one language version is not enough to reach it. The English language is the minimum in this context, so it is worth starting with it (and adding new language versions over time). Remember that each available variant of the website must have hreflangs correctly entered. If, on the other hand, the hotel accepts payments in different currencies, the option of choosing the currency should be available as the language changes.

Especially when positioning a hotel, it should also be remembered that Google is not the only search engine that potential hotel guests will use. It is also worth reporting the site in such as Bing, Yahoo, Goo, Ask, com, AOL, Baidu or Yandex, which are popular in some countries.

Put the brand name in place in meta title and description

Users search for your hotel mainly by location, much less frequently entering the name – this variant works well for customers who have visited us before. Therefore, it is better to put the brand in title after specifying the location. Meta description should be used to describe the location and properties of the object as accurately as possible.

Create an appropriate link building profile

Any business, including hotels, that wants to rank higher in search engine results pages must understand how link building works. Link building is the process of acquiring links from other websites to your own. The more high-quality links you have pointing to your website, the higher your site will rank. One of the best ways to acquire high-quality links is by writing articles or blog posts and publishing them on popular sites. Writing guest posts can be a great way to build a good reputation with your local community as well as increase visibility on Google and Bing’s SERPs. Be sure that you offer value with each post and always include a link back to your hotel’s website so readers can find out more about what you do.

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Wrapping up

If you manage a hotel, or are in charge of its marketing, then you need to be aware of the importance of local SEO services. By optimizing your website and online presence for local search, you can make it easier for potential guests to find your hotel when they’re searching online. It’s a simple solution that’s been proven to work! So what are you waiting for? Let’s go to work!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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