The hotel industry is of great interest to any SEO consultant. And as you may already know if you follow our blog, SEO strategies vary depending on the market and the competitors we face.
The tourism industry is highly complex due to the intense competition it presents. For this reason, it is crucial to develop a marketing strategy that allows you to stand up to your competitors.
SEO: The Golden Opportunity for Hotels
A large percentage of users who make hotel reservations do so through well-known OTAs (Online Travel Agencies) such as Booking, Expedia, Hotels…
However, what many hoteliers don’t realize is that users reach these platforms through Google.
The decision-making process when booking a hotel begins mainly on Google.
The reason why OTAs usually take most of the market share is that they work on an aspect many hotels overlook: positioning (both SEO and PPC, meaning organic and paid positioning).
Why Hotels Should Pay Attention to SEO
This is where things get interesting. Hotels often believe that competing against these companies is a waste of time and money. Nothing could be further from the truth!
While it’s necessary for hotels to work hand in hand with OTAs to gain visibility, it’s important to note that the percentage of recurring users or customer loyalty achieved through this channel is minimal.
However, customers acquired directly through your own website have a much higher loyalty rate.
Acquiring a lead or hotel booking through SEO means:
- Reaching a potential customer who didn’t know about you before
- Satisfactorily addressing each moment or stage in their decision-making process
- Familiarizing them with the services you offer
In short, SEO for hotels is key to building customer loyalty.
SEO Strategy for Hotels: 5 Key Elements to Consider
- The first step in an SEO strategy for hotels is the same as in any other industry: define your buyer persona. How can you do this? As a hotel, you have access to a great database that, if analyzed correctly, can provide valuable insights. Use it to your advantage!
- Once you’ve defined your target customer profile, it’s time to work with an SEO consultant who can help you meet your potential customer’s search intent through proper On-Page SEO. Implementing a solid content SEO strategy is crucial.
- Off-Page SEO is also vital in hotel SEO, as you’ll likely face competitors with strong domain authority in the sector. Therefore, it’s essential to develop a link-building strategy. Additionally, referral traffic is one of the channels with the highest conversion rates.
- Local SEO: as you know, users typically search for hotels by location. For this reason, local SEO is an indispensable element of any hotel SEO strategy.
- Booking Process: analyze the booking process on your website. Like any purchasing process, it should be simple, clear, and convey trust. Use Google Analytics to identify opportunities for improvement and increase your conversion rate.
If you have a hotel and want to learn more about how SEO and digital marketing can help you,
contact us today with no obligation!
