Unlock the Power of Local SEO for Hotels to Attract More Guests
Google Local is Google’s way of categorizing and organizing local businesses for search. It’s an important aspect of digital marketing that could have profound effects on your online performance. Local SEO for hotels can greatly impact your site’s ability to reach your target audience and increase bookings.
Why is local SEO important for hotels?
If you’ve ever wondered, “what is local SEO for hotels?,” the simple answer is a strategy that helps hotels rank in local search results. Many hotel searches are done with a location in mind. Often, these local searches prompt the Google Maps preview to show up on the right side of a Google search page. The bottom line is that a properly set up Google Local account is critical to your hotel’s local search performance.
How to create your Google My Business account
You can participate in Google Local by going to https://www.google.com/local/business and signing in with your Google account. Then, go to the top right and click “add a listing”. You’ll have to search for the address of your business and select it, then follow the steps for filling out the information; don’t forget to upload some images!
The process to list your hotel online is fairly straightforward, but the difficult part is when you actually “claim” your business. Google needs to know that the business you’re editing actually belongs to you. They do this by sending mail to the address you selected with a verification code; once you receive that, you’ll have to enter the code in your Google Local profile to complete the process and to make the changes to your Google Local profile. Note that any changes you make won’t go live until you complete the verification process.
Boost your local reach with proven SEO strategies
Optimize on-page content
The key to local search is incorporating local keywords throughout the page, including titles, headers, meta descriptions, and content. Writing about local topics, such as attractions, events, and landmarks, can help you rank in local search results.
Leverage local backlinks
Backlinks help improve your hotel website’s authority because they show that other sources view your content as authoritative and valuable. Getting backlinks from local sites, including blogs, directories, and tourist sites can help improve rankings of relevant local keywords for hotels.
To get local backlinks, reach out to local directories to get your hotel listed. Identify relevant directories, familiarize yourself with their site, and send a personalized, compelling email. Explain the value of your link and how it can benefit their website. Other great options for local backlinks include local blogs and travel websites.
Turn guest reviews into a powerful SEO tool
Role of reviews in local SEO
Visitor reviews can affect search engine rankings and build client trust. 54% of individuals said that online customer reviews influenced their decision to book a hotel, while only 44% said the same about the hotel’s star classification. Input from previous customers matters more than the hotel’s overall star rating for most visitors.
Another study found that 81% of users “usually” or “always” considered online reviews when booking. Having reviews not only boosts your local SEO but also helps your target audience determine if they want to book a room or not.
Strategies for managing reviews
Encourage satisfied guests to leave reviews on platforms like Google and TripAdvisor to increase your local SEO and credibility. Responding to reviews can also build trust in potential guests, as long as you’re prompt and professional. Personalize every response, and express gratitude for positive reviews. For negative reviews, empathize with the guest and offer a solution if possible.
Create content that puts your hotel on the local map
Content creation tips
Create content that caters to local searches, such as blog topics about seasonal events, nearby attractions, or local itineraries. Start with keyword research to determine which local keywords to use. Then, craft content with search engine optimization in mind, incorporating relevant keywords naturally to improve rankings.
With the Google local pack update, your local listing can be featured if you have quality content with relevant keywords.
Community partnerships
Working with other local businesses is a great way to strengthen community ties. Partner with restaurants, shops, and attractions by promoting each other or hosting events together. Having activities with other community members can increase online conversations about your hotel, which can improve local visibility.
Visualize success: Practical examples to elevate your local SEO
An optimized Google Business Profile should include detailed descriptions, relevant keywords, customer reviews, and frequently asked questions. The Marquette Hotel is an example of a hotel website that ranks high in local SEO.
Elevate your hotel’s online presence with local SEO excellence
Using local search is a great way to increase visibility, build credibility, and get more bookings. Local SEO for hotels is the key to ranking in local search results to gain website visitors searching for a specific location.
Are you struggling with local SEO for your luxury hotel business? O’Rourke Hospitality Marketing is a hotel SEO agency that specializes in tailored local SEO strategies for the hospitality industry. Work with us to improve your hotel’s visibility in local search rankings using strategies like local keyword research, on page SEO, and backlinks.