SEO For Hotels 11 Practical Tips To Improve Your Luxury Resort Rankings
If you run a Luxury Hotel & Resort either as a Gm or an Owner. Then this article is for you or for your Marketing Director! There is a notion in the Hospitality industry that SEO for Hotels is not that relevant.
And that’s why the first Page of Google.com is full of Expedia, Tripadvisor and Booking.com. How much longer do you want to lose the battle to those OTA’s?
SEO for Hotels (Search Engine Optimization) at its core is not that difficult. And with a bit of reading, you could already grasp a bit of it.
On the surface it is not difficult, in reality, the Search Engine Optimization techniques are constantly evolving. And you have to stay on top of it if you want to get found on Google.com
Many Luxury Hotels & Resorts fall in a big trap when they first set up their website. They hire a company to do the Hotel Website Design or they do it in-house and totally ignore SEO.
For their SEO they get a trainee to read some articles sit together with the Marketing Director and implement the SEO. Another great method is, that Luxury Resort hires a so though speak SEO company which promises them first-page ranking within a week.
Stop paying big money to print media, and printing out Hotel Brochures. Instead, Focus on SEO!
SEO For Hotels
The time is now to take SEO serious if you run a Luxury Resort and want to increase your direct bookings. It is never too late to start optimizing your web page for SEO.
While the optimization field is ever-evolving, some practices are proving effective, while others are harmful in the long run to your Luxury Resort.
We have combined a list of 11 things which are the most common one that we see. When we work with Luxury Resorts on their onsite optimization.
So dive in, read through the list and if you have any questions please do contact us at [email protected] We will answer your questions.
1. Choosing The Wrong Agency
Hello…I need urgently someone in Miami that can offer both web design and SEO services for a boutique hotel in… https://t.co/mDTvl3PChm
— ruben campbell (@rubencampbell) October 27, 2017
I’m going to be very biased here at this point. Please do not use an Agency which promises you first page rankings within 3 weeks! It is not possible to promise you or your Luxury Resort first page rankings within a time frame.
Why is that?
Because Google.com could change their Algo Rythm tomorrow, and whatever SEO we were doing is GONE!
If you use an Agency which promises you first page rankings within two weeks.
It is the same like doing a renovation in your Luxury Resort during the high season. Yes, you could get first-page ranking within the first two weeks. But for how long?
After latest three weeks your Luxury Resort Website would be buried in Google, and all your hard work in designing it would be gone for a very long time.
Not only this, but it would take the new Agency which your hire to help you out with the Google penalty. Three times the efforts to bring you out of misery.
It turns out the Agency which you have hired, spammed your website with so many bad and harmful backlinks without telling you.
A really good SEO Agency will have a plan laid out for you what they do when. And a really good SEO Agency will not even start building backlinks in the first month of your SEO campaign.
2. Website Audit
What I mean by that is, when was the last time you took the chance to look at your website. And I don’t mean you look at it through a mobile phone or your desktop. What I mean by auditing your site is, that you take a real close look on your site inside.
Especially when you are planning to have a redesign of your Luxury Hotel & Resort Website, or if you are planning to roll out a big SEO campaign.
There are many benefits with auditing your site. We look at three things which are crucial for a marketing perspective.
Improving Website Performance: Luxury Resort website audits usually evaluate a site not only for its content but also for its technical performance. As a result, an audit will give you a chance to inspect the robustness of your website’s technical framework and infrastructure. Assess how friendly your website is to search engines. And determine how easy it is for users to navigate and intuitively find content on your website.
Enhancing SEO: By conducting a website audit, you’ll be able to identify any missed SEO opportunities and remedy any misguided or poorly executed SEO pitfalls (e.g. keyword stuffing, exact match anchor text links, etc.) throughout the content of your website. It will also allow you to re-focus your SEO efforts on users first, and search engines second. This will safeguard you from constantly chasing changes to search ranking algorithms, meaning you won’t be applying misguided practices just to show up in the top of the search engine results pages (SERPs).
Improving Conversion: Finally, website audits enable you to re-evaluate the effectiveness of your website in terms of lead generation and conversion. As a result, you’ll be able to spot any previously overlooked opportunities to convert visitors into leads so you can add relevant CTAs. And you’ll be able to identify deficiencies in your landing pages so you can optimize them to boost conversions.
3. No 301 Redirects
For easier understanding, let’s say your marketing department is working Monday to Friday and takes the weekend off. Well, there might be some guest who will call on a Saturday.
Instead of landing in an endless ringing line. You install a forward call to the reception of your Luxury Resort. The guest is not getting upset because a friendly voice picked up the phone.
Answered maybe some questions to the guest, and mentioned gently that the marketing department will be back in the office on Monday morning.
This is a 301 redirect, in its simple form! And this is what it means for your website SEO.
A 301 redirect is a permanent redirect which passes between 90-99% of link juice (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.
4. Wrong Keywords
You might laugh now, but this is what we see quite often. You have a beautiful Luxury Resort but you rank for the keywords of your competition.
I do not want to mention the resort now, but there is one particular Resort which is ranking for the Keyword Amankila. This should be a big no go, but it still happens.
You as the Marketing Director or the General Manager, should check your website from time to time and see for which Keywords are you ranking actually.
Are these keywords the one we want, or is there something that we miss? If we miss the keywords which we want, how can we rank for them and improve our position?
Having your Luxury Resort ranking for the wrong keyword is just pure poor work from your webmaster.
5. Past, Present And Future
A potential guest comes to your website for the first time to do some research (Past).
She or he comes back after the research to book the room on your website (Present).
And then you anticipate that the guest will come again to your site, to have more information (Future).
We have to understand how and why potential guests come to your Luxury Hotel & Resort Website. And what they need after they have booked the room.
The past is gone they have been there already, in the present they book the room. But how do you attract the guest to stay with you for the future?
Once you book a room don’t you want to check out and have more information about the Resort, the close location and where to find the best restaurants?
We all want this, and what do we do after we have booked the room? We close the Resort webpage and go back to Google.
What if you set up your Hotel website in a way, that the guest will be with you in the past, present and stay in the future. Why don’t you set up pages with all the information? Why don’t you have a blog with all the information?
This is what we mean by past, present and future. Keep your guests engaged on your website and it will help you with your SEO for Hotels.
6. Non-Original Content And Not About The Keywords
If you want to rank in Google, you need to identify the right Keywords and put them on your website. It is that simple.
Wait not really…
A couple of years ago you could just stuff your Luxury Resort website with all kind of keywords and repeat them a thousand times. This would give you great rankings. But as Google is getting more and more sophisticated this tactic does not more work.
So what do you have to do? You need to have great content about your Keywords for which you want to rank. It is bringing 0% value to your website. When you have content that are not about your Keywords.
At the same time, your content which you put on your website has to be original. This goes especially for big Hotel Companies with a big portfolio of brands.
It will not help the individual Luxury Resorts when they copy and paste corporate id content on their website. It is actually more harmful to them.
Instead, Hotels/ Resorts should start identifying them self and start to write great content about their Resort, their employees and their environment.
Whatever you post on your Hotel website needs to be original and about your Keywords. Press releases do not count, these things are just there to spread the word but do not really impact your SEO for Hotels.
7. Skipping Title & Meta Tags
Once you have identified the Keywords for your Luxury Hotel & Resort and have written original content for your pages and Blog post.
You hit publish and think you are already done. This is something which we quite often see and a solution needs to be addressed.
Before you hit publish, you should create and optimize your Title for the web page and as well your Meta tags.
Title Tag: This is the title of your Page or Blog post, which the visitor can see on your website. The title tag gives Google the direction about your page. An important note is, that your title should ideally not exceed 60 characters.
Meta Tags: IS actually a quick description of the page, the meta tags will not be shown on your website. But they will be seen on Google search. Therefore it is very important to optimize your meta tags for your Luxury Resort pages and posts.
What we see on many Resort web pages is that the titles are something like this here www.luxuryresort.com/1 or www.luxuryresort.com/our rooms. It would be more advisable to get creative with the title tags for your pages, to get more love from Google.
8. Missing quality Backlinks
A backlink is not just simply a link from another website which links back to you. No, it is one of the key factors how Google decides where to rank you and determines your site authority.
Backlinks to your Luxury Resort are comparable like the reviews on Tripadvisor.com for SEO for Hotels. The higher a number of good reviews you get, the higher is your position on TripAdvisor.
Which then will bring your more bookings.
The same goes with backlinks, more backlinks are pointing back to your Luxury Resort website. The higher is your position in Google.
Well not quite yet, it always depends on which kind of backlinks you have. If you hire an SEO Agency which promises you page one rankings within 3 weeks.
Then you have to be on the outlook, your webpage will get spammed with 10 thousand very poor and bad backlinks. You are running a danger of violating Google terms and your site will get a penalty.
Your aim when it comes to backlinks is getting high-quality backlinks from high authority websites which are in the hospitality niche.
Once you acquire links form this kind of sites, your rankings will increase and Google will see your site as well as an authority.
9. Slow and not Mobile friendly
As already written in a previous post which you can find here. A slow website and not mobile friendly website is really bad news when it comes to SEO for Hotels.
It is crucial to your Google Rankings and your SEO that your side is fast and mobile-ready.
A fast website will open quick on your desktop but more important on a mobile phone. Time is at the moment a luxury which we don’t have in our busy lifestyle.
Therefore when customers want to visit your webpage, they do not want to wait for it to load. If your Luxury Resort website is loading to slow. You ware going to lose a lot of directs bookings and visitors.
The same goes to a non-mobile friendly website. Your site must bee looking stunning on a mobile and as well easy to navigate.
Google is rolling out next year Mobile Index First. Which simply means that they will prioritise the sites which are mobile friendly.
A fast and mobile-friendly website will help you as well with your Google rankings and your SEO campaign.
10. Google Analytics
Do you have a Google Analytics account yet? If not please STOP reading this post and set up an account. It is FREE and very easy to set up for your website.
Not having a Google Analytics account is like not having a P&L at the end of each month. You would never run a Luxury Resort without a P&L report.
Google Analytics is the same as a P&L report for you, it is just digital and provides you with the right information about your website performance.
Once you analyse the stats in Google Analytics, you will have a clear picture of some very interesting things.
You will know how many % of visitors are viewing your site on a mobile. From which countries are those visitors. What are the keywords the potential customers use to find your Luxury Resort? What are the top pages of my website and much more?
Use this FREE and amazing tool to your advantage. There are so many tutorials on Youtube.com, that within a couple of hours all the metrics will make sense to you.
11. Social Media
I thought I should not write about it. But the reality shows us that I have to mention it here. How many Luxury Hotels & Resorts are neglecting Social Media?
It is actually embarrassing to see what some Resort are doing with their Social Media accounts. We even have found some Resorts which have many Twitter, Facebook and Instagram followers.
But when we take a look closer, than we see that these fans are actually fake accounts.
You don’t fire your concierge in the Resort? So why are you neglecting social media? Social media is the best marketing machine when done right.
You can reach so many people for FREE, share your latest news and stories about your Luxury Resort. And at the same time answer questions which potential guests have.
Luxury Resorts should have already a position filled with a person who just does only one thing. And this one thing is Social Media. Not more and not less.
Did you actually know that Social signals are as well important when it comes to SEO for Hotels?
Here are quick three examples just from Twitter alone…
Kurumba Maldives is doing a great job when it comes to posting on Twitter. But it could be improved.
Four Seasons Bali is doing an OK job, there is more room for improvement. They need to tweet more often.
Simply speaking NOT GOOD AT ALL from Viceroy Bali. Twitter is getting neglected here, even though the last post was nice and got some engagement.
SEO For Hotels How We Can Help
We understand that SEO for Hotels could be an overwhelming subject for you. You are running a Luxury Hotel & Resort. And do not have the time to take care of Link Building and on-site SEO.
Resort Huub was created with an Idea to help Luxury Hotels & Resorts with their SEO and Link Building. If you wish to have an FREE audit report about your Luxury Hotel & Resort SEO score please send an email to [email protected]