A Guide For Hotels on Local SEO Services

Local SEO for a business like a hotel is a must-have. If your hotel’s website is not optimised according to the local community, then there’s a high chance that you are losing a significant number of customers. Local SEO services are what you need to gear up your hotel business and generate substantial revenues with popularity.

Here are some simple yet effective steps that you can try to boost a hotel’s online presence:

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Select the right keywords

Selecting the right keywords is crucial for a hotel’s local SEO strategy. Begin by researching terms relevant to your location, such as city names, landmarks, and popular attractions. Incorporate specific terms like “luxury accommodation” or “boutique hotel.” You can use tools like Google Keyword Planner to identify high-search-volume keywords.

Focus on long-tail keywords that reflect user intent, like “pet-friendly hotels in [city]” or “affordable family-friendly lodging.” Consider incorporating geo-modifiers to target local clientele. Regularly updating your keyword list to adapt to changing trends and customer preferences ensures your hotel remains visible in local search results.

Buying Intent

Understanding and capitalising on buying intent is essential for effective local SEO services. Identify keywords that indicate a solid purchasing inclination, such as “book,” “reserve,” or “availability.” Tailor your content to address specific needs, like “last-minute hotel deals” or “special offers.” Implement clear calls to action on your website, prompting visitors to make reservations directly.

Optimise your keywords for location-based buying signals, like “hotels near [landmark].” Leverage customer reviews and testimonials, showcasing positive experiences to boost confidence in potential guests. By aligning your local SEO strategy with buying intent, you enhance the likelihood of converting online visitors into booked guests.

Informational Intent

Informational intent involves addressing user queries and providing valuable content. For that, try identifying keywords associated with inquiries about your location, amenities, and nearby attractions. Create informative blog posts, guides, or FAQs that answer common questions, such as “best restaurants near the hotel” or “local events and festivals.” Optimise your web content for voice search by including conversational phrases. 

Also, you can use schema markup to enhance the search engine’s understanding of your information-rich content. By satisfying informational intent, your hotel establishes authority, builds trust, and increases visibility among users seeking relevant details about their stay or the local area.

Optimise Google My Business (GMB)

Google My Business (GMB) is paramount for local SEO success in the hotel industry. Ensure accurate business information, including name, address, phone number, and business hours, is added to your profile. Select relevant categories and upload high-quality photos showcasing your hotel’s amenities and ambience. Encourage positive reviews from satisfied guests, responding promptly to positive and negative feedback. Regularly updating GMB with current promotions, events, and special offers can make your hotel visible in the top search engine rankings.

Moreover, focus on the Q&A feature to proactively address potential guests’ inquiries. By maintaining an optimised GMB profile, your hotel enhances its visibility in local searches, builds trust, and attracts potential guests searching for accommodation in your area.

Create Quality Local Content

Optimising local content for your hotel’s website is pivotal for a robust regional SEO strategy. Tailor your website content to reflect the unique aspects of your location, integrating local keywords seamlessly. Craft engaging blog posts highlighting nearby attractions, events, and insider tips. Implement geographically relevant meta tags and descriptions to enhance search engine understanding.

Try to foster connections with local businesses and influencers, seeking collaborative content or backlinking opportunities. Leverage user-generated content, such as guest reviews and testimonials, to reinforce your hotel’s regional appeal. Also, use structured data markup to provide search engines with context about your content.

Regularly update your website with fresh, relevant information to signal to search engines that your content is current and valuable. By optimising local content, your hotel strengthens its online presence, attracting guests seeking a personalised and authentic local experience.

Focus on Reviews

Reviews are critical to a thriving local business. Hence, prioritising online reviews is integral to a flourishing regional SEO strategy for hotels. Encourage guests to leave positive reviews on Google, TripAdvisor, and Yelp. Respond promptly to all reviews, expressing gratitude for positive feedback and addressing concerns professionally.

Positive reviews enhance your hotel’s credibility and visibility in local search results. Actively manage your online reputation by monitoring and addressing considerations regularly. Use customer feedback to identify areas for improvement and showcase your commitment to guest satisfaction.

As search engines value user-generated content, a favourable review profile can significantly impact your hotel’s ranking and appeal to potential guests.

How Can a Professional SEO Agency Help?

A professional SEO agency in Edinburgh can elevate your hotel’s profile by implementing advanced strategies. They conduct in-depth keyword research, optimise website content, and manage online profiles like Google My Business. 

With expertise in algorithm changes and industry trends, an SEO agency ensures your hotel ranks higher in local searches, driving more qualified traffic and bookings and ultimately helping you achieve your goals.