Prioritize Destinations Through Data<\/h2>\n
If you want to ensure you\u2019re focusing your optimization efforts on locations that people are looking to travel to, look no further than Destination Insights<\/a> with Google.<\/p>\n This handy tool gives you insights into the latest travel trends across the U.S. or internationally. You can also compare trends and focus on increasing your visibility for specific destinations.<\/p>\n For example, Las Vegas was the top destination in the U.S. from 12\/23\/22 to 03\/12\/23.<\/p>\n If I were working with a hotel like the Bellagio, I would make sure I am ranking on the first page for Las Vegas hotels, the brand, brand + geo keywords, restaurants, precautions, and other associated keywords.<\/p>\n Another great tool to provide insights for your SEO strategy is Hotel Insights by Google<\/a>. It gives you data on who is searching to stay in your area, in addition to tools and tips to make your business stand out from the competition.<\/p>\n The data below is from Nevada, where consumers looking to book travel are up 10% to 25%, year over year (YOY).<\/p>\n If you are a travel brand with locations in the Nevada area, this is a good insight to help you focus on destination pages.<\/p>\n Review existing content and your striking distance keywords<\/a> for opportunities to build out or repurpose content<\/a> with things to do nearby and events in the area. Also, make sure your local search is optimized.<\/p>\n Another excellent feature of this tool is that you can see if users are searching for this information from the U.S. or overseas. This could help you plan out your content strategy and PPC campaigns to target international travelers and reach even more potential guests.<\/p>\n To satisfy travelers\u2019 information needs and demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E.E.A.T)<\/a>, brands should always provide high-quality, useful content.<\/p>\n When travelers consider booking a trip, they have various considerations, such as whether the destination appeals to them, nearby attractions, restaurant options, and dietary restrictions.<\/p>\n Many travelers conduct research months in advance, often relying on search engines for travel inspiration.<\/p>\n Hotels need to have an SEO brand concierge strategy to engage travelers throughout their user journey, as 95%<\/a> of users from a Google\/Bain survey continue to visit travel-related sites after booking.<\/p>\n Such a strategy should include a holistic content approach and a deep understanding of guest profiles, such as generational segments<\/a> like Millennials and Boomers, and interest-based segments like adventurers and foodies.<\/p>\n For effective communication with individual travelers, hotels must provide content that is relevant to their interests and placed above the specific hotel destination \u2013 as well as within.<\/p>\n To rank well for search queries such as \u201cfoodie destinations\u201d or \u201cdining experiences around the world,\u201d for example, a hotel brand\u2019s website should have content that showcases the types of experiences that exemplify the purpose of a concierge.<\/p>\n This content should not only be about what the hotel offers but also cater to the specific needs of individual travelers.<\/p>\n For instance, recommending only the restaurant in the lobby may not be sufficient to satisfy a traveler\u2019s needs. Brands must provide recommendations for external restaurants, what time the restaurants close, things to do in the hotel\u2019s surrounding area, tourist attractions, the best travel routes, etc.<\/p>\n A brand concierge strategy requires completely rethinking hotel brand websites and their role in connecting with travelers through persona identification<\/a>, journey mapping<\/a>, and content.<\/p>\n It involves a comprehensive understanding of search<\/a>, the connections between topics, and the intent stages of the queries<\/a> made throughout the traveler\u2019s journey.<\/p>\n By optimizing your Google Business Profile<\/a> (GBP), your hotel listings can show up in the Map Pack in addition to being listed in the regular organic listings on the page for geo-modified keywords.<\/p>\n This can drive incremental revenue, bookings, and organic traffic.<\/p>\n Fully optimized listings help prioritize your business to ensure your hotel listings are at the top of local searches and provide a consistent customer experience to drive bookings and retention.<\/p>\n Here are my top tips to do just that:<\/p>\n Also, Google updated the new search view, and it is important to become familiarized with the new dashboard. <\/span><\/p>\n Google will show you what you still need to do to complete your profile, whether that\u2019s filling out details such as attributes, business description, website, phone number, address, etc.<\/p>\n Share content about the most popular destinations, travel tips, hotel offerings, events, and nearby attractions.<\/p>\n This can help maximize visibility, build more brand exposure, and generate more links and buzz about your hotel, which can have a positive impact on your visibility, traffic, and revenue.<\/p>\n See Content Repurposing for Travel Brands: A Complete Guide<\/a> for more tips and tricks to get the greatest mileage out of your content across platforms.<\/p>\n User-generated content (UGC) such as reviews, photos, and videos can help travel brands improve their search engine rankings and attract more customers.<\/p>\n Encouraging customers to leave reviews and share their experiences on social media can help travel brands reach potential customers through the power of word-of-mouth marketing.<\/p>\n Video ma<\/a>rketing<\/a> should also be an important part of your SEO strategy, as it\u2019s an effective way for hotels to showcase their facilities and services to potential guests.<\/p>\n Videos can highlight amenities such as swimming pools, fitness centers, and restaurants, as well as show the rooms, views, and ambiance.<\/p>\n By creating a visual experience for the viewer, hotels can capture the attention of potential guests and make them feel more connected to the property.<\/p>\n Video marketing can also help build trust with potential guests.<\/p>\n Videos can feature testimonials from past guests or employees, which can help to build credibility and trust in the brand. They can also showcase the hotel\u2019s commitment to cleanliness and safety, which is especially important in the current environment.<\/p>\n Video marketing is more engaging<\/a> than other types of content, so it\u2019s no surprise that the format is popular with both brands and consumers. Videos can also be shared on social media, which can help to increase engagement and reach a wider audience.<\/p>\n Promoting videos can give hotel brands a competitive advantage in the market. By creating high-quality video content that showcases their property and services, hotels can differentiate themselves from competitors and attract more bookings.<\/p>\n In a competitive industry like travel and tourism, it\u2019s important to optimize your site for Core Web Vitals<\/a> (CWV).<\/p>\n These three combined metrics are used to measure a website across a series of key performance indicators that became a ranking signal in May 2021. They include:<\/p>\n In order to improve on CWV, hotel sites should have clean code, use a CDN<\/a> for heavy images, externalize JS and CSS, and be mobile-friendly and secure, etc.<\/p>\n There\u2019s no penalty for not optimizing to CWVs, but it could be the factor to give you the boost that moves you past tough competitors.<\/p>\n Your potential guests are asking questions, and your hotel brand should have the answers.<\/p>\n Place FAQs on your site to help current and future guests find the information they need, which can also help minimize calls to the hotel.<\/p>\n![\"Monitoring](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2023\/05\/hospitality-seo-best-practices-for-2023-beyond-via-sejournal-wburton27.png\")
Screenshot from Hotel Insights By Google, March 2023<\/span><\/div>\n![\"Nevada](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2023\/05\/hospitality-seo-best-practices-for-2023-beyond-via-sejournal-wburton27-1.png\")
Screenshot from Hotel Insights By Google, March 2023<\/span><\/div>\n![\"Visitors](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2023\/05\/hospitality-seo-best-practices-for-2023-beyond-via-sejournal-wburton27-2.png\")
Screenshot from Hotel Insights By Google, March 2023<\/span><\/div>\nSatisfy Travelers\u2019 Needs With A Brand Concierge Strategy<\/h2>\n
Optimize Your GBP And Local Listings<\/h2>\n
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![\"Google](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2023\/05\/hospitality-seo-best-practices-for-2023-beyond-via-sejournal-wburton27-3.png\")
Screenshot from Google Business Profile, March 2023<\/span><\/div>\nWork With Your Social Media Team<\/h2>\n
User Generated Content<\/h2>\n
Video Marketing<\/h2>\n
Optimize For Core Web Vitals<\/h2>\n
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Leverage FAQs And Be Ready For Voice<\/h2>\n