Hotel Website Design: SEO

We are talking about hotel website design this week. While most hoteliers generally agree that their hotel needs a website, no one really thinks about WHY a hotel website is needed. In other words, what should a hotel website be designed to accomplish? Well, let’s discuss the most obvious answer – increasing revenue.

 

 

Hotel SEO

Hotel Website Needs To Generate Demand

First and foremost, a hotel website must be designed to get your hotel found on the Internet. Its primary purpose, along with a host of others we’ll talk about later, is to passively market to those who are already planning a trip to your market. For instance, if someone is looking for a hotel to stay while attending a Boat Show in Atlantic City, your hotel website should be optimized in such a way that it shows up in Google’s search results. This can be done by having event-specific landing pages that target potential demand generators.

Consequently, a good hotel website should have a lot of pages – each targeting different events, points of interests, businesses, and others. There should be A LOT of potential demand generators in your market.

For instance (this is probably a terrible example), but think about how many people need to come from out of town to attend funerals. Which hotel shows up first when you google “hotel near xyz funeral home in yourtown?” These are easy queries to rank #1 for.

Hotel Website SEO - Long Tail

It’s a sad example, but it demonstrates the power of the Long Tail Effect. The more you optimize your pages for specific niches, the higher chance you’ll rank on Google search results. In addition, the visitors generated from these Long Tail pages are much more qualified, and thus will be more likely to book at your hotel.

Real Life Example

One of our hotel partners, Quality Inn Davenport, uses this technique extremely well. There is a large John Deere facility nearby, and the hotel wanted to maximize its exposure when anyone is looking to visit the John Deere Davenport Works. So, they’ve created a landing page using our Hotelliant platform and now enjoy a healthy benefit of ranking #1 when you Google the term “hotel near John Deere Davenport Works“. Try it yourself. Screenshot below:

Hotelliant Location Driven Landing Page

 

If you are getting your hotel a website, make sure to list out the niche demand generators that you can leverage to increase demand at your hotel. It may be the single biggest demand booster for your hotel. Here is a list to get you started:

  • Nearby companies and businesses
  • State & national parks
  • Attractions, museums, exhibits, and theme parks
  • Beaches and mountains
  • Funeral homes, wedding halls, event centers
  • Convention centers and sports arenas
  • Highways and Interstates
  • Any events, conventions, concerts, and sporting events

 

Summary

The single most important job of a hotel website is to get your hotel found on the Internet where over 80% of people are using to find hotels. There are, of course, numerous ways to reach potential guests on the Internet, but the single most important (and perhaps the easiest) way to market to these guests are through what we call the Long Tail SEO. The idea is to optimize certain search terms that are well qualified and less competitive, such as “hotel near funeral home in Spokane, WA”.

 

Coming Up Next Week:

We will continue to talk about hotel website SEO – more specifically about on-page SEO optimization. Content is king, but it’s only as good as the throne it’s sitting on. We’ll look at some fundamental factors that will make your content more readable & indexable by search bots, such as Google.

About

Joe is a seasoned hospitality professional who has worked in various roles within the hotel operations including Rooms, Sales, Marketing, and Revenue Management. His current mission in life is to bring affordable technologies to hotels to launch their own hotel internet marketing campaigns. You can also connect with him on Google+ or on Linked In

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