SEO for Hospitality

In our years of dealing with hospitality clients, they always seem to have a similar problem: a lack of or stagnant organic traffic. This often can lead to spending on ads, which don’t always guarantee significant returns. If you find yourself in the same position, we have the solution for you: doing SEO for hospitality.

With SEO on your side, you can claim your place among the top organic search results without spending a cent on ads. If you aren’t familiar with SEO, don’t worry, Travel Tractions is here to assist with our services by sharing valuable actionable tips for doing hotel SEO.

Already know what you need? Then, get in touch with us regarding one of our travel SEO services to get started.

What is SEO for Hospitality?

SEO, or search engine optimisation, is the process of improving a website’s ranking in organic search engine results pages (SERPs). In the context of hospitality, SEO is done to improve organic traffic and ultimately attract more guests and bookings.

Hospitality SEO includes doing on-page and off-page SEO through various methods. This includes creating new content, optimising existing content, improving local SEO, doing link building, and managing your reputation.

Done correctly, you’ll be able to capture more leads and convert them into guests past the day of your SEO efforts, a stark contrast to ads that stop when you stop paying.

Not sure what you need? Book a free consultation with one of our SEO experts.

How Travel Tractions Can Help You With Hospitality & Hotel SEO

Now that you know what SEO is, and more specifically what SEO for hospitality entails, you’re ready to solve your problem? Possibly, but SEO is a lot more complex than it may seem — there are hundreds of ranking factors, which means getting it right comes with some challenges.

This is where Travel Tractions comes in, offering digital marketing services tailor-made for travel companies like yours. By taking a look at your Google Analytics and Google Search Console data as well as your website, then come up with valuable solutions. From focusing on-page and off-page SEO to content strategies and content writing, we can help you with it all.

SEO Audit Packages for Hotel Industry

SEO Health & Help Session

Migrations / Launches / Revamps
$ 899 From
  • Up to 10 hours
  • 1 hour strategy session

SEO Analysis & Strategy Session

Small Website
$ 2999 From
  • Up to 40 hours
  • 1 hour consult
  • 1 hour strategy session

Full Audit & Strategy Session

Full Big Websites – eCommerce Stores
$ 4999 From
  • Up to 70 hours
  • 3hrs consulting
  • 3 briefed blog topics
  • 3 Keyword Sets
  • 3x Competitor Analysis
  • Pre-live & Post-live check
  • Strategy Call with Matt

SEO for Hospitality Industry Tips & Services

Whether you’re someone with SEO experience and just need tips or a hotel website owner who needs expert help, you’ll find the following section handy. We’ve included a bit about our services and actionable tips that can improve your hotel search engine optimization immediately.

Market Research, Competitor Analysis & Consulting

Before any SEO work can be done, it’s imperative to know why it’s being done and who it’s being done for. These questions can only be answered by market research. By conducting market research, you’ll have a clear idea of who your potential guests are and what they need. With that in mind, you can craft a strategy perfect for reaching them.

Likewise, competitor analysis is important so you’re better equipped to beat your competition. Knowing what other property or hotel websites are doing or not doing can help you gain an edge. For example, you can replicate a previously successful strategy for another hospitality brand but put your own twist on it. Another option is to address guest pain points that the competition doesn’t, like providing airport shuttle services where no one else is.

Of course, doing all this on your own can be time consuming and exhausting, which is why online travel agencies like Travel Tractions are around to help do it for you. Get in touch with a travel SEO consultant to get started.

SEO Audits

After you’re aware of who you’re trying to reach, the next step is to focus on your website, and what better way to do that than with an SEO audit?

So what is an SEO audit? An SEO audit is a comprehensive evaluation of your website’s performance, structure, and optimisation factors. The focus of the analysis is to identify things holding your website back from ranking well on SERPs. This includes analysing the content, technical aspects, backlink profile, and more, which will be used to improve your hotel SEO strategy.

The findings will then dictate what needs to be done to enhance your online visibility, be it technical SEO, on-page SEO, or off-page SEO. 

Technical SEO refers to the optimisation of the technical aspects of a website to improve its search engine visibility and performance. This includes speeding up its loading time and ensuring it’s mobile-friendly, which will decrease the bounce rate. Also, ensure that schema markup is implemented and that it has a sitemap that makes it easy for search engines to understand the site.

Content Upgrades & Optimizations

If the biggest concern found during the audit was on-page SEO elements, it means your content is what’s holding you back. That calls for a content upgrade or optimisation, which will refresh existing content with new keywords, expand on existing topics, and update outdated information.

Content upgrades are often purely made using additional content with strong keywords. However, the optimisation process isn’t just focused on the content written alone; there are other elements to be optimised. This includes the meta descriptions, image alt tags, and internal links.

When done correctly, these generally are responsible for improving your organic search ranking.

Content Mining & Strategy

During our time working with hospitality businesses, we’ve realised that some don’t blog or create long-form content. This is a huge misstep in their strategy. Blogging is a great way to engage with your target market, turn them into loyal readers, and potentially guests.

If your business is also not blogging, you’re missing out on quite a lot of free traffic. But, before you start churning out content for the sake of it, you’ll need to start creating a content strategy and conducting a content mine.

A content strategy is a plan that outlines how a business will create, distribute, and manage content to grow the company through content marketing. Content mining will help you figure out what content to produce based on what your target audience is searching for and what keywords they use.

Keyword research spearheads the content mining process, using tools like Google Search Console and Ahrefs. Once found, you can then move on to the writing process.

SEO Content Writing

With the keywords and topics already found, you can then start working on producing brand-new content. By doing so, you can attract new audiences and establish your hospitality business as a voice of authority around your area. This will be valuable in the eyes of both search engines and readers.

To give yourself an edge over the competition, there are a few things to consider when doing SEO content writing:

  • Avoid being salesy: When writing informational content, which is what usually brings in search traffic, you want to avoid trying to sell the reader on your hotel or lodge. Instead, you want to share relevant information in an engaging way to keep them coming back for other content pieces. It’s okay to include a mention of your property, but don’t overdo it.
  • Use stunning images: The travel industry is one that depends on visual aesthetics, so including bad images is one way to turn away potential guests.
  • Use relevant keywords: After finding the keywords to use, you’ll need to use them where they fit naturally and are relevant. Focus on long tail keywords to avoid highly competitive keywords. You’ll also need to avoid keyword stuffing, i.e., using too many keywords in just a few sentences.
  • Create evergreen content: The best type of content is the kind that will be relevant for a long time. Don’t create content that will become stale shortly after it’s produced, as this can lead to increased bounce rates as the information won’t be up-to-date.

By following these tips and best practices, which we’ve followed for years now, you’ll be able to produce writing that will rank well.

Off-Page SEO

In addition to technical and on-page SEO, there’s an aspect of off-page SEO for hotels that’s just as important for ranking well on SERPs. In short, off-page SEO refers to the optimisation of external factors that can affect a hotel website’s online visibility.

While we’re best equipped to assist with link building, we can help with other off-page SEO aspects:

  • Link building: Earning high-quality backlinks from reputable hospitality-related websites lets search engines know that you’re a reliable source to be shown to people making relevant searches.

Local SEO: Another way to get guests and bookings is through online directories, review sites like TripAdvisor, and local platforms like Google My Business (GMB). This means you’ll need to always have updated information on all these platforms. Optimising your GMB profile is especially valuable because when Google recognises that the search intent is for accommodation, it will show GMB results first.

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