10 Steps to Improve the SEO of your Hotel Website

10 Steps to Improve the SEO of Your Hotel website this Holiday Season.

Get vital visibility online by leveraging an effective SEO strategy with our process steps below.

highly competitive

If you’re not up to date on the latest SEO techniques and strategies, don’t worry but do pay attention. The hospitality industry is well known for being highly competitive so improving the ranking of your hotel should be one of the most important parts of your marketing strategy. To get started on improving your SEO, follow these 7 tips which are strategically designed to help improve your SERP (search engine results page) ranking:


When trying to improve your SEO, this term will be used frequently. And shouldn’t be ignored as keywords are essential for having a successful SEO strategy. The first step is to see what the most popular keywords are by using tools like Google Ads keyword planner.

Then see where your page ranks among those searches. If you’re ranking lower than anticipated then the best strategy is to analyse the content on your page and find ways to incorporate these key terms.

After optimising the keywords on your page, make sure that you have also written relevant and effective meta descriptions. Meta descriptions are coded website tags or snippets that tell search engines what your website is about. This is why it’s important to have both a focused keyword and meta description strategy.

2. Create Content

Content marketing is becoming more popular but by creating something as simple as a blog can help to generate website traffic and online visibility via SERP’s. The content doesn’t have to be overly long but it has to be engaging and of interest to potential customers. Infographics and videos are other ways to generate content that will keep people’s attention.

The reason for this is that Google will see that the site is constantly being updated with fresh, relevant content. This will help to improve your SERP ranking. Coupled with improving SEO, creating content is a good overall marketing strategy. When people are interested in the content they are more likely to subscribe to the newsletter.

Once they have opted into a newsletter, a monthly or bi-monthly email can be sent to their inbox with more great content and exclusive deals. A good start for driving conversions.

3. Nobody Cares About Your Brand (Sorry)

Unless you’re a big hotel chain, the majority of people will not be familiar with your brand name. They aren’t searching for your hotels but any hotel that fits their needs. This means that content should be focused on the things that people are searching for not your brand name or things that are only relevant to your hotel. For content, blogs and infographics should highlight the area and interesting things to do or places to dine. Also, when writing meta tags feature keywords that describe these features or local attractions and not the name of your hotel.

4. Get Listed

If you’re a modern hotel then you’re probably already on social media (if you’re not then fix that immediately) but are you on TripAdvisor or Yelp? Having a presence on social media is essential but for the hotel industry being listed on hospitality specific sites is even more vital. TripAdvisor is a powerful tool for businesses that have a strong image on the site and it has become the place for travellers to read reviews and find not only activities but places to stay. A bonus tip is to claim your location and start a Google My Business page. Google has been gradually evolving the platform so that you can add photos, provide necessary contact/business info and respond to reviews. Having a listing also is helpful for search.

5. Maintain Your Reputation

Once the hotel has been listed on hospitality sites and has a presence on social, the pages will start to get feedback. Don’t run away from this feedback but embrace it. Respond to reviews that customers have left behind. The main reason that people complain is that they want to be heard so listen. After enough feedback is given, it is possible to see ways to improve the ratings of the hotel.

6. Remember to Write for People

It can be easy to start writing copy that is geared towards improving the website’s ranking. While this will help to improve the site’s SERP, it will ultimately be detrimental to the business if consumer’s aren’t interested in the content. Essentially after the search, is done users will have to read the content. Find a way to include all of the necessary keywords to rank higher but make the effort to write this content that is clear for people to read and digest.

7. Optimise Your Site

User experience has always been a large part of SEO. Google and other search engines do not want to drive users to bad sites. This means that the website for the hotel should be easy for users to use. Reducing your load time, using responsive design, and removing all Flash from the website are the first things that should be addressed when improving SEO. There are more steps to optimising your site but the fastest way to improve the site is with these three items.

8. Make it Picture Perfect

It’s common knowledge that websites should have high-quality images. Users will want to see the rooms and areas that they would be experiencing at your hotel. However, optimising your page for SEO requires more than just uploading the pictures. As part of its page crawl, Google scans all file names. This makes naming your photos essential.

A picture of the rooftop bar should be titled “hotel rooftop bar” instead of “untitled image.” Additionally, customise the alt text that displays when images are unable to load properly. The final step is making sure that the files of these images are low. Large file sizes will make the load time slower and affect the search rankings of your hotel website.

9. Be Responsive, Design Matters

Every year, more and more users are accessing the internet primarily through mobile. This means that designs should incorporate mobile responsive design. Allowing the user experience on mobile, desktop, or tablet will to be seamless across all platforms. Mobile is becoming so important that Google now uses the mobile first’ version for determining rankings. Also, having a non-cluttered mobile design will help to ensure that you won’t miss out on guests looking for last-minute bookings.

10. Stay Connected

Make sure that your pages are connected by using internal linking throughout the hotel website. This means directing blog content to one of the hotel’s restaurants or services. These links also help to keep users on your site for extended periods of time. A good strategy is to have two to five internal links per page.