Recent Google developments have made it harder and harder to rank on the first page of search engine results with short-tail phrases.
While you can’t control Google (if only!) or where exactly your hotel ends up in the search results, you DO have control over your hotel’s website content that Google crawls and indexes.
One simple strategy to boost your SEO effectiveness is to build relevant content that answers guests’ questions about your hotel and destination, making use of more specific, long-tail keywords.
And the best way to do this is to leverage your website’s secret SEO weapon: the FAQ/policies page.
Most hotels keep this page generic or barren of any targeted SEO phrases, then end up copying and pasting text from another hotel. Major mistake – this page is vital to Google and to you. Google scans hotel policy pages to determine if your hotel website is relevant to searches like the one above. So if you have an FAQ or policy about pets, make sure your answer to that question is keyword-rich, for example: “Looking for a pet-friendly hotel in _____? Hotel _____ loves pets!”
And when writing destination content, don’t be afraid to promote other businesses, such as restaurants or activities outside of the hotel (ie “hotels near…”). Your hotel is more likely to rank for long tail searches (with fewer competitors) for these external attractions and with content that addresses guests’ questions.