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A Complete Guide to SEO for Hotel Companies in 2020

SEO For Hotels Ultimate Guide

In this modern Internet era, creating a business website goes without saying. It’s an absolute necessity because it reflects how professional your hotel company is. We assume that you already have a website because well, if you don’t have one, why’d you even care about doing its SEO?

Hotel companies want their websites to become a source of leads. To get leads, you will want to have people visiting the website in the first place. So, the real question that needs to be asked here is – How exactly can you drive people to your website?

Well, while there are many ways that might require you to spend money, the best way is to create a website with solid SEO foundations. This will help you rank on top of popular search engines and get a strong stream of organic traffic.

This is why you will have to learn how to do SEO for your hotel company website. We’ve discussed Legal SEO a little while ago, and now it’s time to discuss how to go about SEO for hotels. Don’t worry, you are on the right page. We are going to help you do that. Check the table of contents and let’s get started!

What is SEO for Hotel Companies?

Search Engine Optimization for hotel companies is a detailed process of implementing important SEO-related changes to the website to improve its chances of ranking higher on search engines. This is done to drive maximum organic traffic to the website.

Not just that, SEO for hotel companies will allow you to boost your website’s online presence and get more and more leads on the website itself. There’s no doubt that SEO has become one of the most important digital marketing strategies in 2020. 

The hotel industry is fiercely competitive and requires you to keep your website in top condition. Thus SEO is your best option to keep your website up-to-date with all the latest changes required to improve search engine rankings. 

But, is SEO really important for your hotel company website? Let’s find out.

Importance of SEO for Hotel Companies

There are so many reasons why you should implement a perfect SEO strategy for your hotel company website. Let’s discuss some of the most important ones.

Improve Organic Traffic

As we already mentioned, getting your website perfectly SEOed will help you get better search rankings and drive more and more online users to your website. People will like to visit the top three websites shown on a SERP and getting your website will provide you an edge over your competition.

Increase Profitability

Getting higher traffic means that you will get more chances to convert leads through your website. More conversion will boost the revenue of your hotel company. Quite simple, right?

Boost Brand Awareness

Getting ranked high on search engines will definitely provide your hotel company with better brand exposure. Since your target audience will watch you ranking high for all their queries, it will create a great impression on them and you might get repeat customers.

Establishes Credibility

With increased brand awareness, your brand’s credibility will also improve. This will make your target audience trust your brand and more willing to do business with your hotel company.

Now that we know what SEO can do your hotel company, let’s get started with creating a superb SEO foundation for your hotel company website, shall we?

Steps to do SEO for Hotel Companies in 2020

We highly recommend you to follow these steps to do SEO for hotel company websites the way they are mentioned. This will allow you to trace back the process in case you end up doing something wrong. So, let’s get started!

Step 1 – Know Your Target Audience

Google’s shift to introduce algorithms that prefer content designed taking search intent into consideration has made websites change their SEO game. Today, there’s nothing more important than creating content that provides value to the audience. Google loves providing high-quality results to the search queries and therefore, ranks websites designed using search-intent on top.

But, before we try understanding what search intent is, you must identify your target audience. This is important because all major UI and UX-related changes on your website will be made using the information you gain about your target audience.

You will have to figure out what their interests are, what are they looking for on the Internet, and what their booking patterns look like. If you already have a list of existing customers, you can use it to track their booking pattern.


Once you have a clear idea of what your target audience looks like, you can then do research on what they are searching for whenever they are looking for the services your hotel company is providing. These are the most common search terms they use. You will have to create a complete list of search terms and then identify one primary keyword to go forward with.

Let’s come back to search intent. So, every search made on the Internet has an intent behind it. It may be for making a purchase or just to get some information or maybe it’s for asking a question. While choosing the keywords, which we will be discussing next, it is important that the intent behind the search terms align with your marketing goals.

For example, if your goal is to sell accommodation, you must select the search terms that have the intent of buying one.

Step 2 – Find Profitable Keywords

Keyword is one of the most important components of any search engine optimization strategy. What are keywords? Well, these are the search terms we earlier talked about. These are the phrases your target audience uses to search for your services.

To give you a few examples, your keywords night look like these:

  1. Cheap hotels in Maldives
  2. Best hotels in Maldives
  3. Hotels near Maldives airport

And so on. You get the drift. So, hitting these keywords on the search bar will help you find the most common searches around them. But to be able to rank your website, you will need more keywords.

You should be aware that for these specific keywords it will be extremely difficult to rank. Reason is that companies such as Airbnb and Booking.com are literally spending tons of money to get to the first places themselves.

How to use Ubersuggest

This is where you will have to use keyword tools like Google Keyword Planner or Ubersuggest. Since this is a DIY guide to SEO, we highly recommend using Ubersuggest as it is simple to understand and provides all kinds of important information about the search terms you are looking to target. 

So, how exactly can you find keywords on Ubersuggest?

First, open the online tool. You will have a field that will ask you to enter the keywords you were earlier putting on search bars. Also, you will have a field where you can choose the country and language you are looking to target.

Once you enter the keyword and the country, you can hit Enter. Ubersuggest will then start showing the search volume, paid difficulty, search difficulty, and average CPC for all the related keywords you can use for your hotel company SEO.

You must select the keywords with high search volume, higher CPC value and a lower search difficulty. Those are your ideal keywords that you must target.

You must also make sure you do a competitor’s keyword analysis so that you know for what keywords you should optimize better. You can do a competitor’s keyword analysis as well on Ubersuggest.

Step 3 – Perfect Your Technical SEO

So by now, you have the perfect knowledge about your target audience and also the primary and related keywords you can target. It’s time to use both of these information to set up technical SEO for your hotel company website. Let’s do this.

1 – Page Title, Meta Description, URL

Page title or meta title is what the browser tab displays. It tells your audience what the page is all about and helps Google bots to understand your page well. To edit your meta title, you will have to go to your website and press the F12 key or Ctrl+U. This will open the source code for your website.

Here, you can find the <title> tag where you will have to enter the title of your page. The title of the page should be around 50-60 characters long and should describe the title in the best way possible. It should include the primary keyword and should be easily understood by your users and search engines.

Meta tags

Heading onto the meta description, this part of technical SEO is responsible to allow search engines understand the page’s content. Let’s make some important changes to the meta description of your website.

Open your website and press the F12 button or right click on it and choose view source. Find the <meta> tag. There, you will see the meta description of your website. To write an SEO-friendly meta description, you will have to take care of certain things.

First, your meta description must have the focus keyword. Second, it should describe your hotel thoroughly and third, it should be impactful i.e. it should push the online user to click and land on your website.

Finally, we have to discuss and make changes to your website URL. The URL is actually the address of your website. So, it has a huge impact on your hotel’s SEO. Now, the URL must be clear and easily understood. Like meta title and description, it should also include the primary keyword. Make sure you separate the words used in the URL with hyphens. Lastly, do not use connecting words like ‘is, of, are, with, for’, etc. in the URL.

2 – ALT Text on Images

ALT text is basically the alternate text that is attached to the images used on your website. In case the images fail to load, the alternate text is shown so that the users know what the empty space is all about.

Writing a relevant ALT text for your images is important because the search engines do not index images. But, since images are important pieces of content, Google recommends writing ALT-text for images so that it can understand them and index them for its users. 

Not just that, the ALT-text helps the screen-reading tools to explain what the image is all about to people who are visually impaired. You can make changes to ALT-text of your images by going to the source code and finding the <img> tag.

3 – Heading Tags

The heading tags can be found in the source code of your website. These are mentioned like H1, H2, H3, H4, H5 and H6.

The heading tags provide structure to the website content and helps search engines understand the content hierarchy.

Make sure you put the focus keyword in the H1 tag and then follow the other parts of the content using the rest of the heading tags.

4 – Website Load Speed

Your website should load quickly since online users have a low attention span and patience. Google recommends a page load time of less than 3 seconds and we cannot press it more. Use the Google Page Speed insight to find how your website fairs when it comes to loading.

Fun fact: when Amazon changed their hosting some years ago, they lost their first place on Google because of a few milliseconds slower page load. That’s how important it is to have a good hosting partner.

5 – Make Site Mobile-Friendly

Did you know that almost 60% of the searches made on Google are done using mobile devices? This makes it so important for your website to be mobile-ready. If your website fails to load properly on a mobile device, you will start losing potential customers.

6 – Website’s Sitemap

Most modern content management systems have the feature of generating the XML sitemap. The sitemap is the map of your website which has to be submitted to Google through the search console. If you’re using a WordPress plugin like Yoast, there will be an SEO optimized sitemap automatically created for you.

Step 4 – Website Content Optimization

When it comes to SEO for your hotel website, you will have to pay a lot of attention to the content you publish on your website. Content remains king and requires to be optimized for search.

To optimize the content on any webpage, you must make sure the H1 tag has the targeted keyword in it. Then the same target keyword must be used in the first paragraph or the first sentence of the content. Optimally, it should be within the first 100 words and then it should be used multiple times in the content. We’d also suggest writing at least a thousand words for the homepage. This will allow you to place your keywords and its synonyms strategically.

Make sure all your services have separate pages for them so that you are able to optimize for each service. This is because the keywords will be different for different services. Now, when it comes to creating content on your website, you have a lot of options.

You can write blogs, articles, newsletters, etc. to keep your website active. The content that you create should be optimized to perfection as it will help you get leads for your hotel business.

Step 5 – Content Structure

Ever heard about the Schema Markup? Well, it is nothing but structured data code that helps search engines understand different parts of your website. It is an important part of website’s search engine optimization as it provides search engines and users the information they want in a structured or organized form.

Here’s what you can add to your hotel company website’s schema markup.

  • NAP (Name, Address, Phone number)
  • Description
  • Ratings
  • City Temperature
  • Hotel Photos
  • FAQs
  • Pricings
  • Map
  • Business hours
  • Languages spoken at the hotel

When you add such content on your website’s schema markup, you are improving the chances of your content to show up as a rich snippet. You must definitely get schema markup done using the Schema.org website. This structured data will boost your chances to rank higher on search engines.

Step 6 – Backlinking

Want to get the most out of a search engine optimization campaign? Spend your time building backlinks. In order to show Google that your content provides value and is high-quality, you must make sure websites with high-domain authority link back to you. This is what we call getting a backlink.

But, when it comes to linking, there are two types of links that you will have to consider when doing SEO for your hotel. First is Internal Linking and the other is External Linking. These links are used by search engines to discover the new pages on your website.

Internal & External links

So, the internal links are links on the web pages that take the user to other pages on the website. This way, the search engines have a better understanding of your website structure.

The external links are the links that show how valuable your content is. When other high-authority websites link back to your content, Google receives this as a positive signal. It shows Google that your content is high-quality and is providing great value to the users online.

But, that doesn’t mean you should keep creating backlinks for your website. Google will not think twice before pushing your website ranking to the bottom if it finds that you are trying to create too many backlinks. Therefore, you must make sure that you focus on the quality of the backlink instead of the quantity.

There are many ways you can build backlinks for your website. You can write guest posts for websites with high-domain authority. Or you can make review websites write a blog post for your website. You can submit your articles on article submission websites as well. Writing original and creative content is the way to go. Whatever you do, don’t get tempted to buy backlinks. Google will know when you do.

Step 7 – Local SEO

Let’s get started with setting up the Local SEO for your hotel. What does Local SEO mean? Since you are running a brick and mortar business, which a hotel business really is, you would want to grab the attention of your local potential customers.

You local potential customers will be searching for nearby hotels on Google and the search engine will show a list of hotels in a separate display box on the SERP. Believe us, you want your hotel company to be in that display box.

How can you do that?

You can do that by getting listed on Google My Business and other important business listing websites. These websites provide you with an opportunity to put out all the important information about your business. This way, your target audience is able to find you online and make an informed purchasing decision. The most important thing to do while optimizing for Local SEO is creating a Google My Business account.

You should claim your listing and optimize it to perfection. Provide the NAP (name, address, and phone number), provide location of your hotel, mention all the additional facilities you provide and voila! You are good to go!

Final Thoughts

There you have it. This SEO guide for hotels should get you started with SEO for your hotel. Make sure you keep tracking the performance of your website using the various analytical tools available in the market. A regular analysis will provide you with actionable insights and help you make profitable changes to your hotel company website. So, what are you waiting for? Implement this SEO strategy for your website today!

Step-by-step plan to cross of your list

Time needed: 2 days.

We recommend planning 2 days to follow through all the steps to ensure your law firm website is completely optimized for Google.

  1. Determine your Target Audience

    Decide which people you want to target and which people would like to stay in your hotel.

  2. Find Profitable Keywords

    Got to Ubersuggest and enter the location of your target audience, as well as keywords you think might work. The tool will show you exactly which keywords could work for your hotel.

  3. Perfect your Technical SEO

    Ensure all pages have a title, meta description and a SEO-friendly URL. Then, add [alt] text to all images and use heading tags that match with your keywords. Increase the speed of your website and optimize it for mobile devices and finally: add a sitemap.

  4. Optimize the Content of your Website

    Make sure your keywords and it’s synonyms are used throughout your website content, including the heading tags. Also start using your blog to create more content and gain traffic.

  5. Structure the Content of your Website

    Using Schema.org structured data blocks (this is also possible through Yoast). Try to include as many as possible (NAP, description, ratings, temperature, photos, FAQs, pricing, map, business hours and languages spoken at the hotel.

  6. Gather Backlinks and Implement Internal Links

    Find websites with a high domain authority and reach out to them to get a guestpost and/or backlink on their website. Ensure you are linking to your own pages throughout your site as well.

  7. Get your Local SEO Up and Running

    Claim or register your hotel on Google My Business and fill out all the information to ensure your hotel will be shown in a rich snippet on the search engine results page.

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