How to Improve Hotel Bookings with Local SEO
By Katarina Puckett Vice President of Marketing, Travel Tech Strategies | July 10, 2016
In the drive to increase bookings, hotel owners sometimes overlook a key component that can have a dramatic impact on their online visibility: local SEO. Search engines rely on a variety of signals when determining your hotel website's position and visibility in search results. Local SEO strategies cover three of the top web ranking signals that Google and the other search engines consider: on-page signals, citations from well-established, respected local directories, and reputable backlinks. When you correctly and proactively apply these local SEO strategies, you strengthen your hotel's business profile and help establish your website domain authority.
Adopting a local SEO strategy that includes a strongly consistent presence on local search directories and listings accomplishes two essential tasks: it helps drive prospective guests to your hotel and it helps to raise your profile with Google and the other search engines, so your website tops listings when prospective guests search for hotels in a specific area.
Local Search is Big and Still Growing Strong
Local searches continue to grow in popularity, as consumers switch from global searches to look for goods and services in specific vicinities. Early figures from Google reported that around 73% of all online activity is related to local searches. Now mobile searchers are getting into the local game - At Google's 2016 Performance Summit, held in May for AdWords advertisers, it was revealed that nearly one third of all mobile searches on Google are related to location. And the number of location based searches continues to grow – in fact, location-related searches are growing 50% faster than other mobile queries.
By incorporating local SEO into your hotel's online marketing strategy, you can raise your hotel's online search profile and increase bookings from the growing numbers of prospective guests who turn to local searches when seeking lodging options.
Local On-Page Signals