How to Optimize Your “Google My Business” Page

By Jonathan Evans Director, Chatmeter | April 01, 2018

Over 45% of all searches on Google are local, but many companies still only focus on their website optimization and not on local search (Google Maps) influencers. That's a huge mistake for hotels looking to drive traffic and reservations through the Google Maps results, as the algorithm for local searches is substantially different from traditional Google.com searches.

In other words, someone driving into your town and looking for lodging might ask their Android or Siri device for "hotels," "motels," "lodging," etc. nearby. How you rank in that type of search (and you want to be in the top 3) has little to do with how much you spend on your website's SEO.

Rather, the local search algorithm bases its rankings on factors that signal a successful and trustworthy business: do you receive and respond to reviews? Is your listing's information consistent across key directory sites? And most importantly: have you claimed and optimized your Google My Business page (GMB) for each location? In fact, top SEO experts say that your GMB listing accounts for 20% of your local SEO ranking score.

The Basics

According to Google, for each location you need to:

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.