Looking for a digital marketing agency to help with your SEO strategy? You’ve come to the right place. We work with leading names in the hospitality industry and deliver standout results every time. Our team can help to build everything from your hotel website to your online booking platform. We even work with travel agencies and local tour guides to ensure their name soars high in Google search.
Ready to embark on your SEO journey? Get in touch with our friendly team to book a free consultation.
Travel and accommodation: SEO basics
Backlinks. Content. Meta copy. Page load speed. SEO (and digital marketing in general) can be a complicated thing to get your head around. The good news is our specialists are here to make things super simple and crystal clear. We love working closely with clients across the hospitality space to create tailored marketing strategies.
So let’s come together and give your brand the leg up it needs to stand out from the crowd. The hospitality industry is fiercely competitive, after all. And it’s only with the right approach to SEO that you can capture your customers’ attention, build brand trust and drive sales.
Why do you need SEO for travel & accommodation businesses?
Great question! And the answer’s pretty simple. Over 50% of leisure travellers and 64% of business travellers start planning for their trips by researching online. This means there’s a world of opportunity for savvy businesses to advertise themselves online when these prospects are typing away from behind their keyboards.
But how can you actually get noticed? Well, one bullet-proof approach is through organic search ranking. For hotels and travel businesses in particular, having strong organic search placement unlocks plenty of potential business.
To be successful, you must have a carefully implemented SEO campaign. The kind that requires meticulous planning, a unique content strategy, and a clear understanding of your target audience and their interests.
That’s why you should always work with a trusted digital marketing agency. One that can tick all the above boxes. And score you knockout results.
What if I own a hotel – is SEO still important?
A subset of travel and accommodation SEO, hotel-specific SEO is just as important as it can boost your digital presence. It can help you to become more visible to search engines, increase bookings on your website and stay ahead of the competition. Don’t rely on affiliate booking sites to get your hotel’s name out there. SEO is a great and affordable marketing option for hotels.
How can I improve my hotel SEO?
You can improve your hotel SEO by using the right keywords, creating unique content, optimising your page load speed and using analytics to track and adjust your overall strategy.
How can I increase direct hotel bookings through my website?
You can increase direct hotel bookings by providing incentives or loyalty perks to your customers. For instance, you could offer discounts or coupons when people purchase a certain package, or if they return regularly. Make sure your website is easy to use as well. A great user experience will encourage people to choose you over your competition.
Here’s your winning SEO formula
SEO strategy comes down to research and planning. From there, you need to execute to a T to ensure that you’re firing on all cylinders.
Here’s what you need to do:
Find the right keywords
Make sure you’re targeting the right keywords. For instance, if you’re selling hotel accommodation in Melbourne, then focus on these search terms. While if you’re looking to appeal to holidaymakers heading to Bali, then be sure to lock down these phrases. Cast a wide net, too. This means including any common variations of your search terms so nobody slips through the cracks.
Write unique content
Content is king (provided it’s unique.) Whether you’re writing product descriptions or adding a blog to your website, make sure what you’re publishing is fresh. This is important because people are only interested in useful and engaging work. At the same time, Google penalises content that’s old and stale, or of little value.
Add direct booking to your site
Where possible, add a direct booking function to your web pages. This could be in the call-to-action at the end, or threaded throughout the body copy as an internal link. Either way, make it easy for your customers to access your booking feature.
Track your site traffic
Analytics. Being able to track and record your site traffic is key to SEO performance. The reason? Because when you know how your website is performing, you can adjust your strategy accordingly. If one page has a high bounce rate, then maybe the content isn’t relevant enough for searchers. Or if it’s not getting much action at all, maybe it needs to be re-optimised for different keywords.
ENLIST THE SUPPORT OF AN AWARD WINNING SEMRUSH PARTNER
Hospitality SEO Case Study: Impressive x Urban Willow Retreat
Who are Urban Willow Retreat, and what were their challenges?
Urban Willow retreat is a combination Spa & Cafe based in Armadale, Melbourne. Their services include spa facilities, cafe and a yoga studio. They’ve been operating for several years, with a solid local presence due to their high-quality services. Outside of Armadale, however, they had minimal reach. This was mostly down to limited organic visibility of their website. Urban Willow Retreat wanted to improve this reach and promote a newer service, ‘infrared sauna’ across Melbourne.
What strategy did Impressive and Urban Willow Retreat follow?
Our strategy: We decided on a two-pronged approach to increase organic visibility for Urban Willow Retreat. Impressive’s content team would tackle a significant piece of work in upgrading the content on the client’s website to make it rank for Melbourne-wide searches. At the same time, our SEO team removed low-value landing pages to improve crawl and indexation rate, and tackled more technical SEO issues like site speed and establishing a high-quality link-building campaign.
What were the results of our work?
After a lot of hard work by our teams, Impressive achieved some excellent results for Urban Willow Retreat.
- In the first 12 months of the campaign, the organic traffic (as per GA) improved by 88%:
- The total clicks and non-brand clicks doubled:
- Lastly, ‘infrared sauna’ became one of their most top-performing non-brand queries:
The benefits of hospitality SEO can’t be denied
Marketing agencies have been playing with SEO strategies for well over a decade. It’s actually one of the most powerful ways to boost your ranking in search results. However, many people remain confused about the specifics, particularly when it comes to the hospitality industry.
This is what SEO can do for your business:
- Create more organic web traffic
- Increase your brand’s sales and leads
- Improve your brand authority
- Rank higher in Google search
- Measure your results
- Safeguard the longevity of your business
Like the sound of the above? Work with Impressive – your new SEO agency
We’re one the best in the business when it comes to high-performing SEO strategies for hospitality clients. And, we pride ourselves on delivering impressive results. Every. Single. Time.
It’s no wonder we have a mantelpiece full of digital marketing awards. And the biggest names in hospitality come to us for support.
But we’re not meaning to brag. Or show off. We’re just big-time confident in all that we do. Want to see us put our money where our mouth is? Book a free consultation today.
Hit your Goals
Our clients achieve more because we become their business partner, not a service provider. With one digital marketing agency responsible for your entire strategy, everything gets simpler. Hit your goals faster with the elite of Australia’s marketing talent who use tools, not shortcuts. Here’s how we do it.
A comprehensive audit
We’ll review all of your digital marketing channels and outline what’s working, and what needs to be improved.
Unique growth strategy
We’ll share our approach, covering how we’d scale your marketing – and how they relate to your objectives.
ROI projections
We’ll forecast the results you can expect, as well as your investment and the KPIs involved to get you there.
