Hotel SEO: How To Optimize For Hotel-

Related Search Queries in Google

By Link-Assistant.Com.

According to the stats, about 95% of all

bookers search for hotels online, which

proves that SEO is getting of high

importance for any hotel business.

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From the presentation you will learn:

what types of results Google shows for hotel-related

queries and how SERP results vary in and outside the

US (as of August 2013);

what Hotel Finder is how it works;

how organic results for hotels queries are different

and how to optimize for them the right way;

an additional opportunities to stand out in PPC results.

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Types of results Google shows for hotels-

related keywords

Types of results Google shows for

hotels-related keywords

Google has recently started experimenting

with its listings for hotel-related queries.

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Google has introduced Local Listing

Carousel and now is providing two

different result patterns for the US

searchers and the rest of the world.

Rank Tracker is the tool that can be

used to monitor rankings of a website in

any type of search results.

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Types of results Google shows for

hotels-related keywords

Types of results Google shows for

hotels-related keywords

Hotel-related search results for the US are

arranged in the following way:

1) Carousel of Local Listings at the top;

2) PPC results (often with the recently

introduced image ads) below the carousel and on

the right;

3) Hotel Finder results;

4) Organic results.

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Types of results Google shows for

hotels-related keywords

This is what the US searchers see (pic. 1)

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Types of results Google shows for

hotels-related keywords

Organic results and more PPC results

come if to scroll down.

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Types of results Google shows for

hotels-related keywords

Hotel-related search results outside the US are

arranged in a different way:

1) PPC results go at the top and on the right;

2) Sponsored, or Hotel Finder results follow;

3) Local Listings and Organic search results

go last on the list.

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Types of results Google shows for

hotels-related keywords

This is what the first page of SERP looks like outside the US

(pic. 1)

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Types of results Google shows for

hotels-related keywords

If you scroll down, you will see organic and

local listings.

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Google Hotel Finder

Google Hotel Finder

Hotel Finder is a service established by

Google in 2011.

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Google Hotel Finder

The main goal of this service is to help in finding

accommodations for selected destinations and

dates.

The results the service provides are marked on

the map and supplied with details.

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Google Hotel Finder

Hotel Finder uses multiple data

sources to determine whether or not

to display hotels in their service. So

there’s no any formula to optimize for

this SERP section.

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Google Hotel Finder

Also, booking process in Hotel

Finder is supported through external

services like booking.com,

venere.com, HRS, etc.. So,

supposedly, getting a website listed

on these sites might be help to make

a site appear in the Hotel Finder

section.

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Organic Google results for

hotel searches

Organic Google results for hotel

searches

There are 3 main tendencies typical of

organic Google results for hotel-

related queries.

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Tendency #1

Organic results for hotel-related words tend to be

pushed to the second page by other types of

non-organic results.

Thus, getting there on the 1-st page for hotel

keywords is tough and expensive (specially outside

the US).

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Organic Google results for hotel

searches

Tendency #2

Organic search results for hotel queries are

dominated by various catalog sites.

Various review-type catalogs: booking.com,

tripadvisor, venere.com, expedia etc. are given

priority in the organic section. So together with

optimizing a site of a hotel one needs to add it to

as many of catalogs as possible.

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Organic Google results for hotel

searches

Tendency #3

Rich snippets are getting of great importance.

With a variety of eye-catching 1-st page results (local

listings carousel, two PPC blocks, a Hotel Finder section),

rich snippets are becoming crucially important!

For more information on how to apply schema markup for

hotels, click here.

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Organic Google results for hotel

searches

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Using images in PPC adds

Using images in PPC adds

Google recently launched new image extensions

for Search Ads.

“Sometimes it's easier to 'show' rather than 'tell'

when promoting a business,” states a quote on

Google AdWords‘ site. And that is particularly true

for hotel business, as that is the case when a

visual description works a lot better than a verbal

one.

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Summary

Summing all things up, these are steps one needs to take

to optimize business for hotel-related searches:

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Bottom-line:

Following these simple steps can improve a

hotel’s site online visibility and drive lots of

prospective bookers.

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Useful links

If you want to learn how to effectively optimize for hotel-related words, follow the link.

Contact Link-Assistant.Com Team and ask for more advice and guidance on website promotion.

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Image credits

Images for this presentation are taken from

Flickr.Com (Tomas Hawk, r7aal).

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