The key element in any Hotel SEO is reinforcing your location across your online property. A hotels physical location is one of the primary factors that underpins a customers search when looking for a Hotel, Bed & Breakfast or Guesthouse.
The hotels physical location is used to underpin other key location based characteristics that research shows could influence a customer decision:
Location Based Characteristics:
Location based characteristics refer to features that describe the geographic environment information of a hotel accommodation.
Service Based Characteristics:
Service based characteristics are used for specifying the performance of a hotel accommodation, including hotel amenities, appearance and service.
The above list is a condensed version of research conducted into hotel characteristics that influences a customers decision. It does however highlight the importance of reinforcing a hotels location and also provides future areas where hotels can expand their informational content on site.
Hotel SEO 101
Single Location Hotels
The first steps in reinforcing a hotel, bed & breakfast, guesthouses location within their site is to add the hotels: Name and full Address in the footer of the website. The footer allows the address to become visible site wide and also allows us to add structured data into the page.
I also add contact details, however the hotels Name and Address are the most important bits of information.
<div itemscope itemtype=”http://schema.org/Hotel”>
<span itemprop=”name”> Hotel Name </span>
<link itemprop=”url” href=”http://www. your web address “>
<span itemprop=”description”> Succinct Description for Hotel </span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”> Street Address </span>
<span itemprop=”addressLocality”> Town </span>,
<span itemprop=”addressRegion”> County </span>
<span itemprop=”postalCode”> Post Code</span>
Phone: <span itemprop=”telephone”> Telephone Number </span>
Fax:<span itemprop=”faxNumber”> Fax Number </span>,
E-mail: <span itemprop=”email”> Main Email Address </span>
Read More on Hotel Schema
Multi Location Hotels
In the case of a hotel brand that has multiple hotel locations, all property pages ( Pages belonging to a specific hotel ) should have their own footer which displays their own hotels specific location and markup.
Brand pages, not specific to a hotel property, should use organization markup.
Hotel Brand / Organization Schema
<span itemprop=”member” itemscope itemtype=”http://schema.org/Organization”>
Name of Hotel Brand or Organization </span>
Make sure that social profiles on page should be matching to that specific hotel and “same as” structured markup applied where applicable.
Location in Page <Title>
The hotels location should be within the page title
Hotel Page Titles
<title>Hotel Name – Secondary Characteristic in Location</title>
<title>Hotel Name – 4 Star Boutique Hotel in Location</title>
Location in H1 or H2
If possible I would try and have the hotels location within the H1 tag, however you need to balance the aesthetics and if it does not look quite right, then H2 will do.
Remember H1, H2, H3 sizes can be changed across site in the CSS or you could individually style the size, you are not stuck with one size, speak to your developer.
Location in Page Structure
<H1>Hotel Name Location</H1>
<H2>City Center 4 Star Boutique Hotel</H2>
These SEO basics should be worked into all pages across the relevant hotels property pages.
Points to Ponder
Hotel guests shop and book on either supplier or OTA sites, rarely both. Hotel searchers tend to conduct between five and six search sessions before they book.
There are tangibly different booking patterns on individual hotel sites and OTA sites. OTAs are an effective way to reach consumer swho are more likely to consider last-minute “impulse” trips. Guests who book on hotel brand websites do so 25 days in advance, versus just 10 days on OTA sites. The different hotel booking patterns illustrate how hotel brands have a longer pre-arrival window than OTAs
in which to promote various ancillary product offers.
Low brand loyalty in the travel market means nearly every hotel guest is a “free agent.” Don’t take loyalty members’ business for granted: The majority of regular hotel guests stay at multiple chains throughout the year. Loyalty can’t be demanded, it must be earned.
About half of all hotel guests let their travel budgets dictate their destination and hotel. If they need to budget, hotel guests are more likely to cut back on the type of accommodation rather than airfare or car hire. With budgets clearly an important factor for many, hotels must take
steps to understand their guests to the fullest extent possible.
Online Ownership Provides Hotel SEO Globally