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People now book hotels for much more than just for a stay. They choose it as a venue for business events, weddings, beach holidays and more. This is what has made niche marketing popular among the hotel marketers today. This type of marketing involves focusing marketing efforts on a small, specific and well-defined segment of customers. Hotel search engine optimization plays a critical role in reaching these smaller, specialized segments of customers. However, niches are created by identifying the needs, wants and requirements that are not or poorly addressed by others and developing and delivering services that satisfy the people. Therefore, unique SEO strategies and solutions are needed to boost your website beyond the common rooms-prices-location-contact model, increase its customer outreach and withstand competition. Let’s take a look at the role of optimization in hotel niche marketing.
Website Design Once you are sure about the niche customers that your hotel business wants to target, you can start optimizing your website. A separate landing page should be created for each niche and it should be ensured that each page provides all the information that the specific group wants to know, such as room
features,
amenities,
reviews
from
previous
customers,
contact
information, and other related matters. Of course, while attractive images are very important for a hotel website, good text is also critical for hotel SEO. If you use the right phrase to describe your business on your website, search engines will list your website in the specific group, allowing potential customers to find you more easily. Suppose a customer searches online for environmental friendly hotels and yours is in this category. If you want to get into these search results, you should mention ‘eco-friendly hotel’ on your website as well as the location as people usually type in ‘eco-friendly hotels in (name of a particular location)’. You can maximize the chance that the search engine will pick up that phrase by making it appear several times on the site.
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Note: Don’t slip into keyword stuffing while highlighting key phrases in your website. Overusing keywords will look spammy and end up hurting your optimization efforts (Panda and Penguin update).
Website Content A well-designed hotel website will have a built-in blog function. Frequently updating your blog with fresh and timely content can take advantage of Google Freshness algorithm that values fresh content and keep visitors coming back to your website. You can create articles useful to niche customers and link them with niche-targeted landing pages. For example, ‘tips for a safe business trip’ is a great topic for the website of a business hotel. You can place the call to action ‘book with us’ today at the end of the article or intelligently link to the relevant landing page within the article. In addition to articles related to your business, you can write about local attractions (for instance, New York Nightlife) and latest events. Seasonal offers and new hotel packages can be added as fresh content. Quality content can build unique and relevant links to your website too. Find professional website content writers with experience in writing for the hospitality industry as this can ensure unique, informative and engaging content. They can also help you brainstorm ideas on how to best present your hotel online.
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Effective SEO Strategies In hotel niche marketing, SEO strategies can be perceived as a way to resolve various problems faced by a specific customer. For example, a person going for a holiday trip to the Caribbean will look for the best beach hotels there or maybe for the less expensive ones, or for hotels which have restaurants, and so on. Someone going on a business trip to Los Angeles would look for the best business hotels there, if free in-room Internet is available, and so on. You can attract your niche customers to your website by resolving their problems. Here are some effective strategies for hotel niche marketing.
Local SEO
Hotels are basically local businesses and being located at a specific spot is quite enough for search engines to make a particular hotel relevant. Apart from providing location-based information on your website, you should establish your location by claiming, optimizing and managing local listings (for example, your Google +Local Page, Bing Local Listing, and Yahoo Local listing). When you optimize these pages with your exact name, address, phone number and website, search engines will understand your hotel is located at a particular area and list your hotel in that area during a location-based search. Recent developments indicate the importance of local SEO to get higher ranking on Google. The most important of these is the interactive carousel that appears at the top the page showing localized results. For example, if you search for ‘business hotels in New York City’, you will get the best results in the black carousel with the option to choose ‘check in’ and ‘check out’ dates and filter the results according to user ratings.
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Getting your website into the Google carousel would improve site traffic and sales. It is very important to enhance your Google Plus profile, create better thumbnail pictures with a logo or something that highlights your brand, and utilize customer reviews on your Google Plus account to achieve that. Google Hotel Finder and Paid ads are other two options that you can take advantage of by optimizing your site for location-based information.
Mobile SEO
The proliferation of navigation apps with smartphones has increased the number of people who search for hotels using mobile phones. Moreover, mobile search engines favor and prominently deliver local content. Hoteliers should therefore optimize their local content and listings for mobile search engines in order to increase visibility and sales. Google’s Panda supports mobile websites with visually rich, fresh, engaging content optimized for search engines.
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Source: Screenshot taken from Nokia Official Website
Social Media Optimization
By creating a social media account and providing attractive images (Pinterest is the best site for attracting niche customers with pictures of your hotel) and relevant information, you can more effectively target your niche customers, since social networks offer an excellent opportunity to interact with people from different niches. You can post special offers and discounts on social pages (for example, Facebook Offers) and encourage direct sales, or you can build unique, relevant links from those pages by posting the articles within your website. Social networking sites also provide several opportunities for local businesses to increase their outreach. For example, Pinterest’s Place Pins (with a map icon on the right side) encourage exploration by adding address of the place and phone number to Pins related to locations. When it was first launched, Four Seasons Hotels and Resorts were among the first companies to utilize it.
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In the constantly changing world of SEO, it’s easy to get confused when to come to choosing the right strategy. A professional SEO company can help you reevaluate your current SEO and find the method that will work best to make the most of current and future search trends.
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