Hotel SEO: How To Optimize For Hotel-Related Search Queries in Google

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  • 1. Hotel SEO: How To Optimize For Hotel- Related Search Queries in Google By Link-Assistant.Com.
  • 2. 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. Link-Assistant.Com Copyright © 2013
  • 3. 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. Link-Assistant.Com Copyright © 2013
  • 4. Link-Assistant.Com Copyright © 2013 Types of results Google shows for hotels- related keywords
  • 5. Types of results Google shows for hotels-related keywords Google has recently started experimenting with its listings for hotel-related queries. Link-Assistant.Com Copyright © 2013
  • 6. 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. Link-Assistant.Com Copyright © 2013 Types of results Google shows for hotels-related keywords
  • 7. 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. Link-Assistant.Com Copyright © 2013
  • 8. Types of results Google shows for hotels-related keywords This is what the US searchers see (pic. 1) Link-Assistant.Com Copyright © 2013
  • 9. Types of results Google shows for hotels-related keywords Organic results and more PPC results come if to scroll down. Link-Assistant.Com Copyright © 2013
  • 10. 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. Link-Assistant.Com Copyright © 2013
  • 11. Types of results Google shows for hotels-related keywords This is what the first page of SERP looks like outside the US (pic. 1) Link-Assistant.Com Copyright © 2013
  • 12. Types of results Google shows for hotels-related keywords If you scroll down, you will see organic and local listings. Link-Assistant.Com Copyright © 2013
  • 13. Link-Assistant.Com Copyright © 2013 Google Hotel Finder
  • 14. Google Hotel Finder Hotel Finder is a service established by Google in 2011. Link-Assistant.Com Copyright © 2013
  • 15. 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. Link-Assistant.Com Copyright © 2013
  • 16. 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. Link-Assistant.Com Copyright © 2013
  • 17. 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. Link-Assistant.Com Copyright © 2013
  • 18. Link-Assistant.Com Copyright © 2013 Organic Google results for hotel searches
  • 19. Organic Google results for hotel searches There are 3 main tendencies typical of organic Google results for hotel- related queries. Link-Assistant.Com Copyright © 2013
  • 20. 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). Link-Assistant.Com Copyright © 2013 Organic Google results for hotel searches
  • 21. 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. Link-Assistant.Com Copyright © 2013 Organic Google results for hotel searches
  • 22. 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. Link-Assistant.Com Copyright © 2013 Organic Google results for hotel searches
  • 23. Link-Assistant.Com Copyright © 2013 Using images in PPC adds
  • 24. 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. Link-Assistant.Com Copyright © 2013
  • 25. Summary Summing all things up, these are steps one needs to take to optimize business for hotel-related searches: Link-Assistant.Com Copyright © 2013
  • 26. Bottom-line: Following these simple steps can improve a hotel’s site online visibility and drive lots of prospective bookers. Link-Assistant.Com Copyright © 2013
  • 27. 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. Link-Assistant.Com Copyright © 2013
  • 28. Say ‘hello’ to Link-Assistant.Com! Facebook – fb.me/LinkAssistant Google+ – gplus.to/LinkAssistant Twitter – @LinkAssistant Link-Assistant.Com Copyright © 2013
  • 29. Image credits Images for this presentation are taken from Flickr.Com (Tomas Hawk, r7aal). Link-Assistant.Com Copyright © 2013