June 27, 2017 • By tambo
Hotel search engine marketing is changing… are you ready? Key Takeaways:
- Voice search and voice assistants are gaining popularity with no signs of slowing down.
- This fundamental shift in search behavior impacts your current SEO strategy and will influence conversions and content discovery.
- People using voice search tend to ask questions using long-tail keyword phrases, driving the need for relevant content addressing those questions.
- Study Your Hotel’s Keyword Trends The fundamental rules of SEO still apply: hotels must understand how guests are finding them via voice search and the type of phrases they use. The clearest trend driven by voice search is the rise of long-tail keyword phrases. Unlike a typed Google search, people tend to ask virtual assistants questions (“What’s a good business hotel in the Gold Coast in Chicago?” vs “gold coast business hotel”). What are guests asking about hotels in your area and your hotel specifically? What are guests asking about travel to your destination? Optimize for these long-tail keyword phrases.
- Create a FAQ Page Addressing These Long-Tail Questions Hotels should set up FAQ pages on their websites that match the voice queries people use to find them online. Address these voice queries with mobile-friendly property and destination guides that give guests the information they are asking for. Hotel brands that address the ‘who, what, when, where and how’ questions and provide relevant answers will outrank their compset.
- Extend FAQ Strategy to Other Content Build valuable content around your audience’s voice search keywords and build in answers to those phrases and questions in your hotel’s web pages, social media posts, and blog posts.
- Stay on Top of Evolving Search Trends Monitor and stay up-to-date on your hotel’s real-time search insights. Which search phrases are being asked more or less often? What is happening in your destination or hotel that impacts what people are asking? Frequent monitoring allows you to be nimble and often gives you an edge.
- Write Conversationally Not only will your guests enjoy your brand more with a natural voice, but this is the language spoken by voice search. Content won’t rate with Google Now or Siri if it's not written in a natural voice. People are likely to ask Siri, ‘What hotel offers a free shuttle to the Miami airport?’ versus ‘free shuttle airport Miami.’ Google has been trying to minimize the relevance of keywords in search, with so many marketers over-optimizing and stuffing in keywords anywhere and everywhere they can. Voice search offers an opportunity to focus more on the language and tone we use naturally.
- Brace for Future Google Algorithm Updates Google has a history of driving SEO professionals crazy by constantly changing the set of rules that prioritize search rankings. While Google hasn’t announced any penalties for hotel websites that don’t cater to voice searches, there is always the possibility of that changing in the near future.
- Don’t Dismiss Traditional Search Consider voice search as a vital supplement to your SEO strategy, not a replacement. For now, despite the rise of voice assistants, the majority of search is conducted through typed queries on a mobile device or desktop. Both text searches and voice searches have a place in hotel marketing, so cater to talkers and typers alike.