The hospitality industry has always been competitive, but in a post-pandemic world, the competition is even steeper, as hotels attempt to prepare to capitalize on the next wave of eager travelers. Converting leads into customers has always been important, but now, in an industry that doesn’t know if — much less when — it will fully recover, every customer is crucial to survival.
Considering the economic damage in 2020, recovering, not growing, is the goal of nearly every business in the hospitality industry. And while it might not be easy, working with the right people and with the right tools, recovery — and even growth — is possible.
One of those tools is search engine optimization (SEO). In the long term, Investing in your SEO can help you overcome temporary setbacks, like the coronavirus pandemic. Improving your SEO while everyone else ramps down their marketing efforts will put you ahead of the competition in the SERPs once people start traveling again, and searches related to hotels begin to rebound.
What is SEO?
SEO is the key to driving more organic traffic — visitors coming from search engines — to your website. Search engines, like Google, use specific criteria, called ranking factors, that account for your entire digital footprint — your website, social media accounts and more — to rank each of your website’s pages in search engine results pages (SERPs).
Why is this important? Because the top three results account for 75 percent of new business generated by users looking for products and services on Google. In fact, only 5 percent of users look past page one of Google search results.
To put it plainly, you want your pages to be on that first page. Better yet, you should aim to get your pages in the top three search results. But making that happen requires a thorough hotel SEO strategy, like the ones we execute for our clients every day.