Like any website of any business, a hotel's website's objective is to drive conversions. But it won't be possible if a hotel business ignores website optimization. As 55 percent of business travelers and 60 percent of leisure travelers use search engines while planning trips, hoteliers can't afford to ignore the power of SEO. Search engines help them drive organic traffic to their website. It's a great option for them because it can lower their customer acquisition cost to a great extent.

If you have a hotel business and you wish to push your website higher in search results, you should keep the following factors in mind while leveraging SEO:

Keyword Research

Unless you do a thorough keyword research, your SEO efforts will not reap you any benefit. Keyword research is important for knowing the search terms that users are typing in search engines while looking for hotels. You should target different travel or hotel-related keywords while creating your web page so that search engines crawlers are able to find you while ranking websites. You can use a combination and short-tail and long-tail keywords without stuffing them in order to push your website higher on the search engine results page. 

Creating Relevant Content

Content is certainly the king, and no business can succeed unless it creates content that is relevant to its end users. You, as an hotelier, should focus on creating original, keyword-optimized, and interesting content for human reader, not robots. The copy of their website should be simple so that readers can understand it effortlessly. If you are offering packages and promotions, make sure they are relevant to your guests. It should persuade them to click on your website and make a booking. 

Speeding Up Page Loading

Slow web pages can be a big turn-off for visitors. If a site takes more than 3 seconds to load, it's likely that it's going to lose valuable visitors. The loading time of a website is an important factor to consider because it determines how long a user stays on your website during a particular session. Google also considers a website's loading time while ranking it on it's search results page. Therefore, it's extremely crucial for hoteliers to speed up their website by optimizing texts and images. 

Creating An Internal Link Structure

A hotel website that has several links pointing towards it is likely to perform better on search engines. This is because internal links signify the popularity and authority of a website and tends to rank higher on Google's SERPs. If a website succeeds in getting links from other sources, it's sure to get more visitors. Link building involves the acquisition of links, either by directly asking for them, posting guest blogs on other websites, or creating content that naturally gets more links. One good way for hoteliers to get more external links is through the press. Not only will this boost search rankings but also create better brand awareness.