Link Building For Hotels
Learn how building valuable links can increase your hotel's online authority and visibility
Link building is an essential part of any SEO strategy, helping search engines understand your hotel’s credibility and relevance. By acquiring high-quality backlinks from reputable websites, your hotel’s site can increase its authority in the eyes of search engines like Google, leading to higher rankings and more organic traffic.
In this guide, we’ll explore the importance of link building for hotels, the types of backlinks that matter, and practical tactics you can use to secure valuable links for your site.
Understanding the Value of Backlinks
​Authority of the Linking Site
Backlinks are often described as digital endorsements. When a reputable website links to your hotel’s site, it signals to search engines that your site is trustworthy and relevant. However, not all backlinks are created equal. Some links carry more weight than others based on factors like the authority of the linking site, the relevance of the content, and the placement of the link itself.
The authority of the website linking to your hotel plays a significant role in how much value that backlink provides. A link from a high-authority site, such as a well-established travel blog or a tourism board, will carry more weight than a link from a lesser-known site. Tools like Ahrefs or Semrush allow you to check a site’s authority score before reaching out for a link, helping you focus on high-impact opportunities.
Relevance of the Content
Backlinks are significantly more valuable when they come from websites within your industry or that share a common theme with your hotel's services. The relevance of the linking site signals to search engines that your website is considered trustworthy and authoritative within a particular niche. For hotels, the most impactful backlinks often come from travel-related websites, such as tourism boards, travel blogs, online travel magazines, or local attraction sites.
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For example, a backlink from a well-known travel blog discussing "Top Destinations for Honeymooners" that links to your hotel’s romantic suite offerings will be far more beneficial than a random link from a general news site. The connection between the content of the linking site and the services your hotel provides is crucial for SEO success. This relevance makes it easier for search engines to understand the context of your website and rank it higher for related queries, like "romantic hotels in [city name]" or "honeymoon destinations near [city name]."
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When backlinks are included in high-quality, relevant content that aligns with the interests of your target audience, they tend to drive more qualified traffic to your site. These visitors are more likely to be potential guests who are already interested in booking accommodation or exploring your location, thus improving your conversion rates. In contrast, backlinks from irrelevant or poorly aligned sites may not only be less valuable in terms of SEO but could also harm your reputation if associated with low-quality or spammy content.
Link Placement and Anchor Text
The location of a backlink within a piece of content can also impact its value. Links placed within the main body of a well-written article are more valuable than those buried in sidebars or footers. Additionally, the anchor text—the clickable part of the link—should be descriptive and relevant. For example, if the anchor text reads “luxury hotel in Sydney,” it clearly indicates what the linked page is about, which can help improve your rankings for that specific term.
Best Practices for SEO Content Strategy
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Create Link-Worthy Content
The foundation of a successful link building strategy is having content that people want to link to. This could include:
Travel Guides: Comprehensive guides on local attractions or itineraries that position your hotel as a valuable resource.
Original Research: Conduct surveys or studies related to travel trends or guest preferences. Original data is often cited by other sites, earning you valuable backlinks.
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Broken Link Building
Broken link building is a technique where you find broken links on other websites and offer your hotel’s content as a replacement. This approach helps both you and the site owner: they get a working link, and you get a valuable backlink in return. Use tools like Ahrefs or Semrush to identify broken links on travel-related sites, then reach out with your content as a solution.
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Digital PR and Outreach
Digital PR involves creating newsworthy content or events and promoting them through press releases or direct outreach to journalists and bloggers. For example, if your hotel is hosting a special event or launching a new feature, you can pitch the story to travel writers and media outlets. If they cover your story, you’ll often receive a backlink in return, enhancing your hotel’s online authority.
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Guest Blogging and Content Collaboration
Guest blogging involves writing articles for other websites in exchange for a backlink to your hotel’s site. Focus on finding reputable travel blogs or industry sites that cater to your target audience. You can also collaborate with influencers or local tourism businesses to create joint content that benefits both parties.
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Unlinked Brand Mentions
If your hotel has been mentioned in an article or blog post but not linked to, this presents a simple link building opportunity. Reach out to the site owner or author and kindly request that they link back to your hotel’s website. This strategy often works well because the site has already mentioned your brand, making it more likely that they will agree to add the link.
Best Practices for Building Quality Links
While link building can significantly boost your SEO, it’s important to follow best practices to avoid penalties and ensure long-term success:
Focus on Quality, Not Quantity: It’s better to have a few high-quality backlinks from authoritative sites than hundreds of low-quality links from irrelevant or spammy sources.
Avoid Paid Links: Google penalises websites that buy or sell links for the purpose of manipulating search rankings. Stick to earning links naturally through content creation and outreach.
Diversify Your Link Profile: A strong backlink profile includes a variety of links from different types of sites. Aim to get backlinks from blogs, news sites, directories, and local business websites.
Monitor Your Backlinks: Use tools like Google Search Console or Semrush to regularly monitor your backlink profile. This allows you to identify any toxic backlinks that could harm your SEO and disavow them if necessary.