Keyword Optimisation

Learn how to effectively research, select, and use keywords to drive more traffic to your hotel’s website

Keyword optimisation is the backbone of a solid on-page SEO strategy. Your hotel can attract targeted traffic, improve its search engine visibility, and boost direct bookings by identifying and strategically placing the right keywords.

Effective keyword optimisation requires a deep understanding of how potential guests search for hotels online and how to align your content with those search patterns.

In an industry like hospitality, leveraging keyword optimisation can set your hotel apart from others and ensure your property is front and centre when guests are ready to book.

Mastering Keyword Optimisation

Keyword Research

Keyword research is the foundation of any effective SEO strategy. The goal is to discover what potential guests are searching for and how you can align your hotel’s offerings with those search queries. Start by brainstorming the kinds of searches a guest might make when looking for accommodation.

For instance, someone planning a trip to your area might search for "boutique hotels in Adelaide" or "hotels near Sydney Opera House." Your job is to find keywords that match these searches while also reflecting your hotel's unique attributes.

There are several tools available to assist in this process. Google Keyword Planner, SEMrush, and Ahrefs are popular tools that provide insights into search volume, competition, and keyword difficulty. These tools allow you to gauge the competitiveness of your target keywords, helping you strike a balance between popular terms and those with lower competition but higher relevance to your hotel. It's important to focus not only on broad, high-volume keywords but also on specific, niche terms that reflect your hotel’s location, amenities, and audience.

Long-Tail Keywords

Long-tail keywords are more specific phrases that typically have lower search volume but higher conversion potential. These keywords are often used by searchers who are further along in the decision-making process and have a clearer idea of what they’re looking for.

For example, instead of targeting a broad term like "hotels in London," consider optimising for more specific, intent-driven phrases like "luxury hotels near Hyde Park" or "pet-friendly boutique hotels in London." These long-tail keywords allow you to attract guests who are more likely to book, as they already have specific preferences or needs in mind.

While long-tail keywords may not drive as much traffic as broader terms, they often result in higher-intent traffic that is more likely to convert into bookings.

Content Layout

Strategically placing keywords across your website is key to improving your SEO performance. Search engines like Google use these placements to understand the context of your page and determine its relevance to specific search queries. But simply inserting keywords into your content isn’t enough—you need to ensure they appear in the most impactful areas of your site.

Here are the primary areas where your keywords should be placed:

Page Titles: The page title (title tag) is one of the most important elements for SEO. It should contain your target keyword as close to the beginning as possible. For example, a page on deluxe rooms might use "Deluxe Rooms at [Hotel Name] – Best Rates and Amenities."

Meta Descriptions: While meta descriptions don’t directly influence rankings, they play a crucial role in enticing users to click on your link in the search results. Include your primary keyword in a natural, compelling way that encourages users to learn more. For instance, "Stay in our deluxe rooms with ocean views at our central Sydney hotel, perfect for a relaxing getaway."

Header Tags (H1, H2, H3): Use headers to break up content and provide structure. The H1 should include your main keyword, while H2 and H3 can incorporate secondary or related keywords to support your SEO goals. For example, an H2 might be "Room Features," while an H3 might be "Luxury Bedding and Amenities."

Body Content: Your keywords should be distributed naturally throughout the body content. Avoid overloading your text with keywords (keyword stuffing), as this can negatively impact both user experience and SEO performance. Instead, aim for a natural flow where your keywords enhance the content without feeling forced.

Alt Text for Images: Include relevant keywords in the alt text of images on your site. This helps with image search rankings and provides additional context for search engines about the content of the page.

Keyword Optimisation Tools and Strategies

Use SEO Tools

Google Keyword Planner, SEMrush, and Ahrefs are among the most popular SEO tools that provide keyword ideas, search volume data, competition insights, and ranking performance. Use these tools to identify the best keywords for your hotel and track their effectiveness over time.

Avoid Keyword Stuffing

Although it’s tempting to use your primary keyword frequently, avoid overloading your pages with the same keyword repeatedly. Search engines prioritise user experience, and keyword stuffing can lead to penalties, reducing your site’s visibility. Instead, focus on placing keywords naturally within the content and using synonyms or related terms to provide variety.

Monitor Performance

SEO is not a one-time task; it requires continuous monitoring and adjustment. Regularly check how your targeted keywords are performing, and make changes if certain keywords are underperforming. You might find that some keywords are too competitive, in which case you can pivot to less competitive, long-tail alternatives. Tools like Google Search Console can help you track your keyword performance.

Update and Refresh Content

Keyword trends and search behaviours evolve over time, and so should your content. Regularly revisiting older content and updating it with new keywords or re-optimised text ensures your hotel stays competitive in search rankings.

Understanding User Intent in Keyword Optimisation

Successful keyword optimisation goes beyond merely choosing relevant terms; it’s about understanding the intent behind each search query. User intent refers to what a person is hoping to achieve with their search—whether they’re looking for information, comparing options, or ready to make a booking. For hotels, it’s essential to align your content with this intent.

For example, someone searching for "best hotels in [city]" is likely in the research phase, while a search like "book hotel room in [city] for tonight" indicates immediate booking intent. By targeting both informational and transactional keywords, you can capture potential guests at different stages of their journey and guide them toward making a booking. Tailoring your content to meet these specific needs not only improves rankings but also boosts your chances of converting visitors into guests.