SEO (Search Engine Optimization) is a search engine optimization, the purpose of which is to raise the site in search results.
An optimized site is better displayed in search engines, attracts more traffic, and therefore, the hotel receives more direct bookings.
In this checklist, I told you point by point about the three main parts of SEO optimization.
Part 1: Preparing your website for SEO optimization
Get an SSL certificate (https)
Without an SSL certificate, when you open a page, the browser will write “Connection is not secure” and will not open the site. The certificate is needed to prevent fraudsters from intercepting personal data (logins and passwords, bank card numbers, email) that users enter on your site.
Set up redirects (https, www and /)
In order for the search engine to correctly perceive your page, you need to get rid of technical duplicates associated with www, http, https and / at the end of the query.
There should be only one correct spelling of the site URL. A redirect should be set up from other pages.
For example, for the search engine, www.xyz.com and xyz.com are different sites. The search engine does not understand that this is the same page, and will index all spelling variations as different pages. As a result, there will be duplicates.
Create a 404 error page
This page should have navigation and links to other important pages. Some sites add creative phrases so that the error page does not cause negativity, but on the contrary – retains the user.
Make the site adaptive
A good website should load quickly and automatically adjust to the screen of any device – from a computer to a tablet. Now search engines look first of all at how a page is displayed in the mobile version.
Set up a Robots.txt file and auto-generate a Sitemap.xml file
These are the most important site files for SEO promotion. They contain commands for search robots. Thanks to them, they understand which pages to index and which not.
Write human-readable URLs
This is the URL of the page, written in Latin in a clear form. In other words, this is a transliteration of the words in the URL.
For example, the URL of the site section with the promotion “Cashback when booking on the site 20% from March 15 to May 1, 2022” will look like this: “cashback-up to 20-when-booking-on-site”.
Install Google Analytics counters
They collect data on traffic sources, user behavior, and a lot of other useful information. Numbers are needed to understand the audience: to refine the site, redistribute budgets, and evaluate the effectiveness of different traffic channels and advertising campaigns.
Register accounts in the Google Search Console
With their help, you can track the quality of site indexing and other parameters of how Google search engines see the site.
Part 2: On-Page SEO Optimization
The title tag on the main page of the site should contain keywords
Key words are the name of the object, the city, the USP and an indication that the site is official. For example, “Romashka Hotel in Sochi is the official site of a hotel with a swimming pool and a beach.” Guests will see this information in the search results.
Each page must have a unique title, description, and h1
There should be only one H1 on each page. This is the page title
Headings h2-h6 should respect hierarchy and should not be used in menus or cross-cutting elements
The alt and title attributes for images must be filled in and include keywords.
The site must have Schema.ORG micro-markup and Open Graph markup for social networks and messengers configured
Micro-markup is a markup in the website code that helps search engines better analyze the website and create a snippet based on this data.
Read how to set up a selling snippet →
This all affects the website’s search results: it will be higher in the results and attract more attention.
This snippet contains all the basic information about the hotel: name and description, contacts, rating, quick links
Important:
1. Don’t overload SEO texts with keywords and don’t fill them with empty words.
2. Use natural phrases. For example, “Hotel with a swimming pool in the center of Moscow”, not “Hotel Moscow district center swimming pool”.
3. Edit long blocks of text, arrange paragraphs, correct grammar and punctuation errors.
Part 3: Working with external links that lead to your site
Placement in directories
To attract traffic, the site needs to be registered in external directories – Google My Business, 2GIS. They help local residents and tourists navigate the city, find transport, shops, cafes and, of course, hotels.
Regional directories will also help in promotion. If they are used by many people in your region, and they are issued in good positions for hotel queries, then they can also become a source of traffic.
Link to the hotel website on third-party sites
It is also important to work with external links. This is when a link to your site is posted on third-party sites. The more external links to your site, the more authoritative it is for the search engine.
Here’s how you can get posted on third-party sites:
– Get posted on a thematic site. For example, write an article for a well-known Internet portal or give an interview that will include a link to your site.
– Collaborate with bloggers or influencers. They can shoot a video review, tell on social networks with a link to your site.
Conclusion
Optimizing your hotel’s website for SEO is essential for driving direct bookings and enhancing your online visibility. By adhering to the comprehensive checklist—covering website preparation, on-page optimization, and external link management—you’ll significantly improve your site’s performance and user experience. Key steps like implementing SSL certificates, setting up redirects, and ensuring mobile adaptability lay a strong foundation for SEO success. Effective on-page strategies, including optimized title tags and structured headings, further enhance your site’s search engine presence.
Additionally, working with external links and registering in relevant directories builds your site’s authority and attracts valuable traffic. For hotels aiming to excel in SEO, partnering with the Best SEO Agency for Hospitality & Tourism can provide the expertise and strategy needed to achieve outstanding results. Agencies like SEO Discovery offer specialized services to elevate your online presence, ensuring you stay ahead in the competitive hospitality and tourism sector.
