Including the right keywords in your hotel website’s content is one of the simplest ways to attract guests. While your SEO strategy shouldn’t be limited to keyword research, it should absolutely be a component of your strategy.
That said, hotel keyword research isn’t a task you can perform once. You need to consistently seek out new keywords to improve your content. The following are essential reasons why:
Why Hotel Keyword Research Should be Ongoing
Taking Advantage of Seasonal Events
Your hotel content shouldn’t be solely promotional. You also need to provide guests with value.
You could potentially do so with a blog. By posting consistently about topics that are relevant to your guests, you’ll spread brand awareness and attract consistent readership.
Doing so is much easier when you incorporate the right keywords into your blog. However, the “right keywords” can vary throughout the year.
For instance, maybe your hotel is located near the site of an upcoming seasonal event. Your target audience would likely be interested in blog posts that offer tips for getting to the event, preparing for it, participating in it, etc.
People looking for this type of information probably aren’t performing online searches with keywords that relate directly to your hotel or brand. Their keywords will likely be related to the event itself. Thus, to attract readers, you need to research what those keywords are. Your blog can only deliver value if people find relevant entries.
Enhancing Keyword Strategy
All marketers know it’s important to monitor a campaign’s performance. Marketing isn’t about developing a campaign and implementing it with the assumption that it’s perfect. Effective marketing requires consistently monitoring performance to determine when changes need to be made.
The same principle applies to keyword research. Once you’ve chosen your keywords, you need to monitor which are delivering results, and which are not. This helps you identify weaknesses that need to be improved upon.
You also need to account for changing behaviors on the Internet. For instance, long-tail keywords now make up 70% of all online searches. They have thus become more important to SEO than they once were. By staying abreast of such changes and developments, you’ll be ready to adjust your keyword strategy when necessary.
Identifying Keywords for Different Audiences
Odds are good you’re targeting multiple types of potential guests when developing website content. For example, perhaps one of your hotels is popular with both young people looking for romantic getaways and families traveling together. The keywords young couples might use when performing relevant searches will likely be different from those a family would use. One group is looking for romantic hotels and experiences in your area. The other is seeking family-friendly properties and experiences.
As you monitor your content’s performance, you’ll likely find that some keywords perform particularly well with certain audiences. You can thus research similar keywords this audience frequently uses to engage them to an even greater degree. Additionally, you might also find that certain audiences are more likely to book through your site when they engage with your content. You would thus want to prioritize them when conducting hotel keyword research.
Just remember, this isn’t a one-time task. Keyword research should be an ongoing component of your overall SEO strategy. If you consistently perform research and adjust your approach, you’ll continue to improve.