Keyword research is the process of identifying the search terms and phrases that potential guests are using when looking for accommodation. By targeting these keywords strategically, you can optimize your website’s content to rank higher in Google search results. This can lead to increased organic traffic, more bookings, and a more robust online presence. Here are tips on performing keyword research for your hotel SEO strategies.

1. Understand Your Target Audience

   Before engaging in keyword research, deep a thorough understanding of your target audience. Who are your ideal guests? What are their preferences, interests, and needs? By creating detailed buyer personas, you can gain valuable insights into the type of keywords your potential guests might use when searching for hotels.

   For example, if your Vancouver hotel caters to luxury travelers, your target keywords might include “luxury hotel,” “5-star accommodation,” or “boutique hotel.” On the other hand, if you focus on value-conscious travelers, you might want to target keywords like “affordable hotel” or “budget-friendly lodging.”

2. Use Keyword Research Tools

   Keyword research tools are incredibly useful in generating relevant keywords and providing insights into their search volume and competition. Among the most widely used keyword research tools are Google Ads Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer.

   These tools allow you to input keywords that are specifically relevant to your hotel. Once entered, these tools will generate a comprehensive list of related keywords, complete with data on their search volume and competition level. For instance, if you are operating a hotel in Vancouver and wish to target keywords related to conferences and event venues, you can simply input keyword phrases like “Vancouver conference” and “Vancouver event venue” into a tool like Google Ads Keyword Planner. In return, the tool will furnish you with an extensive list of keywords closely tied to “Vancouver conference” and “Vancouver event venue.” These keywords can then be seamlessly incorporated into your website content to improve your hotel SEO strategy.

3. Leverage Location-Based Keywords

   For hotels, location is often a critical factor for potential guests. Incorporating location-based keywords is crucial. Consider including the city or region your hotel is in, nearby attractions, and even specific neighborhoods or landmarks. For example, if your hotel is in Toronto, include keywords like “Toronto hotel,” “Toronto accommodation,” or “Toronto boutique hotel” in the website content and SEO title tags.

   Additionally, take advantage of long-tail keywords that include both location and specific amenities or features, such as “family-friendly hotel in Downtown Toronto” or “pet-friendly hotel near Downtown Toronto.”

4. Analyze Competitor Keywords

   Your competitors in the hotel industry can be a great source of keyword inspiration. Identify your top competitors and analyze their websites to discover which keywords they are targeting. You can use tools like SEMrush or Ahrefs to perform competitive keyword analysis.

   While you should never copy your competitors’ keywords directly, understanding their strategies can help you identify gaps in your own keyword targeting and find unique keywords that set your hotel apart.

5. Consider Seasonal and Event-Based Keywords

   Hotels often experience fluctuations in demand based on seasons and local events. Be sure to include seasonal keywords such as “summer beach hotel” or “ski resort in winter.” Also, keep an eye on major events or festivals in your area, and target keywords related to those events. For example, if your hotel is in a city hosting a music festival, target keywords like “hotel near Toronto International Film Festival”.

6. Monitor and Update Your Keywords

   Keyword research is not a one-time task; it’s an ongoing process. Regularly monitor the performance of your chosen keywords and make adjustments as needed. If certain keywords are driving traffic but not conversions, you may need to optimize your landing pages or refine your keyword strategy. Tools such as SEMRush or Google Search Console are ideal for keeping track of your SEO or keyword performance.

   Effective keyword research is a foundational element of successful hotel SEO. By understanding your target audience, leveraging the right tools, and optimizing for location and user intent, you can increase your hotel’s online visibility, attract more potential guests, and ultimately drive bookings. Stay proactive in your SEO efforts, and your hotel will reap the benefits of improved organic search rankings.

   If you have any questions about hotel SEO, please feel free to book a complimentary discovery call with our team and we will be delighted to help.