From reasonably no place 5 years earlier, regional search now accounts for 15– 20% of all visits to our clients hotel websites.
NB: This is a post from 80Days
What do we mean by regional search traffic? We consider it to be the combined number of site visitors from:
Google My Business and Bing Places for Business knowledge panels i.e., the function that appears top right for brand name searches on Google and BingThe Map Pack– the 4 pack of hotels that appear at the top of the search results page for area hotels type searches on Google and BingGoogle, Bing, Apple Maps and other 3rd party place websites.
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WHATS BEHIND THE RAPID GROWTH OF LOCAL SEARCH TRAFFIC?
In a word, mobile. Our usage of mobile phones to browse expressions such as near me and close-by has increased significantly during the previous 5 years.
Dont undervalue the lockdown result and the pandemics impact upon regional search behaviours.
This graph, provided by our good friends at Uberall, reveals just how rapidly near me searches have grown, now accounting for over 50% of all search traffic.
THE LOCKDOWN EFFECT
Here we discuss those once again, including some extra guidelines on how you can increase your hotels Local SEO performance.
The last 18 months of in, out and in-between lockdown restrictions have actually seen a significant rise in regional search phrases used for hotels, dining establishments and leisure facilities. Users have actually taken to searches to verify opening times, ask questions about if the fitness center/ swimming pool etc. is open, if takeaway alternatives are available, enquire about health and safety steps and much, a lot more. Many expressions reveal strong brand affinity and suggest a strong intent to book or see, so its crucial to make sure that youre present and proper; appearing prominently in search engines.
Weve already discussed the 3 main aspects of Googles Local Search algorithm being significance, prominence, and distance.
10 TIPS TO INCREASE HOTEL LOCAL SEO
1. Guarantee you have actually declared and confirmed your Google My Business (GMB) listing.
Optimise this by adding your hotels official address, opening hours, COVID information, facilities and a choice of top quality photographs. It is essential to guarantee your hotel phone, name and address information equal across your site, GMB and other 3rd celebration websites.
A leading idea is to tag the URL you include to your GMB listing with some tracking so that you can straight measure your local SEO efficiency in Google Analytics. Googles Campaign URL Builder will permit you to tag your URL like the example below:
2. Ensure you have separate GMB listings for each part of your business.
Your dining establishment, health spa, golf course and lounge bar, and so on can all be individually confirmed on Google My Business (GMB) and Bing Places permitting them to show more prominence for brand name searches. Similarly all information for each organization such as description, telephone number, opening times, booking URLs and so on must be detailed.
Check out rest of the post at 80Days