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Why Keyword Research is important for your hotel

 

Keywords are the most integral element in SEO. In fact, all your SEO activities depend on it. Whether you are running a Google Ads or creating content, keywords are the base element. Without the right keywords, all your SEO activities will fall short. Invest your time in discovering the right keywords for your hotel business.

 

What is a keyword?

 

A keyword is a phrase or terms that your potential guests use when they look for accommodation over the internet.

 

Keyword Research involves identifying your niche-related terms and optimizing those terms in your content & other SEO tasks to gain visibility and organic ranking for such terms.

 

To start your keyword research, first you need to have a list of base keywords. For instance, if your hotel is located in Chennai, then ‘Hotels in Chennai’, can be a great start. Further, you can develop various variants with nearby attractions names.

 

Once you have your list of base keywords, then you can build more keyword ideas and suggestions with the help of various keyword tools. Some of the tools & platforms which help you generate more keyword ideas are,

 

Platforms

 

  1. Google Searches
  2. Travel Review Sites
  3. OTAs
  4. Social Platforms
  5. Competitors

 

Tools

 

  1. Google Keyword Planner
  2. Moz Keyword Explorer
  3. KeywordTool.io
  4. SEMRush

With the help of these tools, you can generate various keyword ideas. The next process is to audit the list, select the most opt keywords, and analyze it with key metrics.

 

Key Metrics

 

Some of the key metrics are keyword difficulty, Search Volume and Search Intent. Search Volume is nothing but the total number of searches will be expected for a particular keyword in a given time range.Keyword Difficulty shows how hard to rank for your desired keywords. Search Intent, as the name implies, it refers to the intention behind users’ searches.

 

All of these metrics need to be considered before optimizing a keyword. Because, a keyword may render high search volume, but it is very hard to rank for it due to the competition. Likewise, a keyword can be easy to rank but have low search volumes for a month.

 

On the other hand, you find a keyword with good search volume and low ranking difficulty, but the intention behind the users will vary and may not help you in achieving desired results.

 

For example, a guest can browse for “[City Name] Hotels,” who may be at the beginning of their research process, but a guest who types ‘2 bedroom suite in [City Name]’ will be more likely to convert. They have already done their research process and are looking for specific services.

 

Optimizing your content with images for such keywords will help you attract specific guests and drive conversions.

 

Therefore, relevant keywords with low ranking difficulty and high search volume are the ideal combination. It can be achieved only with Long-tail Keywords. 

 

Long-tail Keywords

 

In today’s digital world, it is not as easy to get into the first page of SERP Results. As the majority of big brands and OTAs are occupying the major section, it is less likely to get ranked.

 

However, long-tail keywords can help independent and newly established brands to appear in the first of organic rankings. Therefore stop focusing on the broad keyword like ‘Hotels in Chennai’ and focus on more specific keywords like ‘Best Pet-Friendly hotel near Chennai Airport.’

 

Content Creation

 

When you find your ideal keyword, but you don’t have a specific page related to it, then you need to create one. For instance, if you find that ‘Hotels near [Venue Name] with good search volume, then you can create content focusing on your proximity to your venue, directions, and include upcoming events, and much more.

 

SEO is a complex process. It requires you to monitor and optimize continuously to achieve desired results. Therefore, it is vital to track your keyword performance and continuously optimize to increase your rankings.