At Simplotel we have built websites for over 2,000 hotels, and every single time we have been asked about how we drive traffic to a website. We have been asked by those who are usually suspicious of SEO because they paid for such services in past and may or may not have seen results. And we have been asked by our customers who see a 3x plus growth in their website traffic after coming to our platform – as to how we do it. While SEO can be a deep subject, today we will attempt to outline how one must think about SEO in this post.

At a high level SEO depends on three things –

  1. Technology and layout of the website 

  2. The content on the website

  3. Things happening outside your website
     

Technology and layout of the website

In order to determine the relevance of a website for a search term (also known as a keyword) search engines have a piece of software called a Bot (derived from the word Robot) that crawls (think of it as reads) content on your website. The Bot then stores the keywords that a website is most relevant for. This is known as indexing of a website.

Unlike users, bots see the code of the website and not what users see on a website (you can view the code of most websites by right clicking on a webpage and selecting view page source). The easier this code is for the search engines to understand, the better chance you have of conveying your content to the search engines and making sure that your content gets indexed correctly. Here again there are hundreds of things that matter. These include the load time of a website, the structure of website code, mobile friendliness, proper tags and sitemaps. Detailing these is a topic for a future blog.

The layout of your website also plays an important role in search engine optimization. Clean and simple navigation, easily readable content – they all add up towards SEO friendliness. 
To get these things right a website must be built for SEO from the ground up – retrofitting these things can often mean redoing the website. The good news is that Simplotel, out of the box, takes care of all this for your hotel website.
 

The content on your website

Now that we have gotten the technical aspects covered, the next most obvious thing about SEO is the content of the website. If your website’s content is about ice cream cones then your site will be indexed for ice cream cone searches and not for hotels. If your content is about a luxury hotel, then you won’t be indexed for budget hotels and consequently it is unlikely that you will show up for searches related to budget hotels.

Content also comes in many shapes. It includes the text on the website, the images that you put, the links you provide and the various tags (page titles page descriptions etc.). Each one of these have a significance and how and where you place them also matters. Content that is higher up on a page matters more than the content that is below. On things like page titles, the content that is to the left matters more than the content that is to the right. How you structure your content with various Headers (much like a word document) matters. How you name your images, how you name the links – they all matter.

All content on your website should be original content – copying of content from another website hurts your traffic – as the search engines and users skip past you believing you have nothing new to say. Adding fresh and relevant content has also shown to impact the SEO of a website.

There is also data about your hotel (meta data) that you can provide on your website, it is not visible to your customers but tells the bots the location, name, etc. of your hotel. Once again, Simplotel does this out of the box for your site.  Our experts write the content for your hotel website so that it is all set up well. This is another reason why our customers see a 3x plus growth in traffic.
 

Things happening outside your website

After the technology and the content on the website, there are things that happen outside your website that impact search engine optimization. These include your guest reviews, your listing on Google Maps and local listing sites, your mention in travel blogs, etc. – they all matter. Here are some suggestions,

  • Verify and own your Google My Business (GMB) page and make sure that the map marker is accurate.

  • Ensure that your hotel’s name, address and contact info is exactly the same on all online channels – your social media pages, local listings and classified listings. 

  • Get good reviews by taking care of customers and encouraging customers to write a glowing review. Also, respond to your reviews on various review channels time to time.

There are few silver bullets in SEO – so you must skin it with a thousand paper cuts. Please let us know your comments, questions and feedback at hello@simplotel.com.

Content Marketing: Driving Direct Bookings Through Engaging Content

In the world of hospitality (and, frankly, in the world at large), content is king. It’s the driving force behind how we connect with customers, how we present our brands, and, most importantly, how we generate direct bookings. In today’s digital age, those who control the narrative control everything. Content marketing allows you to shape what people know about your hotel - its values, its amenities, and what makes it the perfect place for their next stay.

If you haven’t already embraced content marketing, now’s the time to dive in. Blogs are a core component of any successful content marketing strategy for hotels, and in this post, we’ll explore why they matter, how they can improve your SEO, and how you can use them to not only drive traffic but also convert it into direct bookings.

Why Content Marketing Matters for Hotels

How Blogs Improve Your SEO and Google Searchability

What Should Your Blog Focus On?

Linking Content to Drive Traffic and Boost Bookings

Social Proof and Guest Stories

Wrapping It Up: Content is Your Hotel’s Ticket to Higher Traffic and More Bookings

Why Content Marketing Matters for Hotels

Content marketing isn’t just about posting pretty pictures on Instagram - it’s about telling your story in a way that resonates with your potential guests and leads to bookings. And when done correctly, it goes far beyond engaging with your audience; it helps boost your search rankings, increase website traffic, and create a steady pipeline of direct bookings.

In fact, statistics show that over 70% of hotels have become obsessed with blogs, realising the impact they have on SEO and searchability on Google. Blogs provide more than just a platform to share your hotel’s offerings - they serve as a key strategy for ensuring your hotel is discoverable online, which ultimately drives direct traffic to your website.

How Blogs Improve Your SEO and Google Searchability

When it comes to SEO, content reigns supreme. Each blog post you create is an additional indexed page on your website that can show up in search engine results. This directly contributes to your search engine ranking, making it easier for potential guests to discover your hotel.


Here’s how blogs help with SEO:

  • Keywords and Long-Tail Keywords: By targeting specific keywords related to your hotel, local attractions, or travel trends, you increase your chances of ranking for relevant searches. Think location-specific keywords (as we’ve discussed in our blog on SEO Optimization for Hotels).

  • Fresh Content: Google loves fresh, relevant content. Regularly updated blogs tell search engines that your website is active, boosting your credibility in Google’s eyes.

  • Internal Linking: Blogs allow you to link to other important pages on your website like your booking engine or amenities, keeping users engaged and reducing bounce rates.

By embedding these strategies in your blog content, you’re building a stronger SEO foundation, which ultimately boosts your online visibility.

What Should Your Blog Focus On?

You may wonder, what exactly should I be blogging about? The answer is simple: anything that educates, informs, and engages your potential guests.


Here are a few ideas to get you started:

1. Hotel Features and Amenities
Use your blog to highlight the unique features and amenities of your hotel, such as your restaurant, spa, or pool. Don’t just list them - tell a story about how they enhance the guest experience. For instance, if you have a rooftop restaurant, describe the dining experience with a panoramic view of the city.

2. Local Attractions and Guides
This is where you can really tap into local search traffic. Create attraction guides to popular destinations near your hotel. These can include religious sites, trekking trails, waterfalls, and other must-see spots. People aren’t just booking a hotel - they’re booking an experience. By showcasing nearby attractions, you’re turning your hotel into the gateway to that adventure.

For example, if you’re located near a famous waterfall or religious site, write a detailed post about the attraction, its significance, and what guests can expect. Not only does this serve your audience’s needs, but it also enhances your local SEO.

3. Seasonal or Event-Based Content
Create blog posts around seasonal events, festivals, or activities your hotel hosts. This can include local festivals, holiday specials, or unique offers. These timely blog posts can drive targeted traffic when people are planning trips around specific dates.

Linking Content to Drive Traffic and Boost Bookings

Now that we know how valuable content can be, let’s talk about how to link your content together to drive traffic. Internal linking is key - especially when you want your audience to explore further and book directly with you.


Let’s take a look at a few other blog posts from our series that tie into this topic:

By linking to these articles, you guide your audience to explore more in-depth strategies and increase the likelihood of them engaging with your site, ultimately leading to direct bookings.

Social Proof and Guest Stories

Content marketing isn’t just about what you say - it’s also about what others say about you. Share guest testimonials and success stories on your blog. User-generated content and reviews are incredibly powerful, as they offer social proof that your hotel provides a great experience.

You can also feature guest-written blogs or interviews. These real-life stories can make your content even more relatable and trustworthy.

Wrapping It Up: Content is Your Hotel’s Ticket to Higher Traffic and More Bookings

Content marketing is not just a buzzword - it’s a strategy that drives direct bookings and boosts website traffic. By consistently creating valuable content like local attraction guides, feature highlights, and seasonal posts, you increase your hotel’s visibility and engagement.

So, take the time to craft your hotel’s story - the better the content, the higher the chances your guests will book directly.

Remember, content marketing works best when it’s integrated with SEO, social media, and paid campaigns, creating a powerful ecosystem that will fuel your hotel’s growth.