We all know the importance of traditional SEO (Search Engine Optimisation) in building brand awareness and improving your site’s visibility on a national or global scale, but local SEO can often be neglected in SEO strategy.
How Does Local SEO Work?
Local SEO is all about improving your local dominance and fostering community connections. By incorporating targeted local SEO tactics alongside broader web visibility efforts, a business can not only establish their brand on a national level but also within their immediate geographic market to maximise conversion opportunities for both geographically dispersed and nearby customers.
With the hospitality industry being so competitive it can be difficult to get noticed by potential guests and cut through competitor noise.
46% of all Google searches are looking for local information
With almost 50% of all Google queries coming from users looking for local information, it’s crucial that hotels, restaurants, and other hospitality businesses invest in local SEO . Local SEO is a necessity to improve online organic visibility in local search results to ensure your business is prominently featured when travellers and diners are searching for services in your area.
The Power of Local SEO for Hospitality
Connect with potential guests who are actively seeking accommodation, dining options and experiences in your locality. Local SEO is like a virtual ‘Vacancy’ or ‘Open for Business’ sign right where your audience is looking.
Trust & Credibility
Having a robust local online presence is an extension of your brand’s reputation and it enhances your credibility. Positive reviews, accurate business information, and consistent branding all contribute to building trust with potential customers who rely on online reviews just as much as personal recommendations. According to Condor Ferries, 72% of new customers won’t book a getaway until they have read other people’s reviews.
Mobile Friendly Experience
Travellers regularly use their smartphones to search for accommodation or dining options. Think with Google discovered 60% of smartphone users have reached out to a business directly via the search results, using features such as “click to call” – so mobile optimisation is essential! Having a mobile-responsive website ensures that your potential guests can access your information and services whilst on the go, providing them with convenience and a good user experience increasing the likelihood of them visiting your establishment.
Every advantage counts in this competitive market, and implementing local SEO strategies early could give you a significant edge over your competitors who may not have fully embraced it yet.
Tips for Your Local SEO Success
Claim and Optimise Your Google My Business (GMB) Listing
f you haven’t already, claim and verify your listing, ensuring that all your business information is up to date including contact details and business hours. It’s good practice to make sure the listing has a concise description of your services too. To enhance your listing add high-quality images of your restaurant, hotel or venue on your GMB profile.
Be Consistent with Your NAP Citations
Have you checked that your business name, address and phone number are consistent across all online platforms? This includes your website, social media profiles and directories. By maintaining consistency, this helps search engines to verify that your business is legitimate and improves your local search ranking.
Include Local Keywords in Your Content
Carry out some research into local keywords and use them to optimise your website’s meta data, as well as include them within your content, specifically your homepage, service pages and blog posts. The keywords should reflect the location of your business, as well as the services you provide, making it easier for potential guests to find you.
Engage with your satisfied guests and actively encourage them to leave reviews about their experience on Google, TripAdvisor, Yelp and other review websites. Make sure you monitor these reviews and respond to any concerns or feedback professionally and promptly.
Responding to customer reviews is a crucial aspect for local SEO. Engaging with reviews, both positive and negative, demonstrates a commitment to customer satisfaction and adds authority to your online presence. It can positively impact your business’s reputation and influence local search rankings. Responding promptly, addressing concerns and expressing gratitude for positive feedback all contribute to a positive social signal. Regularly monitoring and managing online reviews is a valuable practice for local businesses aiming to strengthen their local SEO efforts.
Local Link Building
Build relationships with local influencers and websites that are relevant to your business, as having backlinks from local, authoritative sources can boost your local SEO efforts driving more organic traffic.