How To Get The Most Out Of The New Google Hotel Search Interface

A few months ago, Google began unrolling a new design for their
hotel search results. With the updated design, they now display
four hotels instead of three and have updated the filters available
to the user, all in an effort to help people easily find the hotel
that best fits their needs.

So, how can hotels make sure that they are in the best position
possible when it comes to this new design? Read on to understand
how a hotel can optimize their brand recognition, and ultimately
drive more traffic to the hotel website using Google’s new search
results interface for hotels.

Understanding The Search Queries of Users

The first thing you’ll need to know if you’re a hotel
optimizing for organic search traffic is how your target market is
using Google. In order to identify how people search for hotels,
you’ll need to understand the variety of search queries people
use.

The two primary ways people search for hotels are:

  • People search for “Hotels in {name of town, city, or
    vicinity}”
  • People search for “Hotel 48LEX in
    NYC”

two computer screens with Google searches

How to make it to the top of Google’s Hotel Search
listings

Google’s new hotel listings place more emphasis on the
featured properties with larger images, and bigger fonts for hotel
descriptions and prices. The display on mobile is much more
prominent, meaning there’s little space for organic search
results to appear above the fold. With these results being pushed
further down the page, the prized first-page search results are
more valuable than ever.

The goal for hotels is to obtain a spot on the first page of
hotel listings, with a definitive description of the brand and a
visible image of the hotel in order to drive traffic and
conversions. However, getting to the top of search results pages is
not always an easy task. Hotels can’t buy their way to the top,
nor can they request for better rankings. The only way to appear is
to ensure that complete, high-quality information about your hotel
is available (and well-optimized) on your website.

To achieve the best possible organic visibility in Google’s Hotel
Search listings, follow these three steps:

1. Have quality photos that help to increase conversions
and clicks.

Be sure to upload photos after verifying your Google My Business
account, which is one of the best ways to help Google identify what
information to provide about your brand. Always save images with
keywords in the file. For example, if you upload an image of the
hotel pool, be sure to name the file: hotel-pool-in-Miami-Beach.
Google may also source images of your hotel from Google Maps street
view, Google users, and professional photographers.

2. Encourage guests to leave as many positive Google
reviews as possible.

Reviews are heavily weighted when it comes to factors that
influence your organic search rankings. The more positive reviews
you have, the better your organic visibility will be. Google
Reviews offer star ratings and reviews for your business, curated
from various sites across the internet, including Revinate,
ReviewPro, and TrustYou. It’s more important than ever to deliver
a quality experience that encourages guests to leave positive
reviews that appear in Google search results and Google Maps across
all devices.

3. Provide useful information, such as hotel
descriptions and amenities.

Ensure the Hotel Details Card of your Google My Business account is
updated with accurate phone numbers, addresses, Google maps geo
markers, recent photos of the hotel, guest reviews, and amenities.
Keeping this complete, data up-to-date, and updated regularly can
develop trust in Google’s algorithm and give your brand more
favorable organic visibility.

Conclusion

There’s a lot you can do to help drive more traffic and
increase conversions through search engines for your hotel.
Google’s new hotel search grid, Google Maps listings, and its
hotel display cards are crucial to help drive positive brand
recognition and drive conversions. Make sure to fully optimize your
Google My Business Page with accurate and descriptive information
about your hotel and brand. Upload and manage your photos and
maintain your reviews in order to improve your rankings within
Google’s hotel search interface and begin to see the conversions
increase.

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To Get The Most Out Of The New Google Hotel Search Interface

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How To Get The Most Out Of The New Google Hotel Search Interface