Practical SEO guide for hotels and inns: how to choose the right keywords and attract more direct bookings.
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Why do some hotels appear at the top of Google search results while others barely show up?
The difference often comes down to SEO (Search Engine Optimization), and it all starts with choosing the right keywords.
By identifying and using the most effective keywords, your hotel can attract qualified travelers, improve online visibility, and generate more direct bookings, reducing dependence on OTAs.
In this article, we’ll show you how to research, select, and apply the best SEO keywords to help your property stand out online.
The Role of Keywords in Hotel SEO
Keywords are the foundation of any SEO strategy. They tell search engines what your website is about and help you reach the right audience at the right time.
In hospitality, that means connecting with travelers who are actively searching for accommodation in your destination or for the type of stay you offer.
Examples:
- “Hotel in Miami with ocean view”
- “Romantic bed and breakfast in Napa Valley”
- “Pet-friendly inn near Yellowstone National Park”
Using these keywords strategically in your website pages, titles, descriptions, and blog articles helps search engines — and guests — understand what your property offers.
1. Identify Your Target Audience and Search Intent
The first step in keyword research is understanding your ideal guest.
Ask yourself:
- Who are you trying to attract: couples, families, business travelers, or leisure tourists?
- What motivates them to book a stay?
- What features of your property stand out (location, amenities, experience)?
This helps you define search intent, one of the most critical elements in SEO.
For instance, someone searching “boutique hotel in New Orleans with rooftop bar” is much closer to booking than someone searching “best places to stay in Louisiana.”
2. Use Tools to Discover Keyword Opportunities
You don’t need to guess what people are searching for.
Several tools can help you find valuable keywords, showing both search volume and competition level.
Here are some of the best ones:
- Google Keyword Planner (free)
- Ubersuggest
- Semrush
- Ahrefs
- AnswerThePublic
These tools help you understand:
- How many people search for a specific term each month?
- How competitive each keyword is.
- Which variations or related terms might be easier to rank for?
💡 Pro tip: Target a mix of high-volume keywords and niche phrases. The latter often convert better because they capture travelers who already know what they’re looking for.
3. Focus on Long-Tail Keywords
Long-tail keywords are longer and more specific phrases that reflect a clear search intent.
Instead of trying to rank for “hotel in New York,” which is highly competitive, use more detailed variations like:
- “Family-friendly hotel near Times Square with free breakfast”
- “Luxury inn in Napa Valley with spa services”
Long-tail keywords may have lower search volume, but they attract highly motivated guests who are ready to book.
4. Analyze Competitors and Find Content Gaps
Studying your competitors can reveal valuable keyword opportunities.
Use tools like Semrush or Ahrefs to identify:
- Which keywords do other hotels in your area rank for?
- What type of content brings them the most traffic?
- Which topics or terms are underused in your Market?
For example, if your property focuses on sustainability, you could target terms like “eco-friendly hotel in Colorado” or “green resort in California,” reaching an audience that values sustainability.
5. Apply Keywords Strategically Across Your Site
Finding good keywords isn’t enough — placement matters.
Make sure to include your main keywords naturally in:
- Page titles (title tags)
- Meta descriptions
- Headings (H1, H2, etc.)
- Main content
- SEO-friendly URLs
- Image alt text
Learn how to find and use the best SEO keywords for your hotel or inn. Discover tools, strategies, and best practices to boost your website traffic, increase direct bookings, and strengthen your digital presence.
Keywords we have entered
Avoid keyword stuffing (overusing keywords unnaturally). Google’s algorithms prioritize useful, readable, and engaging content over repetitive text.
6. Track Your Results and Adjust Your Strategy
SEO is a long-term process, not a one-time setup.
Monitor your keywords regularly using tools like Google Search Console and Google Analytics to learn:
- Which keywords are driving the most traffic and clicks?
- Which pages are performing best?
- Where there’s room for improvement.
Continuous optimization helps maintain visibility and adapt to changing traveler behavior.
7. Create Relevant Content to Support Your SEO
Your hotel’s blog is one of the most powerful tools to expand your SEO strategy.
Publishing useful and destination-focused content helps position your website as an authority while attracting potential guests.
Examples:
- “Top 10 things to do in Austin this weekend”
- “Best romantic getaways in Vermont”
- “How to plan a perfect family trip to Orlando”
By answering travelers’ questions and inspiring their trips, you’re positioning your hotel as part of their journey even before they decide to book.
Choosing the right keywords is one of the most strategic steps in hotel SEO.
When done well, keyword optimization improves your search visibility, attracts qualified guests, and drives more direct bookings — helping you rely less on OTAs and build stronger guest relationships.
Take the time to research, test, and refine your keyword strategy. SEO takes patience, but the long-term rewards for your hotel business can be substantial.
💡 Erbon Tip:
With Erbon PMS, you can connect management, insights, and automation in one platform.
Combining smart technology with strong digital marketing practices is the key to running a more efficient and profitable hotel operation.
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