After your homepage, few things make as big of an impression for your hotel’s website quite like your niche SEO landing pages. They are the digital face of your hotel, the first introduction potential guests have when researching properties, and, by extension, the first impressions people get before visiting your property. The importance of landing pages make them something we always need to look at when judging a site’s potential, and something we need to optimize when they fall short. It is so important, in fact, that unique landing pages are one of the 11 metrics we look at while analyzing competitors in our clients’ markets. This is why today I would like to provide some advice on creating your hotel website’s next traffic-driving landing page.
A landing page is any page on your website a user can arrive at or “land on” and is typically optimized for search engines.” To put this simply in the terms of the hospitality industry, this page will usually be your homepage. Homepages are generally designed to provide catch-all content for your typical “(insert location) hotel” searches. However, there are several areas where hotels miss on conversion opportunities because they have not optimized or created landing pages targeting searchers looking for important local attractions, key amenities, or unique special offers. An effective landing page will widen the range of keywords for which your hotel can rank, strengthen your hotel’s conversion funnel, and attract qualified, revenue-driving traffic to your website.
When considering where to begin for your next landing page, it is a wise decision to cast a big net. Ultimately, new, landing pages should target relevant keywords with significant search volumes. In the example of a local area landing page, the hotel should be near the attraction and provide relevant value for the users that click. With this in mind, we can turn to Google or your preferred SEO tool for a little assistance. In comes keyword research for hotel websites. With tools like Google’s Keyword Planner and SEMrush, we can see which keywords are being searched in a particular property’s region. In the example below, we can see a local theme park is driving a lot of search volume on Google. Knowing what people are looking gives us a great place to start!
Now that we have determined “hotels near Kings Island” has good search volume in the area, we can start to look at best practices for creating the landing page. In this regard, we want to have an SEO first mindset. You should sprinkle in relevant keywords throughout your copy in a natural, intuitive fashion, but not with so many as to be distracting to the potential guest or to be considered keyword stuffing from Google. You should keep the page helpful and informative, answering any questions a potential guest may have about your hotel’s relationship to this particular local destination. Does the hotel have special packages for,or offer a free shuttle to the destination? Keep in mind Google places an emphasis on how relevant your page is for a particular search query, and how well it satisfies the searchers intent. While ranking for searches like “Kings Island Tickets” will build awareness for our site, terms like “Hotels Near Kings Island” should be our primary emphasis. This keeps our targeting relevant to our website’s overall goal: booking rooms for guests staying in the region. It also helps to minimize unqualified traffic that will not convert and increases bounce rate.
Rich Media Brings Your Landing Page To Life
With our keyword research done, the goals of our page defined, and optimized copy written, we can look into adding some “rich media.” This will change page to page depending on what your landing page is about and what content is relevant. For example, if you are creating a landing page for a local concert venue, it would be most beneficial to have an interactive calendar allowing visitors to look at a list of events and acts coming through town. In our case where we have a theme park, a gallery with some pictures of rides and attractions would provide our potential guests with sense of what their visit will entail. Include any special offers, partnerships, transportation options, maps, and pricing for things like public transportation, parking, and tickets. It may also be beneficial to include a map giving the address, directions, and a visual aid for our hotel’s proximity to the theme park. Lastly, we want to factor in mobile and site-speed optimization to provide a great user experience. Now that we have that sorted out, we’re ready to publish.
The importance of unique hotel landing pages should not be understated. Too often, properties ignore local attractions on their websites or do not give their landing pages the attention they deserve. While it is true that unique landing pages may not drive the same amount of traffic to your site as your homepage does, the bookings that come from these pages add up, and, over time, can have a great difference in your overhead. It is also worth mentioning that these pages drive awareness and and consideration traffic to your site as well. By targeting different keywords for people in different stages of their booking journey, you can set yourself up for success when those travelers are more actively looking to book their accommodations. While building a landing page can be a time consuming process, the experts at Blue Magnet Interactive are always available to help. Contact Us to learn more about how Blue Magnet can help you land your next landing page!