SEO For Hospitality

What do you do when you want to dine out or book a hotel?

If you do know the name of the place you want to go to, you’ll check their website or Google to find the phone number/email address and book.
If you don’t know where to go, then you might search for inspiration.

You’d type something like “Indian restaurant near me”, “Glamping near Blackpool”. This is a typical example of geo-localised search.

The Impact of Geo-Localised Search on Mobile

Particularly if you are researching from mobile, it is possible to see the difference by doing a small experiment: try researching something like “Italian restaurant near me” then walk or take a bus, or move somewhere else. Then try searching again, and you will see that the results change based on where you are based. This is called “proximity to the point of search” and it matters for geo-localised searches.

Google Maps: Variability in Business Listings

The results that you find will be based on Google Maps and you may have noticed that the results that you find on Google Maps can be very different from each other. In some cases, you can see listings that look much more complete.

Some may have images that show photos of dishes, preparations, photos of the menu. Some may have exterior photos, so you can recognise the façade straight away, and interiors so you can get an idea of what the decor is like. These are particularly helpful because sometimes you can really get an idea if it’s the place you are looking for just by their images.

The Importance of Complete Listings

Some show opening times, and this makes it so much easier for you to understand if they stay open later or early, just when you’re craving something and you’re nearby. You can find out if they do take-away, if you can have a delivery or dine in.

You can also find immediately on Google a succinct description of the venue, their most famous menu options and cuisine. Sometimes, on Google, you can also see immediately a link to book a table at that restaurant. 

And then reviews; how many of us have been reading reviews before going to a place? I would say all of us.

The Power of Google Business Profile

How do some venues achieve all of these in the listings on Google Maps and why do some others have nothing? Is Google unfair? 

Actually, no. All venues have the same tool available and for free! This tool is called Google Business Profile.

For local businesses, if it’s well used, Google My Business can be a powerhouse for local SEO and local rankings.

The Role of the Venue’s Website

Then there’s the venue’s website. It’s fairly easy to launch one these days.

• If you accept reservations
• Which type of menu, cuisine, star rating
• Currency accepted
• Opening hours
• Food source policies
• The founder and the founding date
• If you are a member of an organisation
• Maximum attendee capacity
• If smoking is allowed
• Your motto!
• Which type of food establishment you are: are you a Fast Food Restaurant? Bakery? Bar or Pub? Brewery? Cafe or Coffee Shop? Distillery? Ice Cream Shop? Restaurant? Winery?

If you’re running a hotel, instead

• Pet-friendly
• Child-friendly
• Parking options
• Wi-fi
• Kitchen, breakfast, meals
• Amenities nearby
• Stars
• Accessories
• And so much more

There’s so much that your website can do and can tell Google.

Don’t Play Hide and Seek with Google

The easier you let Google understand what you can offer; the easiest you can Be Found Online.