Local search for hotels: 10 factors that influence ranking

A Google search for “hotel near san francisco, ca” returns these results:

How do you get your hotel into that all-important top 10 listing? That’s what I want to share with you – tips for ranking higher in local business searches. I’ve already described the process for on-site hotel SEO, so this post will focus on other, off-site influences.

Factor #1: A profile in Google’s Local Business Center. Setting one up is not only important, it’s quick and easy. (GetListed.org is a useful starting point if you’re beginning local search optimization.)

Factor #2: Keywords in your business listing title. During setup, put your hotel name, the word “hotel” or “resort” (if needed), and your city name.

Factor #3: Keywords in your business description. Be compelling and accurate, while including important phrases.

Factor #4: Appearing in the right category. Understand – this is not just about business categories. One hotel I’m working with was incorrectly placed in the wrong city – which of course is reduces the number of people they get searching for hotels in their area. Make sure to check this.

(Being close to the city center usually helps rankings, but there is probably not much you can do about this one.)

Factor #5: Your presence in travel directories. Search engines will usually reference this data in their listings:

Factor #6: Appearing in business databases such as infoUSA, Citysearch, and Open List. Again, this gives 3rd-party validation of your information.

Factor #7: Your phone number & address on all website pages. This helps to establish your local presence.

Factor #8: Number (and quality) of local links. Try to obtain location keywords in inbound anchor text. (Eg, San Francisco hotel rather than “[Name of hotel]“)

Factor #9: Number of guest reviews. From a search standpoint, the number of reviews is usually more important than the contents of the reviews. Of course, you want to encourage positive reviews, but don’t hesitate to ask for reviews because you’re afraid they will be negative. As Justin points out, reviewers will often include important keywords:

Factor #10: Photos and videos associated with your listing. Yet another reason to build your social media presence.  Involve your guests in creating a wide range of media types.

Using these tools will help build your local search position, which in turn increases direct sales.  Good luck, and let us know if you need any help.