If you run a hotel in Australia whether it’s a boutique spot tucked away in the Blue Mountains, or a flashy CBD hotel in Melbourne you’ll know the challenge of getting heads on pillows these days. The competition is fierce.
You probably spent a fortune on decoration, amenities or even giving the rooms a new layer of paint. But if people can’t find their hotel when researching online, all this effort goes unnoticed, isn’t it?
That’s where SEO comes into play. Now, I know what you are thinking, “Seo? These technological things?” But don’t worry, I’m not about to play a lot of jargon on you. In simple English, SEO for hotel companies is just helping your site when people are looking for places to stay. Simple as that.
And believe me, it works. I’ve seen small B&Bs in regional Victoria double their bookings just because they made their website a little friendlier for Google. So let’s talk about how you can actually do it.
Think Like a Traveller, Not a Marketer
First off, forget what you think you know about keywords. A lot of hotel owners make the mistake of guessing what people might be searching for. But the truth is, your guests might be typing things you haven’t even thought about.
It’s not just “hotels in Sydney” that’s way too broad. Instead, people are typing things like:
- “Pet-friendly hotels near Bondi Beach”
- “Best eco-resorts in Tasmania”
- “Accommodation near MCG with parking”
This is how real people search. You’ve got to think like them. If your hotel ticks those boxes pet-friendly, eco-conscious, near major attractions make sure your website actually says so.
Too many hotel websites are just a wall of generic text. If you’ve got unique features, flaunt them. Not just for the human eye, but because Google picks up on that stuff too.
Google Loves Local So Should You
Here’s the thing about SEO for Hotel in Australia: local search is your best mate.
If someone is looking for a place to stay in Byron Bay, he is not just searching on Google “Hotel”. They are typing “Byron Bay Hotels near the beach” or “best place to stay in Byron Bay for couples.”
This is why its location naturally mentioned throughout the site is crucial. Not just your city, but nearby landmarks, attractions, even popular cafes and restaurants.
Also, claim your Google Business Profile. It’s free, and it’s how you show up on Google Maps searches. Add good photos, update your opening hours, and encourage guests to leave reviews. Those reviews don’t just help you look good, they literally help your SEO.
Content is King But Make it Useful
This is one of the easiest things to get right but most hotels skip it. Content. Not just pages and pages of fluff, but real, useful info.
Start a blog or a news section on your site. Write about things your guests actually care about:
- “The Best Coffee Shops Within 5 Minutes of Our Melbourne Hotel”
- “Your Guide to Exploring Freycinet National Park from Our Lodge”
- “Hidden Beaches Near the Gold Coast You Won’t Find on Instagram”
Not only does this help with SEO, but it positions your hotel as the local expert. Plus, let’s be real if someone’s tossing up between your hotel and another, that kind of insider knowledge might just tip them your way.
Also, update your content regularly. Don’t let your blog gather dust a stale site can slide down the rankings quicker than you think.
Don’t Sleep on Site Speed and Mobile
Here is something you may not have considered: people hate slow sites. In particular, while individuals are using their phones, as while riding the train or standing in line for coffee.
If it takes longer than a few seconds for your hotel website to load, visitors will go. Google knows that too slow sites get bumped down the search rankings.
So get your developer to optimize your site speed. Compress images, tidy up any unnecessary code, and make sure your booking system doesn’t take forever to load.
And please, make sure your website looks good on mobile. Most searches are done on phones now if your site only looks good on a desktop, you’re leaving money on the table.
Get Quality Backlinks
Okay, this one’s a bit less obvious, but it makes a huge difference in Backlinks. That’s when other websites link to yours.
If a respected tourism website or local council links to your hotel, Google sees that as a thumbs-up. The more quality backlinks you have, the more Google trusts your site.
How do you get them? Collaborate with local tourism agencies, be listed on event sites, partnership with local influencers or bloggers. If there is a big event in the city, a food festival, a musical show, or whatever, see if organizers can link their hotel as a recommended stay.
Reviews = Gold
We Aussies trust reviews. If I’m booking a hotel, I’m 100% reading the Google and TripAdvisor reviews first. And Google loves them too.
So don’t be shy ask your guests to leave a review after their stay. A polite follow-up email does the trick. And when they do leave feedback, respond to it! Thank them, address concerns it shows you care, and Google picks up on that engagement.
Keep Things Fresh and Updated
Here’s a simple tip: don’t let your site sit idle. If you’ve renovated, added new rooms, launched a new package, or even if the menu at your hotel restaurant has changed update your website.
An active, regularly updated site is one Google likes to reward. Plus, it just looks better for visitors.
In Summary
Look, SEO may seem like something else to add to your list of endless tasks, but the effort is worth it. Especially in Australia, where tourism is a large industry and competition is everywhere.
SEO for hotels is about being visible when people are actively looking for you or at least, for what you offer.
You don’t have to be a SEO guru. Just make sure your site reflects what makes the hotel unique, think of how your guests write content, keep your site fast and favourable to your phone and build some good connections in your local area.
You will gradually notice an increase in clicks, questions, and above all reserves. Getting aid is not an issue if all of this seems a bit overwhelming. A good local SEO consultant who understands the Australian market can be worthwhile in gold. But even if you start small, with some blog posts and a Google business profile, you’ll be on your way.