Voice search is rapidly becoming the preferred way for people to search for information online. According to a study by PwC, 71% of people would rather use voice search than typing on a keyboard or touchscreen. This trend has significant implications for businesses, including hotels, as more and more consumers turn to voice search to find information about products and services. In this article, we will explore how hotels can optimize their websites for voice search, and provide case studies, statistics, and examples to illustrate the benefits of this approach.
Understand the Language Used by Your Guests
The first step in optimizing your hotel’s website for voice search is to understand the language used by your guests. Voice searches tend to be more conversational and longer than typed searches. People are more likely to ask questions in a natural language, rather than using short phrases or keywords. Therefore, your hotel’s website should be optimized for long-tail keywords and phrases that people are more likely to use in voice searches. For instance, instead of using “hotel room” as a keyword, use long-tail keywords such as “pet-friendly hotel rooms in downtown Seattle.”
Optimize Your Google My Business Listing
Google My Business (GMB) is a free tool provided by Google that enables businesses to manage their online presence across Google, including Search and Maps. It is essential to have a complete and accurate GMB listing for your hotel, as it can increase your visibility in local search results. Make sure that your GMB listing includes all the necessary information about your hotel, such as your address, phone number, website URL, business hours, and customer reviews. Also, use relevant keywords in your business description to optimize your GMB listing for voice search.
Create FAQ Pages
Creating frequently asked questions (FAQ) pages is an effective way to optimize your hotel’s website for voice search. People often use voice search to ask questions, so creating an FAQ page with relevant questions and answers can increase the chances of your hotel appearing in search results. Ensure that your FAQ pages contain long-tail keywords and natural language that people are more likely to use in voice searches. For example, instead of using “hotel amenities” as a keyword, use long-tail keywords such as “what amenities are available at your pet-friendly hotel in Seattle?”
Focus on Mobile Optimization
Mobile optimization is crucial for voice search optimization. Most voice searches are done on mobile devices, so it’s essential to have a mobile-friendly website. Your hotel’s website should load quickly and be easy to navigate on mobile devices. Also, ensure that your website’s design is responsive, so it can adapt to different screen sizes. Google’s Mobile-Friendly Test tool can help you determine if your hotel’s website is optimized for mobile devices.
Use Structured Data Markup
Structured data markup is a way of providing additional information to search engines about your hotel’s website’s content. This information can help search engines understand your content better, which can result in higher visibility in search results. Using structured data markup can also increase the chances of your hotel appearing in featured snippets, which are often used in voice search results. For example, if someone asks “What are the best hotels in downtown Seattle?”, Google may use a featured snippet to provide the answer, which could be a list of the top-rated hotels in downtown Seattle.
Case Study: Marriott International
Marriott International is a global hotel company with over 7,000 properties in 131 countries. The company has been focusing on optimizing its website for voice search to meet the changing needs of its guests. One of the key strategies that Marriott International has implemented is creating an FAQ page for each of its hotels. The FAQ pages contain information about the hotel’s amenities, location, and other essential details that guests may need to know. The FAQ pages also include long-tail keywords and natural language to optimize them for voice search.
Marriott International has also optimized its Google My Business listings for each of its hotels. The GMB listings contain all the necessary information about the hotel, such as its address, phone number, and website URL. The GMB listings also include customer reviews, which can help increase the hotel’s visibility in local search results.
Results: By optimizing its website for voice search, Marriott International has seen an increase in traffic and bookings.
Case Study: Hilton Worldwide
Hilton Worldwide is a global hotel company with over 6,000 properties in 119 countries. The company has been focusing on optimizing its website for voice search to improve the guest experience. One of the key strategies that Hilton has implemented is using structured data markup on its website. By using structured data markup, Hilton can provide additional information to search engines about its website’s content. This information can help search engines understand the hotel’s website better, which can result in higher visibility in search results.
Hilton has also optimized its website for mobile devices to ensure that it’s easy to navigate on smartphones and tablets. The hotel’s website loads quickly and is optimized for different screen sizes, which improves the user experience. Hilton has also created an FAQ page for each of its hotels, which contains relevant questions and answers that guests may have.
Results: By optimizing its website for voice search, Hilton Worldwide has seen an increase in website traffic and bookings.
- According to a study by Comscore, 50% of all searches will be voice searches by 2022.
- According to a study by PwC, 71% of people would rather use voice search than typing on a keyboard or touchscreen.
- According to Google, 58% of consumers have used voice search to find local business information in the last year.
- According to a study by BrightLocal, 27% of consumers use voice search to find local business information every week.
Optimizing your hotel’s website for voice search is essential for providing a seamless guest experience and improving your hotel’s online visibility. As voice search continues to grow in popularity, it’s crucial to keep up with the latest trends and adapt your hotel’s online presence accordingly.
By following the tips and strategies outlined in this article, you can improve your hotel’s chances of appearing in voice search results and attracting more guests to your property. The key is to understand how your guests use voice search and provide them with the information they’re looking for in a user-friendly format.
Additionally, it’s essential to stay up-to-date on the latest technological advancements in the voice search space. As the technology evolves, so will the way people use it. By staying ahead of the curve, you can ensure that your hotel’s website remains relevant and competitive in the digital marketplace.
Remember that optimizing your website for voice search is not a one-time task. It requires ongoing effort and attention to stay ahead of the curve. However, the benefits of investing in voice search optimization can be significant, from increased website traffic and bookings to improved guest satisfaction.
In conclusion, the rise of voice search is a significant trend that hoteliers cannot afford to ignore. By optimizing your hotel’s website for voice search, you can improve the guest experience, increase your online visibility, and stay ahead of the curve in the digital marketplace.