In Part 1 of our Hotel SEO series, we covered the importance of SEO for your hotel’s website and the steps you need to take to get your hotel name organic on Google.

However, there are other steps you should take to optimize the performance of your hotel website and rank higher for important keywords or terms other than your hotel name.

This is what we call “SEO Fairy Dust”. You can implement these actions on top of the basics that will help your hotel website perform better and be easier to find with more than just your property name.

In this article, we’ll cover the topic of technical SEO and 5 simple but effective measures that will directly affect the SEO of your hotel website and increase your traffic. The best part is that you don’t have to be a programmer or developer to complete these steps.

5 Technical SEO Tips for Hotels to Optimize Your Hotel Website

In order for your hotel website to rank first on Google more than just your property name, you need to consider the following ranking factors:

1. Choose the right permalinks for your hotel website

Photo: GuestCentric Systems

Permalink stands for “permanent link” and every page on your website has a different one. It contains your domain followed by a slash and a word or phrase. For example: While you can’t (and shouldn’t) change your domain for every page, you can add the last few words that appear after creating “” which is the specific address for a given page .

The permalink should be kept simple and relevant as visitors use these URLs to visit your website and search engines use them to index it. According to the accuracy anchor, if you use an average of 8 words or less after “” in your URL, page rank increases significantly than if you have more. So remember that when creating a permalink, less is more.

Much like the keywords you use for your website’s content, the keywords in your permalinks help Google understand your website’s content. It is very important to use a large keyword. For example, if the page relates to activities in New York, use the phrase “/ Activities in New York” in the permalink.

Suppose you are working on your room page and you decide to name the page “Dream”. Your permalink will then become the domain name of your hotel website, followed by “dream” – which may sound dreamy to you, for online searchers or Google bots looking for relevant content to optimize or optimize your hotel website punish, but makes little sense.

Most importantly, you always need to think about what your guests are looking for, not what you think will look or sound good.

2. Customize your meta titles and meta descriptions

Photo: GuestCentric Systems

Metatitles are the single line of text that appears in Google’s search engine results after the page name, which you can customize. A meta description is the text under your page title and URL that serves as a brief description of that page.

This in turn can be very helpful information for Google and your visitors. Because of this, it is important to include relevant information in every meta title and description. The meta title should contain the most important information about the page and the meta description should summarize the content the visitor will find when they click on that link.

Keep in mind that Google will trim text that exceeds a certain character limit. Make sure the meta title is less than 50 characters and the meta description is less than 150 characters and more than 70 characters to ensure that your meta title / description is displayed correctly on the Search Engine Results Page (SERP) and is effective .

Missing or poorly written meta information for your pages can prevent potential visitors from noticing your website in Google searches.

3. Optimize your headings

Simplified Search Engine Optimization for Hotels - Part 2

Photo: GuestCentric Systems

Headings help your website visitors and Google understand and organize the content of your page. On each page of your hotel website you have different headings to guide your visitor. They therefore serve as guides that define which parts of your content are more or less important and how they are interconnected.

The different headings on each page should follow a hierarchy, starting in H1 and followed by H2, H3, etc. to also provide structured information to Google Bots so they can understand the most important information of each page.

According to SearchMetrics, 80% of search results use an H1 header on the first page on Google. So it is very important to make sure that each of your website pages contains at least one H1 heading and ideally should be your page title. Your page title should also include your targeted keywords, which are the most relevant words for your content.

After that you should use an H2 subheading for less important content, followed by H3, H4, etc. Only H1 should be used once per page. All other headings can be used more than once, depending on the relevance of the individual content on this page.

4. Add alt text to your hotel website photos

Alternative text stands for “alternative text”. This is the text description of the images you will be using on your website. Using alt text helps Google read and identify the content of the image. Not only does this provide relevance to your content, but it also helps your photos rank higher in Google Images.

Make sure any images you use on your hotel website have alt text so your images will show up in Google Images first. This way, the best photos of your hotel will be shown first and linked to your hotel website.

It is extremely important that your pictures appear in Google Pictures first. This way you guarantee that the first pictures belong to you and were taken by a professional and not by someone who has stayed and the hotel does not yet have a bright future in the photo business.

5. Customize your 404 error page message

Simplified Search Engine Optimization for Hotels - Part 2

Photo: GuestCentric Systems

The 404 error occurs when you try to access a page that no longer exists or cannot be found. This leads to user frustration and leaving the site. To prevent this from happening and to ensure that your visitors continue to navigate your website even if they have a wrong link, you need to create a custom 404 page.

This page should mention that the page you were trying to find no longer exists or has been moved and give you links to the most relevant pages on your website.

These links on your 404 page are very important as they provide your visitors with a way out of the error page without leaving your website.

6. Originality of the content is key

Simplified Search Engine Optimization for Hotels - Part 2

Photo: GuestCentric Systems

When we talk about the content of hotel websites, there is one very important requirement: don’t copy content from other websites to yours.

For example, suppose you are creating a page showing the monuments around your hotel. The temptation to copy and paste from TripAdvisor could be real. However, if you do this, your website may suffer from rankings and lost traffic as Google identifies this as duplicate content.

Google will then only rate and approve one of them and it won’t be yours. This is especially true when competing with a website that has published the content over a longer period of time and therefore had more time to be searched for content relevance.


In a sea of ​​hundreds of factors, it is important to focus on what you can control. If you do all of these actions, your position will improve over time and so will your visibility and, consequently, your website traffic.

SEO is a never-ending process that requires dedication, time and knowledge as ranking factors and the importance of Google keep evolving and changing. It is therefore important to always be informed about the latest trends and updates.

About GuestCentric

GuestCentric is a leading provider of cloud-based digital marketing software and services that allow exceptional hoteliers to promote their brands, make direct bookings and connect with customers on all digital platforms. GuestCentric’s all-in-one platform gives hotels the only one-stop solution for managing their guests’ online travel: award-winning, high-impact websites; an integrated, user-friendly booking engine; Social media marketing and publishing tools; a GDS chain code and channel manager to advertise rooms on Amadeus,, Expedia, Galileo, Google, Saber, TripAdvisor and hundreds of other channels. GuestCentric is a proud provider of solutions that maximize direct booking of hotel groups and independent hotels from collections such as Design Hotels, Big Hotels in the World, Leading Hotels in the World, Relais & Chateaux, Small Luxury Hotels and Small Danish Hotels. GuestCentric is featured on Skift Travel Tech 250, a list of the 250 best travel tech companies shaping the modern travel experience.