How do your potential guests find you online?

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Welcome to day four of the 21 day hospitality social media challenge!

Beyond the review sites, have you given thought to how your guests find you online and how they land on your website?

When you make the decision to focus on your social media strategy it’s critical to remove yourself from the role of hospitality professional and to think like your customer.

The majority of your potential guests are most likely going to search Google for information about your destination as they undertake their research.

Ask yourself the following questions:

  • What are potential guests searching for?
  • What do your visitors like to do?
  • What is their demographic?

It’s important that you have an understanding of the queries above so that you can weave keywords into your website and throughout the content that you are creating.

According to Google, “A keyword is any word or short phrase that describes a website topic or page. The more a keyword is used by searchers and websites the more attraction power it has. If you want your website to attract searchers, you need to use strong keywords in your website titles and website text . These brief words should realistically identify and describe your site.”

To help give you a better understanding of the search terms that people are using for your destination’s niche, Google provides a keyword planner This very powerful free utility shows you suggested keywords, overall search volume, and the competition for your chosen words or phrases (e.g., “Boston activities”).

Google Keyword Planner

The keyword planner is a fantastic tool to add to your arsenal because it can help you to determine what potential guests are searching for, and it can also provide you with inspiration and ideas for creating relevant content.

Above you can see that I used the tool to investigate search terms around “Boston activities.” The results displayed show some high, medium, and low competition terms. The insight not only provides anecdotal competition data, but also assists in conjuring up content ideas that your potential guests are searching for, such as, “Boston activities for kids,” “Boston weekend activities,” and “Fun things to do in Boston.”

Day four task: Your challenge today is to use the keyword planner and find out what people are searching Google for when it comes to your destination. For example, if you own a hospitality business in San Diego, start off with “San Diego” in the “Get Ideas” search area and then you can expand out from there.

Don’t miss a day of the challenge! Sign up below.

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Mark Hayward