Demand Forecasting

Search Engine Optimisation for Hotels/Motels

Search Engine Optimisation (SEO) is a highly beneficial process if done correctly. The following guide is a simplified guide to understanding SEO and how to get better rankings for your website. 

What is SEO

Having a robust SEO strategy is essential for any business, particularly for hotels/motels catering to individuals seeking accommodation in your area. So, what exactly is SEO? SEO stands for Search Engine Optimisation, which involves optimising a website’s technical configuration, content relevance, and link popularity. This optimisation enables its pages to be easily discoverable, more relevant, and popular among user search queries, consequently leading to better rankings on search engines.

To achieve a higher SEO ranking, search engines evaluate four key processes. Below are these processes outlined, along with recommendations on how you can enhance your website in each category;

  1. Crawling 
  2. Indexing 
  3. Ranking and Scoring 
  4. Query request and result serving 


The crawling process marks the initial step toward improving your ranking. Search engines conduct this process, utilising systems to scan all websites for keywords and various content. This comprehensive scan covers all publicly accessible areas of your website, analysing images and keyword usage.

However, the importance of crawling extends beyond surface-level scanning. Swift crawling is crucial for time-sensitive content. Without timely visibility, content may become irrelevant to users—last week’s news, expired events, or sold-out products won’t engage audiences. Even in industries where time to market isn’t critical, speedy crawling proves beneficial. Whether updating an article or implementing significant on-page SEO changes, faster crawling by Googlebot allows quicker optimisation benefits—or prompt error detection for swift correction. Without speedy crawling, the ability to iterate quickly is hindered.


Indexing stands out as the pivotal step in this process because content absent from the index stands no chance of being ranked. Once your page undergoes crawling, it’s then placed into the index based on the keywords and phrases identified by the crawler. Therefore, if your page’s content is deemed high-quality and relevant to a particular search query, it will be indexed under the corresponding search phrase. Consequently, when someone searches for that phrase, your page appears in the search results.

The significance lies in the quality of your keyword indexing, as higher indexing correlates with better visibility in search results. For instance, in the hotel industry, when someone searches for “Motels in Mackay,” all suggested motels within the Mackay area are displayed. However, the top-ranking motels are those that have been indexed prominently based on their crawl and whose content is deemed highly relevant and applicable to the search.

Ranking And Scoring 

Your site’s overall SEO Score is determined by its performance in four key subcategories: Technical, Content, User Experience, and Mobile. Each subcategory comprises various checks with different weightings, which are aggregated to calculate a score for that specific aspect of SEO.


This evaluates how well the technical components of a site facilitate its accessibility, crawling, and indexing by search engine bots. Proper indexing is vital for a site to be ranked by search engines; without it, even excellent on-page content and links won’t attract visitors. Therefore, technical SEO plays a crucial role in driving organic traffic.


This assesses the quality of a site’s user-facing content, focusing on its ability to engage users and align meta-content accurately with site content. Descriptive meta-content sets clear visitor expectations, and when combined with high-quality site content, reduces bounce rates, indicating relevance to Google and potentially leading to higher rankings.

User Experience:

This measures how effectively embedded information such as links and visuals enhances user experience. A well-organised link hierarchy and appropriately defined images improve a site’s usability and indexability.

Mobile-First Indexing:

This evaluates how responsive and adaptable a site is for use and display on mobile devices. Given the increasing use of mobile devices for accessing websites, having a mobile-ready site is crucial for retaining users and driving conversions.

Mobile-First Indexing Diagram

Query request and result serving 

A query represents a request for information or data from a database. In the realm of digital marketing, it commonly refers to the set of keywords or phrases users enter into a search engine’s search bar to find specific information, products, or services online.

How to Improve Your Rankings:

Improving your rankings encompasses various strategies, and here are key areas to consider enhancing your SEO. These are just suggestions:

1. Query Intent:

Algorithms aim to determine the user’s search intent by considering additional search terms, historical searches, location, and more to display relevant information.

2. Relevance of Webpage:

The content of a webpage is evaluated to ensure it contains information pertinent to the user’s query. Is the webpage optimised with the searched keywords in its content or headings?

3. Quality of Content:

Google’s algorithm prioritises pages demonstrating expertise, authoritativeness, and trustworthiness relevant to the search intent.

4. Usability of Webpages:

Web design and accessibility significantly impact search rankings. Websites compatible across different browsers and devices tend to rank higher.

5. Context and Settings:

Search engines leverage past search history and settings to deliver the most useful results to users. Factors like country and location influence search results to provide locally relevant content.

6. Mobile-First Indexing:

With Google’s emphasis on mobile compatibility, ensuring your property’s website is mobile-friendly is crucial. Websites optimised for mobile devices receive preferential ranking over those that aren’t.

GuestPoint’s Solution 

GuestPoint offers the ability to build accommodation choice websites that help with ranking higher in SEO. As our websites have mobile compatibility, we also account for keywording and finding the right content for your website. You can give you access to the back end of the website allows you to give marketers or SEO experts the ability to assist in managing your website keeping it relevant in today’s changing landscape. If you want to discover more our websites can help you explore the solution further: 

Accomodation website, with beautiful visuals, easy to book, and is mobile friendly.

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