The Goldilocks approach to a top SEO keyword strategy

Finding the best keywords for your strategy is like Goldilocks picking the perfect bowl of porridge. You’ve got to find the keywords that are not too hot, not too cold, but just right, or your SEO strategy will fall flat.

The Goldilocks approach to a top SEO keyword strategy

Once you have the right keywords in hand, the actual act of optimisation is easy. 3 types of keywords that can get your hotel’s website found faster.

There are a number of different ways to choose your focus keywords, but in this article, I’m going to focus on three types that are particularly effective:

  • 1. Long-tail keywords
  • 2. “Trending” keywords and current events
  • 3. Already-ranking keywords

Disclaimer: Since Google works tirelessly to ensure that marketers can’t game their system, keywords like these can only help you work your way onto page one of search results. They’re not the whole solution. The only truly reliable way to rank in the top 10 search results on Google is to consistently create quality content that is relevant and useful to your guests and prospective guests.

By focusing on the quality of your content and targeting the keywords listed below, you are almost guaranteed to get your content discovered on Google faster than ever before.

1. Target Long-Tail Keywords

Long-tail keywords are search terms or phrases that are more detailed and descriptive than most.For example, it’s the difference between: “hotel in Brisbane” and “all-inclusive luxury hotel in Brisbane”

While it’s possible to rank for shorter, more competitive keywords, it won’t happen overnight. Depending on what your hotel has to offer and the competition in your market, it could take months of building up quality content with your long-tail keywords. But the process of getting found can be far more efficient using popular long-tail keywords than shorter, more competitive terms.

Long-tail keywords give you the opportunity to rank higher in search results more quickly because they’re more specific and in turn, have lower search volume.

2. “Trending” Keywords

Another strategy to get your content ranked on Google quickly is to target trending topics or current events. David Meerman Scott refers to this strategy as Newsjacking. Essentially, the idea is to be one of the first sources of information on a breaking topic or event, while journalists are still scrambling for details.

Newsjacking can be hit or miss, depending on various factors, but it can help in a couple of ways to get your hotel’s website discovered on Google very quickly. Content you create on trending topics may also get picked up in Google’s organic rankings quickly because their algorithm is constantly searching for content on trending topics and pages that were most recently updated.

3. Already-Ranking Keywords

If you’ve already been creating content for your hotel’s website for a few months or several years, you have a big advantage because you likely won’t have to start from scratch with new keywords. Chances are, you’re already ranking for keywords that you never specifically created content for.

Google Analytics can help you figure out what these keywords are. Look at the search queries in your analytics dashboard that have resulted in your organic traffic. Make a list of the following items:

  • Keywords that are relevant to your hotel’s amenities and services, but you haven’t created content for just yet
  • Keywords you’ve written about that still have potential for more content
  • Keywords that are similar to existing content, but haven’t been specifically targeted
  • Your hotel’s website is already getting traffic from these keywords, meaning people are searching for them and you’re already ranking for them. Use these to your advantage! Not only will your new content rank quickly for these keywords, but your existing content that contains the same or similar keywords will likely get a boost as well.

If you are interested in boosting your SEO, we can help with a strategy to ensure that you get the most out of your investment in your website.

Original article - Revinate

Explore another SEO for hotels resource: How to do Hotel Hospitality SEO

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