How To Get Seen on Google Accommodation

Introduction

In the ever-competitive accommodation industry, standing out online is crucial for attracting bookings and growing your business. With travellers increasingly relying on Google to find their next stay, appearing at the top of Google Accommodation listings can make or break your success.

This article is your comprehensive guide to dominating Google Accommodation. From optimising your Google Business Profile to leveraging Google Hotel Ads and employing advanced SEO techniques, we’ll cover everything you need to ensure your property gets the visibility it deserves.

As a masterful lead generation agency, Lead Genera brings expert insights to help your accommodation business thrive online.

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Understanding Google Accommodation Listings

What Are Google Accommodation Listings?

Google Accommodation Listings are specialised search results designed to showcase lodging options such as hotels, guesthouses, vacation rentals, and other accommodation types.

These listings appear prominently in Google Search and Google Maps, offering potential guests a streamlined way to explore, compare, and book properties. They are part of Google’s broader ecosystem of services aimed at facilitating travel planning, ensuring users can quickly find what they need with minimal effort.

The listings often include critical details like pricing, reviews, availability, and location, making them an indispensable resource for travellers.

Why They Matter:

Unlike general search results, Google Accommodation Listings are tailored for high-intent users who are actively searching for a place to stay. These users often have a clear intent to book, making this feature a direct channel to your target audience.

Ranking well in these listings not only increases visibility but also positions your property as a credible and desirable option. By being featured prominently, your accommodation gains a competitive edge over other properties that are less optimised. Moreover, appearing in these listings enhances trust, as Google’s platform is seen as a reliable source for travel information.

With travellers increasingly relying on these tools, not leveraging Google Accommodation Listings could mean missing out on a significant portion of potential bookings.

Setting Up Your Accommodation on Google

Creating and Verifying Your Google Business Profile

The first and most essential step to getting seen on Google Accommodation is claiming and setting up your Google Business Profile.

Start by visiting Google Business Profile Manager and following the steps to verify ownership of your property. Verification may involve receiving a postcard at your property’s physical address, or in some cases, using phone or email verification.

Once verified, ensure your profile is as complete and accurate as possible. Pay particular attention to the following:

• Name, Address, and Phone Number (NAP): These details must be accurate, consistent across all online platforms, and formatted correctly. Even slight discrepancies, such as abbreviating “Street” to “St.”, can impact your rankings.
• Categories and Attributes: Select the most relevant categories (e.g., Hotel, Guesthouse, Bed and Breakfast) and add attributes such as Wi-Fi availability, pet-friendliness, or free parking to help users find what they’re looking for.
• Business Description: Write a clear and engaging description that highlights what makes your accommodation unique, focusing on your target audience’s preferences.
• Photos and Videos: Upload high-quality, professional images and videos that showcase your property, including rooms, amenities, and nearby attractions. Regularly update your visuals to reflect current conditions and seasonal offerings.

Linking to Google Accommodation

Integrating your property’s website with Google’s platform is vital for connecting your listings to real-time availability and pricing.

To achieve this, work with a channel manager or booking engine that supports Google’s integration requirements. These tools synchronise your inventory, ensuring that users see up-to-date information.

When linking your site:

• Ensure Booking Links Are Functional: Test all links to ensure they direct users to the appropriate booking page. Broken links can lead to lost bookings and negatively affect your profile’s reputation.
• Utilise Direct Booking Options: Direct booking links reduce reliance on third-party platforms, helping you retain more revenue. Highlight benefits of booking directly, such as exclusive discounts or perks.
• Enable Pricing Transparency: Display clear, competitive pricing that aligns with what users see on other platforms. Discrepancies can harm trust and deter potential guests.

Compliance with Google Guidelines

Adhering to Google’s standards for accommodation listings is non-negotiable. Non-compliance can result in your property being penalised or removed from listings altogether. Key areas to focus on include:

• Content Policies: Ensure all descriptions, images, and booking details adhere to Google’s content standards. Avoid misleading claims or outdated information.
• Accuracy of Information: Regularly review and update your profile to reflect changes in pricing, availability, or amenities. Inaccurate information can frustrate users and damage your reputation.
• Guest Safety and Transparency: Highlight health and safety measures, cancellation policies, and other details that build trust with potential guests.

Taking these steps ensures that your accommodation not only appears in Google’s listings but also stands out as a reliable and attractive option for travellers.

Optimising Your Google Business Profile

Engaging Descriptions

A compelling and informative description is one of the most critical aspects of your Google Business Profile.

Focus on what makes your property unique by highlighting key features and amenities, such as luxurious rooms, proximity to popular attractions, or eco-friendly practices.

Use descriptive and enticing language to appeal to your target audience.

For example:

• Instead of saying, “We offer comfortable rooms,” write, “Relax in our spacious, elegantly designed rooms with panoramic views of the city skyline.”
• Incorporate keywords that potential guests might search for, such as “family-friendly hotel near London” or “beachfront bed and breakfast.”
• Highlight any unique selling points, such as a Michelin-starred restaurant, spa services, or exclusive local partnerships.

High-Quality Visuals

Photos and videos are often the first things users notice about your listing, and they can heavily influence a potential guest’s decision to book. Ensure you:

• Invest in Professional Photography: Capture high-resolution images of your property’s exterior, interior, and key amenities. Include photos of guest rooms, dining areas, recreational facilities, and unique features such as rooftop terraces or private pools.
• Showcase Local Attractions: Highlight nearby landmarks or activities that make your property’s location desirable. For instance, include photos of nearby beaches, hiking trails, or cultural sites.
• Regularly Update Your Visuals: Refresh your gallery with seasonal updates, such as holiday decorations or summer activities, to keep your profile dynamic and relevant.
• Add Video Tours: Consider creating short video tours of your property to give users a more immersive experience. Videos are a powerful tool for conveying the atmosphere and quality of your accommodation.

Accurate Details

Ensuring the accuracy of your profile’s information is essential for both user experience and search engine optimisation. Key areas to double-check include:

• Contact Information: Make sure your phone number, email address, and website URL are correct and functional. Incorrect contact details can frustrate potential guests and lead to missed bookings.
• Operating Hours: Clearly indicate check-in and check-out times, along with any seasonal changes in availability.
• Amenities and Services: Provide a comprehensive list of available amenities, such as free Wi-Fi, airport shuttles, or complimentary breakfast. Include any special accommodations for disabled guests or pet-friendly policies.
• Pricing Information: Ensure your pricing is transparent and consistent across all platforms. Highlight any special deals or packages to attract more bookings.

By carefully crafting an engaging description, showcasing your property through high-quality visuals, and maintaining accurate details, you can significantly enhance your Google Business Profile’s appeal and increase your chances of attracting potential guests.

Targeting the Right Keywords

Why Keywords Matter

Keywords play a pivotal role in ensuring your property gets discovered by the right audience. When users search for accommodations, they often use specific phrases or queries that indicate their intent.

Keywords like “get seen on Google accommodation” help align your content with these search terms, increasing your chances of appearing in relevant searches. By targeting the right keywords, you can ensure your property is visible to potential guests who are actively looking to book.

How to Research Keywords:

Conducting thorough keyword research is essential for identifying terms that your target audience is searching for. Use tools like:

• Google Keyword Planner: Find high-volume, low-competition keywords that are relevant to your property.
• SEMrush or Ahrefs: Analyse competitors’ keywords and identify gaps you can fill.
• Autocomplete and Related Searches: Observe what Google suggests when typing in queries related to your accommodation.

Focus on long-tail keywords, such as “luxury seaside hotels near Brighton” or “pet-friendly bed and breakfast in Devon.” These are more specific and often indicate higher purchase intent, as users searching for them already know what they want.

Incorporating Keywords

Once you’ve identified the right keywords, strategically integrate them across your digital assets:

• Google Business Profile: Use keywords in your business description, services, and attributes to enhance your profile’s relevance.
• Website Content: Include keywords naturally in headings, meta descriptions, and body text. Avoid keyword stuffing, as it can harm your rankings.
• Blog Posts: Write articles or guides that target specific keywords, such as “Top Things to Do Near [Your Property].”
• Image Alt Text: Add descriptive alt text to images, incorporating relevant keywords where appropriate.

By focusing on high-intent, location-specific keywords and incorporating them thoughtfully into your content, you can significantly improve your property’s visibility and attract more bookings.

Building a High-Converting Website

Mobile-Friendly Design

Most travellers browse and book using mobile devices. Ensure your site is responsive and fast-loading.

User-Focused Content

Include engaging descriptions, high-quality imagery, and clear CTAs like “Book Now.”

Structured Data Markup

Use schema markup to help Google understand your content. This can improve your chances of appearing in rich results.

Getting Reviews to Boost Visibility

Encouraging Reviews

Reviews are one of the most impactful factors in boosting your property’s visibility and credibility on Google.

To encourage guests to leave reviews:

• Request Reviews at Key Moments: Politely ask guests for reviews during their stay, upon checkout, or shortly after their visit through a follow-up email or SMS. Ensure your request feels natural and personalised.
• Provide Simple Review Links: Make it as easy as possible for guests to leave a review by providing a direct link to your Google Business Profile. Include this link in confirmation emails, thank-you notes, or your website’s footer.
• Offer Incentives: While remaining compliant with Google’s policies, consider offering discounts, loyalty points, or small perks for guests who leave a review. For instance, “Leave a review and enjoy 10% off your next stay.”
• Display Positive Reviews: Showcase your best reviews on your website and social media to encourage others to share their experiences.

Responding to Reviews

Engaging with reviews demonstrates that you value guest feedback and are committed to providing an excellent experience. Here’s how to handle reviews effectively:

• Respond Promptly: Aim to reply to reviews within a few days. Timely responses show that you are attentive and engaged.
• Express Gratitude for Positive Reviews: Thank guests for their kind words and highlight specific points they mentioned, such as exceptional service or a memorable amenity.
• Address Negative Reviews Constructively: Respond professionally and empathetically to negative reviews. Apologise for any shortcomings, explain how you plan to address the issue, and invite the guest to return for an improved experience.
• Avoid Generic Replies: Customise your responses to each review to show genuine appreciation or concern.
• Monitor Review Trends: Pay attention to recurring feedback and use it to identify areas for improvement, such as upgrading amenities or enhancing customer service.

By actively encouraging and responding to reviews, you not only improve your property’s reputation but also boost its visibility on Google, as reviews are a significant factor in local search rankings.

Utilising Local SEO Strategies

Why Local SEO Matters

Travellers often search for accommodations near specific destinations. Local SEO ensures you rank for these geographically targeted searches.

Building Local Backlinks

Collaborate with local tourism boards, bloggers, and businesses to earn backlinks that boost your authority.

Participating in Community Initiatives

Highlight partnerships or sponsorships with local events to enhance your profile’s relevance.

Leveraging Google Hotel Ads

What Are Google Hotel Ads?

These ads showcase your property’s availability and pricing in prime search locations. They operate on a pay-per-click model, ensuring your property is seen by high-intent users.

Setting Up Hotel Ads

Sync your booking system with Google’s platform and create campaigns targeting specific demographics or travel seasons.

Monitoring ROI

Track clicks, conversions, and revenue to optimise your campaigns for maximum return.

Creating and Sharing Engaging Content

1. Blogging for Visibility: Write blogs about local attractions, travel tips, and upcoming events. This content improves your site’s SEO and attracts organic traffic.
2. Promoting Offers: Share seasonal promotions and discounts on your website and social media channels.
3. Content Marketing for Retargeting: Use email campaigns and remarketing ads to re-engage visitors who didn’t book initially.

Tracking and Analysing Performance

Key Metrics to Monitor

Focus on impressions, click-through rates (CTR), and conversions. Tools like Google Analytics and Google My Business Insights provide valuable data.

Refining Your Strategy

Use performance insights to identify strengths and weaknesses. Adapt your approach to maximise bookings and ROI.

Summary

Ranking highly on Google Accommodation is about more than just ticking boxes—it requires a comprehensive, results-driven strategy. From setting up and optimising your Google Business

Profile to leveraging advanced SEO, keyword targeting, and Google Hotel Ads, every detail matters in boosting your visibility and driving bookings.

At Lead Genera, we pride ourselves on being the go-to lead generation agency for accommodation businesses. Our expertise ensures that your property doesn’t just appear on Google—it dominates the search results. Let us help you turn your online presence into a powerful booking engine.

Recap of What We Covered

• Understanding Google Accommodation Listings: The importance of tailored results for high-intent users.
• Setting Up Your Profile: Claiming, verifying, and enhancing your Google Business Profile.
• Optimising Your Profile: Crafting compelling descriptions, using high-quality visuals, and ensuring accuracy.
• Keyword Targeting: Identifying and integrating the right keywords for your audience.
• Building a High-Converting Website: Mobile-friendly design and user-focused content.
• Encouraging and Responding to Reviews: Building trust and improving your rankings.
• Local SEO Strategies: Leveraging geographic relevance to attract local and regional travellers.
• Google Hotel Ads: Driving visibility through pay-per-click campaigns.
• Engaging Content Creation: Using blogs, promotions, and retargeting campaigns effectively.
• Tracking Performance: Analysing data to refine your strategy and maximise ROI.

Ready to take your accommodation business to the next level? Get in touch with Lead Genera today to start dominating Google Accommodation and securing more bookings!