The hospitality industry is no stranger to changes to online search. In addition to ensuring your hotel website is coded for mobile responsiveness to an array of screen sizes, search engines like Google are forcing hoteliers to adapt their websites to the challenges of Zero-Click searches and Google Voice Search.
According to Google, 20% of searches in the Google app are completed with voice, and 60% of all web searches are now done on a mobile device. Websites that do not adhere to new standards will see their page rankings suffer in addition to compromising guest experience as the online search continues to evolve and push boundaries of human and artificial intelligent interactions.
Voice searches have a wide acceptance of vis-à-vis traditional searches. In order to be picked up by Google’s voice search algorithms, you need to optimize your hotel website for voice search.
Voice search seems simple. You speak into your smart device and like magic, you land where you want to be on the web. The way it works is your request is understood leveraging Artificial Intelligence (A.I) algorithms, and then converted to text. This text then transcends into the keyword/keywords that are input for SEO. Challenges arise when platforms have to identify diction or accents.
People interact with voice-activated speakers like if they were communicating to a human, using courtesy words like "thank you, please, and sorry"!
However, with the growth of voice recognition technology and A.I., accents and different languages are no longer a roadblock for voice search and their correlated search engines to identify the intended keywords.
There is a particular fascination with watching your mobile device spell out what you say. Interacting with a virtual assistant like Siri, Cortana, Alexa, or Google Assistant makes us feel connected to technology in a fantastic way. Because voice search is rapidly growing in popularity, digital marketing agencies are scrambling to provide this technology to their clients.
Voice search allows us to interact with our smart home, set alarms, adjust the temperature of our home, find a restaurant, connect with contacts, get directions, and more. Because of the expansion of the popularity of voice search, Google has developed new algorithms or Schema specs, especially for SEO optimized voice searches.
How fast your page loads has a significant role to play in SEO for voice search. Research shows that the average results returned against a voice search query loads 52% quicker than the average page.
Psychological Schema refers to our ability to organize knowledge into varied classifications to create mental shortcuts of sorts that make interfacing with the general public easier.
Speakable Schema in plain language refers to the sections of the content on your website or web page that are easily narratable or especially adaptable for text-to-speech [TTS].
It is estimated that over 50% of smartphone users utilize voice search. The future is here, and the days of “typing” into a search bar are fast becoming a secondary option rather than the only choice.
So when travelers ask their Google Assistant, Siri, or Alexa questions that include keywords like “Closest hotel in [City] to [Attraction]” and “[Brand Name or Hotel Name],” you can be readily found. INNsight has optimized your website, so your property URL will be delivered to savvy travelers who are looking for your business.
Now is the time for you to optimize your hotel website so that when people are searching for accommodations using voice search, they find you.
Keyword Research is the primary and crucial step when it comes to any type of Hotel SEO i.e., Local SEO, International SEO, Voice SEO.
You usually size up this list of keywords based on search volume, CPC, and seasonal trends. But now, you should also check if the keyword is conversational.
Look for “Natural Language Keywords”, as voice searches are more natural and conversational than text-based searches. As Voice Search is growing tremendously, natural-sounding keywords are going to get a big boost in search volume.
Don’t avoid insanely long keywords. Sprinkle 5+ word terms around your content. Also, you have to target Question keywords. Think of the ‘Who, What, Where’ questions that your hotel business revolves around.
After analyzing 10,000 Google Home Results, Backlinko has concluded that the typical voice search result is less than 30 words in length. So, it is essential to include short and concise answers to your content.
Now, you might be thinking that you have to create tonnes of pages to answer every question that your hotel has. All you need to do is make one single dedicated page for all such questions i.e., FAQ Page. All of our premium client websites Powered by INNsight have a dedicated FAQ page that helps drive voice search results.
Yup, FAQ pages are PERFECT for voice search because there’s a conversational question and a brief answer right underneath it.
Eventually, FAQ pages can rank for hundreds of different voice search queries.
Featured Snippet provides to-the-point answers to the users on the Search Engine Results Page (SERP), without the users having to click through to a specific result.
If you think WHY featured snippets?
It is not easy to get into the Featured Snippet for Google Home and Alexa search results as devices give you only ONE answer.
Want to know how to get your website content into featured snippets?
You find a site trustworthy when it provides excellent and accurate information for your search query. In the same way, the users also trust a hotel website that provides relevant information about the pricing, amenities, images, videos, blogs, current events, special packages, etc.
It is a known fact that sites with lots of links rank more often in voice search. But Link Building alone cannot beef up your website authority.
You also have to invest in the following actions:
You might be thinking of what site speed has to do with voice search results.
Well, the Average Time to First Byte of Voice Search Result is 0.5 seconds, and for an Average Web Page, it's 2.10 seconds. So, it's clear that websites that load quickly have an edge in Voice Search Results.
To perform a speed test quickly, input your Hotel URL in Google Page Speed Insights.
Follow the suggestions given to optimize your coding to make your page load faster.
You can also follow this simple checklist to improve your site speed:
According to Comscore, 50% of all searches will be voice searches by 2020. So, there is no doubt that Voice Search and Personal Digital Assistants are the present and future of search.
Today, Voice Search is mostly on mobile because of the many mobile apps and devices. Therefore your hotel website needs to be Mobile-Friendly.
Check whether your website/webpage is Mobile-Friendly or not, and solve the page loading issues if found.
Schema markup is code added to HTML markup and used by search engines to understand your website’s content better.
Schema Markup provides precise and accurate information about your hotel i.e., Name, Address, Phone Number, Opening and Closing hours, etc. And it also answers the specific questions of your business.
Implementing schema markup allows you to be seen in rich snippets, which are known to increase click-through rate, drive traffic, and bring you competitive advantages.
Reviews improve the trustworthiness of your hotel business. They play an even more critical role when it comes to Voice Search.
Reviews provide your hotel information to search engines in NLP (Natural Language Pattern). When responding to any review, you can use the appropriate long-tail keywords that can further be utilized by search engines, which helps to improve the keyword relevancy and, as a result, boost your ranking in SERP.
Google is not the only player in Voice Search. To be heard in Microsoft Cortana and Amazon Alexa, your website must rank in Bing search results. Like Google My Business, you also have to list your business in Bing Places.
Bing is the second most popular voice search engine in the USA. Make sure you do not lose your potential customers by failing to appear in Bing.
INNsight.com is known for its hospitality digital marketing and property management software that are all-inclusive systems that simplify and automate your hospitality business operations. INNsight drives a hotel’s digital marketing to increase more direct bookings, expanding margins while driving top-line revenue growth.
INNsight has risen to the challenge and made our client’s websites ‘speakable’ to give them the upper hand they need for ranking, and most importantly, to be virtually visible, and audible, to potential guests on any device.
INNsight has baked the search engine optimizations to your website for the sophisticated technology of Voice Search. With the implementation of voice search, hoteliers will have expanded their ability to reach an audience and potential guest pool at the mere tap of a mobile device and the power of voice.
With voice search, questions from travelers worldwide about your property, rates, amenities, location, and more are easily and readily available; Leveling the playing field and putting your property in front of travelers looking to book a room at your hotel, or a table at your restaurant or visit your bar.
All in all, by being well prepared, you’ll be able to serve travelers better using their smartphones and voice assistants to search for hotels, while your competitors fail to be heard clearly.