In the world of digital marketing for hotels, paid search and SEO are often managed as separate channels and by separate teams. While they are contrasting specialties with different approaches, they have key similarities that can be cross utilized in order to increase performance for your hotel’s marketing campaigns. Let’s jump right in!
4 Steps To Successfully Using Your Hotel’s Paid Search Campaigns to Improve SEO Performance
1. Use Paid Search Tools to Identify SEO Opportunities for Your Hotel
Paid search keyword planners are one useful tool employed by paid search specialists within the travel industry to identify high volume keywords that will produce clicks, impressions, conversions & more for their ads. This can also be used to find SEO keywords for your hotel by getting a sense of how much search volume there is for any given keyword along with a rough estimate on the competition for it.
2. Use High Performing Keywords from Your Hotel’s Paid Search as SEO Focus
Start by looking at metrics that are important to you as a hotel. These could include clicks, impressions, conversions, etc. Let’s get an understanding of what some of these metrics could signify.
3. Use Paid Search Campaigns to Test SEO Elements for Your Hotel’s Website
Paid search ad titles and descriptions can be a great way to test SEO titles and shortened meta descriptions with the associated keyword that you would like to test. This will give you data-driven results of what works for your brand. Indicators of what elements are working well should include the metrics we discussed above as well as:
4. Bonus Points for Aligning Your Hotel’s Paid Search & SEO Efforts
As you implement the optimized titles and meta descriptions onto your hotel’s website, it will help your SEO elements to align with your Google Ads keywords. This will increase your keyword quality score because your pages will be more relevant to your ads.