Search engines are informational databases that filter through particular keywords to find content that is relevant to the user.
When considering the influence of search engines on the accommodation industry, it’s important to keep in mind that these are the channels through which potential customers can learn more about the services you provide. Search engines find information based on specific information on your website, so unnecessary content (fluff) may cause the search engine to think that your site is not relevant to the user, and instead direct them somewhere else.
Aside from the content on the page, you should also improve the search bar design and usability on the page. The search bar on your website should be the first thing visitors see when they arrive, and since they’ll probably use it to navigate to different pages, you should constantly optimise it to improve user experience and boost direct bookings.
Before you start working on your website’s search engine, you should first figure out who your target audience is and what they’re looking for.
First, conduct some research on your current clients (via interviews, surveys, questionnaires, and so on) to better understand how your services help them solve their problems. Ask only pertinent questions and monitor how your audience reacts to your brand, services, and competitors, but avoid leading their responses. Create your target audience based on the problems that your clients have raised and the advantages they see in using your services to address these issues.
You can begin optimising the website for search engines once you have a better grasp of your target market. Whether your audience is domestic or international is crucial because the search engine’s information aims to be inclusive of various languages, cultural references, and regional expertise. Regardless of whether your clients are staying for short or longer-term periods, offering recommendations around the local area can help you stand out from other providers, increasing the likelihood of the user engaging with your site and your services.
When developing your website’s search engine, consider the overall website design, ways to enhance user experience, and how your SEO strategy will be reflected in your search engine throughout this process.
