Guests are talking. Are you answering?
Voice is a big part of the future of online search.
A carefully-worded Frequently Asked Questions page added into your hotel website design makes it easier to be discovered by digital assistants and smart speakers.
Whether calling out to Alexa for weather information or turning to Siri for restaurant ideas, voice search has risen dramatically into the mainstream within just a few years.
In fact, media analytics company ComScore predicts that more than half of all online searches will soon be done via search.
How can hotels adjust their website copy to be voice-search friendly?
Start with a detailed FAQ page adhering to these two principles:
- Anticipate conversational questions
- Focus on longtail key phrases
We talk differently than we type. Instead of awkward, short searches, people are using full sentences. So, “boutique hotel south beach” typed in a search bar, is being replaced with “which boutique hotels are closest to South Beach?”
The FAQ’s should address the who, what, when, where and how. For example, “Which hotels offer valet or free parking?” or “When is the best time to visit Nashville?”
Determine the type of questions your target audience will most likely ask, then produce relevant, non-promotional responses on your FAQ page. Even better, expand on these queries later in your hotel blog or marketing videos for more searchable content.
Stay on top of evolving search trends
Monitor and stay up-to-date on your hotel’s real-time search insights. Which search phrases are being asked more or less often? What is happening in your destination or hotel that impacts what people are asking?
Frequent monitoring allows you to be nimble and often gives you an edge.
BUT..don’t dismiss traditional search
Consider voice search as a vital supplement to your SEO strategy, not a replacement. For now, despite the rise of voice assistants, the majority of search is conducted through typed queries on a mobile device or desktop.
Tambourine is a US-based marketing, booking and distribution service that helps hotel and travel marketers sort it all out. It delivers a 360º program that reduces stress and increases revenue.
