When it comes to surviving online, the travel and hospitality industries have some unique challenges. SEO is particularly difficult. Hitting the top spot on Google means that you get at least 21.12% of clicks.
Drop just one spot, and you’re looking at almost half that number (10.65%). It’s all downhill from there. Naturally, if you’re in business in this highly competitive industry, you want that top position.
Getting there, however, is a lot easier said than done. We’ve gone over our top tips in Smart and Strong SEO Strategies for the Travel Industry, but we felt that your Google My Business page deserves a post of its own. Let’s take a look at how you can improve your SERP using Google’s service.
What is the Google My Business Page?
This is a project that Google started a while back to help business owners create what amounts to a very basic website. You can input all your business details, link in scheduling software, and create posts.
I Have a Website Already
That’s great, but this is about more than just getting your business name out there. This is also about ensuring that the right business information is uploaded online. If you don’t claim your GMB page, Google is going to populate it itself with the information it finds online.
This could include old contact details that are not valid anymore. Not everyone online understands that this is an amalgamation of data. If they come across the GMB page first and can’t get hold of your business, it’s bound to create the wrong impression.
Even worse, anyone can claim the GMB page. What happens if your page gets hijacked by one of your competitors? Or by hackers who are misdirecting traffic to a bogus site?
Why wouldn’t you want to use a free tool that the search engine giant provides? It doesn’t require a lot of effort to set up and manage your page. And it can certainly help you rank better.
Using Your Page to Improve Your SERP
First things first, claim your page. Be prepared to spend a bit of time on it when you start off. Fill in all the fields as completely as possible. Make sure that all the details match with what’s on your website and other citations online. This helps to further establish credibility.
Spend a bit of time creating a killer description for your business and post top-quality photos. If you want someone to book a room at your hotel or take a tour with you, use the photos to reel them in.
If you use scheduling software, check whether or not it is supported by GMB. If so, link it up. That way, your guests won’t even have to leave the search results to make a booking.
All this is the initial setup. Don’t let your page languish alone with no posts, though. Treat this as you would a social media account. Consider posting at least once a week to help convince Google that your page is active.
Finally, when you’ve dazzled a customer, ask them if they’d mind leaving a review. Great reviews here will help your business improve its SERP.
Overall, it’s a great tool to use, and it’s free. What’s not to like?