The world of keywords and SEO was drastically altered when Google added the Hummingbird algorithm to their search engine in the Fall of 2013 and with this new addition to their search engine formula, Google stopped basing its search results on specific keywords and instead turned its focus to Semantic Search.
This forces hoteliers to recognize why people choose their hotel. What’s the draw: is it the surrounding area, restaurants, or attractions? Specific hotel amenities? Whatever it may be, hoteliers must begin to optimize their keywords to match semantic search. If people come to your hotel because it’s near a popular venue then your keyword you can use could be something like “hotel in (city) close to (popular venue).”
With semantic search, no matter what order the traveler enters the words, Google’s algorithms will decipher their intent and match the context with the content of the site featuring your semantic phrase.
There are a few things hoteliers can do to improve their success with semantic search. The first step, as mentioned above, is figuring out why people choose your hotel. This requires research of the area around your hotel…