The World Wide Web is constantly evolving to accommodate users who search the web for local businesses.  Local search has quickly become a significant part of how a hotel is found online.  Of the 10 billion searches done each month, up to 40% of Google searches have local intent (GetListed.org), and in most hotel searches, 50% or more of the organic results are local listings.

To improve local search visibility for a hotel, a Google Places listing and well developed citations are essential.  A citation is the mention of a business name, address and/or phone number on another website that is used by the search engines to weigh both the accuracy and popularity of the businesses in their indexes.

To make the most of your Google Places hotel listing, there are three simple but key steps to follow:

1.    Consistent Name, Address, Phone Information
Hotel NAP (Name Address Phone) information should be correct and consistent, through all online portals, directories and OTA’s where your business may be mentioned. Consistent information makes it easier for Google and other search engines to “connect the dots” for citations.  Typically, the NAP + W should be in the order of:
Full Property Name
Address
Phone Number (not a tracking number)
Website (if applicable)

2.    Complete Hotel Listing
While there is strong emphasis placed on NAP information, it is also important to take advantage of the opportunities Google provides to index and enhance your business listing with the option to add a description, photos, videos, special offers and other relevant details. Descriptions and details are both opportunities to reinforce your target keywords, making it more likely for your business to appear on pertinent Google searches.  Photos and videos of your property are features that will engage customers to view the hotel and learn more about its physical attributes. Completing the Google Places listing has potential to lead to higher rankings and conversions.

3.    Reviews
Word of mouth is an effective strategy; think of online reviews as the “word of mouth” of the Internet. Much has been proclaimed regarding the impact reviews have on both the ranking and conversion of a business. To get accurate reviews, encourage guests that have had positive experiences at your hotel to write reviews online. An effective approach is to have a page on your website with links to TripAdvisor, Google Places, Yelp and several other sites where you would like to generate reviews. Have this web address readily available on a business card (or feedback form), and ask guests who had a great stay to write a review.  You have now empowered this guest to share their positive experience on a number of places online, all of which benefit your hotel.

Google Places Listing as it appears in search results.

It is highly advised to avoid using a call tracking number on your Google Places listing.  Not only does this violate ‘Google’s Places Quality Guidelines’, but it makes it difficult for Google to accurately view your web presence, and can negatively affect your citations.

Though call tracking and its measurements may seem persuasive and pressed by many vendors, the benefits do not outweigh the risks. Decreased ranking and penalties from Google is more likely with the use of a tracking number. The best approach for successful and long term local SEO strategy is to avoid a call tracking number and use the main business phone number across all online channels.

It is important to follow these three simple steps and recommendations to improve search engine rankings, web traffic and increase the number of citations.  With consistent information, Google can piece together your online presence and map it back to your Google Places listing in the “More About This Place” section.   With more citations and more reviews, your business is more likely to rank higher in Google Places, making your online marketing efforts even more effective.