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Wondering how to increase your occupancy levels using Google?
Increasing your occupancy levels can be given a boost if you learn how to use Google to your advantage. Besides organic SEO, Google can help you increase occupancy levels in other ways. Continue reading below to find out how.
Google My Business Listings are a fantastic tool for driving more business to your SA property. They act as the front window for your business on Google. Aside from the information you put in, they also display reviews and allow guests to book directly from the search engine.
If you haven’t already claimed your Google My Business listing, SEO+ has a great article about how you can do this. Once you’ve done that, these are the steps you can take to optimise it so it works perfectly for your business.
I encourage all of my hospitality clients to do this, as it is a great way to get in front of your ideal guest when they start their “booking process” I have a full podcast series about this.
Make sure information is up to date on Google My Business to help increase your occupancy levels
Fuel Travel mentioned in their blog on the topic that your Google My Business Listing acts like a virtual storefront. This is your opportunity to sell your business to future guests. You, therefore, have to keep all of your information accurate. If you already have a listing, check from time to time that all of the information on it is accurate. It can be easy to forget any minor changes that might need to be made throughout the process of owning a business. Your Google My Business Listing should be as up to date as the sign outside of your property.
This information should also be enticing. Odd Dog Media highlight the importance of having an engaging business description. It should have all the important information from your business – but have a little fun with it. This is your chance to set the tone for your business. It’s the first thing that many potential guests will see, so let them know exactly what your business is about. Keep your writing appropriate to the kind of guest you want to attract.
Use the booking button
This feature is highlighted by Moz, who suggest this is of utmost importance for hospitality businesses. By including a booking button, guests won’t even need to leave Google to book a stay at your property. With many potential bookers these days seeking to secure their accommodation as quickly as possible, this adds another level of convenience and makes it easier for them to simply book it on the spot.
You will need to make sure you have a scheduling platform that is compatible with Google. They have provided a handy list of these platforms. There’s also a list of platforms they will be working with soon, so if you are already with one of these you can just wait it out a little bit. The Google My Business Listing will draw all of the pricing, dates and room information from these platforms, so make sure that information is also up to date.
Get more reviews on Google
With Google set to become the largest platform for finding reviews, you should already be encouraging guests to leave them there anyway. It will also help boost your Google My Business Listing and thus help you in increasing your occupancy levels using Google. Drive Traffic suggests that you can include a link to your review page in emails you send to the guests after their stay. It could also be a good idea to include a handy review button on newsletters. This will remind any previous guests that have not already posted reviews.
Reputation Loop also mentions Google’s feature where you can respond to guest reviews. This allows you to interact with customers after they have left you a review. If it is a very good review, a simple thank you will go a long way to show customers you care. For negative reviews, pick out any of the issues they have and make it clear that you are working to fix them. This shows future customers that you are invested in their experience. It is also great for remarketing, as guests are more likely to return to businesses they’ve had positive experiences with.
Including great photos helps in increasing occupancy levels using Google
As mentioned by Ice Portal, visuals are probably the most important content you need to consider. These will be the first thing potential guests will notice. Keep the images on your Google My Business Listing up to date and high quality. If your photography skills aren’t the best, bringing a professional in is one of the best investments you can make. You want them to be eye-catching, but also to show off how great your property is.
Google has quite precise specifications for images on the platform, and Travel Tripper has a good guide for this. They also emphasise the three main photos your business needs to have – a profile photo, cover photo and logo photo. Your profile photo and cover photo are the most important. Make sure the photo that best shows off your property is the profile photo. Cover photos are great for wider shots where you want to take in a large space, such as a lobby or outdoor area. The logo needs to be square so it fits in perfectly with Google’s platform.
Keep everything consistent to help Google increase your occupancy levels
Not only should your information be accurate, but it should be consistent across all the platforms you use. Raj Nijjer highlights the importance of having the information be the same on directories and search engines on Search Engine Watch. This prevents your potential guests from being confused as to what is accurate and boosts your rankings.
HOSTEK states that the most important step to ensure this is to make sure your NAP data matches the data on your website. NAP stands for name, address and phone number. These are three details most important to guests, as well as the information Google algorithms take into account when promoting your Google My Business Listing. Google takes into account all of the information from your business across the web – not just what you enter. Updating everything makes sure this remains correct on your listing. If you run multiple properties under the same business name, make sure your website has addresses and phone numbers for all of them.
It can’t be said enough – this listing is your virtual storefront. You should be performing regular maintenance on your online presence, so make sure to add this to your routine. By keeping the information accurate, reviews positive and images enticing you will start to notice a significant improvement in bookings. This is one of the easiest ways to pull your business away from relying on OTAs.
I recommend everyone joins the Hospitality Community Facebook Group.
To follow my journey, I record daily vlogs on my Instagram account where I show you how you can increase your direct bookings and document how I am taking on the Online Travel Agents on a daily basis. Follow here