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A Google Business Profile (GBP) is a powerful, free tool for hotels, bed & breakfasts, and other accommodations to boost their visibility in local search results. Optimizing your GBP can improve your property’s search engine ranking, helping you reach more potential guests when they search for places to stay.
How Google Business Profile is Different for Hotels
2018 Google Update: In 2018, Google’s local search algorithm for hotels started to prioritize user experience by providing more options, including hotels listed on online travel agencies (OTAs) like Booking.com and Expedia. This may drop some hotel websites further down for “hotel + location” searches.
Dependence on the Google Hotel Pack: For local hotel searches, Google has promoted the “Hotel Pack,” which displays hotel listings directly in local results. These listings are heavily influenced by Google Business Profiles (GBP). But the Hotel Pack also uses data from OTAs so Google can display prices and availability in search results.
The Role of Google Business Profile for Hotels: A Google Business Profile is now a must-have for hotels to be visible, especially in local search and Google Maps. GBP optimization can help a hotel rank in the Hotel Pack and increase the chances of getting direct bookings.
Limitations for Hotels: Hotels have specific limitations within the Google Business Profile platform. Unlike many other businesses, hotels can’t fully customize their booking options and have to rely on OTAs integrated within the Hotel Pack. For example, hotels can’t add direct booking links as easily, which reinforces the dependence on OTAs for these features.
How to Claim and Verify Your Hotel’s Google Business Profile
Setting up a Google Business Profile listing is a must for hotels to increase visibility and attract guests. Start by looking at other hotel GBP listings to see what information they include. This will help you know what to add, such as name, address, phone number, website, and category.
Now you can,
1. Sign Up or Log In to Google My Business
Go to Google Business Profile to create a new account specific to your hotel business, or log in if you already have one.
Click “Manage now” or “sign in” in the top right corner to create a new profile to get started.
2. Add Your Hotel’s Details
A Google Business Profile is like a virtual storefront that communicates important information to searchers, like what you would see in a physical storefront. Make sure this information is accurate, as searchers will rely on it to find and contact you. Ensure your profile matches your website and social media details to avoid confusion.
Here’s what to do:
- Enter your hotel’s name and click “Next.”
- Enter your hotel’s address and click “Next.”
- Select a business category.
- Enter your hotel’s phone number or website URL.
- Click Continue to verify your connection to the hotel.
- Select a verification option.
Note: The business category you select will determine which searches your hotel can show up for in the Google Hotel Pack. The Hotel Pack feature shows several hotels when someone does a local search like “boutique hotels in New York” or “hotels near me.”
3. Claim Your Business if It Already Exists
To claim a Google Business Profile that already exists, you can:
You will see the “Manage now” option on the next page. Click on it and follow the prompts to claim your business.
Go to google.com and search for your business name and location in the search box. Your business profile should show up on the right-hand side of the SERP.
Find the “Own this business?” option and click on it.
If someone else has already claimed the profile, clicking on the “Own your business?” will take you to the next page where you can request access from them by following these steps:
- Click the blue Request Access button.
- Fill out the request form by entering your name, phone number, and the access level you want.
- Submit the form.
The current profile owner will receive an email to contact you, and you’ll also receive a confirmation email.
You can check the status of your request by signing in to Business Profile or by clicking the link in your confirmation email. If your request is approved, you’ll receive an email and will be able to manage the Business Profile.
4. Verifying Your Profile
Phone or SMS Verification
To verify your Google Business Profile by phone or text, click “Get verified,” choose “Phone or SMS,” and wait for the call or text with the code. Then, enter the code into your profile to complete verification.
Email Verification
To verify your Google Business Profile by email, click “Get verified,” then choose “Email.” Look for the email from Google in your inbox and follow the steps to complete verification.
Video Recording
You can also verify your Google Business Profile with a video recording. To do so, simply record a video with your smartphone showing your business location, equipment, and proof of management.
Click “Get verified > Capture video” and press “Start” to begin recording. Show your location (like nearby streets and signs), business items (like signs or branded equipment), and proof you manage the business (like a cash register or key access). When you’re done, your video will upload, and you’ll be notified if the verification is successful.
Live Video Call
Another way to verify your profile is through a live video call, preferably on your mobile. Click “Get verified > video call” and make sure you’re at your business location. Start a call with a support rep by selecting your language and clicking “Start call.” During the call, show your location, business items, and proof of management, just like you would with the recording method.
Optimizing Your Google My Business for Hotel Listings
Add High-Quality Images
Most travelers would rather see what the place looks like online before visiting in person, so add images of your hotel, rooms, amenities, and exterior.
Describe Your Hotel Attributes
In the “Hotel attributes” section of your Google Business Profile, you can list your hotel’s amenities and services, like in-room features, casinos, or bars. You can state if these amenities are free, seasonal, or under renovation and mention any eco-friendly practices at your property.
The “Hotel details” section in the Knowledge Panel is a summary of your hotel. But you can’t edit this summary directly—Google creates it from the information on your website and other online listings, so make sure your details are consistent across all platforms.
Include an FAQ Section
An FAQ page is a win-win for you and your potential guests. With an FAQ section in place, your guests won’t have to make stressful phone calls about common questions. Having an FAQ section also saves you time. The time you could have spent answering the same common questions can be used for other important and productive tasks.
Encourage Reviews
As controversial as it may sound, allowing reviews, whether positive or negative, is always a good idea.
Positive reviews build trust and attract new guests. Feedback from happy customers will take your reputation to the next level.
Negative reviews, on the other hand, show transparency and can inspire trust in some customers who don’t see “all that glitters” as gold.
Note: Always reply to customer reviews to show you value feedback. This can improve your search ranking and help build a positive image.
Optimize for the Search Engine
Use keywords on your Google Business Profile to help your hotel show up in more searches. Include specific words like “boutique hotel in [city],” “pet friendly,” or “ocean view” that describe your hotel and its features. Add keywords like “free breakfast,” “outdoor pool,” or “near the airport” to attract guests looking for those amenities.
Make sure these keywords are in your business description and selected categories. This will help your hotel compete with others nearby and increase your chances of ranking higher. Update keywords for seasonal trends like “fall getaway” or “holiday vacation” to attract more guests all year round.
Don’t Make These Mistakes
To have a professional and credible profile, avoid:
- Duplicate Listings: Ensure only one listing per location.
- Keyword Stuffing: Only use necessary keywords to avoid being flagged by Google.
- Inconsistent Information: Don’t have conflicting details between your Google listing and other online directories.
Get it Touch!
Contact ProjectSEO today to get your Google Business Profile sorted and start getting more guests.
