Keywords Are Key

These are the words that people use when making their search. It’s the starting point to all SEO and SEM, since all searches are based on keywords.

For example, if you run an apartment in Berlin, make sure the words “apartment” and “Berlin” appear in the opening paragraph of your main page, as well as your page titles and meta tags (these are the descriptions that appear in the code behind the website). If you have a family-oriented property, make sure the words “family” and “children” appear there too.

What are Long Tail Keywords and why should you target them?

Long tail keywords are keywords that consist of 3 or more words. They are more specific than commonly searched keywords like “hotels,” which are known as ‘short tail keywords.’ Many properties will try in vain to rank for short tail keywords because they have a higher search volume. However, this also means they are more competitive. Long tail keywords, on the other hand, are not nearly as competitive and much more likely to drive relevant traffic to your site.

A long tail search for something like “luxury Seattle hotel near downtown” indicates that the travel shopper has already identified their main hotel shopping criteria. This reduces the odds of irrelevant visits and lowers your bounce rate while at the same time increasing the likelihood the guest will make a booking.

If you’re wondering which keywords to include, check out Google Keyword Planner to see what people are searching for.

A word of warning (and this applies to all our tips): don’t go overboard. Remember that Google wants to give users what they’re looking for, so it’ll penalise sites that it thinks are abusing the system. We don’t recommend simply filling your page with keywords that aren’t part of a normal text.