SEO is a long-term strategy and the results of the optimizations are often not immediately visible. However, by working continuously, success can be maintained over a long period of time. According to the latest projections by researchers at the Institute for Health and Evaluation, University of Washington in Seattle, the corona pandemic in Germany has probably already peaked and is now in a downward trend. Nevertheless, it will still take a few months before daily life and thus travel behaviour returns to normal. This means that now is exactly the right time to become active in the field of search engine optimization and to do the homework that has been left behind. The earlier you start optimizing your website, the better. The longer you wait, the further ahead your competitors will be when you start!
Start with the SEO basics
In order to be able to do your homework, you first need a basic understanding of search engine optimization. Search engine optimization includes all measures that serve to increase the visibility of your website for the users of web search engines. It is about improving the unpaid results in the organic search engine ranking. Direct traffic and the purchase of paid advertising (e.g. Google Ads) are excluded. Search engine optimization basically starts with the following three pillars:
In addition to these distinctions, search engine optimization also refers to local SEO, international SEO and mobile SEO. Especially in the course of the Corona crisis, Local SEO for hotels gains a whole new meaning, which is why we will discuss this separately below.
How you should use Local SEO now
Before answering this question, it is necessary to clarify the meaning of local SEO. Local SEO is the local search engine optimization. In the wake of this, search engine optimization becomes a bit more "location dependent". Keep in mind that more and more users not only use the local search offer on their home computer, but also on the road. Why is this so interesting in times of Corona? For one thing, you have to find ways to maintain your cash flow despite closures and tourist travel bans. One possible example is offering a delivery or take-away service for the food from your restaurant. In this context, Google is already reacting to the Corona crisis with various new options. For example, the new attributes "Delivery" and "Takeout" have been added to Google My Business. Soon the option "curbside pickup", a kind of "drive-in", will also be added.
Setting the options in Google My Business
On the other hand, we are firmly convinced that there will be a local recreation boom after the Corona crisis, which will be accompanied by a short-term booking behaviour and shorter stays. This makes it all the more important for you to focus on potential guests from the region, ideally within driving distance. As soon as curfews are lifted and restaurants are allowed to reopen, it could also be profitable to target more local guests for your hotel restaurant. For these aspects, too, it makes sense to focus on local SEO. Accordingly, we have put together a few things that need to be considered:
General website adjustments related to Corona
We have already reported on what adjustments you should make to your website regarding Corona. Since these are also important for search engine optimization, we will summarize the most important aspects again here.