One of the key aspects by which Google ranks a hotel is the guest ratings and reviews. Google also determines the ranking of your hotels based on relevance, distance and prominence
One of the key aspects by which Google ranks a hotel is the guest ratings and reviews. Google also determines the ranking of your hotels based on relevance, distance and prominence
Last year, Google rolled out an update that aims to ‘regularly’ evaluate reviews and opinion-based content, as opposed to ‘periodic assessments’.
But, what does it mean for the hospitality industry that attracts its major chunk of traffic from online reviews?
Well, for a service-centric business like hospitality, constantly monitoring and managing review-based content is the key here! Additionally, hotels that meet the review guidelines set forth by Google will have a higher probability of ranking on search. Hence, based on the report, it’s quite evident why optimising your Google hotel reviews will prove to be an indispensable asset for your hotel business. In this article, we will cover the basics of how Google reviews work for hotels, their benefits, factors that impact them, and a lot more. So stay tuned!
Before we head to understand how Google reviews work for hotels, let’s cover the most crucial step – Getting your Google Business Profile updated.
Updating your Business Profile is the first step in improving your search rankings on Google.
As per Google’s metrics, several parameters are considered when ranking your hotel on SERPs. Details about the potential guest’s search term and several hotel aspects such as location, price, user reviews and ratings are taken into account. But, if you fail to update your basic information, it becomes difficult for Google to index your website.
Watch the video to know more.
Once you have successfully updated your Business Profile, let’s understand how Google reviews for hotels work with an example.
For instance, when a potential guest searches for ‘best hotels in California’. Google indexes and ranks high-quality web pages based on relevance, quality, usability, context, etc.
When it comes to reviews, Google identifies certain review themes that mention cleanliness, location, service, food, etc. compiled from across Google and trusted third-party review providers. In addition to that, Google also displays a ‘Google Review Summary’ that mentions an ‘average rating out of 5 stars’ and the ‘number of reviews’. A separate section is displayed specifying the reviews on other travel sites mentioning the same details (refer to the sample below).
This brings us to the next question, why are Google reviews important for hotels?
As mentioned previously, apart from location and price, one of the key factors that rank your hotel’s website on SERPs are your ‘user ratings and reviews’. Ratings and reviews provide insights about your overall guest experience, service quality, additional features, etc.
Interestingly, the ranking system of Google rewards high-quality reviews that provide insightful and original content. This implies that If you want your hotel’s online visibility to increase, you must be able to secure high-quality and ‘genuine online hotel reviews’. Also apart from the quality, the quantity also plays a pivotal role. Hence, higher the number of ‘genuine reviews’ you have on Google, higher the chance of Google ranking your website. Better the chances of potential guests discovering your hotel!
However, you will always receive a mix of both positive and negative reviews. Let’s understand their impact on SEO respectively.
Genuine positive hotel reviews and response rates can considerably improve your SEO and boost bookings. As per a study conducted by Expedia, in 72% of the cases, travellers are more likely to choose a hotel that has a higher review score in comparison to a lower price or a brand name. Hence, every hotel must utilise positive reviews as an effective marketing tool to attract potential guests.
Receiving a negative review doesn’t necessarily mean that your hotel isn’t doing well. It could either be a genuine concern raised by a guest or a one-off case wherein your guest had a mismatched expectation. But the trick here is to strategically evaluate and respond to your negative hotel reviews while maintaining your brand’s online reputation. A great response implies your commitment to improve, thereby enhancing your SEO.
In terms of ratings, 71% of respondents would not consider choosing a business that has lower than 3 stars. Interestingly, 7 in 10 users consider using rating filters to narrow down their search. Hence, reviews and ratings are both crucial parameters that have the potential to decide your hotel’s online visibility and reputation.
Improves local search ranking thereby optimising your local SEO
Nonetheless, there are certain factors that impact Google reviews. Let’s explore that in the next section.
As per a report by Embed Social, Google currently holds a staggering 73% share of the online review landscape. However, certain factors influence Google reviews that further impact your hotel's SEO.
Now, let’s cover the impact of Google reviews on SEO.
As per a Local Search Ranking Factor Report, ‘review signals’ or ‘online reviews’ were ranked the 3rd most influential ranking factor. Review signals indicate your overall customer satisfaction and reputation level – implying how well guests perceive your brand to be.
Yes! One of the key aspects by which Google ranks a hotel is the guest ratings and reviews. Google also determines the ranking of your hotels based on relevance, distance and prominence. Such indicators prove that Google reviews do improve your SEO.
Absolutely! As per reports, Google reviews are the first choice for 81% of consumers when it comes to evaluating local businesses. To further enhance your visibility, managing and responding to reviews is the key!
Absolutely! When a keyword in your review aligns with the same term as your potential guest’s search query. Google is likely to rank your website higher, considering your ‘keyword term’ and all the other relevant factors. Here is a snippet of the same.
Yes, fake reviews do affect Google SEO. Google removes fake reviews or any other review that falls under policy-violating reviews. Please refrain from such review engagement at all costs to avoid review loss, suspension or termination of account. In addition to this, Google uses automated spam detection tools to remove reviews that could be considered spam.
Incorporating both branded and unbranded keyword strategies is the only way to stay relevant and competitive. Marketers across industries apply the 60 to 40 ratio to branded and unbranded (non-branded) searches respectively. But how do reviews impact both types of searches, let’s understand.
Accounting for almost 40% of the traffic, It’s always the new and potential guests that search for unbranded or ‘generic keywords’. For instance, If a guest types ‘beachfront hotels in California’, Google ranks those hotels with either ‘beach’ or ‘beachfront’ mentioned in the review. Here is a sample for your better understanding.
Branded searches are those where the potential guest knows the type and location of the hotel they want to stay at. Google ranks and lists the relevant hotel websites based on the search terms of potential guests. Positive reviews and ratings tend to push branded searches on search results, thereby increasing click-through rates and engagement.
Sample of a branded search result
Here is what Alex Velazquez, National Director of Marketing at Westgate Resorts said about ‘branded search’ to Hospitality Net.
“Once you as a hotelier have optimised your Metasearch and are able to get an impression of more than 90%. You must consider investing your budget into branded and brand protection ads”.
This brings us to the last and the most important section:
Reviews and ratings have a substantial impact on your SEO and overall brand reputation. But is there a way you could secure, analyse and effectively manage guest reviews all in one platform? The answer is a big YES!
Here is an overview for you to understand how Guestara can help you achieve all that and much more.
Imagine being able to turn a potentially decent review into a positive one. Yes, Guestara’s AI-powered guest sentiment tracker will help you with just that. Request feedback to track and determine your guest sentiment and act upon it instantly — all that in real-time.
Once a service request is attended to, the guest will be sent a review link to analyse their satisfaction level. If their response is below satisfactory, try to meet their expectations by offering them an exceptional service before their checkout.
We have established how crucial reviews are to your hospitality business. So you do not miss out on this incredible opportunity. We have listed steps on how you can automate the review collection process using Guestara.
Reduce manual interference by automating your review collection with just a few clicks. Let your overwhelmed staff focus on other important tasks and allow Guestara to do the job for you.
Based on each guest's check-out date and time, a trigger to send the link can be set up 30 - 45 minutes before their check-out. Additionally, you can select your preferred communication channel, i.e. WhatsApp, email or SMS and a preferred OTA to collect the review.
If the guest submits the review within the 45-minute window prior to their checkout and is still not satisfied. It’s recommended you talk to them in person to understand their concern better. Further to this, you could either offer them rewards, complimentary service or a discount coupon for their next stay.
Oftentimes, writing a review might seem like a task for some guests. Guestara makes it easy for such guests with the help of AI Review Generator. All your guests have to do is — select their preferred template and relevant keywords. Following which, a customisable review will be generated.
With the help of the Guest Sentiment Collection, you can choose to integrate your preferred distribution channel and collect reviews. Frequently analyse your collection review score across different channels, i.e. Google Business Profile, TripAdvisor, Booking.com, MakeMyTrip etc. Based on the score, seamlessly switch between platforms to consistently collect reviews. This will help you further optimize your engagement and boost bookings.
As per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a hotel. Hence, maintaining a consistent flow of positive reviews is an effective way to sustain your online reputation. You can achieve it by redirecting reviews and ratings internally that are average or below 3 stars for further analysis.
Enhance your business productivity by incorporating the best hotel review management software Guestara – an all-in-one guest management platform that helps you streamline hotel operations, elevate guest experience, drive revenue and much more.
Book a demo to speak with our experts today!
Secure Google reviews by creating a link or a QR code which you can share during their checkout or via your post-stay communication channel. Respond to reviews in a timely manner to enhance engagement. Follow up after a couple of days If they are yet to write a review.
Fake reviews are prevalent across every platform — be it review sites, OTA’s, etc. Whether positive, negative or neutral — It’s best to cross-verify before responding to a review that you are suspicious about. Check the details mentioned by the guest in your records to get your doubts cleared.
Businesses are not directly allowed to delete Google reviews. You can report the review and request Google to delete it. However, you must note that only those reviews can be reported which don’t adhere to Google’s content policy. Moreover, in terms of third-party reviews, you must contact the third-party website directly to delete the reviews.
Yes, reviews have a significant impact on your local search ranking and SEO results. Recent and relevant reviews, which include the right keywords that align with the user’s search query have a higher chance of ranking on SERPs. But most importantly, updating your Google Business Profile is the first step to improving your ranking.
Google gathers data in terms of hotel class ratings from third-party websites, direct research, feedback from hoteliers, and a machine-learning interface. Evaluation is done based on location, price, room size, amenities, etc. Hotel ratings are then rated and classified from the range of 1 to 5 stars based on the evaluation results are refined based on your search.
One of the key aspects by which Google ranks a hotel is the guest ratings and reviews. Google also determines the ranking of your hotels based on relevance, distance and prominence
Last year, Google rolled out an update that aims to ‘regularly’ evaluate reviews and opinion-based content, as opposed to ‘periodic assessments’.
But, what does it mean for the hospitality industry that attracts its major chunk of traffic from online reviews?
Well, for a service-centric business like hospitality, constantly monitoring and managing review-based content is the key here! Additionally, hotels that meet the review guidelines set forth by Google will have a higher probability of ranking on search. Hence, based on the report, it’s quite evident why optimising your Google hotel reviews will prove to be an indispensable asset for your hotel business. In this article, we will cover the basics of how Google reviews work for hotels, their benefits, factors that impact them, and a lot more. So stay tuned!
Before we head to understand how Google reviews work for hotels, let’s cover the most crucial step – Getting your Google Business Profile updated.
Updating your Business Profile is the first step in improving your search rankings on Google.
As per Google’s metrics, several parameters are considered when ranking your hotel on SERPs. Details about the potential guest’s search term and several hotel aspects such as location, price, user reviews and ratings are taken into account. But, if you fail to update your basic information, it becomes difficult for Google to index your website.
Watch the video to know more.
Once you have successfully updated your Business Profile, let’s understand how Google reviews for hotels work with an example.
For instance, when a potential guest searches for ‘best hotels in California’. Google indexes and ranks high-quality web pages based on relevance, quality, usability, context, etc.
When it comes to reviews, Google identifies certain review themes that mention cleanliness, location, service, food, etc. compiled from across Google and trusted third-party review providers. In addition to that, Google also displays a ‘Google Review Summary’ that mentions an ‘average rating out of 5 stars’ and the ‘number of reviews’. A separate section is displayed specifying the reviews on other travel sites mentioning the same details (refer to the sample below).
This brings us to the next question, why are Google reviews important for hotels?
As mentioned previously, apart from location and price, one of the key factors that rank your hotel’s website on SERPs are your ‘user ratings and reviews’. Ratings and reviews provide insights about your overall guest experience, service quality, additional features, etc.
Interestingly, the ranking system of Google rewards high-quality reviews that provide insightful and original content. This implies that If you want your hotel’s online visibility to increase, you must be able to secure high-quality and ‘genuine online hotel reviews’. Also apart from the quality, the quantity also plays a pivotal role. Hence, higher the number of ‘genuine reviews’ you have on Google, higher the chance of Google ranking your website. Better the chances of potential guests discovering your hotel!
However, you will always receive a mix of both positive and negative reviews. Let’s understand their impact on SEO respectively.
Genuine positive hotel reviews and response rates can considerably improve your SEO and boost bookings. As per a study conducted by Expedia, in 72% of the cases, travellers are more likely to choose a hotel that has a higher review score in comparison to a lower price or a brand name. Hence, every hotel must utilise positive reviews as an effective marketing tool to attract potential guests.
Receiving a negative review doesn’t necessarily mean that your hotel isn’t doing well. It could either be a genuine concern raised by a guest or a one-off case wherein your guest had a mismatched expectation. But the trick here is to strategically evaluate and respond to your negative hotel reviews while maintaining your brand’s online reputation. A great response implies your commitment to improve, thereby enhancing your SEO.
In terms of ratings, 71% of respondents would not consider choosing a business that has lower than 3 stars. Interestingly, 7 in 10 users consider using rating filters to narrow down their search. Hence, reviews and ratings are both crucial parameters that have the potential to decide your hotel’s online visibility and reputation.
Improves local search ranking thereby optimising your local SEO
Nonetheless, there are certain factors that impact Google reviews. Let’s explore that in the next section.
As per a report by Embed Social, Google currently holds a staggering 73% share of the online review landscape. However, certain factors influence Google reviews that further impact your hotel's SEO.
Now, let’s cover the impact of Google reviews on SEO.
As per a Local Search Ranking Factor Report, ‘review signals’ or ‘online reviews’ were ranked the 3rd most influential ranking factor. Review signals indicate your overall customer satisfaction and reputation level – implying how well guests perceive your brand to be.
Yes! One of the key aspects by which Google ranks a hotel is the guest ratings and reviews. Google also determines the ranking of your hotels based on relevance, distance and prominence. Such indicators prove that Google reviews do improve your SEO.
Absolutely! As per reports, Google reviews are the first choice for 81% of consumers when it comes to evaluating local businesses. To further enhance your visibility, managing and responding to reviews is the key!
Absolutely! When a keyword in your review aligns with the same term as your potential guest’s search query. Google is likely to rank your website higher, considering your ‘keyword term’ and all the other relevant factors. Here is a snippet of the same.
Yes, fake reviews do affect Google SEO. Google removes fake reviews or any other review that falls under policy-violating reviews. Please refrain from such review engagement at all costs to avoid review loss, suspension or termination of account. In addition to this, Google uses automated spam detection tools to remove reviews that could be considered spam.
Incorporating both branded and unbranded keyword strategies is the only way to stay relevant and competitive. Marketers across industries apply the 60 to 40 ratio to branded and unbranded (non-branded) searches respectively. But how do reviews impact both types of searches, let’s understand.
Accounting for almost 40% of the traffic, It’s always the new and potential guests that search for unbranded or ‘generic keywords’. For instance, If a guest types ‘beachfront hotels in California’, Google ranks those hotels with either ‘beach’ or ‘beachfront’ mentioned in the review. Here is a sample for your better understanding.
Branded searches are those where the potential guest knows the type and location of the hotel they want to stay at. Google ranks and lists the relevant hotel websites based on the search terms of potential guests. Positive reviews and ratings tend to push branded searches on search results, thereby increasing click-through rates and engagement.
Sample of a branded search result
Here is what Alex Velazquez, National Director of Marketing at Westgate Resorts said about ‘branded search’ to Hospitality Net.
“Once you as a hotelier have optimised your Metasearch and are able to get an impression of more than 90%. You must consider investing your budget into branded and brand protection ads”.
This brings us to the last and the most important section:
Reviews and ratings have a substantial impact on your SEO and overall brand reputation. But is there a way you could secure, analyse and effectively manage guest reviews all in one platform? The answer is a big YES!
Here is an overview for you to understand how Guestara can help you achieve all that and much more.
Imagine being able to turn a potentially decent review into a positive one. Yes, Guestara’s AI-powered guest sentiment tracker will help you with just that. Request feedback to track and determine your guest sentiment and act upon it instantly — all that in real-time.
Once a service request is attended to, the guest will be sent a review link to analyse their satisfaction level. If their response is below satisfactory, try to meet their expectations by offering them an exceptional service before their checkout.
We have established how crucial reviews are to your hospitality business. So you do not miss out on this incredible opportunity. We have listed steps on how you can automate the review collection process using Guestara.
Reduce manual interference by automating your review collection with just a few clicks. Let your overwhelmed staff focus on other important tasks and allow Guestara to do the job for you.
Based on each guest's check-out date and time, a trigger to send the link can be set up 30 - 45 minutes before their check-out. Additionally, you can select your preferred communication channel, i.e. WhatsApp, email or SMS and a preferred OTA to collect the review.
If the guest submits the review within the 45-minute window prior to their checkout and is still not satisfied. It’s recommended you talk to them in person to understand their concern better. Further to this, you could either offer them rewards, complimentary service or a discount coupon for their next stay.
Oftentimes, writing a review might seem like a task for some guests. Guestara makes it easy for such guests with the help of AI Review Generator. All your guests have to do is — select their preferred template and relevant keywords. Following which, a customisable review will be generated.
With the help of the Guest Sentiment Collection, you can choose to integrate your preferred distribution channel and collect reviews. Frequently analyse your collection review score across different channels, i.e. Google Business Profile, TripAdvisor, Booking.com, MakeMyTrip etc. Based on the score, seamlessly switch between platforms to consistently collect reviews. This will help you further optimize your engagement and boost bookings.
As per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a hotel. Hence, maintaining a consistent flow of positive reviews is an effective way to sustain your online reputation. You can achieve it by redirecting reviews and ratings internally that are average or below 3 stars for further analysis.
Enhance your business productivity by incorporating the best hotel review management software Guestara – an all-in-one guest management platform that helps you streamline hotel operations, elevate guest experience, drive revenue and much more.
Book a demo to speak with our experts today!
Secure Google reviews by creating a link or a QR code which you can share during their checkout or via your post-stay communication channel. Respond to reviews in a timely manner to enhance engagement. Follow up after a couple of days If they are yet to write a review.
Fake reviews are prevalent across every platform — be it review sites, OTA’s, etc. Whether positive, negative or neutral — It’s best to cross-verify before responding to a review that you are suspicious about. Check the details mentioned by the guest in your records to get your doubts cleared.
Businesses are not directly allowed to delete Google reviews. You can report the review and request Google to delete it. However, you must note that only those reviews can be reported which don’t adhere to Google’s content policy. Moreover, in terms of third-party reviews, you must contact the third-party website directly to delete the reviews.
Yes, reviews have a significant impact on your local search ranking and SEO results. Recent and relevant reviews, which include the right keywords that align with the user’s search query have a higher chance of ranking on SERPs. But most importantly, updating your Google Business Profile is the first step to improving your ranking.
Google gathers data in terms of hotel class ratings from third-party websites, direct research, feedback from hoteliers, and a machine-learning interface. Evaluation is done based on location, price, room size, amenities, etc. Hotel ratings are then rated and classified from the range of 1 to 5 stars based on the evaluation results are refined based on your search.
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