Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      Track AI Overviews in Keyword Research
      Moz Pro

      Track AI Overviews in Keyword Research

      Try it free!
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Access 20 years of data with flexible pricing
      Moz API

      Access 20 years of data with flexible pricing

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. Research & Trends
    3. Algorithm Updates
    4. Hotel SEO, 3-pack & Search Console: How to get the right data and how to improve CTR?

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Hotel SEO, 3-pack & Search Console: How to get the right data and how to improve CTR?

    Algorithm Updates
    2
    2
    714
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • Maggiathor
      Maggiathor last edited by

      Hey guys,

      I've been working with some hotels and I feel like there are some specific issues which need special solutions. 
      Maybe some of you also work for hotels and face similar problems.

      Question 1: Google "forces" 3-packs impressions to OTAs like booking.com via Hotel Ads. You basically have a big blue "book now" button and a small little website button. This ends up basically leading to CTRs below 1% despite a 1-3 Position. Is there any way to improve the organic CTR? Of course we use hotel ads, but they offer bad analytics AND we basically pay for our SEO-Performance.

      Question 2: Search console doesn't specify wether or not a impression comes from 3-Pack or the rest of the organic results, which basically leads to a  average position which says nothing. It's hard to evaluate the performance of meta-titles and texts, because the ctr is also mixed. What would be a better way to get this data or do you think google will change this in some time (new search console doesn't offer this).

      Question 3: Hotel Rankings are dominated by OTAs, Meta-Searchers and BIg Chains. Has anyone experience in SEO for smaller, family owned Hotels? Any tricks how to get a steady traffic source outside of brand results?

      Hope there are some travel experts in here 🙂

      1 Reply Last reply Reply Quote 0
      • NgEF
        NgEF last edited by

        Woohoo!

        A question that I can definitely help to answer. I was in the Hospitality industry for 2 years working on purely hotel sites, from large international chains to small family owned businesses.

        The hospitality industry is definitely one of the MOST competitive industries that I've ever been in and competed on. The majority of the SERPs are already dominated by OTAs and Google's HPA isn't helping much either. Here's my answers, I hope they help!

        1. I totally hear you on HPA. It's a very specific product that's rolled out by Google to target the hospitality industry and one that does NOT get as much attention as HPA. What you CAN use HPA for is for data-mining purposes. HPA offers quite a bit of insight into the search behavior of the possible customers for your hotel clients. That data can help to guide you in focusing your efforts for organic search. For example, looking at the historical data in HPA, what are the top sources for bookings? Is it Google Maps? Which countries are they coming from? What days of the week are they booking for and when are they booking? (This was particularly useful as I was also managing their PPC search campaigns.)

        2. I might be wrong on this as it's been about 6 months since I stopped working on the Hospitality industry, but I think you can find the CTRs for the knowledge graph or 3-pack in Google My Business, and the CTRs for SERP rankings in Google Search Console.

        3. SERPs are essentially dominated by the OTAs for the top converting keywords. Fist-bump I totally get how you feel about this. 
          My strategy for traffic was to build up the OTHER pages. Smaller sites aren't going to rank for top-level queries like 'chicago hotel rooms' for example. They can however rank well for associated keywords that are relevant to the hotel itself. For example, 'beach front hotel in east florida' or my personal favorite type 'family rooms near ****'

        Also look towards the property's other features. Restaurants, spas and other facilities are key targets to work on for SEO.

        Another tip I can give you is to analyze the countries that the site's traffic comes from. I saw some decent results from optimizing the site for Naver (Korea), Yandex (Russia), Yahoo (Japan), and Baidu (China). It's definitely challenging to try to optimize for other search engines, especially the language barrier. But I definitely saw good results from this.

        Feel free to reach out to me for other queries!

        1 Reply Last reply Reply Quote 0
        • 1 / 1
        • First post
          Last post

        Got a burning SEO question?

        Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


        Start my free trial


        Browse Questions

        Explore more categories

        • Moz Tools

          Chat with the community about the Moz tools.

        • SEO Tactics

          Discuss the SEO process with fellow marketers

        • Community

          Discuss industry events, jobs, and news!

        • Digital Marketing

          Chat about tactics outside of SEO

        • Research & Trends

          Dive into research and trends in the search industry.

        • Support

          Connect on product support and feature requests.

        • See all categories

        Related Questions

        • alan-shultis

          My site is showing indexed in search console but not appearing in Serps

          hi, i have recently made sites.google site and submitted to search console but when I copy paste in google , its not appearing

          Algorithm Updates | | alan-shultis
          0
        • martin1970

          Is using REACT SEO friendly?

          Hi Guys Is REACT SEO friendly? Has anyone used REACT and what was the results? Or do you recommend something else that is better suited for SEO? Many thanks for your help in advance. Cheers Martin

          Algorithm Updates | | martin1970
          0
        • rubennunez

          Remove spam url errors from search console

          My site was hacked some time ago. I've since then redesigned it and obviously removed all the injection spam. Now I see in search console that I'm getting hundreds of url errors (from the spam links that no longer work). How do I remove them from the search console. The only option I see is "mark as fixed", but obviously they are not "fixed", rather removed. I've already uploaded a new sitemap and fetched the site, as well as submitted a reconsideration request that has been approved.

          Algorithm Updates | | rubennunez
          0
        • ElevateCreativeAU

          Your search - site:domain.com - did not match any documents.

          I've recently started work on a new clients website and done some preliminary work with on-page optimisation, and there is still plenty of work to be done and issues to resolve. They are ranking ok on Bing, but they are not getting any ranking on Google at all (except paid) - I tried the site:domain.com search and comes up with no results... so this confirms that something is going on with the google search rank! Can anyone shed light on what can cause this or why this would happen? My next step is to look at their webmaster tools (haven't had access yet), but if anyone has any tips to resolve this or where to look, that would be great! Thanks!

          Algorithm Updates | | ElevateCreativeAU
          0
        • TommyTan

          How Additional Characters and Numbers in URL affect SEO

          Hi fellow SEOmozers, I noticed that a lot of websites have additional characters and words at the end of the URL in addition keyword optimized URL.  Mostly for E-Commerce sites For example: www.yoursite.com/category/keyword?id=12345&Keyword--Category--cm_jdkfls_dklj  or wwww.yoursite.com/category/keyword#83939=-37292 My question is how does the additional characters or parameters(not necessarily tracking parameters) affect SEO? Does it matter if i have additional keywords in the additional stuff in the URL (1st url example)? If you can provide more information, that would be helpful. Thank you!

          Algorithm Updates | | TommyTan
          0
        • WSIDW

          My Website No Longer Appears in Mobile Google Search but Does in Desktop...Why Is This?

          For a long time my website has appeared in both desktop and mobile search in Google. Yet recently it has stopped appearing in mobile yet still on desktop. Any ideas why this is happening and how to rectify it please? Many Thanks.

          Algorithm Updates | | WSIDW
          0
        • Steplead

          How to use MOZ to improve my website

          Hi, I am new for MOZ, have no idea how to improve my website with the function of MOZ, can anyone share their experience for using MOZ service. the more detail the better! Thanks a lot in advance! John Thanks for helps for everyone, it took me some time to read each answer, and also spend few days to study MOZ. My initial conclusion is the function of MOZ is to promote the idea of SEO, but not provide any specific SEO service for specific website except for some tools and report. So I am missing or misunderstanding MOZ's service, it will be always welcome to help me out by correcting my opinion. Anyway, thanks again for all the time you've given to me, and good to you all! -John.

          Algorithm Updates | | Steplead
          1
        • FFTCOUK

          Does the use of an underscore in filenames adversely affect SEO

          We have had a page which until recently was ranked first or second by Google UK and also worldwide for the term "Snowbee".  It is now no longer in the top 50. I ran a page optimization report on the url and had a very good score.  The only criticism was that I had used an atypical character in the url.  The only unusual character was an underscore "_"    We use the underscore in most file names without apparent problems with search engines. In fact they are automatically created in html files by our ecommerce software, and other pages do not seem to have been so adversely affected. Should we discontinue this practice?  It will be difficult but I'm sure we can overcome this if this is the reason why Google has marked us down. I attach images of the SEO Report pages 8fDPi.jpg AdLIn.jpg

          Algorithm Updates | | FFTCOUK
          0

        Get started with Moz Pro!

        Unlock the power of advanced SEO tools and data-driven insights.

        Start my free trial
        Products
        • Moz Pro
        • Moz Local
        • Moz API
        • Moz Data
        • STAT
        • Product Updates
        Moz Solutions
        • SMB Solutions
        • Agency Solutions
        • Enterprise Solutions
        • Digital Marketers
        Free SEO Tools
        • Domain Authority Checker
        • Link Explorer
        • Keyword Explorer
        • Competitive Research
        • Brand Authority Checker
        • Local Citation Checker
        • MozBar Extension
        • MozCast
        Resources
        • Blog
        • SEO Learning Center
        • Help Hub
        • Beginner's Guide to SEO
        • How-to Guides
        • Moz Academy
        • API Docs
        About Moz
        • About
        • Team
        • Careers
        • Contact
        Why Moz
        • Case Studies
        • Testimonials
        Get Involved
        • Become an Affiliate
        • MozCon
        • Webinars
        • Practical Marketer Series
        • MozPod
        Connect with us

        Contact the Help team

        Join our newsletter
        Moz logo
        © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
        • Accessibility
        • Terms of Use
        • Privacy

        Looks like your connection to Moz was lost, please wait while we try to reconnect.