When a travel shopper starts planning a trip, Google is usually the first place they go. As they narrow down their hotel choices and get a better sense of what they’re looking for, general searches like “hotels in San Francisco” turn in to long-tail searches, like “hotels near Fisherman’s Wharf San Francisco.” It’s important to optimize your website for long-tail keywords because they indicate travel shoppers are further down the booking funnel. They’ve identified their hotel selection criteria and are closer to making a booking. Long-tail keywords therefore help drive qualified traffic to your website. With that said, it’s unlikely travel shoppers will book on your website the first time they visit. A study by Fuel & Flip.to found that consumers visit hotel websites an average of 3.4 times before making a booking, which is why branded keyword searches are so important. Get the full story at Leonardo