How to improve your inn site using Search Console search terms | Cultivate existing articles

Even though I am increasing the number of articles, I do not feel that it is leading to reservations. I don’t know what to write and end up with a lot of similar articles. In such a case, before thinking of a new title, look at the combination of “search term” and “page” in Google Search Console.

Search Console records the actual words used to display accommodation sites in search results. This will help searchers find what they want to know and what information is missing from the current page.

In this article, this article explains how to accurately improve one existing page per month with useful content, without simply chasing search rankings.

Conclusion: Look at the “search term and display page” as a set instead of the search term

Here are the safe remediation steps:

1. Decide the period to compare
2. Check the search terms with the number of impressions
3. Check the pages displayed for that search term
4. Compare the searcher’s question and the answer in the text
5. Modify the title, beginning, basic information, and conductor of the existing page.
6. Record the date of change, rationale, and confirmation items
7. Compare under the same conditions several weeks to a month later

If you create a new article based only on the search term, the number of pages that already have the same answer will increase. First, nurture the currently displayed page, and only consider new articles if there are clearly different problems and procedures.

Four numbers you should know first

Rankings vary depending on region, device, date and time, searcher, type of search results, etc. Official Google also advises that when evaluating a specific page, focus on the number of impressions and click trends rather than just the ranking.

Search Console data has limitations

Search Console official data explanation explains that some anonymized search terms are not displayed to protect user privacy, and that only important lines are displayed due to internal restrictions.

Therefore, even if you add up the table of search terms, it may not match the total number of impressions or total number of clicks in the graph.

• There are search terms not listed in the table.
• Search terms with a small number of results may be omitted.
• The aggregation method is different for each page and for the entire site.
• May be aggregated to regular URL
• Numbers for the latest date may change later.

Don’t assume that “there’s no demand because it’s not listed” or “I can tell who searched it because there are only a few items.”We look at trends as a group without trying to identify individuals.

First, compare the past 28 days and the previous 28 days.

Open Search Performance in Search Console and select Compare by date. At first, “last 28 days” and “previous period” are fine.

However, accommodation demand is seasonal.

• Summer vacation and regular month
• Autumn leaves, cherry blossoms, snow, and beach season
• Holidays and weekdays
• Is there a local event?
• Closing and full occupancy period
• Before and after media publication

If seasonal effects are significant, check the same period from the previous year. To reduce the difference in days of the week, compare periods of the same length or on a weekly/monthly basis. We don’t delete pages just for short periods of time.

Separate searches that include inn names and those that do not.

People who search by inn name are likely to already know the inn. Searches that do not include the inn name, such as “area name + inn with cats,” indicate questions from people who are about to learn about the inn.

Search Console may display a function to distinguish between branded and non-branded sites, but this may not be available for sites with a low number of impressions. Furthermore, the classification is not necessarily complete. If it is not available, check the name of the inn and spelling variations using the search term filter.

Check the displayed page from the search term

Google’s official performance report usage guide explains that you can check the URLs displayed for that search term by selecting the line containing the search term and then looking at the “Pages” tab.

The operation flow is as follows.

1. Open search performance
2. Open the “Search keyword” or search term table
3. Select one search term you want to check
4. Make sure your search term is filtered
5. Go to the “Page” tab
6. Open the displayed URL
7. Read whether the text answers the searcher’s question.

If you leave the filter in place and do another survey, you will mistake it for the entire data. Check the search term, page, device, country, and date criteria at the top of the screen each time.

Divide improvement candidates into four categories

1. There are impressions and clicks.

This page is already working as an entrance. Just check for outdated information or missing reservation leads before making a major rewrite.

• Is the inn name, location, telephone, and access current?
• Do you know where to check guest rooms, meals, and prices?
• Is the current information about resident cat and the range of encounters accurate?
• Do you want to proceed naturally to the reservation page?
• Is it easy to read on a smartphone?

We do not completely change a title that is already showing results just on a whim.

2. The number of impressions is high, but there are few clicks.

Although it appears in the search results, the searcher may not have selected it, or the search intent may not match the content.

• Does the title specifically describe the page content?
• Isn’t it difficult to understand the area and contents just by the name of the inn?
• Does the description match the current guidance?
• Does the text actually contain the answer the searcher expects?
• Wouldn’t another page be a better answer?
• Isn’t it just that the average ranking is low and it’s still hard to see?

In order to increase CTR, do not add untrue expressions such as “I can absolutely see you”, “The cheapest price”, and “You can definitely make a reservation”.

Google automatically generates snippets in search results mainly from the page text, and explains in Official explanation of snippets that different explanations may be displayed depending on the search term. Changing the description does not necessarily mean that the text will be displayed. Match the body and description.

3. There is a click, but it does not proceed to the reservation line

Search Console alone cannot tell you what people do after visiting your site. If you have properly implemented GA4, check if you have proceeded from the entrance page to guest room, access, and reservation information.

• Can you understand the characteristics of the inn just from the beginning?
• Is the Basic information outdated?
• Can you find the reservation method from the text?
• Is the external reservation button correct?
• Do you know the conditions and precautions when interacting with cats?
• Are there internal links to related pages?

Please refer to Introduction to Google Analytics 4 for the host for installing GA4, and How to measure reservation buttons with GA4 for measuring the reservation entrance.

4. The number of impressions and clicks have decreased.

Rather than immediately deleting the article, separate possible causes.

• Seasonal demand has ended
• The inn name and facility details have changed.
• Impact of closures, full occupancy, and suspension of reservations
• The display format of search results has changed.
• Page updated/moved
• noindex, broken link, server failure
• Duplicate content with other pages
• The information is outdated and no longer useful to searchers.

Check URL inspection, public pages, sitemaps, and internal links to avoid mixing technical and content issues.

Do not stuff search terms directly into the text

Search terms are materials for understanding the searcher’s question. This is not a set of instructions for putting the same words in titles, headings, and body text over and over again.

For example, if there is a search for “cat room come accommodation”, check the following.

• Can we officially confirm cases of resident cats coming to guest rooms?
• Isn’t that only for specific plans and specific guest rooms?
• Are you writing about things that change depending on the cat’s will and physical condition?
• If guest-room visits are unconfirmed, do you specify the range of people who can meet inside the inn?

Don’t write “come to the room” to get the search term unless you have a basis for it. Prioritize facts over search demands.

Add to existing page or create a new article

If you can answer questions such as “parking,” “transfer,” and “directions from the station” on the inn’s access page, then enrich the access information without having to separate pages. If you have reader objectives and procedures that are different from basic information about an inn, such as “Preparing to stay at an inn with a cat for the first time,” you can consider writing an independent article.

Google advises readers in their Official Guide to People-First Content to avoid automatically generating a large number of topics for search rankings, or increasing the number of dates or articles just to make a page look new, and instead create information that serves the purpose of the reader.

One page improvement sheet

Create the next sheet without rewriting many at once.

Searcher intent involves guessing. Write down “confirmed facts” and “possible questions” separately.

Minimize the data passed to AI

There is no need to pass Search Console owner privileges or Google account password to AI.Write down only the period, search terms, pages, clicks, number of impressions, CTR, and average ranking, and have a person check the content.

What not to share is:

• Google account password
• 2-step verification code
• Ownership confirmation token
• API key and authentication file
• Unpublished pages and internal memos
• Information about the person making the reservation/inquiry
• Non-disclosure contract information with other companies

Even if the number of search terms is small, it does not attempt to identify the searcher.

Request for extraction of improvement candidates that can be used by copy and paste

Please use the following table exported from Search Console to organize suggestions for improving your accommodation site.
[Period, search terms, pages, clicks, impressions, CTR, average ranking]

Purpose:
- Check if the search term matches the content of the displayed page
- Prioritize improving existing pages over new articles
- Improve one page at a time

Conditions:
- Does not guarantee improved rankings or increased bookings
- Do not identify searchers with a small number of results
- Do not create facilities, services, or interactions with cats that do not actually exist
- Don't suggest unnatural stuffing of search terms
- Separate evidence, speculation, confirmation items, and improvement proposals without implementing changes.
- Separate additions to existing pages and new articles, and indicate the reason for the decision.

Request text to fix just one page

Please make a proposal to improve the following existing page within the scope of confirmed information.
[Page manuscript]
[Search Console search terms and metrics]
[Accommodation official information/confirmed facts]

Title, description, beginning, heading, basic information, internal links,
Please only suggest what is necessary to answer the searcher's question.
Please do not add impressions that you have not experienced, unconfirmed facilities, unconfirmed pricing, or exaggerated expressions.
Please show the difference before and after the change, the basis for it, and how to confirm it after publication.
Please do not make any changes to the production yet.

Things to check after improvement

Immediately after publishing, check the page itself, not the search ranking.

• Open with HTTP 200
• Title, H1, and description match the body text
• There is a basis in the added facts
• Prices, business hours, and cat information are current.
• Internal links and reservation links are correct
• Easy to read on PC and smartphones
• There are no unintended noindex etc. in URL inspection of Search Console
• Recorded change date, reason, and reconfirmation date

Search results may take some time to appear, and Google may display a different title or snippet. Don’t change the title many times immediately after publication, and wait for the same comparison period.

Operation for 30 minutes once a month

1. Compare the past 28 days and the previous 28 days
2. Separate whether there is an inn name or not.
3. See 5 search terms each with large changes
4. Move from search term to display page
5. Select only one page for improvement
6. Compare official information with questions from guests
7. Make small corrections and confirm publication
8. Record on improvement sheet
9. Compare the next month under the same conditions

In addition to search terms, the questions that are repeatedly asked during phone calls and inquiries are also important. Even if the page has a small number, we will maintain the information you need before making a reservation, such as parking, cancellation policy, and information about the cat’s physical condition.

Search Console implementation, ownership, and sitemap can be found in Introduction to Google Search Console for the host.Technical confirmation after publication is explained in How to confirm after WordPress publication.

Checklist

• [ ] Confirmed the search term and display page as a set
• [ ] Matched the comparison period and seasonality.
• [ ] Separated into those with and without inn names.
• [ ] I understand that some search terms have been anonymized or omitted.
• [ ] Good or bad is not determined only by CTR or average ranking.
• [ ] Search terms are not packed into the main text
• [ ] Unconfirmed facilities, fees, and cat information have not been added.
• [ ] We considered adding to the existing page first.
• [ ] Improved one page at a time
• [ ] Recorded details of changes, rationale, and date of reconfirmation.
• [ ] Confirmed the public page and reservation route

Summary

Search Console search terms are not a list of titles to mass-produce new articles. This is a clue to what the searcher wants to know and which pages are currently showing the answer.

AI can help organize search terms and pages, categorize potential improvements, and compare proposed changes. However, the host will check the facilities, prices, how to spend time with cats, and reservation conditions. Look at the search terms and existing pages one by one, and develop pages that readers can judge without having to search for the next one.

Reference materials

• Search Performance Basics (Google Search Console Help)
• Example of using performance report
• Data and restrictions such as search terms and pages
• Search result snippet (Google Search Central)
• Useful content that puts people first