Many reasons can explain why your English page isn't appearing in search results, but often it boils down to one key issue: the page is built around terms that international travelers are not searching for.
Simply translating "旅館" as "ryokan" is not enough. Understanding the language travelers use and the contexts in which they search is essential for creating pages that resonate with them. This article will guide you on how to find and select the appropriate English keywords for ryokan and small inns.
Why 'ryokan' Alone Is Not Enough
While "ryokan" has become somewhat recognized among international travelers, relying solely on this term limits your reach. The language used can vary significantly based on travelers' knowledge levels and their search intentions.
- For those unfamiliar with Japanese travel: "traditional Japanese hotel," "Japanese style inn"
- For those with some knowledge: "ryokan," "ryokan with onsen," "ryokan near Kyoto"
- For those narrowing down their options: "ryokan private onsen room," "family-friendly ryokan Hakone"
Travelers' search intentions range from the initial stage (where they are not yet familiar with Japanese accommodation styles) to the comparison and decision-making stage (where they are filtering based on specific criteria). Being aware of which stage your accommodation is not reaching is the starting point for keyword selection.
Four Methods to Find Keywords
1. Check Google Search Suggestions and Related Searches
Search for "ryokan" or "onsen ryokan" in English and take note of the suggested phrases and related searches. You will find that many searches combine location names, accommodation styles, and purposes (such as honeymoon, family, solo travel).
2. Observe Language on International OTAs and Review Sites
Look at how similar types of accommodations are described in English on platforms like Booking.com, Agoda, and TripAdvisor. Pay attention to the language used in reviews by international guests to grasp the actual terminology travelers use. For example, see if "和室" is expressed as "tatami room" and how "大浴場" is described; these can provide concrete expressions for your own site.
3. Analyze Competitors' English Pages
Examine the English websites of accommodations in the same area and of the same type that receive many reviews from international guests. Check the title tags and headings for the language they use.
4. Use Google Search Console to Review Actual Incoming Keywords
If you already have an English page published, you can check Google Search Console to see which English search terms are leading to impressions and clicks. If there are unexpected search terms bringing traffic, you can enhance your content by incorporating those terms.
Categorizing Keywords into Three Types
Instead of stuffing every page with the same keywords, differentiate them based on the page's role.
| Type | Example | Where to Use |
|---|---|---|
| Basic Keywords | ryokan, Japanese inn | Top page, title tags |
| Feature Keywords | onsen, private bath, tatami room | Room and facility pages |
| Location/Purpose Keywords | ryokan near Mt Fuji, honeymoon ryokan | Area introduction, plan pages |
How to Incorporate Selected Keywords into Your Pages
Once you have selected your keywords, place them naturally in the following areas. It’s important to use them in a context that makes visitors feel, "This is the information I was looking for," rather than forcing them into the content.
- Title tags and headings (H1, H2)
- The first 2-3 sentences
- Image alt attributes
- FAQ questions (using phrases travelers actually use)
Conclusion: Keywords Are the First Step to Being Discovered
Selecting English keywords is one of the more straightforward aspects of international SEO. However, determining whether your chosen keywords lead to actual results requires considering other factors such as translation quality, page structure, and booking pathways.
With Studio HAKO's HAKO Scan, you can receive a free assessment of how well your current site is prepared for international searches by simply entering your URL. Before selecting keywords, start by objectively understanding your current situation.