Local SEO for hotels to increase bookings

39 Ways To Rank Higher As A Hotel

If you’re running a hotel and want more bookings through organic search, this is the complete guide for you. These 39 on-page and off-page SEO techniques will help your hotel website rank higher in Google, attract more direct traffic, and reduce your reliance on paid ads.

Each point explains how to implement the tactic, along with examples to help you put it into action.

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Use Location-Specific Keywords

Include keywords that target your hotel’s city or neighborhood. This helps you show up when users search for accommodations in a specific place.

Example: “Luxury hotel in downtown Chicago” or “budget stay near LAX airport.”

Optimize Your Google Business Profile

Claim your listing and fill it out completely, including photos, amenities, hours, and contact info. This boosts your visibility on Google Maps and local results.

Example: Adding “free parking,” “24-hour concierge,” and “pet-friendly rooms” on your listing in Miami.

Add Local Schema Markup

Use schema.org markup to help search engines understand your hotel’s address, phone number, and reviews. This increases your chances of showing rich results in search.

Example: Using “Hotel” schema with address and star rating for a resort in Scottsdale, Arizona.

Create Individual Pages for Room Types

Instead of listing all rooms on one page, create separate pages for each room type. Each page should have unique content and be optimized for keywords.

Example: “Deluxe King Room in Nashville” or “Ocean View Suite in Santa Monica.”

Include Customer Reviews On Your Website

Display guest reviews with keywords that reflect your hotel’s strengths. This adds fresh content and builds trust with search engines and guests.

Example: “Clean, modern hotel in Boston close to Fenway Park” in a review snippet.

Optimize for “Hotel Near [Landmark]” Searches

Write content targeting proximity to attractions, landmarks, or business districts. This aligns with how people often search for accommodations.

Example: “Hotel near Times Square” or “Stay near Disneyland Anaheim.”

Publish Local Travel Guides

Create blog posts or landing pages that highlight things to do nearby, seasonal events, or restaurant guides. This drives traffic from non-branded searches.

Example: “Top 10 Things To Do in Asheville This Fall” or “Best Vegan Restaurants Near Our San Diego Hotel.”

Speed Up Your Website

Ensure your site loads quickly on mobile and desktop. Compress images, enable caching, and use a fast hosting provider.

Example: Switching to Cloudflare CDN and compressing high-res room photos for a site in New Orleans.

Optimize for Mobile

Many bookings happen on mobile. Make sure your site is responsive, buttons are large enough, and pages load fast.

Example: A mobile-optimized booking experience for a boutique hotel in Austin.

Add Internal Links Between Pages

Link from your homepage and blog posts to room types, amenities, and booking pages to help search engines crawl your site more effectively.

Example: Linking from a blog post about family attractions to your “Family Suites” page.

Use SEO-Friendly URLs

Keep your URLs clean and keyword-rich. Avoid long strings or random characters.

Example: “/chicago-downtown-king-suite” instead of “/room?id=2487&loc=chi”

Optimize Title Tags and Meta Descriptions

Include keywords, highlight unique features, and encourage clicks with action language.

Example: “Luxury Hotel in Nashville | Rooftop Bar & Live Music – Book Now”

Add High-Quality Photos with Descriptive Alt Text

Use descriptive filenames and alt attributes for your images to help with image search and accessibility.

Example: “rooftop-pool-dallas-hotel.jpg” with alt text “Rooftop pool at boutique hotel in Dallas.”

Collect Backlinks from Local Sites

Reach out to local tourism blogs, event pages, and nearby businesses to get backlinks. These improve your domain authority.

Example: Getting featured in a “Best Hotels Near Coachella” roundup.

List Your Hotel on Local Directories

Ensure your hotel is listed on Yelp, TripAdvisor, and regional travel directories with consistent NAP (Name, Address, Phone number).

Example: Listing your Denver hotel in the Colorado Tourism Directory.

Use FAQ Sections to Target Long-Tail Keywords

Answer common guest questions in a structured FAQ to capture voice search and long-form queries.

Example: “Do you offer late check-out?” or “Is there parking at your Portland hotel?”

Implement HTTPS

Secure your site with an SSL certificate. It’s a ranking factor and builds trust with users.

Example: Switching your hotel’s website in Savannah to HTTPS for secure browsing.

Add a Booking CTA on Every Page

Ensure visitors can easily book from any page. Clear CTAs reduce bounce rate and help conversions.

Example: “Book Your Stay” button in the header and footer across the site.

Promote Special Offers or Packages

Create pages for special deals and optimize them for relevant keywords.

Example: “Romantic Weekend Getaway Package in Charleston”

Get Featured on “Top Hotel” Lists

Reach out to travel bloggers or journalists and ask to be included in curated lists.

Example: Being featured in “Best Pet-Friendly Hotels in Seattle”

Use Google Search Console

Track performance, fix crawl errors, and submit sitemaps to Google for better indexing.

Example: Using GSC to monitor rankings for “boutique hotel in New Orleans.”

Build a Newsletter List

Encourage visitors to subscribe for deals. Send updates to drive repeat visits and return traffic.

Example: Emailing a “Spring Deals in Sedona” offer to past guests.

Use Structured Data for Reviews and Ratings

Display aggregate review scores with star ratings on your site using structured data.

Example: A 4.8-star rating showing in search results for a resort in Palm Springs.

Highlight Accessibility Features

Include information about wheelchair access, elevator availability, etc., with a dedicated accessibility page.

Example: “ADA-compliant hotel room near Houston Convention Center.”

Target Group Travel and Events

Create content around weddings, business conferences, or school trips. These are high-value bookings.

Example: “Group Rates for School Trips in Washington DC”

Include Directions and Parking Info

Make it easy for visitors to find your hotel. Include driving directions and transit options.

Example: “Just off I-90, 15 minutes from O’Hare Airport.”

Target Seasonal Keywords

Update content to reflect holidays and seasonal trends.

Example: “Best Hotel Deals in Lake Tahoe for Winter Ski Season”

Translate Key Pages for International Guests

If you get overseas traffic, provide translated versions of your homepage and booking pages.

Example: Spanish-language version for a Miami hotel.

Optimize for Voice Search

Use conversational phrases and question-based content to target voice searches.

Example: “What’s the best hotel near the San Diego Zoo?”

Highlight Unique Selling Points

Focus on what makes your hotel different—rooftop views, spa, historic building, etc.

Example: “Historic hotel in Savannah with 1800s architecture and wine tastings.”

Set Up Bing Places

Don’t just focus on Google—set up and verify your Bing Places listing to capture extra traffic.

Example: A verified Bing profile for a boutique inn in Santa Fe.

Promote on Social Media with Local Hashtags

Use location-based hashtags to drive visibility and backlinks to your site.

Example: Using #NYCHotel and tagging @nycgo on Instagram.

Partner with Local Attractions

Offer cross-promotions with museums, tour companies, or restaurants.

Example: Discounted tickets to the Georgia Aquarium with a hotel stay in Atlanta.

Encourage User-Generated Content

Ask guests to tag your hotel in social posts or leave reviews with photos.

Example: “Tag us @seabreezeinnsf for a chance to win a free night!”

Create Event-Focused Landing Pages

Make pages for big events that drive hotel bookings.

Example: “Hotel Near SXSW 2025 – Walk to All Venues”

Add a Blog to Share Updates

Blogging helps generate fresh content and improves rankings over time.

Example: “5 New Restaurants Near Our Philadelphia Hotel”

Offer Booking Incentives

Encourage direct bookings with perks like free breakfast, upgrades, or parking.

Example: “Book direct and get valet parking free in downtown LA.”

Monitor and Improve with Analytics

Use Google Analytics to track what’s working, where traffic comes from, and where users drop off.

Example: Discovering most bookings come from mobile and optimizing mobile UX for a hotel in Scottsdale.

Local SEO for Hotels: Getting Found by the Right Guests

What is Local SEO for Hotels?

Local SEO for hotels is the process of optimizing your website and online presence so travelers searching for accommodations in your area can find you more easily. It involves strategies like Google Business Profile optimization, managing reviews, targeting keywords with location intent, and ensuring consistency across online listings.

If someone searches for “hotels near Times Square NYC,” local SEO determines whether your hotel appears in the local pack or maps listing.

Why Local SEO Matters for Hotel Bookings

Local SEO is crucial for driving direct bookings and reducing reliance on OTAs (Online Travel Agencies). Travelers often search phrases like “best hotel near the San Diego Zoo” or “pet-friendly hotel in Austin,” and a well-optimized local SEO strategy ensures you’re visible during these moments.

What Local SEO Elements Should Hotels Focus On?

• Google Business Profile: Fully complete and update with photos, amenities, and business categories.
• Local citations: Ensure your name, address, and phone number are consistent across platforms.
• Reviews: Regularly respond and encourage happy guests to leave them.
• Local landing pages: Create content for specific areas, events, or attractions near your hotel.
• Mobile-friendliness: Many local searches happen on the go.

How Can Local SEO Help Hotels Stand Out From Chains?

Independent or boutique hotels can outperform larger brands in local SEO by creating hyper-local, personalized content, focusing on neighborhood highlights, and engaging with local events.

Example: A small B&B in Asheville can rank higher than a chain hotel by publishing content like “Romantic Weekend Itinerary in Asheville.”

Hotel SEO: A Strategic Approach

Understanding the Basics of Hotel SEO

Hotel SEO involves optimizing your site and content for the keywords your potential guests are searching for. This includes on-page tactics (like title tags, internal linking, and meta descriptions), as well as off-page signals (like backlinks and reviews).

What Are the Core Elements of a Successful Hotel SEO Strategy?

• Keyword research: Know what your ideal guests are searching for.
• High-converting landing pages: Focus on rooms, amenities, location, and unique selling points.
• Mobile optimization: Most travel bookings are now mobile.
• Content marketing: Publish helpful travel guides, attraction lists, and event roundups.
• Technical SEO: Ensure your site is crawlable, fast, and free of errors.

Top Strategies for Effective Hotel SEO

• Target Intent-Based Keywords: Use keywords like “best family hotel near Disneyland” or “romantic weekend hotel in Napa Valley.”
• Optimize for Featured Snippets: Answer common travel questions directly.
• Publish Localized Blog Content: Create posts around nearby events or attractions.
• Encourage High-Quality Reviews: Feature them on your website and Google listing.
• Link Building: Get mentioned in travel blogs, tourism boards, and local press.

How to Choose the Right SEO Focus for Your Hotel

Start by identifying what makes your hotel unique. Are you close to a major attraction? Do you cater to weddings or business travelers? Prioritize those strengths and build your SEO strategy around them.

Choosing the Right SEO Services for Hotels

What to Expect from Quality Hotel SEO Services

An SEO service that specializes in hotels should provide:

• Local SEO optimization
• On-page keyword targeting
• Conversion-focused content
• Google Business Profile management
• Monthly reporting and keyword tracking
• Competitor analysis

What Should Be Included in a Hotel SEO Package?

• Keyword research tailored to hotel-specific queries
• Optimization of room pages, amenities, and blog posts
• Creation of landing pages for events or location-specific searches
• Setup and maintenance of structured data (schema)
• Google Analytics and Search Console integration

How Can You Evaluate Hotel SEO Providers?

Ask for examples of past hotel clients and the results achieved. Look for an understanding of hospitality and how people book rooms online. Make sure they measure real-world outcomes like direct bookings—not just rankings.

Good questions to ask:

• Have you worked with hotels in tourist-heavy areas?
• What’s your approach to reducing OTA dependence?
• How do you measure success for your clients?

How Do You Find the Best SEO Services for Hotels in Your Area?

Search for providers with local hospitality experience or those recommended by hotel associations. Check case studies, online reviews, and LinkedIn for insight into their reputation.

Working with an SEO Agency for Hotels

Why Work with a Hotel-Savvy SEO Agency?

An agency that understands the hotel industry can craft strategies tailored to seasonal fluctuations, local search trends, and OTA competition. They’ll also know how to present your property’s unique value to travelers.

What Are the Benefits of Hiring an SEO Agency That Understands the Hotel Industry?

• Faster results through proven strategies
• Content tailored to the guest experience
• Assistance with local link-building and PR
• Deep knowledge of booking behavior and travel trends
• Integrated approach with social, content, and PPC if needed

How to Find the Right SEO Partner for Your Hotel

Look for agencies that:

• Have hotel or hospitality SEO case studies
• Understand mobile-first booking behavior
• Offer strategy and execution—not just tools
• Can work with your booking engine and CMS

Example: An agency that can integrate with your SynXis booking engine and manage multilingual content for international travelers.

SEO Agency vs. SEO Company: What’s Best for Hotels?

The terms are often used interchangeably, but:

• An SEO agency typically offers broader digital marketing services and custom strategies.
• An SEO company may offer packaged, more templated solutions.

For hotels with specific needs, seasonal traffic, or competitive local areas, an agency approach often delivers better, more flexible results.

Hiring an SEO Company for Hotels

What to Look For in a Reliable Hotel SEO Company

• Demonstrated results in increasing direct bookings
• Experience writing travel or accommodation content
• Knowledge of review platforms and local SEO tactics
• Transparent pricing and realistic expectations

Questions to Ask Before Hiring a Hotel SEO Company

• Can you share traffic and booking results from other hotels you’ve worked with?
• Do you offer link-building outreach tailored to the travel industry?
• How do you handle local citations and map listings?
• Will you optimize our existing content or create new landing pages?
• How often will we get updates, and in what format?

How Long Should You Expect Before Seeing SEO Results?

Most hotels see early improvements in 2–3 months and more consistent growth by 6–9 months. Results depend on your location, competition, and starting point.

Google Business Profile for Hotels

(Formerly known as Google My Business)

Why Is Google Business Profile Crucial for Hotels?

Google Business Profile is one of the most important tools for hotel SEO. It controls how your hotel appears on Google Maps and in the local 3-pack of search results. Since many people search things like “hotels near me” or “best hotel in [city]”, a fully optimized profile can be the deciding factor in whether someone books with you—or scrolls past.

What Should You Include in Your Hotel’s Google Profile?

You should add your hotel’s address, phone number, check-in/out hours, website link, photos, and a full list of amenities. Don’t forget to choose the right category (e.g., “Hotel,” “Boutique Hotel,” or “Inn”) and include secondary services like “Free Wi-Fi” or “Pet-Friendly.”

How Do Reviews Affect Hotel Visibility?

Google considers reviews as a ranking factor, so consistently earning and responding to positive reviews boosts your profile’s visibility and trustworthiness. Encourage happy guests to leave detailed, keyword-rich reviews that mention features and location.

Example: “Cozy hotel in Nashville just steps from Broadway Street, great rooftop bar!”

How Often Should You Update Your Google Profile?

Keep your listing updated with seasonal photos, events, or temporary offers. Use the Q&A and “Posts” features to engage potential guests. Treat it like a social platform for your hotel.

Common Mistakes Hotels Make on Google Business Profile

• Leaving the description blank or generic
• Forgetting to respond to guest reviews
• Not updating photos or amenities
• Using inconsistent contact details compared to other sites
• Choosing the wrong category or omitting services

Fixing these issues not only boosts your local ranking but also builds credibility with travelers comparing options.

Hotel SEO Experts: Why Specialist Knowledge Matters

Why Should You Work with a Hotel SEO Expert?

Hotels face unique SEO challenges, such as seasonal demand, OTA competition, and location-driven keywords. A generalist SEO might miss these nuances. A hotel SEO expert understands the industry and guest search behavior, and can help you compete more effectively—especially if you’re an independent hotel up against big chains.

What Makes Hotel SEO So Unique?

• Mobile-first search behavior, especially last-minute bookings
• Heavy reliance on visual content and reviews
• Proximity-based search intent (e.g., “hotel near Golden Gate Park”)
• Need to balance direct bookings with third-party listings

An expert will know how to capitalize on all of this.

What Traits Should You Look for in a Hotel SEO Expert?

• Proven results in the hospitality space
• Ability to conduct location-specific keyword research
• Experience optimizing Google Business Profiles
• Understanding of OTAs and how to reduce dependence on them
• Familiarity with booking engines and hotel CMS platforms

Ask to see case studies showing growth in bookings, traffic, or local rankings for other hotels.

Choosing a Hotel SEO Agency

What Are the Signs of a Professional Hotel SEO Agency?

A quality agency should provide strategic insight, not just cookie-cutter SEO packages. Look for one that:

• Has experience in hospitality or tourism marketing
• Offers custom content creation geared toward your audience
• Understands how to boost direct bookings over OTA reliance
• Can explain how their efforts will connect to your revenue

They should also keep you in the loop with monthly reports and data you can actually use.

How Can an SEO Agency Drive Real Results for Hotels?

The right agency can:

• Get your hotel ranking for “hotel near [landmark]” searches
• Improve your local visibility in Google Maps
• Help you get featured in travel blogs and curated lists
• Drive bookings during off-peak seasons with targeted content
• Build a library of location-specific landing pages that attract organic traffic year-round

The best agencies combine SEO knowledge with deep hospitality experience. That combination is what drives ROI.

Comprehensive SEO Services for Hotels

What Should Be Included in a Full-Service Hotel SEO Package?

A full-service approach should cover:

• Keyword strategy tailored to your target guests
• On-page optimization for all room and amenity pages
• Local SEO setup including Google Business Profile and citations
• Review generation strategy
• Ongoing technical SEO audits and improvements
• Blog content that targets events, attractions, and FAQs
• Conversion optimization to increase bookings

Make sure your package includes both strategy and implementation—not just reports.

Why Are Ongoing SEO Services Important for Hotels?

Travel trends, search algorithms, and guest expectations change constantly. Ongoing SEO ensures your hotel stays competitive. It allows your strategy to adjust seasonally and keeps your site updated with fresh content and performance monitoring.

Monthly SEO also helps you capitalize on trends—like promoting your hotel for upcoming festivals, conferences, or school holidays.

Boosting Visibility with Gallery Pages and Guest Stories

How Can Showcasing Rooms and Guest Stories Improve SEO?

Hotels that display real-life guest experiences through galleries, reviews, and trip summaries often rank better—and convert more. These pages provide visual proof of your quality and create keyword-rich content naturally.

Example: A gallery featuring “Rooftop Weddings at Our Denver Hotel” or a blog post like “Sarah’s Weekend Getaway in Charleston: A Guest Story.”

How Should You Structure These Pages for SEO Impact?

• Use headings and captions that include location and key features
• Include testimonial quotes as text, not just images
• Add internal links to booking or room detail pages
• Use alt text for all images
• Embed location keywords like “historic inn near Savannah Riverfront”

Each story or gallery adds depth to your site, shows personality, and helps with long-tail keywords.

Leveraging Local Directories and Travel Platforms

How Can Directories and Review Sites Boost Hotel SEO?

Getting listed on travel directories and review platforms can build backlinks and trust. Sites like Yelp, TripAdvisor, and niche local guides are considered high-authority and can drive traffic to your site while improving your domain authority.

Which Platforms Should Hotels Use for SEO Benefits?

• TripAdvisor
• Yelp
• Booking.com (for indirect SEO and visibility)
• Local tourism board directories
• Niche travel blogs and influencer roundups
• Google Travel

Make sure your information is consistent across platforms and that you link back to your website where possible.

Measuring Success: How to Know Your Hotel SEO Strategy is Working

What Metrics Should Hotels Monitor?

Track the right SEO metrics to evaluate success:

• Organic traffic to booking and room pages
• Click-through rates from search listings
• Ranking for key phrases like “luxury hotel in Austin”
• Local pack visibility (Google Maps ranking)
• Bounce rates and time on site
• Direct bookings attributed to SEO landing pages

If you’re working with an agency, they should be reporting on these regularly.

How Can You Tell If You’re Getting More Direct Bookings?

Look for patterns in your booking engine—are more guests arriving through Google searches instead of OTA links? You can also use UTM tags and Google Analytics to track traffic sources accurately.

Example: Setting up goal tracking in Google Analytics to see how many users from your blog book a room.

When Should You Adjust Your Hotel SEO Strategy?

Adjust when:

• You’re entering a new season (e.g., winter promotions)
• There’s a change in guest behavior (like mobile traffic increasing)
• New competitors are ranking above you
• A major event is happening nearby and you want to target related keywords
• You launch a new service or amenity (like a spa, rooftop bar, or EV charging)

SEO is not a set-and-forget channel—it’s about continuous improvement and responding to what your guests are searching for.