Local SEO for Hotels – 10 Strategies to Rank Higher Locally

Looking to boost your hotel’s bookings? Local SEO for hotels is your secret weapon. 

It helps you stand out to travelers ready to book in your area, right when they’re searching.

Local SEO for hotels is the process of optimizing a hotel’s online presence to rank higher in location-based search results, such as Google Maps and local search queries. Many hoteliers also choose to work with a hotel marketing agency to develop comprehensive local SEO strategies that drive nearby traveler searches and organic bookings. It helps attract nearby travelers ready to book, increasing direct reservations and reducing reliance on online travel agencies.

Ready to put your hotel on the digital map? 

Learn 10 powerful strategies to attract more local guests and boost your direct bookings with smart local SEO.

Let’s dive in!

Why focus on local SEO for hotels?

SEO for the hospitality industry is essential for hotels aiming to attract guests in a specific geographic area. 

Rather than competing globally, local SEO helps your hotel appear in front of nearby travelers actively searching for accommodations. Hotels that partner with a hotel marketing agency can maximize visibility in local search results by aligning SEO tactics with guest search behavior.

By targeting location-specific keywords and optimizing platforms like Google Business Profile, your hotel can rank higher in local search results, increase direct bookings, and reduce dependence on third-party travel sites. 

This strategy ensures you’re visible to high-intent searchers, those most likely to convert.

10 Essential Strategies for Local SEO for Hotels

To attract more guests and stand out in local search results, implementing a strong local SEO strategy is essential for any hotel. By focusing on proven tactics, you can improve your online visibility, drive direct bookings, and reduce reliance on third-party platforms.

1. Claim and Optimize Your Google Business Profile

Your Google Business Profile (GBP) is a powerful tool for improving local SEO for hotels. A hotel marketing agency can also help optimize your Google Business Profile to ensure accuracy and engagement that enhances search rankings and conversions. It acts as a digital storefront, helping your hotel appear in Google Search and Google Maps results.

• Claim Your Profile: If you haven’t already, claim your Google Business Profile to ensure control over your hotel’s online presence.
• Add Accurate Details: Provide consistent and up-to-date information, including your hotel’s name, address, phone number (NAP), website, and operating hours. This consistency improves your credibility and local rankings.
• Upload High-Quality Photos: Showcase professional, high-resolution images of your rooms, amenities, and luxurious surroundings to attract potential guests.
• Use Keywords in Your Profile: Include refined, location-specific keywords in your GBP description to increase visibility in affluent traveler searches.
• Encourage Reviews: Positive guest reviews play a significant role in boosting your profile’s visibility and attracting more bookings.

With over 81% of consumers checking Google reviews before choosing a business, promptly responding to reviews, especially those from affluent guests, demonstrates your commitment to high service standards.

Example from our case study: Marina Inn.

2. Leverage Google Business Profile Insights for Better Results

Your Google Business Profile has exceptional back-end analytics that you can use to gauge your performance, whether weekly, monthly, or annually. Some of the data you can pull from these reports includes:

• Search terms your listing appeared for
• Number of profile interactions
• Bookings made through your GBP
• How many people discovered your business
• Website clicks made from your GBP

Mediaboom has helped luxury resorts and five-star hotels harness these insights using our proven hotel SEO services to attract more direct bookings and reduce dependency on OTAs. Ready to elevate your online presence? Contact our luxury hospitality team today.

3. Optimize Your Hotel Website for Local Keywords

On-page local SEO is essential for helping your hotel website SEO strategy rank higher in organic search results. By strategically incorporating the right keywords, you can attract travelers searching for hotels in your specific area.

Focus on Keyword Research for the Hotel Industry

Effective keyword research is the foundation of a robust SEO hotel industry strategy. It involves identifying the search terms potential guests use to find hotels in your location. Understanding these keywords allows you to create targeted content that attracts qualified traffic and improves your search rankings.

Tools for Keyword Research:
To discover high-value keywords, use trusted SEO tools like:

• SEMrush
• Ahrefs
• Google Keyword Planner

Target Long-Tail, Location-Specific Keywords

For local SEO success, prioritize long-tail keywords with geographic intent. These keywords are less competitive and attract users who are closer to booking.

• Example: Instead of targeting the broad term “hotels in Los Angeles”, use a more specific phrase like “boutique hotels in Santa Monica.”

Integrate Keywords Naturally Across Your Website

Once you’ve identified your target keywords, integrate them seamlessly into critical elements of your website, such as:

• Page Titles and Meta Descriptions
• Header Tags (H1s and H2s)
• Body Content
• URLs

Optimizing your website for relevant local keywords will improve your hotel’s visibility in search results and drive more direct bookings from travelers actively searching in your area.

Example from our case study: Latitude Suites

4. Create Engaging, Localized Content to Attract Travelers

Content marketing can also help hotels stand out in a competitive market.

With unique blog content, photos, videos, 3D tours, and more, you can showcase your hotel’s unique offerings and significantly increase your visibility.

Explore our in-depth guide on content marketing for hotels to learn more.

Optimizing Website Content for Local Search

With content optimization, the goal is to create content that aligns with the needs and desires of your target audience so you can rank better in the search engine.

Some of the best ways to optimize your current content include:

• Strategically incorporating keywords found during your research
• Optimizing your header tags for scannability
• Creating a concise and descriptive URL structure
• Implementing a strong internal linking strategy
• Backing up any factual claims with data and citations

5. Use Schema Markup and Landing Pages to Boost Local SEO

Schema markup is structured data that helps search engines better understand your hotel’s website content. 

For hotels, the local business markup is especially important as it highlights essential information such as your business name, address, phone number (NAP), and operating hours.

To further boost your local search results, you can pair schema markup with location-specific landing pages. By crafting informative and engaging pages optimized with relevant keywords, you can:

• Improve local search rankings: Optimize pages with location-specific keywords to rank higher in search results for relevant queries.
• Enhance user experience: Provide visitors with location-specific information, such as hours, contact details, and directions, making it easier for them to find and engage with your business.
• Increase conversions: Tailor your messaging and calls to action to the specific needs and interests of your local audience.
• Build local authority: Demonstrate your commitment to the community and establish your business as a trusted local resource.

Together, schema markup and targeted landing pages improve search rankings, enhance user experience, and drive more direct bookings.

6. Ensure Your Website is Fully Optimized for Mobile Users

Google’s main mission is to create a top-notch search experience for consumers. When around 58% of people surf the web on mobile, it’s clear why having an optimized mobile site is key.

If your site isn’t intuitive or easy to navigate via mobile devices, it’ll likely drop in search rankings.

We recommend finding ways to embed mobile-friendly multi-media content on each local page to increase your site’s emphasis on multi-source results and visual engagement, as it increases your chances of showing up on Google’s ever-changing result displays.

Building a local on-page SEO strategy can be a complex process with a lot of moving pieces.

Rather than leaving your efforts up to chance, Let our team here at Mediaboom pave the way for success with our years of experience in SEO for hospitality. Get in touch today.

7. Build Quality Local Backlinks to Increase Credibility

Local SEO for hotels isn’t limited to optimizing your own website.

In many cases, having a local link-building strategy can be your ticket to credibility and relevancy.

While internal linking can be helpful for creating a relevant, navigational spiderweb for your website, for local SEO, it’s important to focus on backlinks.

Backlinks are made to take your site’s visitors to other external sites. The key here is obtaining backlinks from trusted sites to increase your hotel’s credibility and referral traffic.

More importantly, local backlinks from prominent local businesses can be used as an endorsement for your hotel.

There are many ways to generate high-quality backlinks, including:

• Link-building campaigns
• Social media campaigns
• Guest blogging
• Directory listings
• Content syndication

Let our team here at Mediaboom help you develop a custom backlink strategy and increase your leads. Get in touch with us today to learn more.

8. Build and Maintain Consistent Local Citations

Local citations are the online mentions of your hotel’s name, address, and phone number (NAP) across the web.

They are a fundamental component of local SEO, acting as digital breadcrumbs that guide search engines to your business.

• Consistency is key. Ensuring your NAP information is identical across all online platforms is crucial. Inconsistent NAP data can confuse search engines and negatively impact your local rankings.
• High-quality citations on authoritative websites can significantly boost your hotel’s credibility and local search visibility. Aim to build citations on platforms relevant to your industry, such as travel directories, review sites, and local business listings.
• Regular monitoring is essential to identify and correct any citation errors. Tools and services can help streamline this process, ensuring your NAP information remains accurate and consistent.

By investing time and effort in building a robust local citation profile, you can enhance your hotel’s online reputation, improve search engine rankings, and attract more local guests.

9. Encourage and Manage Guest Reviews

Over 70% of consumers read reviews before making a purchase decision. However, even beyond having a positive influence on guest decisions, they can also greatly influence your search rankings.

Encourage feedback from your guests by following up after their stay with personalized thank-you emails.

Regardless of the reviews they leave, both positive and negative, respond to each one personally to show others who are browsing your reviews that you value feedback and are committed to improvement.

If you don’t have the bandwidth or resources to manage your local reviews, consider using some of the many excellent hotel review management tools to stay on track.

10. Track Local SEO Performance and Adjust Your Strategy

To ensure your local SEO efforts deliver results, it’s crucial to track key metrics and refine your approach based on data.

Key Metrics to Monitor

Focus on these essential metrics to measure success:

• Local Search Rankings: Where your hotel ranks for targeted keywords.
• Organic Traffic: How many visitors find your website through search engines.
• Click-Through Rate (CTR): How often users click your site in search results.
• Bounce Rate: The percentage of visitors leaving without interaction.
• Conversion Rates: How many visitors complete actions, like booking a room.

Monitoring these indicators will help you identify strengths and areas for improvement.

Use Google Analytics and Search Console to track:

• High-intent keyword rankings
• Local organic traffic from affluent regions
• Booking conversion rates from premium searches

These insights allow our team to refine and elevate your SEO efforts, ensuring you remain the top choice for luxury travelers.

Adjust Based on Data

With insights in hand, refine your strategy by identifying high-performing keywords and optimizing your content to target them. Focus on improving underperforming pages to reduce bounce rates and increase engagement while prioritizing pages that drive the most traffic to maximize conversions.

By consistently tracking performance and making data-driven adjustments, you’ll improve your local search rankings, attract more guests, and boost direct bookings.

At Mediaboom, we craft data-driven local SEO strategies for hotels that evolve with search trends, Contact us today to talk about boosting your bookings today.

Local SEO Tips for Hotels

To maximize your hotel’s visibility in local search results and outshine the competition, integrating expert-level tactics into your Local SEO for hotels strategy is essential. These local SEO for hotel tips will help refine your efforts and ensure you capture the attention of travelers searching for accommodations in your area.

1. Target ‘Near Me’ Searches

Today’s travelers often search using terms like “luxury hotels near me” or “best hotels near [destination].” Optimizing your site with these keywords in mind, especially in titles, meta descriptions, and headings, can dramatically improve your presence for high-converting search queries.

2. Create Local Event and Attraction Pages

Go beyond listing amenities, develop content around local attractions, seasonal events, and insider travel tips. For example, a page titled “Top Things to Do Near Our Hotel in Aspen” not only helps your SEO but also provides value to potential guests planning their trip.

3. Utilize Local Business Partnerships

Build relationships with local restaurants, boutiques, and tour operators, and request backlinks to your site from their websites. Cross-promotional content or co-hosted events can also lead to more mentions online, strengthening your local authority and increasing referral traffic.

4. Submit Your Hotel to Local Directories

Make sure your hotel is listed in top-tier travel and local business directories like TripAdvisor, Yelp, and the Better Business Bureau. Don’t forget niche platforms specific to your region or hospitality niche. Ensure all listings are complete, optimized with keywords, and consistent with your NAP data.

5. Highlight Local Awards and Press Mentions

If your hotel has received accolades or has been featured in local publications, showcase these on your website. Create a “Press & Awards” page and include schema markup to give search engines clear context about your hotel’s reputation and authority.

6. Localize Social Media Engagement

Actively engage with your local community and guests on platforms like Instagram and Facebook. Use geo-tagged posts, location hashtags, and stories featuring nearby landmarks to connect your brand to your city or neighborhood in the minds of users and search engines alike.

7. Integrate Google Maps on Your Contact Page

Embed a responsive Google Map on your contact or location page. This not only improves user experience but also enhances your local relevance in the eyes of search engines. Add landmarks or proximity statements like “5 minutes from [famous location]” to further contextualize your location.

By applying these local SEO tips, your hotel can solidify its online presence, capture more qualified traffic, and convert more travelers into direct bookings, all while reinforcing your brand’s prominence in your community.

Top Keywords Potential Hotel Guests Use

Understanding what your future guests are typing into search engines is crucial for creating a powerful Local SEO for Hotels strategy. These keywords reflect searcher intent and help you craft content that speaks directly to your audience’s needs.

Common Search Phrases Include:

• “Luxury hotels in [City Name]”
• “Best boutique hotels near [Landmark or Attraction]”
• “Pet-friendly hotels in [City Name]”
• “Hotels with spa in [Region]”
• “Romantic getaways in [City Name]”
• “Downtown [City Name] hotels with parking”
• “Beachfront resorts near [Location]”

Why These Keywords Matter:

These long-tail, location-specific search terms reveal the specific desires of potential guests, from amenities and ambiance to proximity to attractions. Optimizing for these keywords not only improves your visibility but also connects you with guests actively looking to book.

How to Leverage These Keywords:

• Use them naturally in your website copy, blog articles, FAQs, and service pages.
• Incorporate them into meta titles, descriptions, and alt tags for images.
• Tailor landing pages around top-performing phrases to maximize conversions.

By targeting the exact phrases your ideal guests are searching for, you create stronger alignment between your online presence and their booking intent, leading to more direct reservations and greater profitability.

Our Success Story

Marina Inn at Grandes Dunes

Mediaboom partnered with Marina Inn at Grande Dunes to boost their local SEO strategy and strengthen their online visibility in the competitive Myrtle Beach hospitality market.

The Challenge:
Marina Inn faced difficulties standing out in a crowded market and needed to improve their local search presence to attract more potential guests and increase direct bookings.

Our Approach:
We developed a tailored local SEO strategy, focusing on:

• Targeting location-specific keywords to reach their ideal audience.
• Optimizing on-page website content to align with search intent.
• Enhancing their Google Business Profile to increase visibility in local searches.

The Results:
Our strategy delivered impressive results, including a significant increase in organic traffic, improved search rankings, and a surge in direct bookings. Marina Inn is now firmly established as a leading resort in Myrtle Beach, attracting more guests and reducing reliance on third-party booking platforms.

JW Marriott

Mediaboom partnered with JW Marriott to elevate its presence through targeted local SEO for hotels, helping one of the most recognized names in luxury hospitality stand out in a competitive urban market. The goal was to boost visibility in local search results and drive more direct traffic through powerful, organic strategies.

The Challenge:
JW Marriott was facing stiff competition from both boutique hotels and third-party booking platforms. The goal was to strengthen their position in local search and increase direct bookings by reducing dependency on intermediaries.

Our Approach:
We crafted a tailored local SEO strategy focused on:

• Optimizing the website for location-specific and brand-relevant keywords.
• Enhancing the Google Business Profile to improve local search visibility.
• Creating localized landing pages targeting high-conversion search terms.
• Implementing structured data and schema markup for better SERP appearance.

The Results:
This focused effort resulted in a substantial increase in organic traffic, improved rankings in Google’s local pack, and a rise in direct booking conversions. The JW Marriott property now maintains a dominant presence in local search, reinforcing its brand authority and appeal to high-intent travelers.

FAQs

Do you have more questions?

Feel free to reach out to us if you have any more questions or need further assistance with your local SEO strategy. We’re here to help you optimize your online presence and achieve your business goals.

Partner with a Specialized Hotel Marketing Agency

Local SEO is no longer optional for hotels, it’s essential. 

By claiming and optimizing your Google Business Profile, targeting local keywords, creating localized content, building quality backlinks, and encouraging guest reviews, hotels can significantly improve visibility, attract high-intent travelers, and secure more direct bookings. Leveraging a hotel marketing agency ensures your local SEO efforts are tailored to both search engine algorithms and traveler intent, driving sustainable growth in direct bookings.

The hospitality market is highly competitive, but with a strong local SEO strategy, your property can stand out right where it matters most, on the screens of travelers ready to book.

Ready to put these tactics into action and boost your hotel’s bookings? Contact Mediaboom today to schedule a free consultation and improve your hotel’s local SEO strategy.