Skip to main content

Local search engine optimization (SEO) is an important digital marketing tactic for hotels striving to attract more guests and stay competitive. With travelers increasingly turning to online searches to find accommodation, mastering local SEO can significantly boost a hotel’s visibility, drive more bookings, and enhance overall revenue. Why? It can be a way to bypass the OTA’s in the search engine results pages that have map packs displayed. This effectively gives you two opportunities to acquire the guest directly instead of via 3rd parties. 

This comprehensive guide will go into the essentials of local SEO for hotels, covering everything from keyword research and website optimization to Google My Business (GMB) management and local content marketing. By implementing the strategies outlined here, hotel owners and marketers can effectively dominate local search results and ensure their properties are top-of-mind for potential guests.

Understanding Local SEO for Hotels

What is Local SEO?

Local SEO refers to the process of optimizing a business’s online presence to attract more business from relevant local searches. These searches occur on Google and other search engines. For hotels, local SEO involves enhancing the hotel’s online visibility so that it appears prominently when potential guests search for accommodations in a specific location.

How Local SEO Differs from Traditional SEO

While traditional SEO focuses on improving a website’s visibility on a national or global scale, local SEO is more geographically targeted. It emphasizes optimizing a business’s online presence for location-based searches. This involves strategies like creating local content, managing local business listings, and acquiring backlinks from local websites. For hotels, this means focusing on attracting travelers searching for lodging in specific areas.

The Importance of Local SEO for the Hospitality Industry

For hotels, local SEO is not just beneficial; it’s essential. Travelers often search for hotels when they are already on the move or planning a trip. By appearing at the top of local search results, hotels can capture these high-intent searchers and convert them into guests. Effective local SEO can lead to higher occupancy rates, increased direct bookings, and reduced reliance on third-party booking platforms.

Keyword Research for Hotel Local SEO

How to Conduct Keyword Research for Local SEO

Keyword research is the foundation of any successful SEO strategy. For local SEO, this involves identifying keywords that potential guests use when searching for hotels in your area. Start by brainstorming a list of relevant keywords, including specific locations and amenities. Use tools like Google Keyword Planner, SEMrush, and Ahrefs to expand this list and find related keywords with high search volumes.

Tools for Keyword Research

– Google Keyword Planner: Provides insights into the search volumes and trends for various keywords.

– SEMrush: Offers comprehensive data on keyword difficulty, search volume, and competitive analysis.

– Ahrefs: Helps identify keyword opportunities and analyze competitor keywords.

Note: There are other strategies the hotel SEO experts at Ormi Media use, but our tactics are proprietary so if you want them used for your property you will have to engage our services.

Examples of Effective Local Keywords for Hotels

When conducting keyword research for hotels, focus on combining hotel-related terms with local modifiers. Here are some examples:

– “Boutique hotel in [City]”

– “Luxury hotel near [Landmark]”

– “Affordable hotels in [City]”

– “Pet-friendly hotels in [Neighborhood]”

– “Hotels with free parking in [City]”

By targeting these specific keywords, hotels can attract more relevant traffic and improve their chances of converting visitors into guests. It should go without saying that adding phrasing like “near me” isn’t actually going to help you, but I have seen people making this mistake. It can actually take away your location based visibility and do more harm than good.


Optimizing Your Hotel Website for Local Search

On-Page SEO Strategies

Optimizing your hotel’s website for local search involves several on-page SEO techniques. These include optimizing title tags, meta descriptions, header tags, and content to include local keywords.

Title Tags and Meta Descriptions

Title tags and meta descriptions are crucial for both SEO and user experience. Ensure that each page on your website has a unique title tag and meta description that includes relevant local keywords. For example:

– Title Tag: “Luxury Hotel in Downtown [City] | [Hotel Name]”

– Meta Description: “Experience luxury and comfort at [Hotel Name], located in the heart of downtown [City]. Book your stay today and enjoy top-notch amenities and service.”

Header Tags (H1, H2, H3)

Header tags help search engines understand the structure and content of your website. Use H1 tags for main titles, H2 tags for subheadings, and H3 tags for further subdivisions. Incorporate local keywords naturally within these headers.

Keyword Optimization Within Content

Integrate local keywords naturally throughout your website content. This includes page copy, blog posts, and landing pages. Avoid keyword stuffing, which can negatively impact user experience and SEO performance.

Image Optimization with Alt Tags

Image optimization with alt tags is a crucial aspect of local SEO campaigns for hotels and resorts, as it enhances the overall user experience and accessibility of your website. By optimizing images with relevant and descriptive alt tags, hotels and resorts can improve their visibility in search engine results, particularly for users searching for local accommodations.

Alt tags, or alternative text, provide a textual description of an image, which is displayed when the image cannot be rendered or when a user is using a screen reader or other assistive technology. In the context of hotels, alt tags should accurately describe the image’s content, such as a room type, amenity, or hotel exterior. This not only aids search engine crawlers in understanding the image’s relevance but also ensures that visually impaired users can comprehend the content.

In 2024, with the increasing emphasis on web accessibility and inclusivity, it has become even more important to optimize alt tags for people using screen readers. Screen readers are assistive technologies that convert digital content, including images, into audible or tactile formats, enabling users with visual impairments to navigate and interact with websites effectively. By providing descriptive and accurate alt tags, hotels can create an inclusive experience for all users, regardless of their visual abilities.

Optimizing alt tags can contribute to improved user engagement and conversions. When users, including those with visual impairments, can easily understand the content of images, they are more likely to find the website informative and user-friendly, potentially leading to increased bookings and brand loyalty.

Mobile Optimization

With the majority of travelers using mobile devices to search for hotels, having a mobile-friendly website is essential. Ensure your site is responsive, loads quickly on mobile devices, and provides a seamless user experience across all screen sizes.


Website Loading Speed

A fast-loading website enhances user experience and can positively impact your search rankings. Use tools like Google PageSpeed Insights to analyze your site’s speed and implement recommended improvements, such as optimizing images and leveraging browser caching.


Google My Business (GMB) Optimization

Google My Business (GMB) is a critical component of local SEO, providing hotels with an effective platform to manage their online presence on Google Search and Maps. Optimizing your GMB listing can greatly enhance your visibility and attract more bookings.


Setting Up and Claiming Your GMB Listing

If you haven’t already, start by claiming your Google My Business listing. Follow these steps:

  1. Visit the Google My Business website and sign in with your Google account.
  2. Enter your business name and address. Make sure to use the exact name and address as they appear on your website and other listings.
  3. Verify your business. Google will send a postcard with a verification code to your business address. Enter this code to complete the verification process.


Optimizing GMB Profile

Once your GMB listing is claimed and verified, optimize it by ensuring all information is accurate and up-to-date.


NAP Consistency

Ensure that your Name, Address, and Phone number (NAP) are consistent across your GMB listing and other online platforms. Inconsistencies can confuse potential guests and harm your local SEO efforts.


Business Description

Write a compelling business description that includes relevant local keywords. Highlight unique selling points, amenities, and anything that sets your hotel apart.


“Located in the heart of downtown [City], [Hotel Name] offers luxury accommodations with stunning city views, top-notch amenities, and exceptional service. Whether you’re here for business or leisure, our hotel provides the perfect blend of comfort and convenience.”



Select appropriate categories for your hotel to ensure it appears in relevant searches. The primary category should be the most specific and descriptive of your business (e.g., “Luxury Hotel”), and you can add secondary categories to capture additional aspects of your services (e.g., “Conference Center”).


Photos and Virtual Tours

High-quality photos and virtual tours can significantly enhance your GMB listing. Include images of the exterior, interior, rooms, amenities, and any unique features of your hotel. This visual content helps potential guests get a better sense of what to expect and can influence their booking decisions.


Leveraging GMB Posts

Google My Business allows you to create posts to share updates, promotions, events, and news directly on your listing. Regularly posting relevant content can engage potential guests and keep your listing dynamic and up-to-date.


“Join us for a special wine tasting event this Friday evening! Enjoy complimentary samples from local vineyards and live music. Book your stay now and get exclusive access.”


Local Citations and Listings

Local citations are online mentions of your hotel’s NAP information. These citations help improve your local search visibility and rankings.

Importance of Consistent NAP

Maintaining consistent NAP information across all online platforms is crucial. Inconsistent information can lead to confusion and negatively impact your local SEO. Ensure your hotel’s name, address, and phone number are identical on your website, GMB listing, and other citation sites.

Key Local Citation Sites for Hotels

OTA’s are a necessary evil for hotels and resorts looking to grow their online presence, due to their sheer reach. The benefit here can be brand building, some referral bookings but it can also help your local SEO due to all of the location information contained in your listings.

Some key platforms include:

– Yelp: Create a detailed listing with photos and encourage guests to leave reviews.

– TripAdvisor: Optimize your listing with accurate information and respond to guest reviews.

– Ensure your profile is complete and engaging, with up-to-date photos and descriptions.

– Expedia: Provide detailed information about your hotel and highlight unique features.

How to Build and Manage Local Citations

Building and managing local citations involves continuously monitoring and updating your listings to ensure accuracy. Use tools like Moz Local, Yext, or BrightLocal to streamline this process and keep your citations consistent across the web.

Customer Reviews and Reputation Management

Online reviews play a crucial role in local SEO and can significantly impact your hotel’s reputation and booking rates.

Importance of Online Reviews for Local SEO

Positive reviews not only enhance your hotel’s reputation but also improve your visibility in local search results. Google considers review signals, such as review quantity, velocity, and diversity, as a ranking factor.

Strategies to Encourage Guests to Leave Positive Reviews

Encourage satisfied guests to leave positive reviews by:

– Asking Directly: Politely request reviews during check-out or via follow-up emails.

– Providing Exceptional Service: Ensure a memorable stay to naturally encourage positive feedback.

– Incentivizing Reviews: Offer small incentives, such as discounts on future stays, to guests who leave reviews.

How to Respond to Reviews (Both Positive and Negative)

Responding to reviews shows that you value guest feedback and are committed to improving their experience. Follow these tips:

– Positive Reviews: Thank guests for their feedback, personalize your response, and invite them to return.

– Negative Reviews: Apologize for any issues, address specific complaints, and offer solutions or compensation if appropriate. Maintain a professional and courteous tone.

Tools for Managing Online Reputation

Use online reputation management tools to monitor and respond to reviews across various platforms. Some useful tools include:

– ReviewTrackers: Tracks reviews from multiple sites and provides analytics.

– Offers comprehensive reputation management solutions.

– Google Alerts: Monitors mentions of your hotel online, allowing you to stay updated on guest feedback.


Local Content Marketing

Creating and promoting local content is an effective way to engage potential guests and improve your local SEO.

Creating Local-Focused Blog Content

Publish blog posts that highlight local attractions, events, and activities. This not only provides valuable information to potential guests but also helps your hotel rank for local search queries.


– “Top 10 Must-See Attractions in [City]”

– “A Weekend Guide to Exploring [City]”

– “Best Restaurants Near [Hotel Name]”


Utilizing Local News and Events to Create Relevant Content

Stay updated on local news and events and create content around them. This can attract local searches and position your hotel as a hub for community activities.


– “Upcoming Festivals in [City]”

– “How to Celebrate [Local Holiday] at [Hotel Name]”

Case Studies and Guest Experiences

Share stories of memorable guest experiences and case studies of successful events hosted at your hotel. This builds credibility and provides social proof.


– “A Dream Wedding at [Hotel Name]: Sarah and John’s Story”

– “How [Hotel Name] Made Our Corporate Retreat a Success”

Collaborations with Local Influencers and Businesses

Partner with local influencers and businesses to create content and cross-promote each other. This can expand your reach and attract more local visitors.


– “Exploring [City] with [Local Influencer]”

– “Exclusive Partnership: [Hotel Name] and [Local Business]”

Backlink Building for Local SEO

Building high-quality backlinks is a crucial aspect of local SEO. These backlinks signal to search engines that your website is authoritative and relevant.

Importance of Backlinks for Local SEO

Backlinks from reputable local websites can significantly boost your local search rankings. They act as endorsements, indicating to search engines that your hotel is a trusted and valuable resource in the local community.

Strategies for Earning Local Backlinks

Partnering with Local Tourism Boards

Collaborate with local tourism boards to get listed on their websites and participate in their promotional activities. These partnerships can provide valuable backlinks and increase your hotel’s visibility.


“Featured Hotel on [City] Tourism Board’s Website”

Sponsorships and Local Events

Sponsor local events and charities to build relationships and earn backlinks from event websites and local news outlets.


– “Proud Sponsor of [Local Event]: [Hotel Name]”

Guest Blogging on Local Sites

Contribute guest posts to local blogs and websites related to travel, hospitality, and community events. This not only earns backlinks but also positions your hotel as an authority in the local area.


– “Guest Post on [Local Travel Blog]: Top 5 Hidden Gems in [City]”

Analyzing Competitors’ Backlinks

Use tools like Ahrefs or SEMrush to analyze the backlink profiles of your competitors. Identify their high-quality backlinks and develop strategies to acquire similar links for your hotel.

Social Media and Local SEO

Social media plays a vital role in local SEO by increasing your hotel’s visibility and engaging with the local community. Effective social media strategies can drive traffic to your website, boost your local search rankings, and foster a loyal customer base.

Role of Social Media in Local SEO

Social media platforms help amplify your hotel’s presence and reach a broader audience. While social media signals (likes, shares, comments) are not direct ranking factors, they contribute to your overall online visibility and brand awareness, which can indirectly impact your local SEO.

Best Practices for Engaging Local Audience on Social Media

To maximize the benefits of social media for local SEO, focus on engaging with your local audience through targeted content and interactions.

Share Local Content

Regularly post content related to local events, attractions, and news. This not only provides valuable information to your followers but also positions your hotel as an integral part of the local community.

Example Posts:

– “Check out the amazing lineup at the [Local Music Festival] this weekend! Book your stay with us and enjoy exclusive discounts.”

– “Discover the hidden gems of [City] with our guide to the best local spots.”

Engage with Local Businesses and Influencers

Collaborate with local businesses and influencers to expand your reach and build valuable relationships. Tag them in your posts, share their content, and engage with their followers.


– “We’re thrilled to partner with [Local Restaurant] for an exclusive dining experience for our guests! Follow us for more details.”

Use Local Hashtags

Incorporate local hashtags in your posts to increase visibility among users searching for content related to your area. This helps attract potential guests who are interested in local events and activities.

Example Hashtags:

– [City]Events

– [City]Travel

– [City]Dining

Promote User-Generated Content

Encourage guests to share their experiences at your hotel on social media and tag your profile. Reposting user-generated content not only builds credibility but also engages your audience and fosters a sense of community.


– “We love seeing our guests enjoying their stay! Thank you @[Guest] for sharing this beautiful photo of our rooftop pool. GuestExperience”

Using Social Media to Promote Local Content and Events

Social media is an excellent platform for promoting your blog posts, events, and special offers. Share links to your local content and create event pages to generate interest and drive traffic to your website.


– “Planning a trip to [City]? Check out our latest blog post on the top 10 must-see attractions! [Link] TravelGuide Visit[City]”

Tracking and Measuring Local SEO Success

To ensure the effectiveness of your local SEO efforts, it’s crucial to track and measure your performance. By monitoring key metrics and analyzing data, you can make informed decisions and adjust your strategies for optimal results.

Key Metrics to Track

Local Rankings

Track your hotel’s rankings for local keywords to see how well you are performing in local search results. Use tools like Moz Local, BrightLocal, or SEMrush to monitor your local search rankings.

Organic Traffic

Analyze your organic traffic to understand how many visitors are finding your website through local searches. Google Analytics is a valuable tool for tracking organic traffic and identifying trends.

Conversion Rates

Measure the conversion rates of visitors who book a stay or complete other desired actions on your website. This helps you evaluate the effectiveness of your local SEO strategies in driving tangible results.

Customer Reviews and Ratings

Monitor the quantity and quality of customer reviews across various platforms. Positive reviews and high ratings can improve your local SEO and attract more guests.

Tools for Tracking Local SEO Performance

Use a combination of tools to get a comprehensive view of your local SEO performance:

– Google Analytics: Tracks organic traffic, user behavior, and conversions.

– Google Search Console: Provides insights into your search performance, including local queries and click-through rates.

– BrightLocal: Offers detailed reports on local search performance and competitor analysis.

How to Adjust Strategies Based on Performance Data

Regularly review your performance data to identify areas for improvement and adjust your strategies accordingly. Here are some steps to take:

  1. Analyze Trends: Look for patterns in your data to understand what’s working and what’s not.
  2. Identify Weaknesses: Pinpoint areas where your performance is lacking, such as low rankings for specific keywords or a high bounce rate on certain pages.
  3. Experiment and Optimize: Test new strategies and optimize existing ones based on your findings. For example, if certain keywords are underperforming, refine your content to better target those terms.
  4. Stay Updated: Keep abreast of changes in local SEO best practices and algorithm updates to ensure your strategies remain effective.

Future Trends in Local SEO for Hotels

The landscape of local SEO is in constant change, and staying ahead of emerging trends is key to maintaining a competitive edge. Here are some future trends to watch out for:

Voice Search and Its Impact on Local SEO

With the rise of voice-activated devices like Siri, Alexa, and Google Assistant, voice search is becoming increasingly popular. Hotels should optimize their content for voice search by focusing on natural language queries and long-tail keywords.


– “What are the best hotels near [Landmark]?”

– “Find pet-friendly hotels in [City]”

The Rise of Mobile-First Indexing for hotels and resorts

Google’s shift to mobile-first indexing means that the mobile version of your website is now the primary basis for indexing and ranking. Ensure your site is fully optimized for mobile devices, with a responsive design, fast loading times, and easy navigation.

Wrap up!

Local SEO is a powerful tool for hotels looking to attract more guests and stay competitive. By understanding the fundamentals of local SEO, conducting thorough keyword research, optimizing your website and Google My Business listing, and engaging with the local community through content marketing and social media, you can significantly enhance your online presence and drive more bookings.

Remember to continuously track your performance, adjust your strategies based on data, and stay updated on emerging trends to maintain your competitive edge. By implementing the comprehensive strategies outlined in this guide, your hotel can dominate local search results and achieve lasting success.

Ready to take your hotel’s local SEO to the next level? Contact us for a personalized consultation and discover how our expert SEO services can help you attract more guests and boost your bookings. Let’s work together to make your hotel the top choice for travelers in your area!