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What is local SEO?

Local SEO is the process of optimizing your online presence so that search engines surface your property for location-based searches. Think of search terms like:

• "hotels near me"
• "best hotel near [destination]"
• "best boutique hotel in [city]"
• "family-friendly hotels [destination]"

These trigger Google's "local pack" – the map listings and top results that travelers see first. If your property isn't optimized, you risk being invisible in the very moment a guest is deciding where to book.

Want the bigger picture? Check out our full SEO guide for hotels.

Why is local SEO important for hotel businesses?

Local SEO isn't just a nice to have – it's essential. By targeting location-specific keywords, you can improve search visibility and bookings, connect with potential guests, and boost your brand's trustworthiness.

1. Improve search visibility

When your target audience searches for accommodation in your area, you want your property to appear in those crucial top results. Targeting location-specific keywords like "luxury hotel in [city]" or "boutique hotel + [city name]" increases your chances of ranking where it counts in the search engine results page (SERP).

2. Connect with potential guests

Local SEO is a direct line to potential customers actively looking to book nearby. That means more visibility for your direct booking channels and fewer missed opportunities to OTAs or competitors.

3. Build trust and credibility

Positive reviews on your Google Business Profile or TripAdvisor listing act as powerful social proof. A strong local presence signals that your hotel is both established and guest-approved. And as we all know, most people base their buying decisions on positive reviews.

Local SEO vs. on-page and off-page SEO

Local SEO overlaps with traditional SEO but has its own focus.

• On-page SEO: optimizing your website (keyword research, content optimization, schema markup, mobile-friendliness, loading times). Increasingly, this also means optimizing your content for AI-driven search.
• Off-page SEO: activity beyond your site (link-building, PR, social media, brand mentions). Local SEO fits here too, through local citations, backlinks, and reputation management.

In short, local SEO ties your digital presence to your physical location – the bridge between online search and a real-world stay.

10 tips to improve local SEO for hotels

Ready to optimize? Here are ten practical ways to boost your property's visibility and capture more direct bookings using local SEO for hotels.

1. Set up and optimize your Google Business Profile

To start, head over to your Google Business Profile (previously known as Google My Business). If the listing has already been created, you can click "claim", if not, you can create a new listing.

Make sure your information is accurate and includes details like: hotel name, address, phone number, website, and business hours. Add high-quality photos of your hotel and nearby location, a direct booking link, and location-specific keywords, e.g., "boutique hotel in [city]".

If you're not sure where to start with short-tail and long-tail keyword research, tools like Google Keyword Planner can help.

2. Keep your NAP consistent

NAP stands for name, address, and phone number. These details should be identical across your website, Google profile, OTAs, directories, and social media channels. Inconsistencies confuse both search engines and guests.

3. Get listed in local directories

Local directories like TripAdvisor, Yelp, local tourism boards, and even your city's Chamber of Commerce can provide valuable backlinks and visibility. The more relevant places your property appears, the stronger your local authority becomes.

4. Practice smart link-building

Google rewards credible sites with strong backlinks. Contribute guest posts, partner with local businesses, or secure mentions in travel publications to build your hotel's authority.

5. Add schema markup to your hotel website

Schema helps search engines understand your property details, like location, pricing, or amenities, so they can display rich snippets in results. This small technical tweak can improve visibility and increase click-through rates in the SERPs.

6. Conduct local keyword research

Optimizing for local keywords is essential for local SEO for hotels. Identify keywords travelers actually use. Go beyond "hotel in [city]" and target long-tail searches like "pet-friendly boutique hotel near [landmark]" to stand out from your competitors.

Top keyword research tools for hotels include:

• Ahrefs
• Semrush
• Moz Keyword Explorer
• Ubersuggest
• Google Keyword Planner
• Google Trends

7. Develop a local content strategy

Your content strategy also plays an important role in local SEO for hotels. Publishing content that highlights your destination helps you rank and connect with travelers earlier in their journey. Write blog posts about local events, restaurant guides, or "top things to do" lists that feature your neighborhood so that you can target keywords with local intent.

8. Optimize for mobile search

With most searches happening on smartphones, your website needs to be mobile-friendly, fast-loading, and easy to book from. A clunky site will push travelers back to OTAs or competitors.

9. Encourage and respond to online reviews

Invite guests to leave online reviews via checkout emails or in-room QR codes. Then, respond thoughtfully to each guest review – whether feedback is glowing or critical. Engaging with reviews shows prospective guests that you care.

10. Track and measure your results

Tracking your metrics helps you refine your local SEO strategy and prove ROI. Use tools like Google Analytics, Google Search Console, and your Business Profile insights to monitor website traffic, bounce rates, clicks, conversion rates, and keyword performance.

Turning visibility into bookings

Improving your local SEO puts your hotel on the digital map. But search visibility is just the first step – what really matters is conversion. Once guests land on your site, they expect a smooth, intuitive booking experience.

That's where the Mews Booking Engine comes in. With mobile-first design, customizable imagery, and a seamless checkout flow, it helps you capture more direct bookings and stand out in local search results.

Because being discoverable online is important. But giving guests an effortless way to book is what truly drives revenue.

Want to know which hospitality metrics you should be tracking?

Download our guide "The Metrics that Matter"