Local hotel SEO: how to appear in 1st position on Google Maps?
In a sector as competitive as the hotel industry, local visibility has become a major factor in attracting new customers. Today, when travelers are looking for a hotel near their destination, Google Maps is often the first reflex. Being well positioned in this service can make all the difference. Local hotel SEO enables you to optimize this visibility to appear in 1st position on Google Maps, and so capture qualified traffic ready to book.
In this article, we explain why local SEO is crucial for hotels and how to implement an effective strategy. Finally, find out how Eliophot can help you maximize your local SEO.
Local SEO plays a key role in the visibility and traffic of hotels. Unlike traditional SEO, which focuses on national or international referencing, hotel local SEO targets the geolocated searches of Internet users, for example “hotel near [city]” or “hotel open this weekend in [neighborhood]”.
Google Maps is the preferred platform for users to quickly find a nearby hotel. A well-optimized Google Business Profile (formerly Google My Business), visible on the local map, significantly increases the chances of attracting booking visitors. In fact, according to several recent studies, over 75% of local searches result in a visit to a store or establishment within a day.
The Google Business Profile (GBP) is at the heart of local hotel SEO. It includes all the information visible on Google Maps: establishment name, address, telephone number, opening hours, photos, customer reviews and description. To be well referenced :
Fill in all the requested information accurately and consistently: make sure your establishment’s name, address and telephone number (NAP) are exact and identical on all platforms. Don’t forget the opening hours, website URL…
Add quality photos: highlight rooms, common areas and services with professional, up-to-date images. If possible, add a dozen or so. Beyond Google’s algorithm, don’t underestimate the importance of visuals in helping potential customers choose a hotel.
Write a clear and engaging description: naturally include keywords such as “hotel + destination, hotel + nearby activities” and variants to improve your visibility.
Regularly update special offers: this shows Google that your establishment is active and relevant. Or it could be as simple as replacing a photo from time to time, or updating your Google listing on opening hours, restaurant menu or spa menu, for example.
Use additional features: take advantage of attributes to indicate specific services (free Wi-Fi, parking, pets accepted) and publish posts to inform customers of new products or promotions. Likewise, be sure to integrate the main category (hotel) with the secondary ones (luxury hotel, spa hotel…).
Customer reviews play a crucial role in prospects’ decisions, and have a direct impact on Google Maps rankings. Encourage your satisfied customers to leave genuine reviews, and always respond professionally, even to negative comments. Active review management helps build trust and improve local hotel visibility.
Encourage reviews: solicit feedback from your customers via post-stay emails or SMS messages.
Respond to all reviews: show that you’re listening, which improves your image and SEO.
Include local keywords in your responses: this makes your listing more relevant to geolocalized searches.
Strategically integrating local keywords into your content and listings is essential. Use expressions such as “hotel + city”, “hotel + specificity”, “hotel + region”, “hotel + point of interest” or ” ” in the titles, descriptions and content of your website and GBP listing. This helps Google understand your catchment area and better position your hotel in local results.
Identify relevant keywords: use tools like Google Keyword Planner to discover the terms your potential customers are searching for.
Create localized content: write blog posts or specific pages highlighting local attractions, events or features.
Optimize your tags: integrate keywords into the titles, descriptions and alt tags of your images to reinforce the relevance of your site.
Citations are the presence of your establishment on local and specialized directories, as well as on other sites. Make sure that the NAP information (Name, Address, Phone) is strictly identical everywhere, with no errors or variations. This consistency strengthens Google’s trust in your establishment and optimizes your local hotel SEO.
Check your information regularly: use tools like Moz Local or BrightLocal to identify and correct inconsistencies.
Prioritize quality directories: list your establishment on recognized platforms relevant to your sector.
Watch out for unstructured mentions: pay attention to press articles or blogs mentioning your hotel, and make sure the information is correct.
In summary, to maintain your position on Google Maps, several best practices are recommended:
Create local content: write blog posts about nearby attractions or local events, to enrich your site.
Include a FAQ: answer travelers’ frequently asked questions, to improve user experience and SEO relevance.
Regularly update your Google Business Profile: add news, seasonal offers or events to show that your business is active.
Track your SEO performance: use specialized tools such as Google Analytics or Search Console to adapt your strategy according to the results.
Optimize your site for mobile: make sure your site is responsive and loads quickly, as a large proportion of local searches are done on smartphones.
Don’t underestimate Metasearch (Google Hotel Ads, Trivago, Kayak…):
Although some Metasearch offer free visibility, their full potential is expressed via paid advertising. By connecting your hotel to Google Hotel Ads via a channel manager or an OTA (Booking, Expedia…), you can appear in the pricing module of your Google listing and gain visibility and a higher conversion rate.
It’s perfectly normal to feel overwhelmed by the complexity of local SEO, or simply not have the time to devote to it fully.
It requires expertise and constant monitoring of algorithm developments. At Eliophot, we help hotels implement a complete local SEO strategy, from setting up and optimizing their Google Business Profile to creating relevant content.
We offer a personalized diagnosis of your local hotel SEO, advice tailored to your situation, and regular monitoring to maximize your visibility on Google Maps.
