SEO for Hotels.

Start with your own name. Make sure your site, not an OTA listing, is what a guest lands on when they search your hotel by name, and get the Google Business Profile matching it exactly with real hours, rooms and current photographs. Then build a page for each genuine search: dog-friendly rooms, family rooms, somewhere to stay near a particular venue or beach. Then write about the area itself, because that’s where you catch people before they’ve picked a hotel.

The ones with a booking behind them. Your hotel’s name plus the town, “hotel in [town]”, “dog-friendly hotel [town]”, “hotel near [the venue or landmark that brings people here]”, and the rooms you actually want to fill midweek. Broad terms like “luxury hotel UK” look flattering in a report and won’t fill a room. We’d rather have twenty specific pages that each bring a handful of the right enquiries.

It’s moved, not died. On travel searches Google’s hotel panel and the ads take the top of a phone screen, so the win has shifted towards your brand search, your Google Business Profile, and content about the area. AI summaries are read by most UK adults now, and Google’s position is that a page only has to be indexed and eligible for a snippet to be quoted. Useful, specific pages still do the work. Volume for its own sake doesn’t.

It’ll draft you a page in seconds, and that’s the problem. Batches of thin, templated pages published at scale are a documented enforcement pattern, and a site-level reassessment after a core update takes months to recover from. What a model can’t do is know what your rooms actually smell like on a wet October morning, or which pub takes dogs. Use it to speed up the writing, not to decide what’s worth writing.