When travelers search for "boutique hotel near me" or "best spa in [city]," they see Google Maps results before anything else. Local SEO determines whether your property shows up, and how prominently.
Claim and Complete Your Google Business Profile
Your GBP is the foundation of local SEO. Ensure it includes:
- Accurate business name, address, phone (NAP)
- Correct category (be specific: "Boutique Hotel" not just "Hotel")
- Complete hours of operation
- High-quality photos (interior, exterior, rooms, amenities)
- Detailed business description with keywords
- All relevant attributes checked
Build Consistent Citations
Your business information should be identical across the web:
- TripAdvisor, Yelp, and review sites
- Travel directories
- Local business directories
- Industry-specific listings
- Social media profiles
Inconsistent NAP information across the web confuses search engines and hurts your rankings.
Encourage and Manage Reviews
Reviews are a top ranking factor for local SEO:
- Ask happy guests to leave reviews (in person, via email, with QR codes)
- Respond to every review, positive and negative
- Address negative feedback professionally and constructively
- Thank positive reviewers and mention specific details they shared
Create Location Specific Content
Help Google understand your relevance to local searches:
- Create pages for nearby attractions and "things to do"
- Write about local events your guests might attend
- Include neighborhood names and landmarks naturally
- Feature local partnerships and collaborations
Technical Local SEO
Don't forget the technical elements:
- Add LocalBusiness schema markup to your website
- Embed a Google Map on your contact page
- Include your address in the website footer
- Create location-specific landing pages if you have multiple properties
