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HOTEL SEO

SEO for Hotels

The uncomfortable truth about hotel SEO is that Booking.com and Expedia usually outrank independent hotels for their own name, let alone generic searches. Good hotel SEO is largely about clawing back the direct bookings those platforms take a cut of every time.

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We rank behind Booking.com for our own name. This is more common than most hoteliers realise, and it’s usually fixable with the right technical and content foundations.

Guests find us through platforms and never come back direct. Content that gives people a reason to book direct, better rates, local knowledge, a personal touch, helps shift that balance over time.

Our site looks dated next to the platforms. A clean, fast, mobile-friendly booking experience matters more than most hoteliers assume when it comes to winning that direct booking.

Related reading: How to hire an SEO consultant · What SEO actually costs in the UK

What's included

What you get

Direct booking-focused content

Content and page structure built to win the “book direct” case, room pages, local guides, and offers that give people a genuine reason to book with you instead of through a platform taking a commission.

Local and "things to do" SEO

Capturing the searches people make before they’ve decided where to stay, local attractions, events, and area guides, and pointing that demand toward your booking page.

Google Business Profile and Google Hotel listings

Getting your Business Profile and Google Hotel Ads presence properly set up, since this is often the first thing people see even before organic results.

Trust-focused content

Reviews, photography context, and honest descriptions that help people choose confidently, rather than defaulting to a platform they already trust.

Technical SEO

A fast, mobile-friendly booking flow. Slow sites lose bookings directly to whichever platform loads faster.
Get a free SEO audit

8+ years of SEO experience — no obligation.

How it works

How this engagement starts

Step 1

Website audit

A full audit of your current site, rankings, and where you're losing bookings to platforms, ranked by impact.

Step 2

Consultation

A call to understand your property, your guests, and what a good direct booking actually looks like for you.

Step 3

Personalised SEO proposal

A proposal covering deliverables, timelines, and pricing, built around your property rather than a generic hospitality template.

Proof, not promises

Copper pipe manufacturer: +1,003% organic visitors

Read the case study →

FAQ

Questions people ask before we start

Can SEO actually beat Booking.com and Expedia?

For your own hotel name and local searches, yes, that’s realistic and worth prioritising first. For broad, generic searches against every platform at once, it’s a longer, harder fight. I’ll be honest about which battles are worth having.

How much does SEO cost for an independent hotel?

Expect to invest at least £1,000 a month for work that actually moves rankings, covering technical fixes, content, and local optimisation. It’s worth weighing against the commission you’re currently paying platforms.

Can you help with reviews across multiple platforms?

I focus primarily on Google, since that’s what drives organic search, but a genuine, consistent review strategy across platforms supports both direct bookings and your platform listings.

How soon can I expect results?

Local visibility improvements can show up within weeks. Ranking above major platforms for competitive terms typically takes longer, several months of consistent work.

Guides

Ecommerce SEO guides

Why your Search Console 'indexed pages' number is probably lying to you

Why Search Console's indexed-page count doesn't mean what most ecommerce store owners assume, the noindex-versus-crawled distinction that explains most of the confusion, and how to read the report properly.

SEO for discontinued products: don't just delete the page

What to actually do with a discontinued ecommerce product page. The redirect decision tree, when to keep a page live, and why deleting outright throws away accumulated SEO value.

The ecommerce Black Friday SEO checklist (start now, not in November)

A practical Black Friday and peak-season SEO checklist for ecommerce stores. What to prepare months in advance, what changes on the day, and the mistake that costs stores the most traffic every year.

Reclaiming lost backlinks after a redesign or migration (before someone else does)

How to find and recover the backlinks an ecommerce site loses during a redesign or migration, and why an unclaimed broken backlink is a genuine competitive opportunity, not just lost equity.

Measuring ecommerce SEO ROI in GA4 (without lying to yourself)

How to measure ecommerce SEO ROI properly in GA4. Fixing the direct-traffic inflation problem, setting up revenue-based attribution, and reporting numbers a founder can actually trust.

JavaScript SEO for ecommerce: what Googlebot actually sees on your site

How client-side rendering can quietly hide ecommerce content from Google, why prerendering fixes it, and how to check what Googlebot actually sees on your own product and category pages.

Other ways I can help

B2B SEO Consultant

SEO built around how B2B buyers actually research and decide, not a consumer-purchase playbook.

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We're getting traffic, but visitors aren't converting — and we don't fully trust our GA4 data either.

Ecommerce SEO

More organic traffic that actually turns into revenue, not just visits.

Ecommerce SEO Audit

Find out exactly where you're losing sales to competitors, and what to fix first.

Ecommerce SEO Consultant

SEO for online stores that accounts for how ecommerce platforms actually work, not a generic checklist with a shopping cart bolted on.

Freelance SEO Consultant UK

Practical SEO that helps you get found by the people already looking for what you sell.

Freelance SEO Content Writing Services

Gripping content that helps you climb the rankings and win new business.

Magento SEO Consultant

SEO built around how Magento actually works, layered navigation, multi-store setups, and all.

SaaS SEO Consultant

SEO built around how SaaS buyers actually research, compare, and trial before they pay.

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SEO for Travel Companies

SEO built around the long research journey people go through before booking travel.

SEO Writing Agency

Content that ranks and reads like a person wrote it, because one did.

Shopify SEO Consultant

SEO built around how Shopify actually works, collections, variants, apps, and all.

WordPress SEO Consultant

SEO for WordPress sites that accounts for the platform, not a generic checklist.

Ready to talk?

No sales pitch, just a straight conversation about your SEO.

Get a free SEO audit

8+ years of SEO experience — no obligation.