Hotel website promotion: how to get your hotel to the top and increase bookings

Why is SEO promotion of hotels on the Internet a necessity?

Modern travellers search for hotels, apartments and guesthouses through search engines such as Google and Yandex. If your website is not at the top of the search results, customers will go to your competitors or book rooms through aggregators such as Booking.com and Ostrovok, paying high commissions.

Fact: 75% of users do not go beyond the first page of Google. If you are not there, you do not exist for customers!

What does SEO promotion of a hotel give you?

• More direct bookings — without aggregator commissions.
• Attracting tourists and business customers through search.
• Increased room occupancy even in the ‘low season’.
• Reduced advertising costs – free traffic from search engines.
• Increased brand trust – a website in the TOP is perceived as reliable.

What will we cover in this article?

• How to promote a hotel website on Google and Yandex?
• What SEO mistakes prevent you from getting direct bookings?
• How to get to the top, even when competing with Booking and aggregators?
• What SEO tools are most effective for hotels?
• How can an SEO agency help you increase room occupancy?

Features of SEO promotion for the hotel business

Promoting a hotel website is not just about setting up meta tags and adding keywords. The hotel business has its own specifics, and in order for a website to generate direct bookings, a number of factors must be taken into account.

Why does a hotel website need SEO?

• High competition. Your competitors are other hotels, hostels, and even apartments for rent.
• Aggregators (Booking, Ostrovok, Yandex.Travel) select traffic.
• Seasonality of demand – it is important to promote your business in such a way as to attract customers all year round.
• Booking decisions are made online – most travellers choose a hotel without even calling it.

Important: SEO promotion of a hotel allows you to receive direct bookings, reducing dependence on travel aggregators and advertising channels.

The main challenges of SEO promotion for hotels

Key problems faced by hotel owners in the online space:

• Lack of website indexing: search engines do not see some of the pages, which reduces visibility in search results.
• Slow loading speed: if the delay exceeds 3 seconds, most users leave the site.
• Ignoring local SEO: lack of optimisation for geo-queries (‘hotel in the centre of Moscow’, etc.) reduces reach.
• Duplicate pages: these arise due to incorrect URL settings, language versions, and filtering.
• Weak behavioural metrics: inconvenient navigation, lack of reviews, and low-quality visual content.

What is important to consider when promoting a hotel?

• Local SEO: registration with Google My Business, Yandex Business, 2GIS, working with reviews.
• High loading speed: image compression, code minimisation, caching.
• High-quality content: SEO-optimised descriptions of rooms, promotions, services, blog.
• Responsive design: the website should be convenient on mobile devices.
• Focus on behavioural factors: convenient navigation, reviews, quick booking forms.

Conclusion: without SEO, your hotel will lose customers

• You will lose out to competitors and aggregators.
• A website without SEO will not generate an increase in direct bookings.
• Customers simply won’t find you in search results.

Key stages of SEO promotion for a hotel website

Promoting a hotel website involves comprehensive work on the website, content, links and behavioural factors. To get your website to the top of the search results and receive direct bookings, it is important to follow an SEO strategy closely.

SEO audit and competitor analysis

Before starting promotion, you need to audit the website and study your competitors.

What does an SEO audit include?

• Checking the indexing of the website (Google Search Console, Yandex Webmaster).
• Analysing errors on the website (broken links, duplicates, redirects, speed).
• Checking meta tags, headings, structure.
• Evaluating the usability of the website (mobile version, ease of booking).

Competitor analysis:

• What keywords do they use?
• How are their room and service pages designed?
• Where do they get their links?
• What content do they have (blog, reviews, videos)?
• Technical SEO optimisation

Main technical work:

• Optimisation of robots.txt, sitemap.xml.
• Setting up human-readable URLs (URL structure): hotel.com/page?id=456 → hotel.com/rooms/lux
• Improving loading speed (image optimisation, caching).
• Checking the mobile version.

Keywords and semantic core

Important: the hotel business depends on geo-queries (‘hotel in the centre of Sochi’, ‘hotel near Kievskaya metro station’).

Which keywords to use?

• High-frequency: ‘hotel Moscow’, ‘hotel by the sea’.
• Medium-frequency: ‘hotel in the centre of Kazan’, ‘hotel with a swimming pool’.
• Low-frequency (conversion): ‘book a room in a hotel in St. Petersburg’, ‘hotel with parking in Adler’.

Content marketing: SEO-optimised texts

What needs to be optimised?

• Hotel and room descriptions – unique text with keywords.
• Services pages – restaurants, conference rooms, spa, transfer.
• Blog – articles about attractions, routes, tips for travellers.
• Customer reviews – the more reviews, the higher the trust.
• Local SEO: Google My Business and Yandex Business

Where to register your hotel?

• Google My Business – the hotel will appear on Google Maps and in local search results.
• Yandex Business – the Russian equivalent of Google My Business.
• 2GIS, TripAdvisor, Flamp – directories that improve the visibility of your hotel.

How to improve local SEO?

• Add photos, videos, 360° tours.
• Regularly update promotions and special offers.
• Work with guest reviews.

External SEO optimisation: links and social networks

Where to get links to promote a hotel?

• Registration in tourist directories (TripAdvisor, Ostrovok, Turbiznes, Travel.ru).
• Posting guest articles on travel blogs.
• Mentions on forums, Reddit, VK, Facebook groups.

Conclusion: what is important in hotel SEO promotion?

• Technical optimisation – eliminating errors, speeding up the website.
• High-quality content – room descriptions, blog, reviews.
• Local SEO – registration with Google My Business, Yandex Business.
• Link promotion – travel catalogues, blogs, social networks.

Advertising a hotel online: how to supplement SEO with paid traffic?

SEO promotion brings a steady stream of customers in the long term, but if you need to quickly increase room occupancy, it is worth connecting paid promotion channels.

Contextual advertising (Google Ads, Yandex.Direct)

Contextual advertising is ads that appear in Google and Yandex search results for targeted queries (e.g., ‘hotel in the centre of St. Petersburg’).

Advantages of contextual advertising for hotels:

• Quick results – advertising starts working on the day it is launched.
• Flexibility – you can change your budget and test different ads.
• Location targeting – ads are displayed in the desired city/region.
• Pay-per-click – you only pay for clicks to your website.

Disadvantages of contextual advertising:

• Expensive cost per click in the tourism sector.
• If you turn off advertising, traffic disappears immediately.
• Requires competent configuration (otherwise the budget will be wasted).

Targeted advertising on social media (Instagram, VK, Telegram, Facebook)

Targeted advertising allows you to show ads to people who are likely to book a hotel (for example, travellers looking for a holiday in Sochi).

How can you target your audience?

• By geolocation – show ads to residents of a specific city or tourists visiting the region.
• By interests – people who follow travel bloggers or travel groups.
• By behaviour – those who searched for tickets or viewed hotel websites.
• Remarketing – catch up with users who visited your website but did not book a room.

Advertising formats for hotels:

• Instagram/VK stories and feed – attract attention with bright photos of rooms.
• Advertising on Telegram channels – placement in tourist public groups.
• Video ads – mini-reviews of hotels with their advantages.

Promoting your hotel through Google My Business and Yandex Business

• Your hotel listing on Google and Yandex is a powerful tool for attracting guests.
• The higher your rating and the more reviews you have, the more trust you inspire!
• The ‘Book a room’ feature is available directly in the search results.

How to improve your hotel listing?

• Regularly upload new photos of rooms and guest reviews.
• Add promotions and special offers.
• Work with reviews – respond to every comment.

Email marketing: newsletters for regular customers

Why send email newsletters?

• To bring customers back – discounts on repeat bookings.
• To inform them about special offers and seasonal promotions.
• To increase loyalty – tips on travel, itineraries, and events in the city.

How to build a database for email newsletters?

• Subscription form on the website (‘10% discount on your first booking’).
• Post-stay surveys – collect feedback.
• Lead magnets – city guides, checklists for travellers.

Conclusion: which paid channels should be used to promote a hotel?

• Contextual advertising – fast traffic and bookings.
• Targeted advertising – attracting tourists through social networks.
• Local SEO + Google and Yandex listings – for free traffic.
• Email newsletters – for working with repeat customers.

Case studies of successful SEO promotion for hotels

To show how SEO promotion for hotels helps increase room occupancy and boost profits, let’s look at some real case studies from our clients.

Case study: organic traffic increased by 200+%

Hotel: A premium eco-hotel located 30 minutes from the center of Sochi.
Problem: Low traffic and poor brand visibility on Yandex and Google.
Solution: launching dedicated landing pages for individual hotel rooms, writing blog articles, managing online reputation through local SEO

1. Conducting a technical audit and fixing site issues
2. Content optimization: refining room and service descriptions
3. Implementing local SEO: setting up profiles in Google My Business, Yandex Business, and 2GIS
4. Review management: streamlining review collection and reputation control
5. Creating landing pages for specific search queries (e.g., “barnhouse”)
6. Content marketing: developing an editorial plan and writing blog posts
7. Link building: placing links on industry platforms and using crowd marketing

Results after 12 months:

• +211% organic traffic growth
• Increased customer trust (Yandex rating grew from 4.2 to 5.0)
• +222% revenue increase from key conversion goals (according to analytics)

Conclusion: why is SEO promotion for hotels profitable?

• Growth in organic traffic without advertising costs.
• Increased room occupancy without commissions to aggregators.
• Promotion even in competitive niches (Moscow, Sochi, Saint Petersburg).
• Increased trust in the hotel thanks to reviews and local SEO.

Why You should trust hotel website SEO to professionals

Promoting a hotel online is a complex process that requires technical expertise, content work, analytics, and hands-on experience. Mistakes in SEO can lead to traffic loss, low search rankings, and a drop in bookings.

Common mistakes in DIY SEO

Here are the top 6 common mistakes that prevent a hotel website from ranking well in search engines:

1. Lack of a semantic core – The site doesn’t target relevant keywords, limiting organic traffic.
2. Poor local SEO – The hotel doesn’t appear in Google Maps or Yandex.Maps results.
3. Slow loading speed – Users leave the site due to long loading times.
4. Weak mobile optimization – Up to 70% of traffic comes from smartphones; a poor interface reduces conversions.
5. Insufficient reputation management – Lack of reviews negatively impacts trust with potential guests.
6. No external promotion strategy – Search engines don’t see the website as an authoritative source.

Advantages of working with an SEO agency

• Expertise – We know which SEO methods are most effective for the hospitality industry.
• Comprehensive approach – From technical audits to content marketing and link building.
• Time-saving – You don’t need to learn SEO—we handle everything for you.
• Transparency – Monthly reports and performance analytics.
• Long-term results – Website rankings continue to grow even after the campaign ends.

Our SEO services for hotel websites

We provide comprehensive SEO solutions tailored specifically for hotels and hospitality businesses.

Our Packages:

Additional Services:

• SEO Copywriting – High-converting website content writing (from $497)
• PPC Setup – Google Ads, Yandex.Direct (from $497)
• Targeted Advertising – VK, Facebook, Mail.ru, Instagram (from $497)

How do we work?

Stages of cooperation:

• Free SEO audit – we analyse the website and identify errors.
• SEO strategy – we develop a personalised promotion plan.
• Website optimisation – we fix technical errors and improve content.
• External promotion – we work with links, aggregators and catalogues.
• Monitoring and analytics – monthly reports and strategy adjustments.

Conclusion: Who benefits from entrusting SEO promotion to professionals?

• If you don’t have time to learn about SEO.
• If you want to increase bookings without advertising.
• If rapid and stable growth in rankings is important to you.
• If you want to outperform your competitors and reach the top.

Most frequently asked questions about hotel SEO

Before launching an SEO campaign, hotel owners often have similar questions. Below are key points to help you better understand the SEO process.

How long does hotel SEO take?

SEO is a long-term strategy, but the first results can usually be seen within 2–3 months.

Timeline overview:

• Month 1: Audit, fixing technical issues, basic optimization
• Months 2–3: Website starts entering the TOP 30, first bookings appear
• Months 4–6: Traffic growth, TOP 10 rankings for mid-frequency keywords
• 6+ months: Stable TOP 5 rankings, steady flow of direct clients

Can a hotel be promoted without a website, using only aggregators?

Yes, but it’s more expensive and less effective.

• Aggregators (like Booking.com, Ostrovok, Yandex Travel) charge 10–20% commission on every booking
• A website with SEO allows you to attract guests without paying commissions or additional ad costs
• SEO + your own website = more direct bookings, less dependence on OTAs (Online Travel Agencies)

What results can You expect after 6 months?

• 100–300% increase in organic traffic
• More direct bookings without aggregator commissions
• Top 10 rankings for targeted keywords
• Increased trust in your hotel thanks to reviews and reputation management

What keywords are used in hotel SEO?

Successful hotel SEO starts with the right keyword strategy:

• High-volume (broad): “hotel Moscow”, “hotel in Sochi”
• Mid-volume: “hotel in central Kazan”, “hotel with a pool”
• Low-volume (conversion-focused): “hotel near Domodedovo airport”
• Local queries: “hotel near Pushkinskaya metro”, “boutique hotel in St. Petersburg”

Why is SEO more cost-effective than ads?

• SEO delivers long-term results – your site can stay at the top even after the campaign ends
• Ads require ongoing budget – traffic stops once ads are turned off
• SEO lowers customer acquisition cost – organic traffic is free

Can a hotel website be promoted without a blog?

Yes, but having a blog provides a competitive advantage.

Benefits of a Blog:

• Attracts traffic through informational queries (e.g., “What to see in Kazan?”)
• Improves user behavior metrics – visitors spend more time on the site
• Increases the site’s authority in the eyes of search engines

Conclusion: What Should You Know Before Starting SEO?

• SEO is not instant—it’s a long-term strategy
• More direct bookings without aggregator commissions
• Your hotel website must be user-friendly, fast, and fully optimized
• Review and reputation management are essential for successful SEO

Conclusion: why SEO for your hotel website is a smart investment

SEO in the hotel industry isn’t just about increasing website traffic — it’s a powerful tool for driving profit. A well-planned SEO strategy brings in more direct bookings, helps you outrank competitors, and reduces dependence on OTA platforms.

Why is hotel SEO a must-have?

• Without SEO, your hotel loses potential guests — most traffic goes to competitors
• Direct bookings cost less than aggregator commissions
• SEO has a long-term effect — your site stays in the top results even after the campaign ends
• A comprehensive approach — SEO covers content, speed, reputation, backlinks, and analytics

How to start hotel SEO With Us

Stages of cooperation:

1. Free SEO audit – We identify issues and provide recommendations
2. SEO strategy development – Keyword research and competitor analysis
3. Technical optimization – We fix errors and speed up your site
4. Content marketing – We improve existing content and create valuable landing pages
5. Local SEO & reputation – Reviews, Google My Business, aggregator listings
6. Link building & off-page SEO
7. Monitoring & analytics – Monthly reports and strategy adjustments

Our SEO packages for hotels

Additional services:

• SEO Copywriting – Content for room pages, promotions, etc. (from $445)
• PPC Campaign Setup – Google Ads, Yandex.Direct (from $670)
• Targeted Advertising – VK, Facebook, Mail.ru, Instagram (from $670)

Get a free SEO audit!

What’s included in the audit?

• Technical error analysis that affects indexing and rankings
• Semantic evaluation: keyword research, rankings, and reach
• Recommendations for improving content structure and local SEO
• A checklist with actionable steps to boost bookings and climb search results

FAQ

1. How long does hotel SEO take?
    SEO typically shows initial results within 2–3 months. Significant growth in rankings, traffic, and bookings is expected after 4–6 months and beyond.
2. Can I promote my hotel without a website, just through Booking or Ostrovok?
    Yes, but you’ll be paying commissions to aggregators. An SEO-optimized website allows you to receive direct bookings without extra fees.
3. What keywords should I use to promote my hotel?
    Use a mix of high-volume (“hotel Moscow”), mid-volume (“hotel with pool in Kazan”), and low-volume keywords (“hotel near Domodedovo airport”), along with local geo-targeted queries.
4. Why is SEO more cost-effective than paid advertising?
    SEO delivers a steady stream of free traffic. Unlike ads, it doesn’t stop when your budget runs out.
5. Is a blog necessary to promote a hotel?
    Not strictly necessary, but a blog boosts your site’s authority, improves user behavior metrics, and attracts traffic from informational searches.
6. What are the most common mistakes hotel owners make in SEO?
    Key mistakes include: lack of keyword strategy, slow website speed, poor mobile usability, neglecting local SEO, and ignoring reviews.