SEO and local SEO for hotels
The hotel website should sell rooms on its own, without OTA commissions. We make sure it is visible in Google and on maps exactly when a guest is looking for a place to stay in your area.
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booking.com
Spa hotels in Kraków: 120 properties
Compare prices and book a spa hotel in Kraków.
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tripadvisor.com
The 10 best spa hotels in Kraków
Traveller reviews, photos and prices of spa hotels.
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villarosa.pl
Villa Rosa Spa, a boutique hotel in Kazimierz
Massage rooms and rooms overlooking the Vistula.
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lipowyogrod.pl
Hotel Lipowy Ogród, wellness and parking
Green surroundings, a wellness area, 15 minutes from the centre.
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hotelaurora.pl Your hotel
Hotel Aurora Kraków, spa and pool by the Main Square
Spa packages for couples, pool and sauna, 600 m from the square.
Why it matters for your hotel
Guests search for a place to stay in Google before they ever hear about your hotel
Most bookings start with a search: "hotel Zakopane with pool", "Gdansk old town accommodation", "spa hotel weekend Lower Silesia". If those searches show Booking, Trivago and competitors but not your website, the guest books through a portal and the hotel pays 15 to 25 percent commission on the same stay. SEO and local SEO exist so that the same guest lands directly on the hotel website.
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Search with the city name
Example: "hotel Krakow near the main square with parking". Google shows a map with three properties first (the local pack) and only then organic results. If the hotel Business Profile has complete data, current photos and regular replies to reviews, the hotel makes it into that trio. It is the cheapest traffic a hotel can get.
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Hotel Aurora KrakówYour hotel
4.8(1,204) · Hotel · 350 m from the square · Parking
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Villa Rosa Spa
4.6(812) · Hotel · 900 m from the square · Parking
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Hotel Lipowy Ogród
4.5(640) · Hotel · 1.2 km from the square · Parking
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Search by need, not by name
Example: "family-friendly hotel by the sea" or "conference room for 80 people Wroclaw". The guest does not know the hotel name yet, they are looking for a solution. A dedicated page about family rooms or conferences with concrete information (size, equipment, catering, parking) wins such queries and leads straight to a booking.
Family friendlyPoolParkingKids cornerHhotelaurora.pl › family-roomsYour hotel
Family rooms: 2 bedrooms, a cot and a kids corner
38 m² rooms, a kids pool and parking included. Book directly on the hotel website.
Family roomsPoolPrices - 3
Search with the hotel name
Example: a guest saw the hotel on Booking and types its name into Google to check the website. If the first result is Booking again, the reservation goes through the portal. A well-optimised hotel website with a visible direct price and a benefit (breakfast or late check-out, say) wins that booking back without commission.
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Bbooking.com › hotel › aurora-krakow
Hotel Aurora Kraków, Poland: book now
from €98 -
Ahotelaurora.plYour hotel
Hotel Aurora Kraków: official website
from €91Lowest price and breakfast included when you book direct
Book direct
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Example
A 60-room hotel in a regional capital, after 6 months of work
Before
- The hotel website does not appear in the top ten for "hotel + city"
- Google Business Profile with old photos and no replies to reviews
- 80 percent of online bookings through OTAs
After
- The hotel in the local pack for 4 of the 6 most important local keywords
- New pages: family rooms, conferences, spa weekend, each in the top 10
- The share of direct bookings grows from 20 to 35 percent, tens of thousands of PLN in commissions saved per year
Share of direct bookings
35% 15 pp
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Local pack
4 / 6
of the key local phrases
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New subpages in the top 10
4
family, conferences, spa, weekend
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Bookings via OTAs
65%
previously 80%
Google positions
| Phrase | Before | After |
|---|---|---|
| hotel lublin | 14 | 2 |
| spa hotel lublin | 23 | 3 |
| family rooms lublin | none | 6 |
| conference room lublin | 31 | 4 |
The figures are indicative and depend on the city, competition and the state of the website. We prepare a concrete forecast after the audit.
Sample report
This is the full audit
The online report in the hotelspot app: score, AI visibility, competitors, Google AI Overview, Google Maps, website audit, direct booking, guest reviews and the list of fixes. Below is a Pro example with fictional data (Example Hotel).
- A table of every check with status and fix
- Guest questions and your position in each AI assistant
- Incorrect facts in AI and what is actually true
Scope
What exactly we do
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Audit and technical basics
We check speed, indexing, URL structure, structured data and language versions. We fix what blocks rankings before we start creating content.
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Local SEO
Google Business Profile, Maps, categories, photos, reviews and replies. This is where most "hotel + city" searches come from.
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Content for local keywords
Pages and articles that answer what guests search for: rooms with a view, spa weekend, conference room, family-friendly hotel, parking, restaurant.
Results
What the hotel gains
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More visits from Google to the hotel website without paying per click
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A higher share of direct bookings compared to OTAs
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Consistent, up-to-date hotel data in Google and on maps
Questions
Frequently asked questions
How soon are results visible?
First changes in local visibility usually appear after 4 to 8 weeks; rankings for broader keywords grow over 3 to 6 months.
Do we need to change the hotel website?
No. We work on the current website, adding technical fixes and content. If the site needs a rebuild, we will say so after the audit.
Does it work together with the hotelspot app?
Yes. Guests who find the website in Google go on to book, and after arrival they use the app and AI Concierge.
Do you work with an agency that already does our SEO?
Yes. We can take over everything or handle only the local part (Business Profile, Maps, hotel content) and agree on a split with the current agency.
Does SEO also cover the language versions of the site?
Yes. We check hreflang, translations and keywords in the languages of foreign guests, most often English and German.
How do you report results?
Every month you get a short report: rankings for the agreed keywords, traffic from Google, Business Profile views and clicks, and the share of direct bookings if we have access to the data.
Is there a fixed-term contract?
We plan the first scope for 3 months; after that the cooperation is monthly with one month's notice.
Contact
I am interested in „SEO and local SEO for hotels”
Tell us a few words about the hotel and your goal. We will come back with a short diagnosis and a proposed scope.
