SEO for Hotels & Restaurants: What Actually Matters
For many hospitality businesses, SEO feels like a buzzword, something you know is important, but never quite get around to. And we get it: when you’re busy managing bookings, guests, menus, and events, search engine optimisation isn’t exactly top of mind.
But here’s the truth, if your hotel or restaurant isn’t showing up when people are searching, you’re missing out on a huge number of potential guests. The good news? SEO doesn’t need to be complicated. In fact, focusing on a few key elements can make a real difference to your visibility online.
In this article, we’ll break down what actually matters for hospitality SEO, and how you can start making it work for your business.
What Is SEO and Why Does It Matter for Hospitality?
SEO (Search Engine Optimisation) is all about improving your website’s visibility on search engines like Google. When someone types in “Italian restaurant in Oxford” or “boutique hotel near me”, you want your business to appear at the top of the results.
Why? Because over 90% of people don’t scroll past the first page of search results. And in hospitality, searches are full of intent, when someone’s looking for a place to stay or eat, they’re ready to make a decision.
Being visible at the right time, in the right place, is one of the most powerful ways to drive bookings without relying solely on ads or social media.
Local SEO for Hotels and Restaurants
For hospitality brands, local SEO is everything. Most searches will include a location, even if it’s just “near me.” That’s why it’s essential to make sure your business is optimised for local visibility.
Start with your Google Business Profile (formerly Google My Business). This is what shows up in maps, local listings, and the panel that appears on the right when someone searches for your venue. Make sure:
Your name, address, and phone number are correct
Your opening hours are accurate
You’re using relevant categories (e.g. “Italian Restaurant” or “Boutique Hotel”)
You have high-quality photos of your venue
You’re collecting and responding to reviews regularly
This profile is often the first impression a guest will have, so it needs to be up to date and engaging.
Hospitality Keywords That Matter
If you want to rank well on search engines, you need to be using the same language your potential guests are searching for. That’s where keywords come in.
Some high-performing keywords for hospitality include:
“Best brunch in [your city]”
“Pet-friendly hotel in [your region]”
“Rooftop bars near me”
“Wedding venue in [location]”
“Romantic restaurants in [city]”
“Affordable boutique hotel in [location]”
Use tools like Semrush to find what your ideal customers are searching for.
Once you’ve got your keywords, include them naturally in your:
Website copy (especially headings and service pages)
Meta titles and descriptions
Image alt text
Blog content
Don’t overdo it, write for humans first, then optimise for search engines.
Optimising Your Website
Once people land on your site, it needs to do two things: load quickly, and clearly show what you offer. Google takes user experience seriously, so the better your site performs, the better your chances of ranking.
Here’s what matters most:
Mobile-friendliness: Most hospitality searches happen on mobile. If your site isn’t responsive, you’re losing people.
Clear navigation: Make it easy for people to find menus, rooms, availability, or how to book.
Fast load times: Compress your images, limit unnecessary plugins, and test your speed on tools like PageSpeed Insights.
On-page SEO basics: Use headings (H1, H2, etc.) correctly, write meaningful page titles, and include internal links between pages.
A beautifully designed site is great, but it needs to work hard behind the scenes too.
Content That Builds Authority
Google rewards websites that offer useful, relevant information. One of the best ways to build authority is through content. That could be blog posts, event pages, or local guides.
Think about topics your audience might be searching for:
“Top 5 Things to Do Near [Your Hotel]”
“A Guide to Seasonal Produce at Our Restaurant”
“Planning a Hen Do in Oxford? Here’s Where to Start”
This kind of content helps you rank for long-tail keywords, builds trust, and gives your brand a voice.
How to Track Your SEO Performance
SEO is a long game, but that doesn’t mean you should guess whether it’s working. Tools like Google Analytics and Google Search Console give you insight into how people are finding your site, what they’re searching for, and how they’re behaving once they get there.
Track key metrics like:
Organic traffic (how many visitors come from search)
Search impressions and click-through rates
Top-performing keywords and landing pages
Bounce rate and average time on site
This helps you refine your content and make smarter decisions over time.
Focus on What Matters Most
If you’re just getting started with SEO, don’t feel overwhelmed by the technical side. Instead, focus on what really moves the needle:
Optimise your Google Business Profile
Use relevant, local keywords on your website
Make your site mobile-friendly, fast, and easy to navigate
Create helpful, engaging content your audience will find useful
You don’t need to be an SEO expert to see results, just a few key changes can make a real difference.
Want Help Getting Found Online?
At Ninety8 Media, we help hospitality brands like yours show up when it matters most. From local SEO to content strategy, we’ll help your venue climb the rankings—and stay there.
Let’s put your business on the map!
