Local SEO is one of the most powerful ways to attract direct bookings—but only if it’s done right. Too often, hotels fall into the same avoidable traps, undermining their visibility and losing ground to competitors. In this article, we’ll explore the most common local SEO mistakes hotels make, the impact they have on performance, and how to fix them.
Inconsistent NAP Details
NAP stands for Name, Address, and Phone Number. When these details are inconsistent across directories such as TripAdvisor, Booking.com, and Yelp, Google gets mixed signals. That confusion can weaken your local search rankings and even affect whether you appear in the Maps Pack.
Fix: Audit your citations regularly. Correct and standardise details across all platforms. Tools like Moz Local and BrightLocal can streamline the process, but even a manual audit can make a significant difference.
Neglecting Google Business Profile Updates
Many hotels set up their Google Business Profile (GBP) once and then forget about it. Outdated photos, incorrect hours, or missing attributes damage credibility and reduce your chances of appearing in searches.
Fix: Keep your profile alive. Upload seasonal photos, update services, and share Google Posts about promotions or events. Most importantly, respond to reviews consistently. For a deeper dive, see our guide to GBP optimisation for hotels (link once live).
Poor or Sparse Guest Reviews
Reviews are one of the strongest signals of prominence in local SEO. Too many hotels neglect to ask for them, or worse, ignore the ones they receive. The result: a weak reputation profile and lower visibility.
Fix: Ask guests at the right time—checkout or via post-stay email. Encourage natural mentions of location and amenities. And always reply to reviews, positive or negative. See our article on guest reviews and SEO for more detailed strategies (link once live).
Slow or Non-Mobile-Friendly Websites
A clunky website is a conversion killer. Google rewards sites that are fast and mobile-friendly, and penalises those that aren’t. Guests who can’t book easily on mobile will bounce straight to a competitor.
Fix: Prioritise speed and user experience. Invest in a mobile-first design, optimise images, and simplify the booking journey to minimise drop-offs.
Weak or Missing Location Pages
One-size-fits-all content won’t cut it. Many hotels rely on generic pages that don’t highlight specific areas or properties. Without dedicated location pages, Google struggles to connect your site with local searches.
Fix: Build unique landing pages for each property or neighbourhood. Include local keywords, tailored content, and clear calls-to-action. For advanced optimisation, add schema markup to each page. (We’ll explore this in detail in our article on location pages.)
Ignoring Schema Markup
Too many hotels rely solely on their GBP for visibility. Schema markup adds an extra layer of clarity for Google, reinforcing key details about your property.
Fix: Implement schema types such as Hotel, LocalBusiness, and FAQ across your site. This helps search engines understand your content and can enhance your appearance in search results. See Google’s official schema guidance here.
Conclusion
Each of these mistakes chips away at your visibility, credibility, and ultimately your revenue. The good news? Every one of them is fixable. By addressing NAP consistency, keeping your GBP updated, encouraging reviews, optimising your website, building location pages, and adding schema, you can dramatically improve your local SEO performance.
Formula works with hotels to identify and resolve these issues, building strategies that increase direct bookings and reduce reliance on OTAs. Explore our Ultimate Local SEO Checklist for Hotels.
