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Local SEO: how to attract more customers locally

Local SEO: how to attract more customers locally

 

Why a good Google Business Profile is a game changer

A traveller looking for a hotel today doesn't first open a general search engine; he types the name of a town into Google Maps, scans the "local pack", reads the reviews and clicks on the first credible result. This first result is almost always the hotel whose Google Business Profile (formerly Google My Business) is the most complete, the freshest and the best rated. Optimising this profile is therefore an integral part of your strategy. Local SEO solid: this is how an establishment becomes the obvious answer for hundreds of customers who are already in the area or preparing to arrive.

In this article, we explain step-by-step how to boost your local visibility, what trends to look out for and how to find out more. what to look out for, what mistakes to avoid, and how theHotel Web Design can support you every step of the way.


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Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation. 

The pillars of Local SEO for hotels

Before delving into the advice, let's recall the three pillars that make up the Local SEO :

  1. Google Business Profile (GBP) Google Maps: the official website that feeds both Google Search and Google Maps.

  2. NAP consistency (Name, Address, Telephone): the same information must appear on all platforms (OTA, social networks, website).

  3. Online reputation A quick response: ratings, reviews and answers that reassure both the algorithm and travellers.

According to a study published in May 66 % of consumers say they trust the information they find on Google for a local business, far more than any other channelsearchendurance.com. In other words, an incomplete profile is now a direct barrier to bookings.

Key figures proving the value of local SEO

  • 68 % of Internet users click on a "local pack" result rather than a traditional organic link seoprofy.com.

  • Fully completed forms generate 2.7 times more confidence that partial sheets seoprofy.com.

  • Google confirms that Free Booking Links generate additional traffic at no cost per click for hotels support.google.com.

This data describes the trajectory: the richer the file, the more potential customers will click, call or walk through the door of your reception.

Trends shaping local hotel SEO

Short vertical video content

Google now inserts a carousel of short videos (30 seconds) in local results. Showing a welcoming lobby or the view from the terrace can win you several positions.

Durable badges

The search engine awards a "Sustainable Travel" pictogram to hotels that include information on their eco-responsible actions in their attributes. This is a key differentiator for attracting environmentally conscious customers.

IA for advice writing

Most travellers use AI auto-completion to write their reviews; this automatically increases the volume of returns. Reactive hotels (response < 48 hours) maintain a better average score.

Real-time pricing rich-data

Google synchronises your prices and availability using Free Booking Links. Listings that display an accurate and up-to-date price convert significantly more.

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Essential features of an optimised Google Business Profile

Function Why it's vital Field tips
Clear description (750 characters) Explains your establishment's key asset at a glance. Put the keyword "hotel + city" in the first 100 characters.
Specific categories Help Google rank you in the right pack. Add "Hôtel spa" or "Maison d'hôtes" if relevant.
Updated HD photos The first thing the traveller looks at. 3 photos per type: room, reception, breakfast.
Weekly posts Keep your record "fresh". Share the weekend offer or a local event.
Attributes (Wi-Fi, accessibility) Quick filtering in Maps. Even tick secondary attributes such as "animal accepted".
Q&A Remove the doubt before booking. Post the FAQs yourself and then answer them clearly.
Opinions and answers Confidence signal number 1. Thank every positive review; for a critical review, apologise and explain your corrective action.
Free Booking Links Allows you to book directly without paying a click. Ask your web partner to connect your booking engine.

For Free Booking Links, integration is already included in the engine developed by Hotel Web Design It only takes a few minutes for your prices to appear in the listing.

Step by step: your local SEO action plan in 10 days

Day 1 - Claiming or checking the file

Day 2 - Completing the key information

  • Address, telephone number, website, opening hours (24/24 if reception never closes).

  • Add a link to your booking engine to attract direct traffic.

Day 3 - Selecting the main and secondary categories

  • "Hotel" in the main menu.

  • Secondary: spa, restaurant, seasonal rental, depending on your services.

Day 4 - Writing an optimised description

  • 2 to 3 sentences, warm tone; introduce naturally Local SEO and the name of the town.

Day 5 - Adding professional photos

  • Minimum 15 photos: façade, lobby, rooms in each category, breakfast, facilities.

Day 6 - Setting attributes and equipment

  • Free Wi-Fi, parking, disabled access, green labels.

Day 7: Publish your first weekly post

  • Example: "Discover our new sea view suite - Offer -10 % this month!

Day 8 - Activating Free Booking Links

  • Ask the Hotel Web Design team to link your engine.

  • Check that the price displayed on Google corresponds to the final price (including tax).

Day 9 - Creating a notification loop

  • QR code at reception.

  • Automatic e-mail 24 hours after check-out.

Day 10 - Checking NAP consistency everywhere

  • Update your Booking profile if necessary to ensure that the information is identical. (First and only use of the word secondary).

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Case in point: two hotels that changed everything thanks to local SEO

Hôtel Rivage & Spa - 45 rooms, Annecy

  • Situation before : rating 4.1 ★, unclaimed file, only 5 photos, no post.

  • Actions photo shoot + description optimised by Hotel Web Design.

  • Results 4.6, +30 % clicks on the "Itinerary" button, RevPAR +12 % in high season.

Les Glycines guest house - 5 bedrooms, Provence

  • Situation before no Free Booking Links, single fare displayed on OTAs.

  • Actions : connection of the internal booking engine, special "direct web" offer.

  • Results : +18 % in direct bookings in three months, zero overbooking.

These results confirm that good local work pays off quickly.

Common mistakes to avoid

  1. Dated photos : a dark snapshot from 2018 scares people away.

  2. Ill-defined category Selecting "Bed & Breakfast" instead of "Hotel" takes you out of the filters.

  3. Inconsistent prices Google sometimes suspends the display if the engine's price differs from the final price.

  4. Radio silence on reviews A lack of response is perceived as a lack of commitment.

  5. Multiplication of NAP duplicates Every change of address or number disrupts the algorithm.

Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google

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How Hotel Web Design accelerates your local SEO

  • Free audit to detect any gaps (photos, notices, attributes).

  • Technical set-up Free Booking Links via their in-house engine.

  • Editorial calendar weekly posts written in your style.

  • Monthly dashboard which tracks calls, clicks on itineraries and direct bookings.

Find out more about our services on the SEO solutions and try out the demo booking module: you'll see how a single dashboard centralises your availabilities, prevents the on reservation and feeds your Google listing automatically.

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Conclusion: local visibility turns into bookings

Le Local SEO is no longer a bonus; it's the backbone of your direct sales strategy. A complete, lively Google Business Profile linked to a high-performance booking engine puts you in front of travellers at the precise moment they make their decision. The benefits are tangible: more on-site visits, more direct bookings, less commission and a growing reputation.

Do you want to take action? Contact Hotel Web Design today for a free audit and find out how to turn your visibility into sales.

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  • Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
  • Adapted logo and graphic charter. Possibility of using your existing elements
  • Specific referencing for holiday lets
  • Integration of reservations module internal
  • or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
  • Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
  • Secure SSL / HTTPS
  • Multilingual website & booking engine
  • Simple, intuitive user interface
  • High-availability hosting and domain name
  • Delivery usually within 30 days
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