Hotel SEO Checklist for 2024


Success in SEO requires more than just checking off items on a list. However, you must make sure that you are focusing on these SEO improvement strategies if you want to outrank your rivals. Learn more about

  • Why is SEO important
  • On-page and Off-page SEO checklist 
  • Local SEO checklist

Search Engine Optimization is optimizing your website to improve its appearance so that it receives higher rankings and quality traffic on search engines.

SEO is vital for hotels because it generates more visibility, giving hoteliers opportunities to convert website visitors into potential customers.

SEO communicates the authority and relevance of your site to Google.

Hotel SEO

Following SEO practices is a smart approach to improving your website, making it user-friendly and easier to skim and navigate. 

SEO- friendly websites make your site better for your visitors to engage. Hence, providing a better user experience.

Your hotel website needs to provide the proper signal to Google crawlers and algorithms by applying various On-page, Off-page, and local SEO techniques and content to keep users happy.

SEO is significant because:

  • The #1 Result In Google Gets 27.6% of All Clicks
  • Having a presence on the top Results of Google builds more trust on these websites
  • Using a white hat SEO strategy helps you smoothly run your website and be ahead of your competitors
  • Your website is suitable for social promotion on channels to reach a more broad audience
  • SEO can freely target traffic through your blogs, online stores, and services, like free advertising for your business

On-Page Checklist SEO for Hotel

1. Page titles

It is the most impactful element of on-page SEO. So when people come across your content, the title is what searchers see first.

Make sure your titles are 60 characters or less, concise, and descriptive, so it displays correctly on SERP.

Compelling title tags entice users to click on them and are a way to improve your organic click-through rate (CTR). 

Searches contribute to organic traffic. Be sure to use your website's primary keyword in the title tags.

You can use Rytr SEO Meta Title Generator to get SEO-optimized meta titles for your website and blog posts.

2. Meta Descriptions

Meta descriptions are a small summary of the text that best describes the content of the web pages. 

It gives an idea to users what to expect from the landing page of your website.

Search engines highlight the keywords in the meta description that users search. So it's essential to include a compelling call to action to entice readers to click.


Use a free SEO meta description generator for your website to get higher rankings and click-through rates.

3. Descriptive URLs

URLs refer to addresses of web pages. 

Search engines do not understand the content as quickly as humans do. Search engine bots crawl your website URLs first before picking up the content. 

For good URL structure:

  1. URLs should contain the primary keyword 
  2. Keeping URLs short and simple 
  3. Searchers know where this link will direct them
  4. Avoid keyword stuffing in URLs

The poorly structured ones are less likely to get clicks or shares in online communities. Hence shorter URLs tend to get a ranking advantage.

4. Content Hierarchy

Headings are a way to structure your content, making sections and subsections clearer on the web page.

Usage of Headings in Content

  • HTML header tags follow a hierarchy from H1 To H6 titles.
  • H1 tags are the main heading or title and are especially keyword-centric.
  • H2 or H3 are the sub-headers or sub-sections that classify the main points.
  • H4, H5, and H6 provide further sections within those sub-sections.

Google understands what your page is all about through content hierarchy. It makes your content easily readable to your target audience.

5. Keyword Placement

Keywords are words or phrases describing what people are searching for and what content they seek. 

Once your keywords get placed correctly, you’ll be able to rank on SERP.

Here are the primary areas where using keywords for SEO makes sense

  • In the title to make it more search friendly
  • In URLs to describe the page content
  • In the meta description so that searchers know the content is relevant to their query
  • Use keywords naturally in your headings and content. 
  • Using keywords in the image alt text so crawlers know what the image is about while easily being found on search.

Focus on what matters to your audience, and avoid keyword stuffing.

The broken link in the web pages refers to the links that are not found or accessible by users. Web servers often send an error message when dead links get accessed.

The primary goal for any business is to promote the best user experience.

Broken Links

Based on how many broken links you have, visitors decide their average time to spend on your web page.

If the visitors do not get the required information on your page, they will likely spend less time, increasing the website’s bounce rate.

In seconds, you can use Ahrefs Broken Link Checker to find broken inbound and outbound links.

7. Structured Data & Schema Markup

Structured data is an organized format that provides information about your website to Google, making it easier to understand the content on your web pages.

Schema markup is the vocabulary of structured data to improve how search engines read and understand your page.

Importance of Schema Markup for Hotel Websites

  • It informs search engines about your websites.
  • Improves the appearance of the website on the search engine result page.
  • Simply put, it enables rich cards to display under your page title.

Structured data provides more specific details so that Google learns more about your web page. It shows more information to your customers that will help you rank.

You can learn more about this at Organization of Schemas and test your schema at Google Schema Markup Testing Tool.

8. Website Crawlability & Indexability

When finding your websites, Google crawlers or bots of search engines follow links to your website content and index the pages depending on what it finds.

Indexability refers to how well search engines can scan and add pages to an index. It allows search engines to display your site on search results. 

Crawlers work 24/7, so if they come across your website's latest and updated content, they will index and adjust the page more often.

The more your website is crawlable and indexable, the more it will help to improve the potential traffic.

Internal links point from one domain page to another on your hotel website.

For the hotel’s SEO link-building structure, internal linking plays an important role.

Through internal links, search engines better understand the site structure. For example, some pages get discovered on Google when a link follows from a known page to a new one.

Also, it is a sure way to discover content online as it indicates the contextual relation between two web pages. It helps users to navigate your site further, which improves user experience.


External links or hyperlinks are the links that direct your readers to a different domain website.

External links are an easy way to create connections with other websites. It ultimately provides more value to readers, enhancing your website's domain authority. 

Google understands your content better if external links are directed to or come from the same niche.

Search engines always value their users by showing the most relevant search results. So good external links should point to related content like infographics, statistics, case studies, videos, etc.

Linking to high-quality pages makes your content more favorable to search engines.

11. Create Image Readability

For the hotel business, images play a vital role in demonstrating the property's unique features.

Be sure to use high-resolution and attractive images, including relevant alt text.

Here is how you can create optimized images making them more readable:

A. Images Optimization

It involves making your images flawless without compromising quality, so your page loading speed remains low. 

Optimizing your image means renaming the image file because, by default, cameras pick up a generic name for your pictures. 

So, when you upload images on your hotel website, name the files with their particular amenities.

B. Optimizing Alt text

Alt attribute is a text alternative for images when the browser cannot display images. 

The main aim of image alt text is to improve web accessibility by demonstrating what the image is about for visitors not having the ability to see it. 

It helps your website to receive better SEO results, as keywords can be associated with images.

12. Improve the Page Load Speed

Page web speed refers to the time it takes for a particular content to load on web pages.

Your website page loading time needs to be fast enough for the visitors.

No customer likes to wait for more than a second for the page to load. But on the other hand, all users intend to find answers to their queries in no time.

Page load speed

Hence your primary focus should be to improve the user experience through fast-loading web pages, reducing website bounce rate.

Google aims for your website to load within a blink.

13. Improve the Mobile Experience

Mobile SEO is the process of optimizing your hotel websites, ensuring that your site content looks presentable and works well on mobile devices.

Regardless of any screen size, users expect your website to be mobile-friendly.

Mobile SEO is important because people have become so mobile-oriented that they spend most of their time browsing the internet. 

Your visitors are more likely to return to your website and make a booking if they sense a positive site experience. 

Mobile-friendliness ensures you earn more conversion rate for your hotel business. In addition, your site becomes easy to use and simple to navigate by users who come across it. 

If your website isn't mobile-friendly, you can miss out on a higher ranking, leading to low traffic, fewer clicks, and less income.

14. Build & Submit a Sitemap

A sitemap is a list of website URLs that help google bots find, crawl and index the content of your website. 

It serves as a roadmap to assist search engine crawlers with the type of content available and indexing your web pages.

Search engines like Google find your website URLs technically, but if sites use XML sitemaps, it indicates high-quality landing pages.

It is especially important for websites with few external links, which keep adding new pages frequently and update the content frequently.

You do not require sitemaps to rank, but it will hurt your SEO rankings.

You can create a free sitemap by just entering the website URL.

Off-Page Checklist for Hotel SEO

Off-page SEO or Off-site SEO is optimizing your website to improve search engine rankings. It does not include publishing content on your hotel website.

Optimizing your Off-page ranking factors in search engines is vital to building your hotel website authority, relevance, and trustworthiness. 

Consider your off-page SEO as a practice to increase your domain authority score. This score determines your website's ability to rank in search results.

High-authority websites rank better on Google when compared to low-domain websites. 

So hotel websites should work on On page SEO simultaneously with Off-page SEO, which has a positive impact on organic traffic as well as leading to sales.

Achieving higher rankings, online leads, and revenue for your website on the top spot requires your website to optimize its off-site presence.

Link building is the process where high-quality websites link back to your website. Backlinks are a primary factor for an effective SEO strategy.

Building links signals to Google that your website content is trustworthy and reliable for reference. Hence, the sites with more backlinks rank higher on search engines.

Link building

Create valuable, compelling, and unique content that lets other websites naturally want to refer to or mention you. 

Some backlinks are more valuable than others. So if a popular or reputable site links to your website will be considered a desirable backlink you earned.

 A small mention or a good link from highly visited websites can lead to referral traffic, and there are possibilities that visitors turn into relevant leads or sales.

2. Travel Forum

A great marketing technique for your website to be more visible in search engines is to build a community around your niche through travel forums.

Online travel forums represent plenty of tips and suggestions for travelers regarding thousands of attractions and things to do across different countries.

While interacting or communicating in forums, remember to contribute positively instead of spamming. For example, building a good reputation in media can lead others to link or visit your site.

To achieve the best results, post something when you genuinely want to contribute valuable information that solves visitors' problems. 

Avoid promoting your content on travel forums because users become certain about your website's self-promotion. 

Instead, build a positive image on third-party forums.

3. Q&A Websites

When travelers book hotels online, they might need help finding answers regarding amenities, dining options, nearby areas, and check-in and check-out time. 

Q&A sites are widely used to discover more information and solve people’s problems. 

You can add a link to relevant content on your site by providing informative answers in your related niche. 

Provide a link only if it is relevant. Engage with people around your niche topics.

Treat these websites as a means to build your community instead of using them as marketing platforms. 

When you engage, your online presence continues to grow, building authority. 

Some questions and community conversations from these sites will appear on the first page of SERPs.

Quora, Reddit, Stack Exchange, and Yahoo answers are a few sites you can use to build community, diversify links and drive more website traffic.

4. Guest Blogging

Guest blogging or posting simply means contributing your blog to another person’s website. It remains a viable aspect of SEO strategy.

Writing a guest post on other websites proves beneficial in terms of SERP ranking and boosts domain authority, especially if your hotel website is new.

It requires strategic planning to decide on the type of target audience and the authenticity of the site you want to provide that helpful content. 

The sole purpose of this is not to create many backlinks. Avoid spammy link building that can harm your SEO.

Guest blogging is effective when done correctly. Your guest posts should include resources or links that point to other sources, not just your article.

Contribute relevant content to high-authority sites worthy of posting your article and bring value to readers. Emphasize quality rather than quantity of content.

To find guest blogging websites in your niche, use search operators like

  • keyword intitle:”write for us.”
  • keyword intitle:”write for me.”
  • Keyword intitle:” contribute to.”
  • Keyword intitle:”submit” + inurl:blog
  • Keyword “submit a guest post.”
  • Keyword inurl:/guest-post/
  • Keyword “guest post.”
  • Keyword “guest post by”
  • Keyword “accepting guest posts.”
  • Keyword “guest post guidelines.”
  • Keyword “guest author.”
  • Keyword “guest article”
  • Keyword “guest column.”
  • Keyword “become a contributor.”
  • inpostauthor: guest keyword
  • inpostauthor:”guest blog” keyword
  • inpostauthor:”guest post” keyword

5. Press Coverage

A press release is not just about advertising; it's about sharing your brand story to shape the public's opinion about your hotel.

Simple press coverage offers to grow your brand awareness, generate demand for your hotel, and bring positive media attention. 

When you attempt to handle a crisis or develop trust amongst the public, a press release can be incredibly beneficial for your hotel’s reputation.

News about your latest products, services, upcoming events, or occasions draws public attention. 

Working on the press release and SEO together provides exciting opportunities and enhances exposure in the digital landscape. 

However, press releases and publicity in high-profile newspapers can result in powerful backlinks, potentially improving your hotel’s search results.

Local SEO Checklist for Hotels

Local SEO means optimizing your website to help your business become more visible in Google's top local search results.

Local SEO is key to attracting local customers and driving relevant sales, especially if your hotel business is more prominent in a particular area.

When your target audience searches for your hotels or places near the location, for example:

  1. Hotels near me 
  2. Hotel near Lombard Street, San Francisco 
  3. Motels in San Francisco, Union Square

They'll find local search results on Google in areas like maps and organic search.

It helps to improve brand awareness through local searches, and visitors find your locally operating hotels. 

Search engines depend upon local content, links, reviews, and citations to deliver the most relevant local search results.

Hence by following local SEO best practices, hotel businesses can increase their organic traffic from searches performed by customers nearby.

Here are some local SEO practices for hotels to get started:

1. Optimize the Google Business Profile

The first thing to start with a local SEO checklist is setting up a Google Business Profile. 

When you create a Google Business Page, include all local information that Google requires, such as your business category, services, and opening hours. 

Local results favor businesses with accurate and complete information, which is easier to match with correct searches. 

Your Google business profile becomes visible on Google search and maps when customers find your hotel information online. 

Hence, the more information you supply to Google, it can consider a ranking factor.

Google Business Profile

Always ensure the contact details and other information you used on the Google listing and other OTA sites matches the information you provided on your hotel website.

NAP(name, address, phone number) information and other categories and attributes must be consistent across all online directories. 

Displaying consistent citations sends Google a trust signal. Conflicting information can otherwise harm SEO.

Keyword research is another vital factor for local SEO. To target customers geographically, include keywords of local areas.

The meta description of your services must accurately represent what people are looking for in your area. 

To increase your business's local visibility, use the name of the city or the regions it serves in the title and meta description.

Make the most out of the keyword tool to know which keywords have a lot of search volume that helps your ranking, improves CTR, and tells what local customers are searching.

3. Reviews

Your hotel’s online reputation is a huge factor that helps you win over your potential audience searching for local hotel services. 

Online reviews contribute to search rankings.


Positive ratings and reviews on Google, online review sites, or social media builds credibility and drives your business's growth.

Simply start by asking guests to write a review of their experience at your hotel. 

Then, respond to those reviews to show you are engaging with your customers and that you care about their positive or negative feedback.

Customers trust online reviews more than word of mouth. 

Therefore, having positive online reviews on platforms boosts your exposure on search engines and builds a customer's opinion of your hotel.


SEO is one of the most affordable marketing strategies to help you achieve long-lasting results.

SEO is a continuous process, so if you complete the tasks on the checklist, you'll be well on your way to higher ranks and encourage more direct bookings through search engines.

Following these hotel SEO checklists, you will probably be far ahead of your competitors.


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