Hotel SEO: The Keys to Standing Out on Google - Beyond Just Your Name

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Is your hotel’s SEO performance flatlining?
Our recent research shows that nearly two-thirds of direct bookings still originate from organic search — making it one of the most profitable yet underexploited digital channels for hoteliers. It’s time to go beyond just ranking for your hotel name and unlock the true power of SEO.

To help you do just that, we’ve teamed up with Flora Ross, our in-house SEO expert here at D-EDGE. With years of experience helping hotels improve their visibility and drive direct traffic, Flora will be sharing her most effective tips and real-world examples throughout this article. From luxury resorts to city hotels, her advice will help you make tangible improvements to your website’s SEO performance—no technical background required.

In the luxury segment, every detail matters. And on Google, these details are what make you visible. Flora recommends using high-impact search terms that mirror how people actually search:

✅ Use high-impact search terms:

5-star hotel + City (‘5-star hotel London’)
Luxury spa hotel + Destination
Palace hotel + Region

“Searches that include star ratings tend to favour 5-star hotels – so take advantage of this!” she says. It’s also key to capture experience-led searches:

Spa, golf, fine dining: ‘Luxury spa hotel in Nusa Dua‘, ‘Balinese spa resort in Ubud‘
Exclusive room categories: ‘Suite with private pool in Da Nang‘, ‘Rooftop hotel in Ho Chi Minh City‘

Adapt your strategy to local trends

In markets like Thailand, wellness is in high demand. Flora suggests testing keywords such as:
‘Health and wellness retreats Thailand’, ‘Yoga retreat Koh Samui’, or ‘Detox retreats Thailand Koh Samui’.
Adapting your SEO strategy to reflect local interests and trends can significantly boost your visibility. “SEO should reflect what your guests are dreaming of,” she adds.

SEO should reflect what your guests are dreaming of

Flora Ross

SEO Expert

D-EDGE

The dream of a seaside escape starts long before booking – often on Google!

Flora advises:

✅ Highlight your location clearly:

Beachfront resort + City (‘Seminyak resorts on the beach’ )
Hotel with ocean view + Destination
Resort with private beach + Region

She also recommends showcasing your standout amenities.

✅ Showcase your amenities and services:

Hotel with infinity pool
Wedding venues in Cairns

✅ And don’t forget the family travel market:

Search terms like ‘Family friendly accommodation Cairns’ attract a highly engaged audience, Flora notes.

Additionally, we’ve seen that regional terms like ‘Lombok’, ‘Central Vietnam’, or ‘Bintan Island’ often perform better than lesser-known city searches. A strategy worth testing!

Travellers headed to the mountains want more than a room—they want an experience.
✅ Target practical searches:

Ski resort + Destination
Ski lift lodge + city
Chalet with fireplace and hot tub + City

✅ Focus on après-ski and wellness services:

Spa hotel in + ski resort

Accessibility is a key factor for remote resorts – a simple keyword like ‘Hotel with free shuttle’ can make a huge difference.

Flora Ross

SEO Expert

D-EDGE

City hotel searches are highly competitive. Standing out is crucial to attract travellers who don’t yet know your property.
Flora’s advice:

✅ Optimise for location-based searches

Hotel near Tanah Lot Temple in Bali
Hotel near Ho Chi Minh City Airport
Hotel in Kuala Lumpur city centre

✅ Target specific traveller needs

Hotel with conference rooms in Jakarta
Wedding reception venues Cairns

✅ Tap into event-based opportunities

Festival hotel Brisbane
Hotel near Australian Open
Hotel Glastonbury Festival

Major events drive spikes in searches, especially for last-minute bookings, Flora explains. Instead of overhauling your SEO strategy, publish fresh, dynamic content—like blog posts or news articles—to rank for these temporary surges. For instance:
‘Where to Stay in Melbourne for the Australian Open 2025?’ or ‘Best Hotels Near ICE BSD for Business Conferences’.

Finally:

✅ Don’t overlook family-focused keywords

‘Bali family resorts with water slides’
‘Best all-inclusive family resorts Bali’

These terms perform well and reflect a growing niche, says Flora.

Instead of changing your main SEO strategy, use fresh, dynamic content via a blog or news section. Articles like ‘Where to Stay in Melbourne for the Australian Open 2025?’ or ‘Best Hotels Near ICE BSD for Business Conferences and Exhibitions’ can help you attract a highly targeted audience at the right moment.

Flora Ross

SEO Expert

D-EDGE

D-EDGE: Your Strategic Partner for Hotel SEO

At D-EDGE, we don’t just optimise your SEO – we strategise it. We find the perfect balance between search volume and competition level to maximise your ranking potential.

Because between ‘Hotel in Ho Chi Minh City’ (too broad) and ‘Boutique hotel with river view in District 1’ (too niche), there is a winning middle ground – and that’s exactly where we position you.

Our team of SEO specialists, designers, and content strategists at the D-EDGE Agency understands the unique challenges of hotel marketing. Whether you’re launching a new hotel brand, refreshing your positioning, or simply looking to grow your direct bookings, we provide fully customised strategies that align with your business goals.

From comprehensive keyword planning and website audits to engaging, SEO-friendly content creation, our agency is here to amplify your visibility and performance across all digital touchpoints.

🚀 Want to attract more guests via Google? Let’s get started!