Google My Business
Ensure your hotel stands out in local searches with a fully optimised Google My Business profile
Google My Business (GMB) is a powerful tool for hotels looking to boost their local presence. By optimising your GMB profile, you can make it easy for potential guests to find key information about your hotel, view photos, read reviews, and book directly—all without leaving the search engine results page (SERP).
A well-managed profile can improve your visibility in both local search results and Google Maps, helping you attract more guests, enhance your online reputation, and increase direct bookings.
Maximising Your Google My Business Profile
Accurate Business Information
Start with the basics: make sure that all the details about your hotel—name, address, phone number (NAP), website, and operating hours—are accurate and up-to-date. Any discrepancies, such as different phone numbers or slightly varied business names across online listings, can confuse both users and search engines, potentially harming your local rankings.
Don’t stop with just the essentials. Include additional details like check-in/check-out times, parking availability, and any seasonal hours. Ensure that your business name on GMB exactly matches how it appears on your signage and other online listings to maintain consistency.
Guests appreciate knowing they can rely on this information, and Google rewards businesses that provide clear, accurate details across the web.
Photos and Videos
Visual content is a key factor in influencing guest decisions. High-quality images and videos give potential guests a feel for your hotel before they even step inside. According to Google, businesses with photos receive 42% more requests for directions and 35% more clicks to their websites than those without.
To maximise the impact of your GMB profile, upload professional images of your property, rooms, amenities, and nearby attractions. Include exterior shots to help guests recognise your hotel upon arrival, and add images that highlight what makes your property unique, such as a stunning view, pool, or on-site dining options. Google also favours profiles that are regularly updated with fresh visuals, so consider adding new photos on a weekly or monthly basis. Videos can be another great way to engage users—short clips showcasing the guest experience or a tour of your facilities can further set your hotel apart.
Reviews and Ratings
Online reviews are one of the most influential factors in local SEO, and your GMB profile makes it easy for guests to leave feedback and for you to manage those reviews. Not only do reviews give potential guests insight into the experiences of others, but they also signal to Google that your business is relevant and trustworthy.
Make it a habit to encourage satisfied guests to leave reviews, whether through post-stay emails or in-person requests at check-out. Responding to reviews—both positive and negative—is equally important. Addressing concerns or showing appreciation for compliments shows that your hotel is attentive and customer-focused. This engagement not only helps build trust with future guests but also boosts your local ranking, as Google’s algorithm considers review quantity, quality, and responsiveness when determining rankings.
Optimisation Tips for Google My Business
1
Complete All Fields
Ensure that every section of your GMB profile is filled out, from your business name and contact information to attributes like "free Wi-Fi" or "pet-friendly." A complete profile signals to Google that your business is active and relevant.
3
Monitor and Respond to Reviews
Engage with your guests by responding to their feedback. Whether they leave a glowing review or have concerns, your response shows that your hotel values guest experience. Reviews directly influence both your reputation and your local search ranking.
5
Monitor Insights
Use GMB’s analytics to track how often your profile is viewed, how many people request directions, and how frequently visitors click through to your website. These insights help you understand what’s working and where improvements are needed.
2
Post Regular Updates
Regularly using the Google Posts feature allows you to keep potential guests informed about special offers, seasonal packages, or local events. Active profiles that frequently post content tend to rank higher in local searches.
4
Utilise High-Quality Photos and Videos
Consistently updating your profile with high-quality, professional images and videos enhances engagement and shows off your property’s best features. Don’t rely on generic stock images—guests want to see the real deal.
6
Avoid Keyword Stuffing
While keywords are important, overloading your meta tags with them can lead to penalties from search engines. Keep your language natural and user-friendly.
Leveraging Google My Business for Local SEO Dominance
A well-optimised Google My Business profile doesn’t just help you show up in local searches—it positions your hotel to dominate the Google Map Pack, where local visibility is crucial.
The Map Pack appears at the top of search results, showing nearby hotels along with their ratings, reviews, and location. To earn a spot here, your GMB profile needs to be fully optimised with accurate business details, fresh photos, and ongoing engagement with reviews and posts.
When your hotel consistently appears in this prime real estate, potential guests are more likely to trust your property and book directly, bypassing the competition and OTAs (Online Travel Agencies). This level of local SEO can make all the difference in securing more bookings.