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Hotel SEO services

More direct bookings from guests searching for a hotel near you.

Our hotel SEO services help independent hotels show up when guests search Google, check the map or ask an AI tool where to stay, so more of them book on your own website. SEO starts at £399 + VAT a month on a rolling monthly contract, with AI search included. Dan, Andy and Lizzie do the work, and they’re the people you’ll speak to every month.

  • A flat monthly fee from £399 + VAT, with AI search included
  • Rolling monthly contracts, and you keep your website, Google Business Profile and data
  • Plain-English monthly reports built from your Google Search Console and Google Analytics data
8 businesses got in touch in the last 7 days. Trusted by 200+ small businesses since 2017. Rated 4.7 on Trustpilot and 5.0 on Reviews.io.

Get your free growth audit

We’ll manually check your hotel’s website, your Google Business Profile and where you show up when guests search for a hotel in your area, then send you your growth action plan within 48 hours.

FreeNo obligationDone by a person

Small businesses growing with Dandy

  • C Kearney Roofing
  • Chiropractor Bramhall
  • Future Lift Services
  • Lucky Voice
  • Spotlights Theatre School
  • MGOC Spares
  • Strength Ambassadors
  • Cornish Lime
  • Huddle
  • Cmbio

SEO pricing for hotels

Our Local SEO package suits an independent hotel winning guests who search for a place to stay in one town, city or area. It starts at £399 + VAT a month with no lock-in contract. If you need new pages built, the National package is quoted after your free audit.

Trusted by 200+ small businesses since 2017

Local SEO

Independent hotels, inns and guest houses that want more direct bookings from guests searching for a stay in one town, city or area.

From £399+ VAT a month

  • Rolling monthly, no lock-in contract
  • Dan, Andy or Lizzie as your account manager
  • AI search included
Start with a free growth audit

What’s included

Google Maps and your profile

  • Google Business Profile optimisation
  • Google Maps pack optimisation
  • Local keyword research
  • A review generation strategy

Local trust signals

  • Local citation building
  • NAP consistency audit
  • Local schema markup
  • One to two quality links a month
  • Backlink audit

Your website

  • Full website SEO audit
  • On-page and meta data optimisation
  • Internal linking optimisation
  • Technical SEO fixes and page speed
  • Google Analytics set-up

Content, AI search and reporting

  • Two blog posts a month from a content calendar
  • Regular content refreshes
  • AI search optimisation
  • Monthly performance report
  • Competitor analysis

How the first month starts

  1. Free auditWe review your site and Business Profile manually. You get your growth action plan within 48 hours.
  2. Profile and listingsYour hotel details on Google checked and filled in, and your name, address and phone number made consistent everywhere Google looks.
  3. Keywords and pagesThe searches guests use for your area, matched to the room, dining and events pages you already have.
  4. Tracking and first reportBooking and enquiry tracking set up. Your report shows rankings, clicks to your website and booking engine, and enquiries.

Compare every SEO package and price

What our hotel SEO services include

Hotel SEO is search engine optimisation with one goal: more guests booking on your own website after they find you on Google, on the map or in an AI answer. Guests often find a hotel through Google Search and Google Maps, compare it with the big booking sites, then pick where to book. The work below gives them good reasons to book direct.

Google Business Profile optimisation for hotels

Your Google Business Profile is often the first thing a guest sees, before your hotel’s website, and it carries a lot of your hotel’s visibility in local search. Hotel profiles work differently from other businesses: Google’s help pages say verified hotels edit their amenities in a separate hotel section of the profile, hotels can’t set opening hours because they’re open 24 hours to guests, and the prices on the profile come from hotel ads and free booking links. We make sure every detail you control is complete and correct.

  • Amenities such as parking, Wi-Fi, a restaurant or pet-friendly rooms filled in on your profile
  • Photos of real rooms, the building and the area
  • One profile for each hotel, with its own address and phone number

More on local SEO

Keyword research for the way guests search

Keyword research shows what guests type into Google search before they book: “hotel in [Town]”, “dog friendly hotel near [Landmark]” or “hotel with parking in [Town]”. Short primary keywords are where the booking sites are strongest, so we also find the long tail keywords that match how your guests search and what you really offer. Then we track your keyword rankings in Google Maps and the search engine results pages, checked from your area.

On-page SEO for your rooms, restaurant and event pages

Your room, restaurant, wedding and meetings pages are the landing pages guests arrive on from search, so each one needs to match the search intent behind it. We improve the website content, title tags and meta descriptions on the pages you have, add internal links between them and add local schema markup that helps search engines understand your hotel and where it is. The two blog posts a month in the Local package become local guides that link through to your rooms.

  • Title tags, meta tags and headings written for relevant keywords
  • Engaging content that answers what guests search before a trip: things to do nearby, walks, events and where to park
  • Local schema markup so search engines understand your hotel’s name, address and location
  • New pages for extra rooms, weddings or a second hotel come with the National package

Online reviews, asked for the right way

Guests read online reviews before they book, and Google says more reviews and positive ratings can help your local ranking. We give your front desk a simple way to ask for a Google review, by email after check-out or a card at the desk, as part of a review generation strategy.

Technical SEO and a website that drives direct bookings

A guest on a phone needs your rooms, prices and a booking button within seconds. Our technical SEO fixes the issues that stop search engines reading your site, from page speed and site speed to broken internal links and pages blocked from Google, and we check your booking engine is tracked in Google Analytics so we can see which pages bring in direct bookings. Off page SEO adds one to two quality links a month through link building from other relevant websites.

AI search, included

AI search is included in every SEO package. We make sure your website, Google profile, reviews and listings give the same clear facts about your hotel, then re-run the questions guests ask in ChatGPT, Gemini, Claude and Perplexity every month to see whether your hotel is named.

More on AI search

Monthly reports from Google Search Console and Analytics

Every month we pull the figures from Google Analytics and Google Search Console, then tell you how your organic traffic, search rankings and SEO performance moved, which pages sent guests to your booking engine and what we’re doing next, in plain English.

Where a hotel SEO strategy usually goes wrong

If any of these sound like your hotel’s website or your last agency, they’re fixable. Each one has a cause you can check.

Examples of what hotel owners tell us

  • “Guests find us on Google, then book through Booking.com anyway.”

    Why it happensYour own website is slower, harder to book on or shows less than the booking site. Guests take the easiest route, and you pay commission on it.

  • “We rank for our hotel name, but not for ‘hotel in [Town]’.”

    Why it happensThe site only describes who you are. It doesn’t match what new guests type, like the town, a landmark, parking or dog friendly rooms.

  • “Our wedding and meetings pages never show up in search results.”

    Why it happensThe events information sits on one thin page with no clear title tags, no photos with descriptions and no internal links from the rest of the site.

  • “Quiet months are quiet online too.”

    Why it happensContent only goes up for peak season. Guests plan winter breaks and spring weekends months ahead, and the pages aren’t there when they search.

  • “We pay for SEO and can’t tell if it brings in bookings.”

    Why it happensThe report counts website traffic, not clicks to the booking engine, calls from your Business Profile and event enquiries. Nobody has set up tracking for what matters.

Results from booking-led businesses

Podiatry Hub, Spotlights Theatre School and Chiropractor Bramhall fill their diaries from people searching nearby, the way a hotel wins direct bookings.

Podiatry Hub

Local clinic · Google Ads

6,000phone calls and bookings
156average monthly actions
£0.87average cost per local action

A Google Ads account built from scratch in 2021 and run ever since, aimed at calls, directions requests and bookings.

“Most of my bookings now come from the work Dandy Marketing do for us. When I have a question, I get a quick, professional answer.”
Freya GregoryPodiatry Hub
Read the case study

Spotlights Theatre School

Local service · SEO, Google Ads and paid social

98%year-on-year organic traffic increase
404%increase in PPC clicks
120%increase in bookings

A full technical audit, location pages across its South London and Kent catchment and a local Performance Max campaign.

Read the case study

Chiropractor Bramhall

Local clinic · Google Ads

1,668bookings in last 12 months
98%increase in conversion rate
320%traffic increase

Campaigns split by service and area, a local Performance Max campaign and bidding pointed at confirmed bookings.

“Working with Dandy has been so easy. They take the time to explain everything and they get results. I’ve seen such a spike in bookings since they started supporting my business, it’s a pleasure having them on my side!”
Jordan GregoryOwner, Chiropractor Bramhall
Read the case study

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What you want from a hotel SEO agency, and what we do about it

Point by point, so you can hold us to it.

You wantWhat you get from us
Clear prices before you signNo “it depends” until you’ve handed over your details.

Local SEO is from £399 + VAT a month, shown on this page. For anything beyond the Local package, we quote after the free audit, before you commit to anything.

No lock-inStay because it works. Leave any month if it doesn’t.

Rolling monthly contracts. Your website, Google Business Profile and data stay yours whether you stay or go.

Someone who gets how guests bookSearch, compare, then book where it’s easiest.

We plan the work around how guests arrive: Google search, the map, AI answers and the booking sites they compare you with. It’s how we work for the booking-led businesses in our case studies.

Reports in bookings, not jargonDid more guests book direct, and what happens next?

A plain-English monthly report from your Google Search Console and Google Analytics data: the pages that sent guests to your booking engine, what moved and what’s next.

An honest timelineNot page one by next week.

Rankings usually move in three to six months, and leads can take up to a year to follow. SEO is a long-term strategy, and we show progress every month.

Hotel SEO is a good fit if...

  • You run an independent hotel, inn or guest house and want more guests to book direct
  • You have rooms to fill outside your busiest weeks
  • You can take bookings online, through a booking engine or a clear enquiry form
  • You can give it three to six months to build

Probably not for you if...

  • You need rooms filled this month: Google Ads may suit you better
  • You want guaranteed number one rankings by next week
  • You’re fully booked all year round

Not sure? The free audit will tell us both.

Clients say it better than we can

4.8average from 52 reviews

The reviews below are from Reviews.io, word for word.

SEOOct 2025

“a friendly and helpful expert I can turn to”

I have been working with Dandy Marketing for over 5 years now, mainly for SEO. During that time they have become a trusted partner and my key marketing resource. I have seen improvements in my SEO results year on year, but what has been even more important to me as a small business owner is to have a friendly and helpful expert I can turn to. They are responsive, very focused in what they do, get great results and brilliant to deal with. Highly recommended!

Sally MossStrength AmbassadorsReviews.io
Digital marketingJul 2025

“we have seen our inbound leads go from 3-4 per month to 1-2 per day”

Andy and Dan run a really impactful agency and have been a dream to work with. They have a lot of domain knowledge and expertise, are nimble and are able to work with small, fast-paced businesses and offer a really cost-effective solution for digital marketing. Since we have started working with them, we have seen our inbound leads go from 3-4 per month to 1-2 per day. Would highly recommend them!

Mo LanghiCmbioReviews.io
Google AdsAug 2026

“real confidence that our advertising budget is being put to good use”

Excellent Google Ads Management & Great Results We've had a fantastic experience working with Dandy Marketing. From day one, they've been professional, responsive and genuinely invested in helping our business grow. Their management of our Google Ads campaigns has been excellent, with clear communication, regular updates and a proactive approach to improving performance. They're always happy to explain their recommendations and make adjustments where needed, which gives us real confidence that our advertising budget is being put to good use. If you're looking for a knowledgeable, reliable marketing agency that genuinely cares about getting results, I wouldn't hesitate to recommend Dandy Marketing. Thanks again to the whole team – we look forward to continuing to work with you!

WWillReviews.io
SEOGoogle AdsJul 2025

“This isn’t a sausage machine process”

We’ve worked with Dandy Marketing for close on three years and continue to value their deep, nuanced, and experience-led approach to SEO and PPC. This isn’t a sausage machine process, the digital landscape constantly shifts, and Dandy have helped us navigate it with clarity and confidence. They’re conscientious in their work, working to budgets while being open to exploring alternative strategies, testing new ideas, and providing actionable insights we can trust. Their reporting is clear, data-led, and dependable, and they’re on hand with practical guidance when we need it. For any SME trying to make sense of search marketing, Dandy Marketing bring not just knowledge, but a real energy and commitment. We genuinely couldn’t do it without them.

CChrisReviews.io
SEOGoogle AdsOct 2025

“genuinely invested in helping us grow”

We’ve been working with Dandy Marketing since June 2024 on SEO and PPC for our performing arts school. Dan and Andy are great to work with — approachable, knowledgeable, and genuinely invested in helping us grow. They explain things clearly, make practical suggestions, and are proactive in improving our SEO and ad campaigns.

Al WillingaleSpotlights Theatre SchoolReviews.io

The people who’ll work on your SEO

Dan leads SEO and AI search, Andy looks after strategy and Lizzie runs content. You deal with the same three people every month, and they’ll learn how your guests book.

Dan & Andy

  • Dan, co-founder of Dandy Marketing

    Dan

    Co-founder · SEO & PPC

    Dan is Dandy’s Co-Founder and leads SEO, PPC and AI search. Having run in-house digital for some very recognisable international brands, he now brings that same big-brand thinking to small businesses, without the big-brand price tag.

  • Andy, co-founder of Dandy Marketing

    Andy

    Co-founder · Strategy

    Andy is Dandy’s Co-Founder, with 15+ years in marketing behind him, he’s here to give small businesses the honest, friendly agency he wished he’d had whilst working for numerous client side organisations.

  • Lizzie, Head of Content Operations at Dandy Marketing

    Lizzie

    Head of Content Operations

    Lizzie leads content strategy, production and in-depth content audits, making sure everything we publish earns its place and brings the right people in.

How the growth audit works

  1. 1

    Send us your website

    Your name, email and website. It takes a minute.

  2. 2

    We check it manually

    It’s a free SEO audit done manually: your Google Business Profile, map pack positions for hotel searches in your area, listings, online reviews, nearby hotels that outrank you and how easily your website turns visitors into direct bookings, to find where your next bookings will come from.

  3. 3

    You get your growth action plan within 48 hours

    What’s working, what isn’t and what we’d do to get you more bookings. No obligation, no hard sell.

Get my free growth audit

Hotel SEO: questions

Something we haven’t covered? Email info@dandymarketing.co.uk and we’ll get back to you.

Get my free growth audit
How much do hotel SEO services cost?

Our Local SEO package starts at £399 + VAT a month on a rolling monthly contract, with AI search and monthly AI visibility tracking included. If you need more than the Local package covers, the National package is quoted after your free audit. Google Ads management starts at £200 + VAT a month, with ad spend paid straight to Google.

How long does SEO for hotels take to work?

Usually three to six months for rankings to move, and up to a year for bookings to follow. Paid ads can bring guests in sooner, and Google Ads can run alongside SEO as part of the same digital marketing plan. We show progress in your report every month.

Can an independent hotel compete with Booking.com and Expedia on Google?

Yes, on the searches that matter to you. The booking sites are hard to beat for “hotels in [City]”, but Google says its local results are mainly based on relevance, distance and popularity. A complete Business Profile, steady reviews and pages that answer specific searches can put an independent hotel in front of guests who are ready to book direct.

What are Google’s free booking links?

Google’s Hotel Center help says free booking links let your own booking site appear across Google when people search for hotels, and there’s no cost for clicks. If you use a booking engine or reservation system, Google says your provider may already connect you, so ask them first.

What does a successful hotel SEO strategy include?

Four things working together: a complete Google Business Profile, pages that match what guests search for, a fast website that makes booking direct easy, and steady reviews and links. On top of that, AI search needs the same clear facts about your hotel everywhere. We report on all of it every month, so you can see where the SEO efforts are paying off.

Can I do SEO for my hotel myself?

You can do a lot of it. Keep your Business Profile complete, ask every happy guest for a review, give each room type a clear page and make booking on your own website easy on a phone. The free audit shows what we’d fix first, whether you work with us or not.

Am I tied into a contract?

No. All of our services run on rolling monthly contracts. You keep your Business Profile, website and data whether you stay or go.

Let’s win you more direct bookings

Send us your website. We’ll manually check how your hotel shows up when guests search for a stay near you and send you a clear plan.

  • An audit done by a person, within 48 hours
  • What we’d fix first, in plain English
  • No obligation and no lock-in contracts
Get my free growth audit
Get my free growth audit