A 47-step framework you can start implementing this week to rank above OTAs

This checklist is built for hotel marketing managers, owner-operators, and revenue managers who want to reduce reliance on OTA commissions by ranking your own website higher in Google Search results.

Each task is specific to hotels — we don't cover generic SEO checklists. Every step here applies to either your main booking engine, your Google Business Profile, or your content strategy for direct bookings.

If you're managing a single independent hotel, use all 47 steps. If you operate a multi-property chain, some tasks (like [local SEO ranking factors](/industry/professional/accountant) including GBP optimization) will scale differently than single-property tasks. We've noted which steps apply to each.

This checklist is organized by tier, not by timeline. Tier 1 items deliver the fastest ranking improvements and typically take 2–4 weeks to complete. Tier 2 items build authority and take 4–8 weeks. Tier 3 is ongoing maintenance. Tier 4 is optional for hotels competing in highly saturated markets.

We recommend assigning one person (or outsourcing to an SEO specialist) to own each section. A marketing manager can handle GBP and content tasks. A developer or technical SEO person owns the site structure and schema markup. A reputation manager owns review generation and response.

The downloadable checklist below includes checkboxes and a priority matrix to help you track progress week by week.

Google Business Profile

• Claim or verify your GBP listing (one per property location)
• Complete all profile fields: hours, phone, website URL, category (Hotel)
• Add 5–10 high-quality photos of rooms, common areas, and amenities (no logos or AI-generated images)
• Write a 150–200 character business description focused on location and key amenities
• Enable Google Posts and publish 2–4 posts per month about seasonal packages or local events
• Respond to all reviews (positive and negative) within 24–48 hours
• Add your service areas if you offer airport transfers or local tours

On-Page Basics

• Audit your homepage title tag — it should include your hotel name, city, and main keyword (e.g., "Luxury Hotel in Downtown Denver | The Grand")
• Write a meta description under 155 characters that includes a unique value prop (e.g., "Historic downtown hotel with rooftop bar, free WiFi, and 10-minute walk to attractions")
• Create a dedicated rates/booking page with clear calls-to-action and schema markup for room types and pricing
• Audit room landing pages — each should have unique descriptions (not auto-generated copy) and actual guest photos

Local Citations

• Ensure your Name, Address, and Phone (NAP) match exactly across Google, Yelp, TripAdvisor, and your website
• Add your hotel to 5–10 industry-specific directories (e.g., HotelTonight, Booking.com, Expedia, SynXis, HCMI)
• Set up Google Hotel Ads campaign (this improves GBP visibility and CTR)

City & Destination Content

• Create 3–5 "Guide to [City]" pages optimized for "things to do in [city]" with embedded guest reviews and your hotel's location
• Build neighborhood-specific landing pages (e.g., "Hotels in [Downtown/Marina/Arts District]") if you operate in multiple zones
• Write blog posts about local events, seasonal travel, and hotel updates (publish 2–4 per month)
• Embed real guest reviews (with permission) into city guides to build trust and reduce bounce rate

Review Generation & Schema Markup

• Set up automated post-stay email campaigns requesting Google and TripAdvisor reviews
• Implement review schema markup on your site (Google can crawl structured review data directly from your pages)
• Create an FAQ schema section on your homepage with common guest questions (checkout time, pet policy, parking, WiFi details)
• Add aggregate rating schema to show your review score and count in search results

Technical SEO Foundations

• Audit your site structure — ensure all booking pages are crawlable (check robots.txt and sitemap.xml)
• Fix duplicate content issues (avoid auto-generated room pages; use parameters instead)
• Ensure mobile responsiveness (Google prioritizes mobile-first indexing for travel sites)
• Add breadcrumb schema (Home > Rooms > [Room Type]) to help Google understand your hierarchy

Review Management & Reputation

• Respond to all new reviews within 48 hours
• Track review trends (what guests mention most — cleanliness, location, noise — and address in your operations)
• Monitor brand mentions and local press mentions to identify link opportunities

Content Refreshes

• Update "Things to Do" guides quarterly with new events and attractions
• Refresh blog posts with current data (e.g., update travel guides annually)
• Test and improve CTAs on your booking pages (button text, placement, urgency messaging)

Reporting & Analysis

• Track keyword rankings for your top 20 target keywords weekly
• Monitor organic traffic to your booking page (set up goal tracking in Google Analytics)
• Measure click-through rate (CTR) from search results — if it drops, your title/meta description may need updating

Link Building & Outreach

• Identify local blogs, travel journalists, and lifestyle sites mentioning your city
• Pitch a guest post or interview about your hotel's unique history or amenities
• Build links from local tourism boards and chamber of commerce directories
• Create a media page with high-resolution photos and press contact info (journalists will link to you when featuring your property)

Advanced Schema & Rich Snippets

• Implement Event schema if you host weddings, conferences, or local events
• Add FAQPage schema for detailed Q&A sections (improves featured snippet chances)
• Test structured data in Google Search Console to ensure markup is valid

Multi-Location Optimization (For Chains)

• Create separate landing pages for each property (not auto-generated branches of a single template)
• Set up location-specific ad campaigns if running PPC
• Ensure each location has a dedicated phone number and GBP profile