Hotel SEO and content for direct bookings
The trip starts with a search. We write for the traveller still choosing a city and for the one who already typed your hotel name and landed on an OTA. Eight pieces a month, one pillar page a quarter, and a site that stops leaking the booking at the last click.
A 30-minute video call. The audit document and the 90-day plan.
Your name ranks. Somebody else’s site owns it.
Type your hotel into Google and count how many results above the fold are yours. Usually one. The rest are portals selling your rooms with your photos and charging you 15 to 25% for the privilege. Meanwhile the searches that decide the trip — the neighbourhood, the season, the reason to come — are answered by everyone except you.
Content & SEO
Eight pieces a month
Articles and destination pages written against real search intent, not a content calendar filled for the sake of it. Each one has a job: a keyword to take and a route to the booking engine.
One pillar page a quarter
The long, definitive page for the search that matters most to your property — a neighbourhood guide, a season, a MICE use case — built to be the answer and to hold links.
Continuous optimisation of the hotel site
Technical SEO, speed, structured data for rooms and rates, the AI-search layer, and the friction that costs you the last click before the booking engine.
Two trade links a month
Placements in hospitality media, including Prensa Hotelera and the in-house media network, so the authority that ranks your pages comes from the sector and not from a link farm.
Brand-name defence
Working the results page for your own name so the guest who already decided on you finds your booking engine first, instead of a portal reselling the same night.
Monthly reporting
Rankings, organic traffic and organic direct bookings, on one page. Cost per direct booking measured against the commission you would have paid.
How it runs
- 01
01 · Audit
Your visibility against three competitors, the state of the site, and the searches you are losing. Eight to ten pages, free, before anything is signed.
- 02
02 · Intent map
We sort the searches by how close they sit to a booking and decide what we take first. Dreaming, planning and booking searches get different pages, not the same blog post.
- 03
03 · Publish and fix
The calendar starts and the technical work runs alongside it. Publishing without fixing the site sells traffic to an engine that drops it.
- 04
04 · Compound
Links, updates and internal routing. Old pieces get rewritten when the search moves. The pillar pages are the ones that keep paying two years in.
- 05
05 · Report
One page a month and a live dashboard: rankings, organic traffic and direct bookings, against the OTA cost avoided.
What changes
Your own name returns your booking engine before it returns a portal.
Organic traffic arrives with a reason to book, not just to read.
Direct bookings from organic grow as a share of the channel mix.
Cost per direct booking drops below the commission it replaces.
The site stops losing the guest between the article and the rate.
Who we work with
Boutique hotels
The specialty. Independent, one house, nothing to hide behind.
Regional chains
Five to thirty properties, one brand, thirty different websites.
Resorts & holiday hotels
A season that has to be sold before the season starts.
City & business hotels
Weekday occupancy is a sales channel, not a content calendar.
Serviced apartments
Off the platform, onto your own booking page.
Rural & experiences
Nobody searches your village. They search the reason to go.
Questions
How long until SEO moves direct bookings?
Quarters, not weeks. Brand-name and technical fixes can move inside the first month; the destination searches that bring new guests usually take two to three quarters to hold position.
Do you write the content or do we?
We write it. You review it. Nobody on your team gets handed a keyword list and a deadline — the whole point of the fee is that the eight pieces happen without the front desk writing them.
Does the content belong to the hotel?
Yes, all of it: pages, drafts, images, the site itself. Nothing is rented and no account stays in our name. If the contract ends, it ends with everything on your side.
What about AI search engines?
The same pillar pages and structured data that rank in Google are what get quoted by AI answers. The Dominate plan adds explicit work on how your rates and rooms are read by those engines.
Can you work with our booking engine?
We work with what you have and report the friction we find. If the engine is the bottleneck, that goes in the audit as a prioritised opportunity, with the revenue it is costing.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.