How to Build an SEO Strategy for Your Hotel Website (Without Guesswork)
If you’ve ever stared at a blank Google Doc wondering how to describe your hotel or vacation rental, you’re not alone. Great copy doesn’t happen by accident, and it’s not about throwing in generic phrases like “best places to stay.” It’s built on the clarity of knowing exactly who your guests are, what they’re searching for, and what makes your property stand out.
That’s why we created the Hotel SEO Strategy Questionnaire: a guided framework to help you define your brand voice and identify the keywords that will actually bring the right guests to your site. With a clear SEO strategy, you’ll eliminate the guesswork and start ranking higher on Google.
Here’s what the questionnaire covers and why each piece matters.
1. Define Your Ideal Guest
Every strong SEO strategy begins with your audience. Who are you really speaking to?
Couples seeking a romantic getaway?
Families searching for kid-friendly amenities?
Solo travelers craving solitude and a peaceful retreat?
By identifying your ideal guest, we can create website copy and meta descriptions that speak directly to them. This not only improves hotel SEO rankings but also increases conversions, because your site will resonate with the people most likely to book.
2. Pinpoint Locations & Keywords
When guests search for accommodations, they usually start with geography. They don’t always know you, but they know they want:
“Cabins near Duluth”
“Luxury resorts in Scottsdale”
“Romantic getaways in Colorado”
Location-based keywords are the backbone of hotel SEO. That’s why every page title, meta description, subheading, and paragraph needs location keywords woven in naturally.
Our questionnaire prompts you to identify the towns, regions, and landmarks your guests care about, so we can integrate them into your site map. This ensures your hotel website is optimized not just for search engines, but for the exact phrases your guests are already typing into Google.
3. Study Your Competitors
Sometimes the easiest way to clarify your brand is by looking at what others in your space are doing.
We ask you to share 2–3 competitor websites you admire (or compete with). From there, we analyze:
What keywords they’re targeting
How they structure their content
What they’re doing well (and what they’re missing)
This insight helps us position your website as unique, not generic, so you stand out in a crowded market.
4. Capture Your Story & Voice
SEO isn’t just about algorithms, it’s about storytelling and connection. Guests want to feel something when they land on your website. And that’s what comes through in your brand voice.
Are you cozy and rustic? Sleek and modern? Romantic and luxurious?
We also ask for your origin story and values, because those details set you apart from cookie-cutter hotel websites and create an emotional connection. This is one of the most powerful SEO strategies for boutique hotels and vacation rentals.
5. Weed Out What Doesn’t Fit
Just as important as knowing what you are is being clear about what you aren’t. If your property isn’t a party spot, we won’t sprinkle in “cheap stays” or “student lodging.”
Our SEO questionnaire helps you eliminate mismatched keywords so your hotel strategy stays consistent and focused on the right audience. This clarity protects your brand and attracts the right guests.
Conclusion
Great SEO isn’t guesswork, it’s strategy. By answering a few key questions, you’ll uncover the building blocks of a hotel website that feels authentic and copy that’s irresistible to both hotel guests and search engines.
At Brosy Studio, we include our SEO Strategy Questionnaire with every hotel website project so you walk away with copy that’s not only beautiful, but also built to convert.
Ready to tell your story and bring more guests to your property? Get in touch with Brosy Studio to start your hotel SEO strategy today.
