Google Strategies (SEO / SEM)

Search still begins most journeys, and it rewards properties that answer the question a traveller is actually asking — which is almost never the name of your hotel. By the time somebody searches for you by name, the decision has been made and an OTA is probably bidding on that name too.

Most hotel SEO is a report. Rankings go up, traffic is flat, and nobody can say which booking came from any of it.

Architecture

A site structure that mirrors how travel is searched — destination, experience, room — with internal linking that concentrates authority instead of scattering it.

Structured data

Hotel, room, rate, review and FAQ markup so search results carry price and availability rather than a blue link.

Performance

Core Web Vitals are laid down during the build, not retrofitted by an agency a year later. Speed is a ranking factor and, more importantly, a conversion one.

Languages

Correct hreflang and market-specific content, so the German page ranks in Germany rather than competing with the English one.

The most valuable traffic arrives before the property has been chosen. Guides, itineraries and seasonal writing capture a traveller while they are still deciding where to go — so that when they decide, you are the source they have been reading.

This is slow work and it compounds. A guide written well in March is still earning three years later, which is the opposite of every paid impression you have ever bought.

Brand defence

OTAs bid on your name and charge you commission for the guest they intercept. Holding that ground is usually the cheapest booking you will buy all year.

Non-brand

A measured programme against destination and category intent, with a real acquisition cost per booking to set beside the commission it replaces.

Metasearch

Google Hotel Ads and the rate comparisons, run so the direct rate is present and correct at the exact moment of comparison.

Measurement

Server-side tracking and consent handled properly, so the numbers survive the browser changes that have quietly broken most hotel analytics.