Search engine optimisation (SEO) is the strategy of using tactics to get your website to rank as high as possible in Google's search results. Appearing higher on the Search Engine Results Page (SERPs) can generate more traffic for your website and, ultimately, more footfall in your business.
Local SEO (as opposed to national) requires a more robust geographical approach, using local phrases and keywords and the correct set-up of Google Business Profile to target customers in your specific location.
In 2026, local search works slightly differently than many brands assume. Google states that local results are primarily based on relevance, distance and prominence (sometimes referred to as popularity):
- Relevance refers to how well a profile matches the search intent.
- Distance considers proximity to the searcher or specified location.
- Prominence reflects how well-known or authoritative a business is online.
Importantly, you cannot pay or request better local ranking – visibility is earned through optimisation, accuracy and trust signals.
For hospitality brands, this matters because local intent is high intent. Guests searching for “Sunday roast near me” or “boutique hotel in York city centre” are usually ready to act.
So, let's dive deep into why Local SEO is vital for your hospitality business and walk through the steps you can take to master your SEO strategy on Google.
Contents
- Why is local SEO important?
- Google Business Profile (GBP)
- Understanding the Google local pack and Google Maps
- Optimising your Google Business Profile: Step-by-step guide
- Generating online reviews
- Ideas for generating online reviews
- What are the benefits of mastering local SEO for hospitality?
Why is local SEO for hospitality important?
Most consumers turn to their mobile or desktop devices to search for local services, whether that be a hairdresser or your bar or restaurant. If your business is featured at the top of that search page, you have an advantage over your competitors and are more visible to those actively looking for your services.
The key to achieving that high ranking in search is understanding local SEO and deploying a number of strategies to make you more visible within the online community.
But visibility alone is not the win. For hospitality brands, local SEO delivers real value when a searcher can instantly act – book a table, view a menu, place an order, call, or get directions in one click.
Key benefits:
- Increased discoverability in local search
- Higher booking conversion, not just traffic
- Stronger brand credibility
- Competitive advantage in crowded markets
- Improved operational trust through accurate information
Accuracy is critical. Hospitality is brutally time sensitive – incorrect opening hours or outdated menus can instantly damage trust.
In fact, 62% of consumers would avoid using a business if they found incorrect information online [1]. For hospitality brands, that means wasted journeys, lost bookings and avoidable complaints.
Let's look at some simple areas you can focus on in the online space:
Google Business Profile (GBP)
Google Business Profile (GBP) remains the cornerstone of local SEO.
For hospitality brands in 2026, the most impactful features include:
- Booking links (table reservations, room bookings)
- Food ordering links
- Menu integration
- Attributes (outdoor seating, dog-friendly, Wi-Fi, accessibility, live music, etc.)
- Link management (primary website link, booking links, ordering links)
- Photos and video
- Q&A management
- Posts and updates
- Opening hours and special hours
GBP does not use “tags” in the traditional sense. Instead, it uses attributes, which can influence visibility for attribute-based searches such as “dog-friendly pub near me” or “restaurant with outdoor seating.”
Delivery should not be treated as a generic “delivery category.” Instead, ensure correct use of attributes and configure food ordering links properly within GBP’s supported ordering integrations.
Google Local Pack & Google Maps Pack
When users perform a local search, Google often displays a small set of businesses – usually a small set (often three) – known as the Local Pack.
This section is influenced by:
- Relevance – correct primary and secondary categories, complete and accurate information
- Distance – proximity to the searcher or specified location
- Prominence – strong review profile, local brand mentions, website authority
For hospitality brands, this translates into:
- Choosing the correct categories (e.g. “Gastropub” not just “Restaurant”)
- Keeping information complete and updated
- Building a strong, authentic review profile
- Earning local press, backlinks, and brand mentions
Google Maps
Google Maps results follow the same principles. Users frequently filter by attributes, ratings or open hours – so profile completeness directly impacts discoverability and conversion.
When people search for a business within Google Maps e.g. Miller and Carter in Sutton Coldfield, local results are shown as markers on the map and populated with information including address, customer reviews, contact information and ratings. Once again, you need to have populated your Google Business Profile before you can appear in maps.
Optimising your Google Business Profile: Step-by-step guide
For the functions discussed above to work to your advantage, it's vital that your Google Business listing is filled out correctly, uniformly and updated regularly. Imagine searching for a local restaurant and making your way there to discover that it's not open or is closed for a refurb – the customer may then leave a negative review, which will be referred to by others using the same search terms.
Let's walk through the optimisation process step-by-step and get your Google Business listing working for you!
A fully optimised Google Business Profile can significantly improve performance.
1. Verify and complete all information
Ensure:
- Accurate business name
- Correct primary and secondary categories
- Up-to-date address and contact details
- Accurate website link
Consistency across all platforms supports prominence and trust.
2. Opening hours and special hours
This is critical.
Add and maintain:
- Standard opening hours
- Special hours for Christmas, bank holidays, seasonal closures and one-off events
Inaccurate hours lose trust fast – and as noted earlier, consumers will avoid businesses with incorrect information [1].
3. Links that convert
Configure your GBP so guests can take action in one click.
For hospitality brands, this means:
- Booking link added and mobile-optimised
- Food ordering links correctly configured
- Direct links to the most relevant conversion pages
Do not force users to hunt through your homepage.
4. Use attributes strategically
Select all relevant attributes, including:
- Outdoor seating
- Dog-friendly
- Wheelchair accessible
- Live music
- Family-friendly
- Wi-Fi availability
Attributes can influence visibility when users apply filters or perform attribute-based searches.
5. Upload high-quality photos and video
Visuals drive hospitality decisions.
Include:
- Exterior imagery (helps findability)
- Interior ambience shots
- Hero dishes and drinks
- Menus
- Accessibility cues
- Seasonal updates
Freshness matters. Update imagery regularly to reflect seasonal menus, refurbishments or events.
6. Manage Q&A
Hospitality profiles commonly receive questions such as:
- “Are you dog friendly?”
- “Do you have a kids menu?”
- “What’s your last booking time?”
If you do not manage Q&A, random users may answer inaccurately. Monitor and respond proactively.
7. Write a compelling description
Your description should clearly explain your offer and differentiators.
Avoid keyword stuffing. While not every instance results in a formal penalty, it can harm trust, damage user experience and may breach Google guidelines depending on implementation.
8. Governance for multi-location brands
If you manage multiple venues:
- Maintain central oversight of categories and brand consistency
- Standardise naming conventions
- Create processes for updating special hours across all sites
- Implement review monitoring workflows
Governance prevents inconsistency that weakens prominence.
Generating online reviews
Let's imagine for a moment that you're searching for an Italian restaurant in the centre of Brighton. You search on Google Maps, and two businesses come up – one has a couple of 3-star reviews and a handful of poor images, while the other has almost 200 4-star reviews and a visually attractive listing. Which one are you going to visit?
Reviews are a major influence on prominence and conversion.
However, the goal is not to engineer keywords into reviews. Instead:
- Focus on authentic guest feedback
- Encourage detail so future guests can make informed decisions
- Respond professionally to all reviews
Detailed reviews help guests decide. They support credibility and increase conversion rates.
UK fake review crackdown
Following a Competition and Markets Authority (CMA) probe, Google agreed to take stronger action in the UK against fake review practices, including warning labels and restrictions for businesses involved in review fraud [2].
Hospitality brands should avoid incentivised or fabricated reviews. The risk to brand reputation and account integrity is significant.
Ideas for generating online reviews
Ask the regulars
Don't be afraid to ask your regular customers to leave a review for you. If they're already invested in your business, they will likely be happy to leave a positive review.
Add a Customer Reviews link to your booking email
If you have a booking system that sends an email to confirm a booking, add a link in the email asking your customers to leave an honest review. You can generate a link within your Google Business profile that directs users straight to the reviews section.
Request reviews via social media
Again, use your social media channels to ask your followers to provide a review of your business. Use the link mentioned above to make the process as simple as possible for them.
Showcase existing reviews to attract more
A simple screenshot of some of your latest customer reviews posted on social media will naturally put the idea in the minds of your followers and increase your chance of getting more.
Create 'leave us a review' cards within your business
This can be as simple as a little business card – or even a little blackboard on or near each table – that reminds guests to leave a review. Bonus points if they get some kind of reward for doing so!
What about negative reviews?
You've got yourself a bunch of online reviews, but some of them mention negative points or experiences. There's no need to panic, and you definitely shouldn't remove it. Instead, respond calmly and honestly and show your future customers that you are a friendly and welcoming business that doesn't lash out. Respond promptly, but take the time to investigate the issue and apologise if the fault lies with you.
Your business should respond to all reviews, positive or negative – even if it's to say a quick 'Thank you, and we hope to see you again soon'.
What are the benefits of mastering local SEO for hospitality?
Local SEO is not just about being seen – it is about being chosen.
For hospitality brands, the benefits include:
- Increased visibility
- Higher booking conversion rate
- Increased footfall
- Fewer wasted journeys and complaints due to accurate information
- Stronger operational trust
- Improved reporting and insight
When information is accurate, guests convert faster and arrive with the right expectations – reducing friction and complaints. Considering that 62% of consumers avoid businesses with incorrect information [1], accuracy directly protects revenue.
Master GBP with Brew
Understanding how users interact with your GBP and website is critical. For deeper tracking insights in a privacy-first landscape, explore our guide to the age of cookieless tracking.
For a detailed walkthrough on setup and optimisation, read our step-by-step guide to setting up your Google Business Profile.
Local SEO, when executed correctly, drives not only traffic – but measurable bookings, operational efficiency and long-term brand authority.
Need some help with your local SEO?
We understand that many businesses are time-poor, so if you need assistance getting on top of your SEO strategies, let's get together and let our experts put the work in for you. Please don't hesitate to reach out. We'd love to hear from you!
References
[1] BrightLocal Local Business Discovery & Trust Report
[2] The Competition and Markets Authority (CMA) investigation into fake online reviews
Sophie Page-Britton
Sophie is an account director and SEO specialist. She's led the way on global brands such as All Bar One and Me & My Golf – combining her natural charm with her eye for insightful stats.
