OTAs are still winning the visibility game, and it’s not because they’re smarter – it’s because they’re everywhere.
Paid ads. Organic results. Retargeting. You name it.
Meanwhile, most hotels are splitting efforts between SEO or PPC.
The fix? SEO and PPC marketing working together. Not in theory, in execution.
In this post, we’ll show you how to combine both to reclaim visibility, drive direct bookings, and stop handing over margin.
What is SEO (Search Engine Optimization)?
SEO is how your hotel shows up without paying for every click. It’s the process of improving your website so it ranks higher in non-sponsored search results on Google.
This includes:
- Ranking for searches like “boutique hotel in Austin”
- Creating content travelers actually want (not just keyword soup)
- Fixing technical issues that quietly kill potential bookings
- Building authority so Google trusts you more than the OTAs
Example:
You publish a guide like “Best Things to Do Near Our Hotel in Nashville.” It ranks. It brings in travellers in the planning phase. It keeps working while you sleep.
The Payoff:
SEO takes time, but once it gains traction, it delivers consistent, cost-effective (free.99 😃) traffic + builds long-term visibility.
What is PPC (Pay-Per-Click Advertising)?
PPC is your fast lane. You bid, you show up, you get clicks. It’s a form of digital advertising where you bid on keywords to appear at the top of search results asap.
This includes:
- Google Ads targeting high-intent searches like “hotel deals in Miami”
- Branded campaigns (so OTAs don’t hijack your name)
- Seasonal pushes, promos, and last-minute offers
- Retargeting users who almost booked… but didn’t
Examples:
Someone searches for your hotel. Your ad shows up at the top of the page with a 15% off offer, encouraging ready travelers to book directly.
The Payoff:
You pay for every click with PPC, but it drives immediate visibility and traffic + gives you control over messaging, timing, and budget.
How SEO and PPC Work Together (+ Why It Matters)
SEO and PPC are solving the same problem: showing up when booking intent is highest.
You’re targeting the term “luxury hotel in Austin.”
- SEO helps you rank organically over time
- PPC gets you to the top of the page immediately
Together, you’re not just visible – you’re unavoidable.
5 Ways You Can Use SEO + PPC to Benefit Your Hotel
1. Keyword Intelligence Sharing
PPC gives SEO:
- High-converting keywords
- Messaging insights
SEO gives PPC:
- Long-tail keyword opportunities (often cheaper to bid on in PPC)
- Content themes that resonate with travelers
- Organic performance data that highlights where paid support is needed
Examples:
- SEO shows traction for “family-friendly resorts in Orlando.” PPC doubles down with tailored ad messaging and offers.
- PPC shows strong performance for “pet-friendly hotels in Dallas,” SEO teams prioritize content + optimize pages around that term.
2. Dominating the SERP (Search Engine Results Page)
When your hotel appears in both paid ads and organic listings, you double your visibility and credibility.
- Increased click-through rates
- Stronger brand authority
- Competitive advantage over OTAs by pushing them further down the page
Mini Takeaway: Owning more real estate on Google means fewer clicks going to third-party booking sites.
3. Improving Conversion Rates with Intent Matching
SEO often captures users in the research phase, while PPC targets users ready to book.
Together:
- SEO nurtures interest with helpful content
- PPC captures demand with strong offers and CTAs
Example:
A traveler reads your blog post on “best rooftop hotels in Miami” (SEO), then later clicks a PPC ad offering 15% off stays. A full-funnel win.
4. Building Awareness After Naming + Website Updates
Rebrands and website updates can disrupt visibility if not managed properly – but SEO and PPC together help protect and grow it.
SEO maintains continuity by:
- Monitoring traffic for both old and new brand terms
- Updating content, metadata, and redirects
- Ensuring users can still find you, regardless of what they search
PPC accelerates awareness by:
- Targeting both old and new brand names
- Communicating the change clearly in ad copy
- Capturing demand while organic rankings adjust
Together, SEO protects your visibility, while PPC reinforces your new identity, ensuring you don’t lose traffic (or bookings) during the transition.
5. Creating Cohesive Audience- and Event-Specific Strategies
SEO builds landing pages around keywords and high-potential audiences to build organic visibility + credibility
PPC tailors campaign messaging and links ads to that page for immediate traffic while providing a better website experience for that audience of guests.
Example: A family-specific landing page for “best hotels for families in SC,” highlighting suites/connecting rooms, kids’ activities, proximity to the beach + amusement parks, and packages.
The payoff: Guests arrive at a webpage tailored for what they care about, increasing conversion rates + direct bookings from ads. And Google ranks your hotel higher for whatever that page is tailored to = long-term gains in organic direct bookings.
6. Combined Reporting
Guests don’t book in one step.
They:
Find you via SEO
Leave
Come back through a PPC ad
Then convert
If you’re only looking at last-click attribution, PPC gets all the credit – and SEO looks like it’s just “nice to have.”
It’s not. It’s doing the heavy lifting upfront.
Takeaway: Combined reporting shows what’s actually driving bookings and not just what closes them.
Bringing It All Together
The best strategies are shared, not siloed. SEO and PPC aren’t competing channels. One builds momentum. The other captures it.
So if your current strategy still treats them separately…it’s time for an upgrade.
How SEO & PPC Work Together in Practice at three&six
We build full-funnel systems that actually convert. Because visibility is nice. Bookings are better.
- Dive into more SEO best practices
- Explore how we approach paid media
- Or get in touch and let’s make your search strategy work like it should
Written by Jessica Matsumori, a Digital Marketing Manager at three&six. Jess specializes in data-driven strategy and performance optimization, driving measurable growth in paid media through actionable insights and strategic execution.