Let’s talk SEO for hotels – a topic that’s as electrifying as watching someone clean their coin collection. If you’re a hotelier, you’ve probably been pitched every SEO service under the sun, from “superior meta tag optimization” to “cutting-edge schema markup” (which **spoiler alert** barely matters anymore). And while these services sound fancy – like adding ‘Executive’ to your job title when you’re still doing the same work – most of what you’re paying for isn’t moving the needle.
Here’s the uncomfortable truth: most hotels are shelling out big bucks for SEO services that focus on low-impact strategies, like tweaking meta title tags, while ignoring the high-value areas that actually drive rankings. It’s like upgrading to a suite and using the bathtub as your bed.
So, what’s the point of this blog? Simple. We’re here to unpack the real SEO ranking factors, show you where the ROI is, and call out the overpriced BS that’s draining your budget faster than a TikTok ban reversal. We’ll cover everything from content creation (you probably don’t have a blog, do you?) to backlinking (because why aren’t you teaming up with that local brewery next door?).
By the end, you’ll know exactly where to focus your time and money – and more importantly, how to improve your site’s overall web health while avoiding overpriced SEO services that aren’t worth the napkin they were pitched on. Let’s dive in, one dad joke at a time.
Behold The Fancy Pie Chart of SEO Wisdom
Before we jump into the overpriced nonsense some SEO agencies are peddling, let’s take a moment to appreciate this colourful masterpiece of data. Yes, it’s a pie chart. Yes, it has numbers. And yes, it makes us look ridiculously clever for including it. But it’s not just here to brighten up the blog – it’s here to remind us what Google actually cares about.
This chart breaks down the ranking factors that make Google tick, from content creation to backlinks to mobile-friendliness – all critical to your hotel’s web health. It’s essentially the cheat sheet for anyone who wants to stop wasting money on sales drivel and start focusing on what matters. But don’t worry, we won’t bore you with all the details just yet – that’s what the rest of the blog is for! For now, just soak in its colourful glory and remember – some slices of this pie are worth your time and money, and others are just the crust nobody eats.
Also, is it just us, or is this making anyone else want actual pie right now?
The Overpriced Meta Title Service Scam
Ah, meta title tags – the supposed crown jewel of SEO, or as I like to call them, the glittery sticker on the participation trophy. If you’ve been sold an SEO package recently, there’s a good chance “meta title optimization” was highlighted like it’s the next big thing. Spoiler: it’s not. Sure, having a well-crafted meta title is important (Google gives it a 14% slice of the ranking pie), but it’s not the whole bakery.
Here’s the scam: agencies love meta title tags because they’re easy. It’s a one-and-done kind of deal – tweak a few lines of code, sprinkle in some keywords, and voilà, they’ve “optimized” your site. And then? They slap on a recurring monthly fee like they’re Netflix, except instead of binge-worthy content, you’re paying for a feature that requires less maintenance than a goldfish.
Let’s put this in hotel terms. Relying on meta title tags for your SEO success is like renovating your lobby but leaving the rooms untouched. Sure, the first impression might be great, but guests (or in this case, Google) are going to look deeper. And if there’s nothing there? Well, good luck getting repeat visitors – or rankings.
The truth is, meta titles are just one piece of your overall web health puzzle. Yes, they’re important. But they’re not going to catapult your site to the top of search results unless they’re paired with strong content, backlinks, and a user-friendly experience. Paying for ongoing “meta title optimization” after the initial setup is like hiring a gardener to water a single cactus. It’s unnecessary, overpriced, and mildly ridiculous.
Meta title optimization is fine, but it’s not worth the hefty price tag some agencies attach to it. Save your budget for strategies that actually make a difference.
The Content Gap in Hotel SEO
Meta title tags might get all the buzz, but content is the compass guiding your SEO in the right direction. Here’s the problem: most hotels are wandering around without a map. Blogs? Nope. Guides? Not really. Even a basic FAQ page? Let’s just say we’re working with a skeleton crew. From our SEO research most hotel’s content is probably thinner than a celebrity’s apology on social media.
This isn’t just a missed opportunity – it’s like owning a restaurant and forgetting to turn on the stove. Google loves fresh, engaging content. In fact, it’s the single most influential factor in their ranking algorithm, weighing in at a hefty 23%. And the best part? It’s not just about checking the content box. Done right, content doesn’t just boost your rankings; it also showcases your expertise and keeps your site relevant and fresh.
The issue is that most SEO agencies don’t touch content. Why? Because it’s hard work. Writing thoughtful, engaging, and SEO-friendly content requires creativity, research, and a deep understanding of what your audience wants. It’s much easier (and faster) to sell you on shiny tactics like schema markup or promise you a 0.1-second improvement in page speed.
But here’s the kicker: content creation isn’t just about Google rankings. It’s about giving your guests value before they’ve even booked. It’s about showing them that your hotel isn’t just a place to stay – it’s part of the experience. Whether it’s tips on the best local restaurants, an insider’s guide to events in your area, or even something as simple as packing advice for your destination, content keeps people engaged.
Bottom line? The content gap in hotel SEO is enormous, but it’s also one of the easiest wins for your overall web health. If you’re not investing in regular, high-quality content, you’re leaving rankings, bookings, and guest trust on the table.
The Page Speed Myth
Page speed: the favorite buzzword of SEO agencies everywhere. Don’t get me wrong, it’s important – no one wants to wait 10 seconds for a site to load – but let’s be real. Unless your website is moving at a snail’s pace, obsessing over shaving off a fraction of a second isn’t going to win you the SEO Olympics.
Here’s the myth: agencies will have you believe that tweaking your page speed will skyrocket your rankings. They’ll sell you audits, recommend pricey fixes, and throw around terms like “cumulative layout shift” as if they’re curing a disease. The reality? Once your site is “fast enough” (and most are), those extra milliseconds you just paid a developer a small fortune to fix aren’t going to make a dent.
Think of it this way: page speed is like the thermostat in your hotel room. If it’s stuck at 80 degrees, it’s a problem. But if it’s already a comfortable 72, turning it down to 71.5 isn’t going to change your stay. Most hotels are already in the “good enough” range, meaning the ROI on further improvements is minimal at best.
The real kicker? Page speed accounts for only 3% of Google’s ranking algorithm. Yes, 3%. That’s the same slice as link distribution diversity, and no one’s out here dedicating an entire budget to that. Instead of pouring money into page speed, why not invest in something that actually drives results, like creating engaging content or building high-quality backlinks?
Here’s the truth: as long as your site loads quickly and smoothly for most users, you’re in the clear. Spend your resources on the things that truly move the needle for your web health – not on over-engineering a page load time no one notices.
The Overhyped Schema Markup
If you’ve been in an SEO sales meeting lately, there’s a good chance someone tossed around the term “schema markup” like it’s the ultimate cheat code to all your web health woes. Sounds fancy, doesn’t it? Almost too fancy. That’s because schema markup is the SEO equivalent of those ‘fancy’ chocolate mints you leave on pillows – nice to have, but nobody’s booking your hotel because of them.
Schema markup helps Google understand specific details about your site, like room types or amenities. It’s useful, sure, but it’s not the game-changer some agencies make it out to be. In fact, its importance has been shrinking faster than a puddle in the desert. Schema accounts for such a tiny fraction of Google’s ranking algorithm these days that focusing heavily on it is like rehearsing a victory dance for a game you’ve already lost.
What’s worse, many agencies put schema markup at the forefront of their SEO strategies. Why? Because it’s technical, sounds complicated, and justifies a hefty price tag. But here’s the kicker: the impact it has on your rankings is so minuscule, it barely registers. We’re talking less than 1%, the kind of impact that doesn’t even deserve a spot on the pie chart.
To be clear, schema markup isn’t useless – it’s just not a priority. If your site already has it, great. If not, don’t let an agency convince you to spend your hard-earned cash on it.
The Untapped Potential of Backlinking
Backlinking might not be the flashiest part of SEO, but it’s the workhorse that delivers results. Think of backlinks as votes of confidence from other websites, telling Google, “Hey, this site is worth checking out.” The more high-quality backlinks you have, the more credible your site looks to Google. Yet, most hotels barely scratch the surface of this opportunity – and SEO agencies either ignore it entirely or charge a fortune for it.
Part of the problem is backlinking’s bad reputation. Thanks to black hat SEO techniques – like buying spammy links from shady websites – many businesses are wary of diving into backlink strategies. And they’re right to be cautious: those low-quality links can tank your rankings faster than you can say “Google penalty.” But here’s the thing: not all backlinks are created equal. When done correctly, with authentic, high-quality links, backlinking is one of the most impactful tools in your SEO arsenal.
Here’s the reality: backlinks account for 13% of Google’s ranking algorithm, making them one of the heaviest hitters in the game. But rather than focusing on this SEO powerhouse, many agencies would rather upsell you on easier, low-impact tasks (looking at you, meta title tweaks). Why? Because building backlinks takes actual effort. It requires outreach, relationship-building, and a bit of creativity. It’s not quick or glamorous, but done right, a strong backlink strategy can elevate your rankings and give your site the authority it needs to stand out from the competition.
The State of Hotel Websites
The average SEO score for US hotel websites is a dismal 58.3% – the equivalent of a high school grade F. This eye-opening insight comes from an SEO audit conducted by us at three&six, where we analysed the web health of 3,341 hotel websites across 32 destinations. To make matters worse, even the highest-performing cities barely scraped by with a D+. This isn’t just a fluke. It’s proof that hotels are neglecting SEO, and too many agencies are dropping the ball when it comes to providing the full service hotels actually need.
It’s clear from the data that many hotel websites don’t have a proper SEO strategy – or any strategy at all. Over 16% of websites had missing or poorly crafted title tags, with 8.1% still using the word ‘home’ as their main keyword. Add to that the 18.6% missing XML sitemaps and 6% with outdated security certifications, and it’s obvious that SEO is being neglected entirely, either by the hotels themselves or the agencies they rely on. These are fundamental issues, not advanced technical challenges – problems that a basic SEO strategy should address right out of the gate.
But the most alarming stat? Over 51% of hotel websites suffer from thin content. This isn’t just an SEO issue; it’s a guest experience issue. Google might appreciate a pretty picture, but it rewards websites with text that informs and engages users. Without meaningful, helpful content, you’re not giving search engines – or potential guests – a reason to stay on your site. This massive content gap highlights a bigger problem as many SEO agencies focus on surface-level fixes while completely overlooking the most critical driver of rankings – quality content. Hotels need more than a quick meta title tweak; they need a comprehensive strategy that prioritises substance over flash.
The Harsh Truth of Hotel SEO
Here’s the harsh truth. Most hotel SEO strategies – or lack thereof – are about as effective as handing out umbrellas during a hurricane. If your current plan revolves around paying an agency to tweak meta titles, sprinkle in some schema markup, or shave milliseconds off your page load time, you’re not just wasting money – you’re actively avoiding the 58% of work that actually gets results.
Hotels don’t need more “SEO quick fixes.” You need a proper strategy that addresses the fundamentals. Start with engaging, high-quality content – the kind of stuff that makes Google and your guests take notice. And no, “thin content” sprinkled with stock phrases like “luxury accommodations” and “world-class service” doesn’t cut it. Write about what makes your hotel different. Share local tips. Tell stories. Build trust.
Next, get serious about backlinks. Not the spammy, “$50 for 10,000 links” kind, but real connections with reputable local businesses, tourism boards, or industry websites. If your SEO agency isn’t even mentioning backlinks in their pitch, it’s time to show them the door.
And finally, stop overpaying for agencies who pitch buzzwords instead of results. If the bulk of their service focuses on meta title tags and schema markup, you’re being scammed harder than a tourist buying a “genuine” Rolex off a street corner. Ask questions. Demand better. Your hotel deserves an SEO strategy that works for your overall web health, not one that just sounds good on paper.
The bottom line? SEO isn’t rocket science, but it does take effort, thought, and a willingness to go beyond the bare minimum. Stop throwing money at surface-level tactics that only benefit your agency’s bottom line. Do the work, prioritise what matters, and watch your site rankings – and your bookings – actually improve.