You’ve invested in dreamy photography, gorgeous branding, and a website that makes people want to check in ASAP. But if your hotel isn’t showing up in search results? You’re basically the best-kept secret no one’s Googling.

When it comes to SEO for hotels, the usual suspects—optimized pages, mobile-friendly design, keywords—are only part of the picture. One of the most overlooked (and wildly effective) tactics? 

Customer reviews.

Yep. 

Those glowing five-star shoutouts (and yes, even the occasional less-than-perfect feedback) can be powerful tools to boost your visibility, credibility, and bookings.

Let’s unpack how and why reviews matter, and exactly how to use them strategically.

Why Customer Reviews Are Your Secret To Great SEO

Search engines are obsessed with trust signals, and customer reviews are basically trust in text form. The more high-quality, relevant, and frequently updated your reviews are, the more alive and authoritative your site looks to Google.

That means more chances to:

• Show up in local map packs (hello, Google Maps visibility)
• Appear in rich snippets with star ratings
• Get clicks over competitors who have fewer (or outdated) reviews

Oh, and bonus: travelers read reviews. In fact, 93% of people say reviews influence their booking decisions. So you’re not just pleasing the algorithm, you’re also winning over real humans.

SEO Tips For Hotels: Let Reviews Do The (Keyword) Work For You

Here’s where it gets spicy. Reviews naturally contain long-tail keywords that your guests use when they describe their experience.

Think:

• Cozy boutique hotel near downtown Austin
• Best ocean views in Laguna Beach
• Pet-friendly hotel with a great breakfast buffet

Those phrases? Pure SEO gold. You didn’t even have to write them; your guests did it for you.

We recommend responding to reviews using similar language. It shows Google the relevance, keeps your content fresh, and gives your brand a warm, human vibe.

How To Get More Reviews (Without Sounding Desperate)

You don’t need to beg for stars. Just make it easy, intentional, and part of your guest experience.

A few ideas:

• Pre-checkout emails: We hope you had the best stay! If you loved it, would you leave us a quick review?
• Signage at the front desk: A QR code linked to Google or TripAdvisor with a friendly nudge.
• After checkout automation: Use your booking software or CRM to send a follow-up text or email 1–2 days later.

The key? Keep it casual, not salesy. Position it as a favor from someone who just had a great time.

Where To Showcase Your Reviews For Maximum SEO Impact

You’ve collected the kind words, now it’s time to show them off. But not just anywhere. Strategic placement boosts both credibility and search ranking.

1. Your Home Page

Feature a rotating testimonial section with client names and locations (yes, those add helpful geo-keywords).

2. Your Booking Page

Sprinkle in snippets of reviews about ease of check-in, customer service, or amenities. These build trust right where it matters most, at the point of conversion.

3. Dedicated Testimonials Page

Include full quotes, user photos (with permission), and star ratings to keep content keyword-rich and Google-friendly.

4. Schema Markup

Okay, this is a little more techy, but adding schema (a type of structured data) to your website helps Google read your reviews and display them in search results. Ask your web developer to implement it or use a plugin if you’re on platforms like WordPress or Squarespace.

Don’t Forget: Negative Reviews Still Work For You

Here’s the plot twist: a few 3-star reviews don’t hurt your SEO, they help. Why?

Search engines (and real people) want authenticity. A site with nothing but perfect ratings can feel… suspicious. 

What matters is how you respond. 

Thoughtful, kind, and human replies not only show prospective guests you care, but they also keep your content dynamic and relevant.

And yep, responses are indexed by Google too. So go ahead, turn that complaint into another opportunity to show off your customer service A-game.

Track The Impact: How To Know It’s Working

Curious if your SEO efforts (and reviews strategy) are moving the needle? 

Keep an eye on:

• Keyword rankings (especially long-tail terms)
• Organic traffic to booking and testimonials pages
• Click-through rates from Google Search and Maps
• Bookings from organic search (track via Google Analytics or your booking platform)

If you’re doing it right, you’ll start seeing more visitors who already trust you before they even hit the book now button.

Reviews are the SEO wingperson you didn’t know you needed!

When it comes to SEO tips for hotels, don’t sleep on the power of your guests’ voices. High-quality reviews are more than nice-to-haves. 

They’re essential, strategic, and wildly underutilized by too many hotel brands.

At Carrylove Designs, we help boutique hotels and luxury hospitality brands design websites (and marketing strategies) that convert. Whether it’s optimizing your content for search, integrating reviews seamlessly into your site, or creating a guest journey that feels like five stars from start to finish, we’re your team.

Want to turn your reviews into rankings (and revenue)? Let’s make your website get you more bookings! 

Reach out to our team today!