A Simple Guide to Local SEO for Tourism & Hospitality Businesses

If you run a pub with rooms, a boutique hotel, or a local attraction, you’ve probably heard of Search Engine Optimisation (SEO), but local SEO is where the real opportunity lies.

Local SEO helps people nearby (or planning a trip to your area) find your business online. It’s how you show up when someone searches “pubs with rooms in Suffolk” or “dog-friendly stays near Bury St Edmunds.”

The good news? You don’t need to be an SEO expert to make a difference. With a few simple steps, you can boost your visibility, attract more visitors, and help your business stand out in search results.

Here’s how to get started.

Understand what local SEO is

Local SEO is all about improving your visibility in local search results - those listings that appear when someone searches for something “near me” or includes a place name.

For tourism and hospitality businesses, that might look like:

• “Best coastal pubs in Norfolk”

• “Family-friendly B&B near Cambridge”

• “Places to visit in Dedham”

• “Dog-friendly hotels in Southwold”

When you optimise for local SEO, you make it easier for search engines like Google to understand who you are, where you are, and what you offer so they can show your business to the right people at the right time.

Optimise your Google Business Profile

Your Google Business Profile (formerly Google My Business) is one of the most powerful tools for local SEO. It’s what appears in the map listings and side panels when someone searches for your business or similar places nearby.

Make sure your profile is:

• Claimed and verified

• Up to date with your address, phone number, website, and opening hours

• Filled with engaging photos (of your venue, food, rooms, surroundings, etc.)

• Updated regularly with posts or events

• Full of genuine reviews (don't forget to respond to them too - good or bad!)

Use keywords naturally in your business description, for example, “A family-run country pub with rooms in rural Suffolk, offering seasonal food and cosy stays.”

Use local keywords on your website

Your website should make it clear where you are and what you offer. Search engines pick up on those details, so it’s worth weaving local terms throughout your site, especially on your homepage, about page, and accommodation or dining pages.

For example:

• Instead of “Welcome to The Fox Inn,” try “Welcome to The Fox Inn, a traditional country pub in Bury St Edmunds.”

• Instead of “Book your stay today,” try “Book your Suffolk countryside stay today.”

You can also include nearby landmarks or attractions. People often search for “places to stay near [landmark].”

Create locally focused content

One of the most effective ways to strengthen your local SEO is by creating content that highlights your area. Search engines reward websites that regularly publish helpful, relevant content, and your visitors love it too.

Think about what people are already searching for when planning a trip. You could write blog posts, short guides, or even social media articles that showcase what makes your location special. For example, a country inn might share “Top 5 walks near our pub in Dedham Vale,” while a coastal self-accommodation sites could write about “The best dog-friendly beaches in Norfolk.”

Locally focused content not only helps potential guests discover your business when researching what to do nearby, but it also positions you as an expert on your area. This builds trust, strengthens your brand, and gives visitors more reasons to book directly with you.

Build links with local businesses and directories

Google sees links from other reputable local websites as a sign of trust. You can boost your SEO by:

• Listing your business in local directories and tourism websites (like Visit Suffolk or Stay In A Pub).

• Partnering with local attractions or producers and linking to each other’s sites.

• Getting featured in local press or blogs about your region.

Each link acts like a small vote of confidence for your website, helping you rank higher in search results.

Keep your details consistent everywhere

Your business name, address, and phone number (known as your NAP details) should be identical across your website, Google Business Profile, social media, and directories.

Inconsistencies, even something small like “High St” vs. “High Street”, can confuse search engines and harm your rankings.

Local SEO isn’t about technical jargon. It’s about helping the right people find your business at the right time.

By keeping your Google Business Profile active, using local keywords, creating location-based content, and connecting with nearby businesses, you’ll make it easier for visitors to discover you online and in person.

Need help improving your visibility online? At NK Marketing, we help tourism, leisure and hospitality businesses across the East of England attract more visitors through strategy, SEO and storytelling that works.

Let's Chat.