We strengthen the search between discovering your property and booking it, so more guests reach your site and more of the demand you've earned becomes direct revenue.
A guest scrolling an OTA finds your property, likes what they see, and opens a new tab to look you up properly. Few searches your hotel earns are worth more than that one. Someone has your name, likes the place, and wants to be persuaded. A strong SEO strategy makes that second search work in your favor.
Most properties lose the booking at that moment. The brand page is thin. The Google Business Profile shows an outdated photo and last year’s description. There’s no live rate, so the guest has nothing to compare against the OTA. The photos are weaker than the ones on the listing they came from, and the booking engine takes more clicks than the app they just left. So they go back and book there, and you pay commission on a guest who searched for you by name.
Discovery and booking are separate moments, and confusing them is what makes distribution expensive.
OTAs earn their place in your channel mix. They outspend any independent property on marketing and put your rooms in front of travelers in markets you’ve never reached, many of whom had never heard of you. Those are incremental guests you wouldn’t have had otherwise. The goal is to keep that reach while you stop paying commission on guests who were already looking for you.
After finding a property on an OTA, many guests run a second search: they type the hotel’s name into Google before deciding where to book. That search is where the margin is settled. If your brand page, profile, rates, and booking flow hold up, the reservation lands on your site. If they don’t, the guest goes back to the listing, and someone who searched for you by name becomes a commission-bearing booking. The OTA handled discovery. The second search is yours to win or lose.
Five areas of work, weighted to where your bookings are leaking.
When a guest searches your property by name, the first screen of results should belong to you: your own pages ranking above the OTA listings, a knowledge panel with current information, and images and reviews that show the hotel as it is today. That presence carries more weight each year, because AI search optimization relies on many of the same signals Google uses to understand and surface your property.
OTA filters handle price and amenities well. But they can’t tell a guest whether the suites connect, whether a dog is actually welcome or just allowed, or how long the walk from the station is with luggage. Those searches carry high intent, and most properties leave them unanswered. Through content marketing, we turn those questions into pages that win bookings before a guest ever opens an OTA.
You are competing with an app that has spent a decade removing friction for the buyer. To match them, your site can’t have a slow photo gallery, a date picker that fights the guest’s thumb, or a rate that shows up three clicks in.
We pair search work with website development focused on mobile speed and a short path from landing to booking. Visibility only pays off if the last thirty seconds hold up.
Google gives hotels search features other businesses don’t get, and most properties leave them half configured. We complete your Business Profile and work with your connectivity partner to feed live rates and availability into search. We also set up free booking links, so your direct rate appears alongside the OTAs with a clear path to your booking engine. If any of this needs work from your booking engine provider, we’ll tell you before we start, not halfway through.
Your restaurant, spa, wedding business, and meeting rooms each have their own search demand. Most of them sit on subpages that were never optimized, and none of that visibility carries a commission, which often makes it the most profitable search traffic a property can earn. A restaurant that ranks on its own fills tables beyond the guest list and turns some dinner guests into overnight ones.
We start with your channel mix as it stands today. From there, it is choosing the right searches, removing the friction and reporting what moves.
01
Before anything is written, we establish where your reservations originate, what each channel costs, and which searches bring people to the site in the first place. Most properties know their commission total. Fewer know which searches were already asking for them by name, or what those guests did next.
02
Not every search is worth a page. We look at your brand terms, the specific questions OTAs answer poorly, and the demand around your restaurant, spa, and events. Then we weigh each one against how competitive it is and what a booking from it is worth. That sets the order of work, with the fastest returns first.
03
Next, we put it in place. That means pages that win your own name, a profile brought fully up to date, live rates and free booking links connected through your provider, and a booking path stripped of whatever is costing you reservations. Each piece rolls out in the order set in step two.
04
Our off-page SEO work builds the coverage, mentions, and links that keep your brand strong in search over time, and we track direct share month over month alongside rankings and traffic. Channel mix gives us an important business-level measure to track alongside organic visibility, traffic, and attributable bookings.
We’ve worked in markets where a few intermediaries stand between a business and its customers, taking a cut of every transaction they route. Reducing that dependence takes time and is never complete, but few marketing investments pay back more. In hospitality, that problem is sharper than in most industries.
Rankings and sessions show the work is progressing. They do not tell you whether it changed the economics. So we report both: what is happening in search, and what portion of your bookings now arrive without a commission attached. That second number is the one your owners will ask about.
No one is suggesting you stop listing on OTAs. They bring guests who would never have found you, and that reach has real value. What we do is make sure the guests they introduce, and the ones who arrive knowing your name already, have every reason to complete the booking with you. Your channel mix improves without your exposure shrinking.
One hotel and a collection of properties call for different work, though the reasoning underneath is identical. A single property concentrates everything on one name and one location. A collection has to keep each property distinct in search, avoid its own hotels competing for the same terms, and hold the brand together across all of them.
No hotel SEO agency can guarantee a slot in the map results, the booking module, or anywhere else in search. Those results are outside any agency’s control. What we can tell you is which things typically move early, which take a full season or longer, and where your own systems set the pace. Then we report against that plan, including the parts that have not moved yet.
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I have so much to thank the Unframed Digital team for. I truly appreciate everything they’ve done for our company over the past 2+ years, and for offering their constant support to our internal marketing team. The growth results are amazing, and Maggie, Hope, and Laura have been a joy to work with each step of the way. UFD is unquestionably my go-to SEO team.
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Working with Unframed Digital has been transformative for our business. The optimizing of our website helped us attract more ideal clients, resulting in growth and profitability. We are mutually passionate about the design industry and excited to keep the momentum going.
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Default Design
Laura and Maggie of Unframed Digital are the most professional, experienced women in the high-end market. They understand the needs of their clients, understand their clients' buyers, and create beautiful work. Highly recommend. Don't hesitate to hire them!
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Unframed Digital has more than just a grasp on SEO – their bespoke approach quickly identified the areas in which our site needed the most improvement, and they took it there while keeping us in the loop throughout the process. A few months later, our site traffic is increasing, our page ranking is going up in search engines like Google, our page structure is cleaned up, and more visitors are coming through our site and finding what they need.
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SAV Digital
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Latham Interiors
Working with Unframed Digital has been a great, seamless experience for our company. Laura and Maggie truly understand our market and how to point us in the right direction for growing our brand. We really appreciate all they do to help us and we look forward to our continued growth as we all work together!
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Lloyd Construction
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AlwaysRank, Partner
Walk us through your property and the channels you depend on. We’ll show you who is already searching for you by name, and how to turn that demand into direct reservations.
Brand search, Google hotel features, content for the questions OTAs answer poorly, restaurant and event visibility, booking flow improvements, and direct booking share reporting.
Travel SEO promotes a destination or a trip. Hotel SEO sells a single property and solves a specific economic problem. The same room earns less when it’s booked through an OTA than when it’s booked direct.
It can reduce the share of bookings carrying commission, not the rate itself. The realistic aim is shifting the mix over time, not leaving the marketplaces behind.
They let your own rate appear beside the OTAs at no cost per click. Qualifying needs live rate and availability data, usually through a connectivity partner or booking engine.
All three, plus boutique properties and hotels with substantial restaurant or events business. Scale differs, and so does the number of names that must stay distinct in search.
Yes, and this side is routinely neglected. Each carries its own demand and audience, with no commission attached, which often makes it the most profitable visibility available.
Brand search and profile work can begin to move the needle within weeks. Non-brand demand and authority take a season or more. Timing also depends on how quickly your booking engine and connectivity provider can make changes.
No. Eligibility depends on your rate feed and Google’s own systems, neither of which we control. Our part is making sure everything on your side meets the requirements.
AI search is becoming another place where travelers research properties, compare details, and narrow their choices. Strong first-party content, accurate business information, clear property details, and the same SEO fundamentals that support traditional search also help make your hotel eligible to appear in these experiences.
It follows how large the property or collection is, what condition the site is in, how much of the food and events business is included, and your market’s competitiveness.
