How do hotels rank in Google's local results?
Short answer
Google says local results are based mainly on three factors: relevance (how well your Business Profile matches the search), distance (how far you are from the searcher or the place searched), and prominence (how well known your business is, informed by things like reviews and links). Hotels can influence relevance by completing an accurate profile with the right category and attributes, and prominence by earning genuine reviews and mentions. Distance is fixed. Google is explicit that you can't request or pay for a better local ranking.
By Lodging Engine Editorial Team· Reviewed by Eric Zwanenburg· Last reviewed
Relevance: help Google match you
- Category: choose the most accurate lodging category. Google advises using the fewest categories that describe your core business.
- Attributes: amenities, accessibility, and other features available for your category and region — only if true.
- Description and details: accurate, specific, no keyword stuffing.
- Website: the profile's website should clearly describe the same property.
Distance: understand it
Distance is measured from the searcher's location, or from the area named in the search. A hotel 2 km from the old town will rarely show for searches made from the old town that a closer hotel matches equally well. You can't change this — but you can be very relevant for searches that describe what makes you worth the distance ("hotel with free parking near the old town").
Prominence: earn it
Google describes prominence as how well known a business is, based on information such as how many websites link to it and how many reviews it has; more reviews and positive ratings can help.
- Encourage genuine reviews — asking is allowed, offering incentives isn't.
- Reply to reviews; Google notes helpful replies show you value feedback.
- Earn mentions from tourism boards, event organisers, and local press.
What doesn't help
- Keywords added to your business name (against guidelines, and can lead to suspension).
- Multiple profiles for one hotel — Google says there should be one profile per business.
- Fake or incentivized reviews (removed under Maps policies).
- Paying anyone who claims they can buy local rankings.
Hotels and business hours
Google's guidelines list hotels among businesses that shouldn't provide business hours. Focus on check-in and check-out information instead.
Common mistakes
- A secondary category like "Restaurant" as the primary category.
- Leaving attributes incomplete.
- Inconsistent name and address on the website.
Checklist
- Accurate primary category
- Relevant, truthful attributes completed
- Profile details match the website
- Steady stream of genuine reviews, with replies
- Local mentions and links being earned
- One profile per property
Sources
- Tips to improve your local ranking on Google — Google Business Profile Help
- Guidelines for representing your business on Google — Google Business Profile Help
- Manage your business attributes — Google Business Profile Help
- Manage customer reviews — Google Business Profile Help