The 4 Pillars of SEO Every Hospitality Business Should Know
Search Engine Optimisation (SEO) can feel overwhelming if you’re not living and breathing digital marketing every day. But the truth is, SEO isn’t about tricks or hacks — it’s about making sure your website is easy to find, easy to use, and trustworthy in the eyes of both Google and your potential customers.
At Ninety8 Media, we break SEO down into four core pillars. Think of them as the foundations of a building. Get these right, and everything else becomes easier.
1. Technical SEO – Building the Foundations
Technical SEO is about how well your site is built. Imagine inviting someone to your restaurant, but the doors are locked, the lights are off, and the menus are hidden. That’s what poor technical SEO looks like.
What it covers:
Site speed (fast-loading pages)
Mobile-friendliness (most searches are now mobile)
Secure browsing (HTTPS)
Clear site structure (menus, categories, links)
Fixing broken links or errors
Why it matters for hospitality:
Guests want information quickly; your opening hours, menu, or booking link. If your site is slow or confusing, they’ll leave and book somewhere else.
2. On-Page SEO – Optimising What’s On Your Site
This is all about the words, images, and content on your website. Think of it as dressing the table: making everything look appealing and easy to digest.
What it covers:
Keywords (what people are searching for: “pubs in Oxfordshire with gardens”)
Optimised headlines and copy
High-quality images with alt text
Internal linking (connecting one page to another)
Structured data (like menus, reviews, opening hours)
Why it matters for hospitality:
If someone Googles “best cocktail bars in Oxford”, you want your bar to be one of the top results. On-page SEO makes that possible.
3. Off-Page SEO – Building Your Reputation
This is everything that happens outside your website that still affects your ranking. It’s like word-of-mouth for the internet: the more people recommend you, the more trustworthy you look.
What it covers:
Backlinks (other sites linking to yours e.g. local blogs, event listings, press mentions)
Social signals (shares, tags, engagement)
Google Business Profile optimisation
Online reviews and ratings
Why it matters for hospitality:
When food bloggers, local magazines, or event sites link to you, Google sees your brand as more authoritative and pushes you higher in search. Plus, reviews on Google or TripAdvisor often appear before your actual site.
4. Content – Creating Value That Lasts
Content is what ties everything together. It’s what attracts people, keeps them engaged, and convinces them to book or visit.
What it covers:
Blog posts (e.g. “5 Best Spots for Sunday Lunch in Oxfordshire”)
FAQs (answering common customer queries)
Seasonal landing pages (Christmas parties, Valentine’s dinners)
Video and photography (reels, behind-the-scenes, event highlights)
Guides and resources (menus, downloadable brochures)
Why it matters for hospitality:
Content doesn’t just improve rankings, it sells the experience. Beautiful imagery, useful guides, and engaging stories give people a reason to choose you over another venue.
SEO That Works for Hospitality
SEO isn’t a one-time fix. It’s a long-term strategy that builds your visibility, credibility, and bookings. By focusing on the four pillars, Technical, On-Page, Off-Page, and Content, you’re not just improving rankings, you’re building a stronger brand presence that attracts the right customers.
Want help putting this into practice? At Ninety8 Media, we specialise in SEO strategies tailored to hospitality brands; from pubs and restaurants to event companies and venues. Let’s make sure people can find you before they find your competitors.
