In the tourist off-season, hotels, cafes, tour studios and other local businesses get what they lack in summer: time. It can be spent on things that bring customers for months ahead, namely local SEO and map reviews.
Start with your map profile
For many guests the first meeting with your business happens in map search. Check that the name, address, phone and website are correct, the main category is precise and opening hours are up to date. Pay special attention to hours in the off-season: a guest arriving at a closed door will leave a bad review. Step-by-step setup is described in the article on Google Business Profile.
Refresh photos and description
Add fresh pictures: interior, rooms, dishes, views, the team. Off-season photos are useful too, they show that you are open and cared for. Describe your services in simple words and state what sets you apart from your neighbours.
How to get reviews honestly
- Ask all guests for a review, not only the happy ones: selective collection violates platform rules.
- Do not offer a reward for a positive review.
- Make it easy: give a direct link or a QR code to the review page.
- The best moment to ask is right after a good experience, for example at check-out.
Reply to every review
Thank people for good reviews and calmly deal with bad ones: acknowledge the problem, offer a solution, do not argue. Future guests read the reply too and judge your attitude toward people by it.
Work with local queries
Create pages on your site for what people actually search: "weekend near the city", "where to have dinner in the center", "family holiday in the off-season". We covered how to build such promotion in the article on local SEO in Baku.
Offer something to locals
In the off-season the main guests are those who live nearby: weekday discounts, weekend packages, corporate offers, gastronomy evenings. You can look at such ideas in the examples of working hospitality businesses, for instance MONA Hotel & Cottages.
Frequently asked questions
How quickly does local SEO work?
First changes are visible in a few weeks, but a lasting result comes over months. That is why it is worth doing in the off-season.
What to do about an unfair negative review?
Reply politely and on the substance and, if it violates platform rules, file a complaint to have it removed.