If you’re not on page one, you might as well be invisible. Think about it: when was the last time you clicked to page two of Google? Whether someone’s searching “conference hotel in Chicago” or “rustic wedding venue near me,” the properties at the top get the clicks, the calls, and the bookings. Everyone else? They’re missing out.
The good news is, showing up where it counts means making it ridiculously easy for people (and search engines) to find you. SEO, or search engine optimization is the process of making sure your property pops up when potential guests and planners are looking for exactly what you offer.
In this guide, we’ll break down exactly how hotels and venues can climb the rankings, from classic tactics like keyword targeting to newer must-haves like voice search, visual search, and even generative AI visibility. We’ll also look at how to optimize your profile on the Cvent Supplier Network and give wedding venues a few SEO tips of their own. Let’s get you found.
What is SEO?
SEO stands for “search engine optimization,” which is just a fancy way of saying: make sure your property shows up when people are looking for exactly what you offer. If someone searches “boutique hotel near Central Park” or “conference space with ocean views,” SEO is what helps your name appear in those results.
Long gone are the days of tricking Google or stuffing your website with awkward keywords. Modern SEO is about making your content clear, relevant, and useful so both humans and search engines understand exactly what you provide. Think of it as good hospitality, but online. You’re simply guiding potential guests and planners straight to your door.
Why SEO matters for hotels and venues
Most planners and travelers start their search online and many don’t have a specific brand in mind. They’re typing in things like “banquet hall with garden views” or “family-friendly resort in Florida” and seeing what pops up. If your property isn’t in those results, you’re out of the running before you even know they were looking.
Strong SEO means:
More clicks: You show up where people are already searching.
More leads: You attract the right planners and guests at the right time.
More bookings: You turn online interest into actual revenue.
24/7 visibility: Your listings work for you around the clock, even when you’re asleep.
Budget-friendly results: Unlike paid ads, good SEO keeps driving traffic without a daily spend.
11 SEO tactics for hotels and venues
Getting seen online doesn’t happen by accident. You can have the most stunning ballroom, the most mouth-watering menu, and the best meeting package in the city, but if people can’t find you when they search, you’re missing bookings you didn’t even know you had a shot at.
1. Know your keywords
Before you start writing content or updating your site, figure out the actual words and phrases people use when searching for what you offer. Don’t just assume you know. Instead, look at data. Use free or affordable tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic.
If you’re on the Cvent Supplier Network, see what search terms bring people to your profile. Go beyond broad terms like “hotel in Chicago” and target niche, high-intent phrases like “downtown Chicago hotel with rooftop bar” or “conference venue near O’Hare with free parking.” These are the searches that bring in guests ready to book.
2. Write for humans, not robots
Yes, keywords matter, but your content needs to sound natural. Search engines are smart enough to spot keyword stuffing, and your readers will leave if your copy feels forced.
Instead of awkward phrases like “conference hotel New York City,” write something planners can picture: “Our Midtown conference hotel offers floor-to-ceiling views of the Manhattan skyline, just steps from Times Square.” You’re telling a story and giving search engines the right signals.
3. Mobile-first always
If your website isn’t built with mobile users in mind, you’re losing a huge chunk of potential bookings. More than half of all travel and event searches happen on a phone.
Test your site on multiple devices:
Does it load in under three seconds?
Are the buttons big enough to tap with your thumb?
Is the text easy to read without zooming?
Google also considers mobile-friendliness a ranking factor, so a clunky mobile experience can lower your ranking in the search results.
4. Own your Google Business Profile
Your Google Business Profile (GBP) is a top driver of local traffic. It’s often the first thing someone sees when searching for you or for venues in your area. Fill out every field with accurate, up-to-date info: capacity, amenities, parking details, and business hours.
Upload professional photos and videos, respond to reviews, and add posts for seasonal offers or upcoming events. A complete, active GBP makes you more appealing to both search engines and real people.
5. Local SEO is your best friend
Hotels and venues rely heavily on location-based searches, so you need a strong local SEO strategy. Get listed on your city’s tourism website, local chamber of commerce directory, and regional event planning blogs.
Mention nearby attractions and landmarks in your content so you show up in “near me” searches. For example: “Just a five-minute walk from the historic waterfront, our venue offers…” That tells both people and search engines where you are and what’s nearby.
6. Voice search optimization
With more people asking Siri, Alexa, and Google Assistant to find venues, you need to match how people speak. Voice searches are usually longer and phrased like questions: “What’s the best waterfront wedding venue in Charleston?” or “Find a conference hotel near LAX with free shuttle.”
Add Q&A sections to your site and write blog posts or landing pages in a conversational style that answers those kinds of questions directly.
7. Visual search readiness
Google Lens and Pinterest Lens are changing the way people search. Someone could take a photo of a beautiful ballroom and instantly find similar venues. Make sure your images are ready for that.
Use high-quality, professional photos and label them with descriptive file names (“seaside-hotel-ballroom-wedding.jpg” instead of “IMG_0463”).
Add alt text that describes the scene naturally: “Sunset wedding ceremony on our oceanfront terrace.” This boosts your chances of appearing in visual search results.
8. Generative AI visibility
AI tools like ChatGPT, Gemini, and Perplexity are becoming a go-to for trip planning and event research. These tools look for clear, detailed, trustworthy information.
Include specific details about your location, amenities, capacities, unique features, and surrounding attractions. If AI can easily “read” and understand your offerings, it’s more likely to recommend you in its answers. Think of it as optimizing for both humans and the AI that’s helping them plan.
9. Content that answers real questions
Planners and guests have questions long before they book: “Do you allow outside catering?” “Is there parking on-site?” “What’s your cancellation policy?”
Create FAQ pages, blog posts, and guides that address these directly. You could publish “Top 5 Corporate Retreat Ideas Near Denver” or “A Complete Guide to Planning a Winter Wedding in Vermont.” Answering these queries helps you rank for more searches and builds trust before they even reach out.
10. Links that matter
Backlinks (links from other reputable websites to yours) are one of Google’s biggest trust signals. But quality matters more than quantity. Aim for links from respected travel blogs, industry publications, and local news sites.
Partner with tourism boards, convention and visitor bureaus (CVBs), or local influencers to create content that earns a link back to your site. Every high-quality link boosts your credibility in the eyes of search engines.
11. Fast, safe, secure
Speed and security are non-negotiable. A slow-loading page or a “Not Secure” warning will send people straight to your competitors. Use free tools like Google PageSpeed Insights to check your performance.
Compress images, remove unnecessary plugins, and make sure you have an active SSL certificate (that’s what gives you the HTTPS in your URL). This not only improves SEO rankings but keeps your guests’ trust intact.
SEO for the Cvent Supplier Network
Your Cvent Supplier Network profile is a mini-website that can put you in front of planners who are actively searching for their next venue. The difference between showing up high in Cvent search results and getting lost on page five often comes down to how well you’ve optimized your profile.
Treat it like prime real estate
Your headline, description, and images should speak directly to your ideal planner. If you want to attract corporate meeting planners, highlight your meeting capacities, AV capabilities, and breakout space options right away. If you’re targeting weddings, lead with the romance (lush gardens, grand ballrooms, or sunset ceremony spaces).
Think about user intent
Put yourself in a planner’s shoes. They’re searching with a specific event in mind, not just “hotel” or “venue.” They might type “waterfront meeting space for 200” or “modern ballroom with natural light in downtown Atlanta.” Use these kinds of descriptive, benefit-driven phrases in your profile so you match their exact needs.
Use the right keywords
Incorporate the words and phrases planners would actually type into Cvent’s search bar. Instead of generic terms like “hotel,” try “airport hotel with free shuttle,” “ski resort with conference facilities,” or “beachfront banquet hall.” The more specific your keywords, the more likely you are to appear in targeted searches.
Keep it fresh
Update your profile regularly with new images, updated capacity charts, seasonal packages, and recent renovations. Planners want to see an active, accurate listing, they’re less likely to contact a venue with outdated photos or missing details. Frequent updates also signal to the platform that your listing is relevant, which can improve visibility.
Did you know: According to Cvent data, venues that pair Cvent Interactive Floor Plans and CSN Diamond listings receive 30-35% more RFPs than those with basic listings.
SEO for wedding venues
When couples (and their planners) go online to find a wedding venue, they’re searching for the ‘feeling’.
That’s why wedding-related searches are often packed with emotion-driven keywords like “fairy-tale barn wedding,” “romantic vineyard ceremony,” or “urban rooftop reception with skyline views.” If your venue is the perfect backdrop for a love story, your SEO should reflect that.
Tell your story
Your descriptions and blog posts shouldn’t just list square footage and seating capacity. Share your vibe, whether that’s rustic charm, modern elegance, or seaside serenity. Paint a picture so couples can imagine themselves saying “I do” there. “Our candlelit courtyard, framed by centuries-old oak trees, creates an intimate, storybook atmosphere” tells a far more compelling story than “outdoor wedding space available.”
Show, don’t just tell
Real wedding photos are gold for wedding venue SEO. Upload high-quality images from past events and tag them with descriptive, search-friendly captions.
Instead of “Smith-Jones wedding,” try “Boho beach wedding ceremony with driftwood arch at Oceanview Resort.” This will help your images show up in Google Image searches and visual search tools like Pinterest Lens.
Create content for the whole journey
Couples start planning months (sometimes years) before the big day. Give them reasons to keep visiting your site by creating content for every stage of wedding planning. Think “10 Creative Engagement Party Ideas,” “How to Plan a Winter Wedding,” or “Best Local Honeymoon Spots.”
Not only does this bring them back to your site, but it positions you as a helpful expert, making them more likely to book your venue.
Get listed in online venue directories
Wedding Spot processes more than 200,000 requests each year, giving venues a streamlined way to attract business. The venue-only directory makes it easy for couples to find you, and gives couples everything they need to move forward.
"I was getting frustrated using other sites," said Sally Phung, a bride who booked her venueusing Wedding Spot. "Through Wedding Spot, I found our perfect venue ... which I had never heard of before, and within one week I had it booked."
The earlier they find you, the sooner they book you
SEO is about making sure the right people can find you at the right moment. But the key is to start small. Update a few image captions. Add a missing detail to your Cvent profile. Answer a question you hear all the time and post it on your site.
Every tweak makes it easier for planners and guests to discover you. And once they do, your property can do the rest.
Mansi Soni
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