SEO in an AI-Driven Word
We help hotels and travel brands get found, by the right people, in the right places, at the right time. Our SEO approach goes beyond rankings, aligning with how real guests search today across traditional and AI-driven platforms. From technical optimisation to local visibility and GEO (Generative Engine Optimisation), we future-proof your digital presence to drive bookings, not just clicks.
Leaning Into The Latest AI Search Trends
Search is evolving fast, and we're helping hotels and travel brands stay ahead. Umi's SEO services go far beyond keywords, we align your organic strategy with how modern travellers actually search, across both traditional engines and emerging AI-driven platforms.
As Google rolls out Search Generative Experience (SGE) and AI-powered search becomes the norm, visibility isn’t just about rankings anymore. We're optimising for inclusion in AI-generated results, conversational queries, and semantic snapshots. This is where Generative Engine Optimisation (GEO) comes into play and we’re already structuring content and data to ensure your brand is referenced and cited by these new systems.
At the same time, we never forget the fundamentals. We ensure your site is technically sound, easy to crawl, and fast to load. We create content that’s aligned with guest intent across the full booking journey, from inspiration and research to decision and conversion.
Local visibility is also a major focus. We optimise your presence in map results, mobile searches, and hyperlocal queries to ensure you're found by guests who are ready to book nearby. Structured data, schema markup, and review integration are all part of our toolkit.
Whether you're a single boutique hotel or a large portfolio brand, we tailor our approach to your goals, your team, and your tech stack. The result is an SEO strategy that supports your entire digital ecosystem, and drives sustainable, high-value direct bookings.
The Umi SEO Approach
Technical SEO
There are some aspects of SEO that require a development team. We get under the hood of every site to ensure the code and website performance is conducive to excellent Search Engine Performance. The team will ensure the implementation of:
- Lighting fast load speed
- Schema markup and structured data
- Accessibility and Usability
- Best practices with code usage
Information Architecture
The structure of the website is hugely important for SEO. We have data across over 200 websites that inform our approach to content structure and tailor our suggestions to your business model. The SEO team will use specific tools to cover:
- Topic Clusters
- Pillar Pages
- Optimum URL Hierarchy
Keyword and Phrase Analysis
To guide any content strategy, one first needs to address the search terms of prospective customers. Our approach directly maps persona analysis onto the creation of a keyword and phrase strategy that can be adopted in content generation and digital advertising.
- Goal orientated approach
- Keyword and phrase silos
- Persona-based topic clusters
- Search volume analysis
Content Strategy
Once the keyword analysis has been performed and all on-site optimisations are addressed, the SEO strategy can be put into action by producing relevant and interesting content. If this content is created in line with the keyword strategy, buyer personas and commercial goals – the site will see strong search performance.
- Content suggestions
- Cross-platform linking
- Strategic support and training
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A member of our senior team will work with you on a 30 minute consultation to pull together a prospective project strategy with actionable next steps.
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