Запросить аудитАудит

SEO, Google Maps и AI Search

Пусть клиент найдёт бизнес, поймёт, почему он подходит, и сразу сможет связаться

Люди уже ищут не только название отеля или кафе. Они могут спросить «спа рядом с парным массажем», «тихое кафе на Пхукете» или «отель у аэропорта с поздним заездом», затем читать ответ ИИ, открывать Google Maps, смотреть отзывы и сравнивать сайт.

The KPI Plus помогает привести сайт и Google Business Profile в порядок: факты должны быть верными, понятными и отвечать на реальные вопросы. Тогда бизнес чаще находят, а дальше звонят, строят маршрут, спрашивают или бронируют.

Попросить команду посмотреть, как находят этот бизнес Все решения

Отправьте название, ссылку на сайт или Google Maps и проблему, которую видите.

01 Search02 Maps03 Website04 Contact / Booking

Sample Local Search path from Search to Google Maps, the website, and contact or booking. Not a live hotel resultSample Visual
Sample Local Search → Maps → Website → ContactSample workflow · Search visibility and local discoveryKeep business facts consistent from Search and Google Maps through to the website and the contact path

Search Behavior

Поведение в поиске меняется

Customers start with a question, then may use Traditional Search, AI Search, Google Maps, or the website before they call, get directions, contact, or book.

  • 01

    Traditional Search

    The customer types a query, then opens a page that answers the service, location, or price.

  • 02

    AI Search / AEO

    The customer asks a longer question. A system may summarise clear facts. A business is not guaranteed to appear in every answer.

  • 03

    Google Maps / Local Search

    The customer checks distance, hours, reviews, and directions before travelling.

  • 04

    Website and contact / booking path

    The business page must support the decision, then connect to a call, directions, contact, or booking.

Search Behavior Map

  1. Customer question
  2. Search / AI Search
  3. Trusted business information
  4. Maps / Website
  5. Call / Directions / Contact / Booking
Sample Search Behavior Map from a customer question through Search or AI Search, trusted business facts, Maps, the website, and contact. Not a live search resultSample Visual
Sample Search Behavior and Local DiscoverySample diagram · Search query, AI-ready facts, local pathCustomers start with a question, then use Search or AI Search, check trusted facts on Maps or the website, and call, get directions, contact, or book

AI Search уже работает на тайском

Google запустил AI Mode в Таиланде в августе 2025 года и добавил поддержку тайского языка в октябре 2025 года. Можно задавать длинные вопросы, сравнивать варианты и уточнять прямо в Google Search.

Source: blog.googlehttps://blog.google/intl/th-th/products/consumer-products/ai-mode/Published 2025-08 · Accessed 2026-10-27 · Thailand · August–October 2025 product updates · Product guidance, not a hotel resultGoogle announced AI Mode in Thailand in August 2025 and Thai-language support in October 2025. This is a product launch fact, not a hotel performance result.

Использование AI Search растёт в мире

1 млрд

пользователей AI Mode в месяц по всему миру, по данным Google за 2026 год

Эта цифра показывает рост формата поиска. Это не число пользователей в Таиланде.

Source: blog.googlehttps://blog.google/intl/th-th/products/consumer-products/search-io-2026/Published 2026 · Accessed 2026-10-27 · Worldwide · 2026, worldwide monthly users as reported by Google · Platform estimate, not a hotel resultGoogle reported about 1 billion monthly AI Mode users worldwide in 2026. This is a global platform estimate, not Thailand usage and not a hotel campaign result.

Google Maps по-прежнему важен для решения на месте

Google указывает три главных фактора локальной выдачи: релевантность, расстояние и известность. Полный и точный Business Profile помогает понять, чем занимается место, где оно и когда открыто.

Source: Google Business Profile Helphttps://support.google.com/business/answer/7091?hl=enAccessed 2026-10-27 · Global guidance · Guidance as accessed 27 Oct 2026 · Product guidance, not a hotel resultGoogle lists relevance, distance, and prominence as the main local ranking factors. This is product help, not a hotel Maps rank.

Для отелей, спа и кафе это значит: сайт и Google Maps должны ясно отвечать на одни и те же вопросы — услуга, адрес, цена, часы и способ брони.

Обычная работа по SEO по-прежнему относится к AI Overviews и AI Mode. Нет особого способа, который гарантирует появление бизнеса в ответе ИИ.

Source: Google Search Centralhttps://developers.google.com/search/docs/appearance/ai-featuresPublished 2025 · Accessed 2026-10-27 · Global guidance · Guidance as accessed 27 Oct 2026 · Product guidance, not a hotel resultGoogle’s public guidance that usual SEO work still applies to AI Overviews and AI Mode. Not a hotel ranking result.

Чем SEO, AEO и Local SEO отличаются?

These are not alternatives. The website, the business facts, and the answers customers need should work together.

Sample VisualSEO + AEO + Local SEO Framework — SampleSample framework · SEO, AEO, Local SEO
SEO + AEO + Local SEO Framework — Sample
AreaGoalWhat to prepareWhat the customer seesExpected output
01SEOMake the website answer relevant searchesContent structure, keyword intent, technical SEO, page relevanceA website page that answers the service, location, or how to bookSearch-ready Website
02AEO / AI SearchMake business information clear and answer-readyDirect answers, entities, FAQs, trusted sources, structured contentClear facts a search or AI system can use in an answer, if that answer is shown. Appearance is not guaranteedAnswer-ready Content
03Local SEOKeep business information clear in local search and MapsGoogle Business Profile, address, hours, photos, services, reviews, contact pathsThe business profile, hours, photos, reviews, and a call or directions path on Search and MapsLocal Discovery Profile

Sample framework. Does not promise a rank, an AI appearance, or a booking.

SEO + AEO + Local SEO Framework — SampleSample framework · SEO, AEO, Local SEOAll three areas should use the same verified business information so Search, AI, Maps, and the Website describe the business consistently.

All three areas should use the same verified business information so Search, AI, Maps, and the Website describe the business consistently.

Похоже ли это на ваш бизнес сейчас?

  1. 01
    Problem
    The hotel has a website, but customers do not find the relevant page
    What the customer sees
    A search for the service or area does not open the hotel page that answers the question
    Data to inspect
    Search Console queries and pages, target landing pages, internal links
    Recommended output
    A search-ready page that answers the query and continues to contact or booking
  2. 02
    Problem
    Customers see the business on Maps, but key information is outdated
    What the customer sees
    Hours, phone, services, or photos do not match what the business currently offers
    Data to inspect
    Google Business Profile, NAP, hours, photos, and services compared with the website
    Recommended output
    A local listing that matches the website
  3. 03
    Problem
    Customers reach the website, but price, service, hours, photos, or reviews are unclear
    What the customer sees
    They cannot find the facts needed to contact or book, so they leave
    Data to inspect
    Service pages, the contact or booking path, and whether content and photos are complete
    Recommended output
    A business page people can use to decide the next step
  4. 04
    Problem
    The business has reviews, but does not use customer questions and language to improve its information
    What the customer sees
    The same questions appear in reviews, but the website or profile still does not answer them
    Data to inspect
    Review themes with author names redacted, FAQs, and service descriptions
    Recommended output
    Business facts that answer the questions customers already ask
  5. 05
    Problem
    The hotel does not know whether customers discovered it through Search, Maps, or AI
    What the customer sees
    People contact the business or open the site, but the team cannot see which path they used
    Data to inspect
    Search Console, Google Business Profile data where access exists, and enquiry source
    Recommended output
    A reviewable discovery view. Not invented rankings, calls, or bookings
Попросить команду посмотреть, что чинить сначала
Sample Search and Google Business Profile audit with identifying details redacted. Not a client hotel resultSample Visual
Sample Search and Google Business Profile AuditSample data · Anonymised auditA consistency check across Search Console, the Maps profile, and the website. Not a ranking or client metric result

Чем помогает The KPI Plus

Search → Maps → Website → Contact / Booking FlowSample flow · Search visibility and local discoveryA sample path from discovery to contact or booking. Not a ranking, AI answer, or booking result
  1. 01

    Make the website answer customer questions

    Website Answer Structure → relevant content and landing page

    Owner
    The KPI Plus prepares content structure. The hotel approves business information, prices, photos, and offers
    Input
    The current website, customer questions, and the service and location facts the hotel provides
    Action
    Review what customers ask, then structure pages so they answer location, service, price, and how to book
    Output
    Website Answer Structure → relevant content and landing page
    Next decision
    The hotel approves business information, prices, photos, and offers before pages are published
  2. 02

    Organize information so Search and AI can understand it

    Search & AI Data Structure → entity and structured content consistency

    Owner
    The KPI Plus organises entities and structured content. The hotel approves business facts and legal claims
    Input
    Website Answer Structure, business name, services, location, and approved facts
    Action
    Align website structure, entities, and business facts so Search and AI can read the same information
    Output
    Search & AI Data Structure → entity and structured content consistency
    Next decision
    The hotel approves legal claims and the business facts that can be published
  3. 03

    Manage Google Business Profile properly

    Google Business Profile → current business profile, photos, hours, reviews, and contact links

    Owner
    The KPI Plus may recommend Google Business Profile updates. The hotel approves hours, photos, and review responses
    Input
    The current Google Business Profile, website facts, hours, photos, and reviews
    Action
    Review category, address, phone, website, hours, photos, services, reviews, and contact links against the website
    Output
    Google Business Profile → current business profile, photos, hours, reviews, and contact links
    Next decision
    The hotel approves hours, photos, offers, and review responses before they are published
  4. 04

    Connect discovery to contact and booking

    Contact / Booking Path → measurable Call, Directions, Website Visit, Contact, or Booking event

    Owner
    The KPI Plus designs the measurement path. The hotel approves booking policies and the contact path
    Input
    Search, Maps, the website, and the current contact or booking path
    Action
    Connect discovery to a call, directions, website visit, contact, or booking event that can be reviewed
    Output
    Contact / Booking Path → measurable Call, Directions, Website Visit, Contact, or Booking event
    Next decision
    The hotel approves booking policies and which contact or booking events can be measured
Попросить команду посмотреть, как находят этот бизнес

Why a complete, current Google Business Profile supports local discovery

Customers usually check distance, hours, the service, photos, and reviews before they travel or make contact. A complete, current profile helps those facts appear on Search and Maps at the decision point.

A complete profile can support that decision. It does not guarantee a Maps rank or the top Maps position. Local results still depend on relevance, distance, and prominence.

Call

The customer can call from the profile

Directions

The customer can ask for directions

Website Visit

The customer can open the website

Contact

The customer can send a question or message

Booking

Booking intent, only if a booking event can be measured

Discovery should lead to a call, directions, a website visit, contact, or a booking when that path can be measured. Being seen by name is not the end of the path.

Source: Google Business Profile Helphttps://support.google.com/business/answer/7091?hl=enAccessed 2026-10-27 · Global guidance · Guidance as accessed 27 Oct 2026 · Product guidance, not a hotel resultGoogle lists relevance, distance, and prominence as the main local ranking factors. This is product help, not a hotel Maps rank.

Sample Google Business Profile for hotelsSample data · Anonymised profileSample data. Account IDs, private email, review-author names, and internal notes are redacted. Not a Maps rank result

С чего начинается работа

Hotel Search Visibility Audit Process — SampleSample timeline · Audit, Review, Prioritize, TrackA sample path from current facts to a plan and a review of change. Not a ranking or booking result
  1. 01

    01 / Audit

    Audit

    Review website, Google Search Console, Google Business Profile, and current discovery paths

    Audit baseline

    Owner
    The KPI Plus reviews where access exists. The hotel provides access
    Input
    Website, Google Search Console, Google Business Profile, and current discovery paths where access exists
    Output
    Audit baseline
    Next decision
    The hotel confirms which systems the team can access and what to review first
  2. 02

    02 / Review

    Review

    Review the information customers use to decide: services, price, hours, photos, reviews, location, and contact path

    Decision-information checklist

    Owner
    The KPI Plus prepares the checklist. The hotel approves business facts
    Input
    Audit baseline plus services, price, hours, photos, reviews, location, and the contact path
    Output
    Decision-information checklist
    Next decision
    The hotel approves hours, prices, photos, and the facts that can be published
  3. 03

    03 / Prioritize

    Prioritize

    Separate quick wins, content changes, website changes, and profile changes

    Prioritized action plan

    Owner
    The KPI Plus proposes the order. The hotel decides what to do first
    Input
    Decision-information checklist
    Output
    Prioritized action plan
    Next decision
    The hotel approves which quick wins, content, website, and profile changes can start
  4. 04

    04 / Track

    Track

    Track search discovery, website visits, calls, directions, contact, and booking events only where measurable

    Change and outcome report

    Owner
    The KPI Plus designs the measurement. The hotel approves which events can be reported
    Input
    Prioritized action plan and the measurable paths that exist
    Output
    Change and outcome report
    Next decision
    The hotel approves which calls, directions, contact, and booking events can be included in the report

Что можно измерить?

Separate website, Google Business Profile, and business outcomes. Search impressions are not revenue. Profile views are not bookings. Public figures appear only with Approved or Anonymised status. If approved data is unavailable, this Metric Framework is labelled Sample data and public KPI values stay hidden.

Search Visibility and Business Outcomes · Sample dataSample data · Metric Framework. Sample framework, not hotel impressions, clicks, calls, or bookings. Impressions are not revenue. Website Search Performance: 5. Google Business Profile: 5. Business Outcomes: 5SAMPLE DATASearch Visibility and Business Outcomes · Sample data5432105Website Search5Business Profile5Business OutcomesMetrics in this framework
Search Visibility and Business Outcomes · Sample dataSample data · Metric FrameworkSample metric framework. Impressions are not revenue. Profile views are not bookings

Metric Framework

Sample data

01

Website Search Performance

Search Console signals when access exists. Impressions and clicks are not revenue

Search impressions

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Times a page appeared in Search results, from Search Console when access exists. Not revenue
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Clicks

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Clicks from Search to the website, from Search Console when access exists. Not a booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Relevant queries

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Queries that showed or clicked the website, from Search Console. Not a rank guarantee
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Landing page visits

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Pages people opened from Search, from Search Console. Not contact or booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Contact-path engagement

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
On-site actions toward contact or booking when they can be measured. Not a verified booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

02

Google Business Profile

Business Profile signals when access exists. Profile views are not bookings

Profile views

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
How often the Business Profile was shown, from profile performance when access exists. Not a booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Website clicks

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Clicks from the profile to the website when access exists. Not revenue
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Calls

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Call-button taps on the profile when access exists. Not a completed sale
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Directions

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Direction requests from the profile when access exists. Not an arrival or a booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Photo/review interactions

Sample
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
Photo views or review actions when Business Profile reports them and they are measurable
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

03

Business Outcomes

Business results only where the hotel can verify them in its own systems. Impressions are not bookings

Contact

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
A contact event the hotel can verify in its own systems. Impressions are not counted as revenue
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Call

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
A phone contact the hotel can verify. Separate from profile call taps unless the hotel can match them
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Direct inquiry

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
An enquiry through a form or message the hotel can verify. Not a booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Booking intent

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
A start-booking or request-to-book event the hotel can measure. Not a verified booking
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Verified booking

Sample
Source
Hotel contact and booking systems
Period
When access exists · sample framework
Property/market
Sample framework · no live property ID
Definition
A booking the hotel can confirm in its reservation system. Profile views are not bookings
Data status
Sample
Updated date
2026-10-28
Comparison or target
Not set until approved data exists

Maps rank and AI mentions are not guaranteed. The aim is to see whether discovery leads to contact or booking when that path can be measured. Impressions are not counted as bookings.

Материалы про поиск, сайт и бронирование

Hotel SEO / Local Search ContentSample visual · Hotel SEO / Local Search ContentRelated content frame, not the hero, Google Business Profile image, or a ranking result

SEO vs SEM

Google’s SEO Starter Guide

SEO is organic search readiness. It is not the same as paid Search ads. This is Google guidance, not a hotel ranking or ad-spend result

Guidance

Source: Google Search Central — SEO Starter Guide

Open Google guidance

Local SEO

How local results work

Google lists relevance, distance, and prominence as the main local ranking factors. This is product help, not a hotel Maps rank

Guidance

Source: Google Business Profile Help — How local results work

Open Google guidance

Google Business Profile

Google Business Profile performance

Review profile views, website clicks, calls, and directions when access exists. Profile views are not bookings

Guidance

Source: Google Business Profile Help — Performance

Open Google guidance

Search Console

Search Console Performance report

Review search impressions, clicks, queries, and landing pages when access exists. Impressions are not revenue

Guidance

Source: Google Search Console Help — Performance report

Open Google guidance

AEO / AI Search

AI features and your website

Usual SEO work still applies to AI Overviews and AI Mode. This is Google guidance, not a hotel AI appearance result

Guidance

Source: Google Search Central — AI features and your website

Open Google guidance

Direct Booking

Website Conversion & Direct Bookings

Improve the hotel’s current website so guests can continue from the landing page to a direct booking. A Book click is not counted as a completed booking

Solution

View solution

Review and reputation

Respond to reviews on Google Business Profile

Google lists reviews and ratings as part of prominence. Ask real customers and reply appropriately. This is product help, not a hotel ranking result

Guidance

Source: Google Business Profile Help — Respond to reviews

Open Google guidance

Hotel SEO Review

Ask the team to review how customers find this business

Send the hotel name, a website or Google Maps link, and the issue you see, so the team can review discovery, the website, the business profile, and the facts customers use to decide.

What the hotel receives from starting a Hotel SEO review

  • Current Search Visibility ReviewReview how customers currently find the business from Search, Maps, or AI, from the facts that exist. Not a ranking result
  • Website and Google Maps ReviewReview the website and Google Maps to see whether business facts match and the customer can continue to contact or book
  • Google Business Profile ReviewReview the business profile, category, hours, photos, reviews, and contact links when access exists
  • Customer Decision Information ChecklistA checklist of facts customers use to decide, such as address, hours, services, price, and contact paths
  • Quick Wins and Prioritized Action PlanA short list of what can be fixed first and what to do next, without a promised rank or booking result
  • Measurement and Tracking PlanPlan how discovery, contact, or booking can be reviewed from systems already in place. Impressions are not revenue

What Happens Next

  1. Review how customers currently find the business
  2. Review the website and Google Maps
  3. Review the facts customers use to decide
  4. Summarise quick wins and what to adjust first

Search Console or a complete set of systems is not required to start

Contact details

Hotel / company

The hotel website link, if you have one

The profile or Google Maps link, if you have one

Issue and desired outcome

A short note on what you want the team to look at first

We’ll use your name, contact details and message to answer your enquiry and get back to you. Please don’t include sensitive information such as health details. See our Privacy Notice

Или свяжитесь с командой напрямую info@thekpiplus.com · +66 82 635 6266

Частые вопросы

Cookie settings

Choose which cookies you allow. Switching off optional categories won’t affect the basic use of the site.

Necessary — keep the site working securely and remember your choices.

Always on

Analytics — help us understand how the site is used, through Google Analytics, so we can improve it.

Cookie Policy · Privacy Notice