In late September 2025, Google quietly rolled out a change that’s reshaping how SEO performance is measured and achieved. Known as the “10-Result Update,” this change limits search result pages to roughly ten organic listings, removing the ability to view or track deeper rankings through the old &num=100 parameter. It may sound like a small technical adjustment, but for hotels, the implications are significant.
What Changed
Until recently, marketers and SEO tools could request up to 100 search results per page for analysis or rank tracking. Google’s new limitation now caps this at about 10 results per page, aligning with the traditional “first page” view users see.
The update, first observed in late September 2025 and confirmed across SEO industry publications in early October, has affected everything from keyword tracking to impression data in Google Search Console.
For hotels, this means the battle for organic visibility just became harder.
Why It Matters for Hotels
Hotels have always competed in some of the most crowded search spaces online e.g. from “luxury hotels in Dublin” to “family resort Algarve.”
Now, with only ten results visible per page, being on page two or three carries even less value.
Here’s what that means in practice:
Less visibility for keywords ranking beyond the top 10.
Disrupted SEO reporting, as rank-tracking tools and Search Console metrics shift.
Greater pressure to hold or reach top positions for destination-based searches.
More importance on conversion once a visitor lands on your site because fewer will get that chance.
How to Adapt Your Hotel SEO Strategy
Here’s how hotels can respond effectively to the new search reality.
1. Focus on High-Value Keywords
Review your keyword list and identify the top 20–30 phrases that truly drive bookings or brand visibility — think “5-star hotel Galway city centre” or “boutique spa hotel in Lisbon.”
Use those insights to strengthen your most important landing pages, rather than spreading your efforts across dozens of lower-impact terms.
Tip: If your hotel ranks in positions 11–20 for key queries, invest in on-page optimisation, internal linking, and backlinks to push those pages into the top 10
2. Optimise for Destination + Experience
Search intent is shifting toward “experience-driven” travel. Combine destination SEO with what makes your property unique e.g., “eco-friendly luxury hotel in Connemara” or “seafront resort with spa on the Algarve.”
Ensure your meta titles, headers, and on-page content reflect both location and experience keywords.
3. Strengthen Local SEO & Structured Data
Local visibility is more important than ever.
Keep your Google Business Profile updated with correct NAP (Name, Address, Phone) and high-quality imagery.
Implement hotel schema markup to help Google understand your property type, amenities, and reviews.
Encourage recent Google and TripAdvisor reviews as they directly influence both ranking and click-through rates.
4. Improve Conversion Rate, Not Just Traffic
If fewer users find you, make sure those who do convert. Optimise your booking funnel with:
Clear “Book Direct” advantages
Prominent calls to action
Fast-loading mobile pages
Simple, secure checkout flows
At Aró, we see conversion optimisation as a key performance driver, particularly when visibility tightens.
5. Adjust Your Reporting & KPIs
Expect your SEO data to look different in the coming months:
Impressions may drop (fewer deep-ranking results are counted).
Average positions may appear higher (since positions beyond 10 aren’t tracked).
Ranking reports from third-party tools may fluctuate.
Focus less on how many keywords you rank for and more on where you rank for the terms that convert.
Tip: Make “Top-10 keyword share” a new core KPI for your SEO reporting.
6. Keep Content Fresh and Authoritative
Google continues to reward helpful, high-quality content.
Maintain updated destination guides, restaurant and spa pages, and event listings.
Build internal links between these pages and your main accommodation or offer pages.
Use seasonal and local storytelling to attract organic visitors at every stage of the booking journey.
7. Monitor Competitors Closely
With only ten spots per query, your competitive set just got smaller and sharper.
Keep an eye on which hotels or OTAs occupy those positions. Study their meta descriptions, link profiles, and on-page experiences to understand what’s working.
The Bottom Line
The Google 10-Result Update is a reminder that SEO is becoming more focused, competitive, and user-centric.
For hotels, the path forward is clear:
Target fewer, higher-value keywords
Double down on conversion optimisation
Strengthen your local and destination authority
At Aró, we help hotels adapt to these changes through strategic SEO, UX design, and conversion-driven digital performance.
If you’d like to review how this update might impact your property’s organic visibility, our team can provide a focused SEO audit and action plan tailored to your hotel’s goals.
Need help adjusting your SEO strategy?