The Road to the Top of Belgrade's Local Searches
With 416 rooms and suites, Crowne Plaza Belgrade is one of the Balkans' leading hotels, offering premium accommodation and world-class business facilities.
Despite its reputation, the hotel faced a major challenge: limited visibility in Google's local search results. As part of IHG's global network, its centralized corporate website also offered fewer opportunities to showcase the property's unique advantages.
SEO Pinnacle's mission was to transform its Google Business Profile into a powerful digital storefront, increasing visibility, attracting potential guests and generating booking opportunities.
The Impact of Local SEO
in Numbers
March - August 2026
735,000 impressionss
+36.2% year-over-year
56,500+ customer actions
almost +13% year-over-year
179,000 July impressions
+54.4% year-over-year
Top 3 rankings
for major hotel-related searches
Google rating
increased to 4.7 stars
Where We Began
Our initial audit revealed that
Crowne Plaza Belgrade was significantly underperforming in local searches.
Wellness Belgrade
11th
Hotel in Belgrade
19th
Hoteli u Beograd
100
Spa hotel Belgrade
9th
Hotels in Belgrade
72nd
Hoteli na Novom Beograd
79th
Accommodation in Belgrade
100+
More than
8,200 reviews
Across 55 high-value English and Serbian keywords,
the hotel held an average position of 49.4, despite having more than 8,200 reviews and an
established reputation.The challenge was clear: bridge the gap between
the hotel’s real-world prestige and its online visibility.
The Steps Towards
the Top
1. Business profile optimization
Updated business information, categories, amenities and contact details.
3. Gallery Optimization
Improved visual presentation with professional photography and relevant images.
5. Google Posts
Published consistent content promoting hotel experiences, events and offers.
7. Local Directories
Strengthened business information consistency and visibility across authoritative platforms.
2. Keyword Strategy
Identified valuable searches through competitor research and optimized profile content accordingly.
4. Reputation Management
Introduced staff training and Pinnacle Cards to encourage guest reviews.
6. YouTube Optimization
Improved video discoverability through optimization of the hotel's official channel.
8. Hotel Classification
Worked with Google Support to update the property's classification from five to four stars.
Results Achieved
with Google Business Profile
735,000 Impressions | +36.2% YoY
- Between March and August 2026, the hotel generated nearly 735,000 impressions across Google Search and Maps, significantly expanding its reach among potential guests.
56,500+ Customer Actions | +13% YoY
- Increased website visits, calls, directions and other interactions demonstrated how improved visibility translated into measurable engagement and new booking opportunities.
Record July: 179,000 Impressions | +54.4% YoY
- July became the hotel's strongest month for Google visibility, highlighting the impact of consistent Local SEO optimization.
From Outside the Top 100 to the Top 3
Crowne Plaza Belgrade reached Top 3 positions for major searches such as "Hotels in Belgrade" and "Beograd hoteli", while additional luxury and Novi Beograd hotel keywords entered the Top 10.
Stronger Reputation: 4.7 Stars
Through structured reputation management, the hotel improved its Google rating to 4.7 stars despite having thousands of existing reviews, strengthening guest confidence.
Google Maps: 94% of Profile Visibility
Google Maps accounted for 94% of profile visibility — 82% from mobile and 12% from desktop — confirming its importance as a discovery channel for potential guests.
A Complete
Digital Transformation
In six months, Crowne Plaza Belgrade transformed its local search performance, achieving stronger rankings, increased visibility and measurable customer engagement.
735,000
impressions
56,500+
actions
Top 3
rankings
These results demonstrate how a targeted Local SEO strategy can help even established international hotel brands unlock new growth opportunities.