From "Invisible" on the Map to Market
Leaders in Sofia
The Challenge of Being Noticed
Rosslyn Hotels represents premium urban hospitality in Sofia, while Divine Bar offers a distinctive lifestyle experience within Rosslyn Central Park Hotel.
Despite their strong market presence, the challenge was clear: increase local visibility, attract high-intent guests and turn Google searches into direct bookings.
SEO Pinnacle's mission was to transform their Google Business Profiles into powerful digital storefronts, supported by reputation management, strategic content and an optimized YouTube presence.
The Local SEO Effect in Numbers
October 2025 – March 2026
- Rosslyn Central Park Hotel: Nearly 100,000 impressions, over 13,500 customer actions and Top 3 rankings for "hotel Sofia" and "4-star hotels Sofia".
- Rosslyn Thracia Hotel: Over 71,000 impressions, 9,000 customer actions and a ranking improvement from outside the Top 100 to the Top 10 for "hotels in Sofia center".
These results demonstrate the impact of a targeted Local SEO strategy on hotel visibility and guest engagement.
Roadmap to the Top
We implemented a comprehensive strategy across nine key areas:
Google Business Profile Optimization
Updated business information, categories, amenities and operating hours to improve accuracy and search relevance.
Visual Gallery Upgrades
Enhanced both hotels' profiles with professional photography and carefully selected visual content.
Strategic Google Posts
Published regular offers, events and seasonal campaigns supported by booking-focused calls to action.
Authority Directories & Citations
Strengthened local presence through consistent business information across trusted directories.
High-Intent Keyword Targeting
Identified valuable accommodation-related searches and optimized profile content accordingly.
Review Generation Strategy
Trained hotel staff and introduced Pinnacle Cards to simplify guest review collection.
Active Review Management
Provided personalized responses to guest reviews, strengthening customer relationships and online reputation.
Divine Bar Launch
Created, verified and optimized a dedicated Google Business Profile to establish the bar's independent local presence.
YouTube Optimization
Launched and optimized the official Rosslyn Hotels YouTube channel to expand brand visibility through video.
Performance
Breakdown
Rosslyn Thracia Hotel
- 71,000 impressions across Google Search and Maps.
- 9,000+ customer actions during the reporting period.
- February 2026: 1,510 actions, including 404 website visits, 61 calls, 974 direction requests and 71 bookings.
- Search rankings: From outside the Top 100 to the Top 10 for "hotels in Sofia center", reaching the Top 20 for "hotel Sofia".
- Google rating: Improved from 4.3 to 4.4 stars.
Rosslyn Central Park
Hotel
- Nearly 100,000 impressions across Google Search and Maps.
- 13,500+ customer actions during the reporting period.
- February 2026: 2,201 actions, including 521 website visits, 155 calls, 1,406 direction requests and 119 bookings.
- Search rankings: Top 3 for "4-star hotels Sofia" and "hotel Sofia".
Year-over-Year
Growth
Both properties demonstrated consistent improvements in visibility and customer engagement.
1.Results highlight sustainable growth
Hotel | Period | Impressions | Customer Actions |
|---|---|---|---|
Central Park | 2026 vs. 2025 | +15% | +5% |
Central Park | 2025 vs. 2024 | +12% | +3% |
Thracia | 2026 vs. 2025 | +19% | +12% |
Thracia | 2025 vs. 2024 | +14% | +8% |
2.Local SEO Meets Direct Revenue
To measure the contribution of local search to overall website traffic, we implemented advanced SEO analytics.
Metric | Central Park | Thracia |
|---|---|---|
Total digital visitors | 3,400 | 2,000 |
Visitors via Google Business Profile | 642 | 396 |
Visitors via AI Search (ChatGPT) | 40 | 23 |
3.Complete Digital Transformation Through Local SEO
In less than six months, Rosslyn Hotels & Divine Bar didn't simply improve their search rankings—they transformed their digital presence.
Through technical optimization, proactive reputation management, high-quality visual assets, and strategic content creation, the brand established itself as one of Sofia's leading hospitality destinations with a sustainable foundation for long-term growth.
The outcome speaks for itself: greater visibility, stronger customer trust, increased direct engagement, and measurable business growth.