In this episode of Foundry Talks, guest host Trey Evans sits down with Eduard Ruppel, founder of Leppur Marketing and author of Local SEO for Boutique Hotels, to unpack the exact strategies that help independent hotels dominate search rankings and drive direct bookings. From localizing every page to leveraging reviews as a conversion tool, Eduard shares a step-by-step approach for optimizing websites, Google Business Profiles, and content in ways most competitors overlook. Listeners will also hear Eduard’s insights on avoiding common pitfalls like “thin content” and hidden booking buttons, as well as his advice for becoming the go-to local guide for your guests through smart blog content. Whether you run a boutique property or work in hospitality marketing, this conversation delivers a practical blueprint for standing out online, competing with OTAs, and converting more travelers directly.