SEO Basics: How Much Content a Hotel Website Page Needs for SEO Success
Years ago, a simple welcome message and a few pretty pictures might have done the trick for a hotel’s landing page. But it’s 2024, and things have changed. Guests are often just one click away from leaving your page if it doesn’t grab their attention. The question is, how much content does your hotel’s landing page really need?
The answer isn’t as straightforward as you’d hope, but that’s why we’re here. You need your page to deliver the essentials without overwhelming visitors. Surprisingly, more words can sometimes mean more bookings, but only if they’re the right words. We’ve seen improvements when using our Hotel SEO strategies tailored to specific audiences.
What Do Your Visitors Want?
Your landing page must cater to potential guests who are in planning mode. Consider what they need to know right away. Your hotel’s unique selling points? Check. Any seasonal offers? Absolutely. The basics like location, amenities, and contact information shouldn’t be buried either. Clear, targeted content engages visitors, guiding them to make a booking. The more questions you answer upfront, the fewer reasons guests have to look elsewhere.
Keep It Engaging with Storytelling
Everybody loves a good story. When it’s about their next getaway, even better. Write about the experience of staying at your hotel. Describe what makes your location, ambiance, or service stand out. But don’t get carried away into essay territory. Keep it concise but detailed enough to paint a picture. This balance can be pivotal in converting browsers into bookers.
Don’t Forget SEO
Confession: If Google’s algorithms can’t find your page, neither will guests. Keywords matter, but less is more. A keyword-stuffed page is obvious and off-putting. Instead, aim for keyword-rich content that flows naturally, addressing specific user queries. This can boost your search engine rankings without compromising readability. The key is a well-integrated approach that enhances both visibility and user experience.
The Magic of Multimedia
Photos, videos, and virtual tours can do a lot of heavy lifting on a landing page. A stunning photo gallery or a quick intro video showcasing the hotel can make a large impact without a single word. Use multimedia to complement your written content, breaking up text and keeping the visitor engaged. It’s not just about selling rooms; it’s about selling an experience.
Monitor and Adapt
Track user behaviour through analytics tools to see how visitors are interacting with your page. If people hover over certain areas more, consider expanding on that content. A/B testing different versions of your landing page can provide insights into what works best. Continually adapt based on this feedback to keep pages fresh and appealing. Sometimes small tweaks can lead to big changes in conversion rates.
Cut the Clutter
A cluttered page is unattractive and confuses visitors. While you want to provide ample information, make it easy to navigate. Use headings, subheadings, and concise paragraphs to structure the page. Visibly important information above the fold is key, as is a simple call to action. Review pages regularly to remove outdated content and keep things direct and relevant.
Finding the Right Balance
It turns out a hotel’s landing page is a bit like Goldilocks’ porridge. Too little content and guests don’t learn enough to book. Too much, and they’re overwhelmed. Aim to inform, entice, and entertain in equal measure. Hotels that get this balance right often see better engagement and conversion rates. A mix of strong visuals, engaging text, and clean design does the magic.
- Engage with storytelling and clear visuals
- Ensure strong SEO practices are in place
Your Action Plan
Look at your current landing page and identify areas for improvement. Are essential details easy to find? Is the user journey clear? Is your SEO on point? Treat your landing page as a living thing, frequently updating content based on analytics and guest feedback. Adapting to meet your visitors’ expectations won’t just improve user experience; it can improve your booking rates too.
For a successful strategy, make sure you’re putting the right amount of effort into content creation. Not only to bring more eyes to your site, but to keep them there, engaged, and ready to book their stay. For additional guidance on how to manage your hotel’s search engine presence and ensure your content is optimised effectively, have a look at our SEO management for Hotels.
