Write content that communicates your hotel’s unique identity. A haunted boutique hotel that partners with an upstart local brewery will resonate with a different target audience than your average corporate chain hotel.
Expanded meta descriptions provide you with the opportunity to better address searcher intent and encourage people to click your results. Use this resource wisely, making sure it aligns with awareness pages on your website.
Identify Your Target Audience
One key step in developing an effective hotel website is understanding who your target audience is. Doing this allows you to ensure your messaging resonates with them directly, meeting their needs. Knowing your target audience’s demographics also plays a big role when selecting keywords for meta descriptions; including relevant terms can help rank higher on search engine results pages and ultimately bring in more visitors – increasing potential guests!
To determine your target audience, start by considering which words would best describe their current circumstances and solutions they seek – this process is known as search intent, and forms part of a successful SEO strategy.
Once you know what your audience is searching for, you can begin to compile a list of relevant keywords. Make sure that they resonate with both your target audience and business or location while being natural; search engines don’t appreciate overstuffed keyword phrases.
Once you’ve selected the proper keywords, make sure that your meta descriptions address their intended audience by including information like locations, neighbourhoods and attractions that would appeal to guests.
Discovering new ideas for your meta descriptions by viewing other websites can also provide invaluable inspiration, allowing you to identify keywords they’re targeting as well as see what kind of language they employ and whether or not it works well for them.
Meta descriptions serve a vital purpose: they inform readers (and search engine bots) what the page attached to it is all about. That is why its most essential purpose should be concise yet informative – without losing readers along the way!
When creating a meta description, it is a good practice to run tests to see which versions attract the highest click-throughs, leads and bookings. Tools like Moz or Outranking provide A/B tests so you can see which meta descriptions work best.
Focus on the Keywords
Many hoteliers focus on using keywords in their content to rank higher on search engine results pages, which is an effective practice; however, too much emphasis on keywords may lead to unnatural, keyword-stuffed text which search engines penalize and dislike. Instead, focus on keywords which match up with audience search intent and make sure that they’re naturally integrated throughout your content and meta descriptions.
Start by conducting keyword research using tools such as Semrush or Outranking to discover the most pertinent terms for your target audience. Pay particular attention to each term’s average monthly search volume to assess if it will generate qualified traffic.
Once you’ve identified the ideal keywords for your hotel, use them in your content to increase its chances of ranking and drive more targeted visitors to your website – ultimately increasing conversion rate and improving overall conversions.
An engaging meta description can make or break your hotel website’s ability to rank on Google for certain terms. A compelling description should tempt users to click through and visit your site, drawing them in with its compelling copy and including both targeted terms as well as calls-to-action that encourage booking rooms or services on your hotel’s site. To effectively craft such descriptions, be sure to include both terms as well as calls-to-action that encourage people to book through it.
Since Google expanded the snippet length for meta descriptions in December, hoteliers now have twice as much space to showcase their unique value proposition and encourage searchers to click. Capitalizing on this increased visibility is vitally important for hotel SEO.
Consideration and action pages (rooms, specials) will benefit most from an expanded snippet because these are most likely to convert searchers to guests. Before, this limit was limited to 155 characters which caused page titles to leave out vital details that could increase CTR significantly for these pages.
With an expanded snippet, these pages can now provide searchers with all the quick-and-dirty information they require without wasting precious real estate. This should set realistic expectations and decrease bounce rates for these pages – all contributing towards increased conversion rates on your hotel website.
Include a Call-to-Action
Meta descriptions offer an ideal opportunity to include an alluring CTA that encourages searchers to visit your website. Make your CTA both relevant and intriguing enough so they want to take action on it!
Hotels often make the mistake of failing to include an effective value proposition and call-to-action in their meta descriptions, making searchers confused as they try to understand why they should choose it over competitors in their area. By including such details in their meta description, searchers will understand why it offers real value over other options available to them and can more readily compare costs between hotels in an area.
Meta descriptions can also be used to entice visitors to take advantage of offers or promotions, using words such as “limited time, limited availability and sale” can convey urgency to readers and motivate them to act quickly. Additionally, this strategy will increase qualified traffic to a hotel’s website which could improve bottom line results.
Integrating a call-to-action into a meta description is proven effective for increasing visitor numbers to websites as well as increasing relevance on Google. Google evaluates page relevance based on how frequently people click and how long users spend browsing them.
Meta descriptions are an integral component of any SEO strategy, yet can often prove challenging to craft. To be effective at writing effective meta descriptions, it’s crucial to first understand your target audience and find keywords relevant to their search queries – once this step has been completed successfully, writing effective descriptions should become much simpler.
Expanded snippets should be prioritized on pages with high bounce rates, such as home, specials, and rooms, to improve their performance. Utilizing additional pixels to tell a compelling narrative may encourage searchers who would otherwise scroll by without booking into visiting your site – for instance if your hotel features hauntings that partner with local breweries to serve aged barrel beers then this information would likely appeal to potential guests before making their reservation decision.
Be Creative
Meta descriptions can be an effective tool when it comes to improving organic search engine rankings for hotel websites. While not technically used as ranking factors themselves, effective meta descriptions can catch viewers’ eye and convince them to click your result page. In addition, effective writing of your meta description helps create brand identity and establish trust among your audience.
Create an engaging meta description can be challenging, but there are ways you can simplify the process. Start by identifying which keywords are most pertinent to your business and writing a meta description that features these terms. Doing this will ensure search engines know exactly what your page is about while too many keywords could result in being penalized by Google for “keyword stuffing.”
Add a call-to-action in your meta description as another tip when writing one to encourage viewers to take an action, such as booking or contacting the hotel. A call-to-action can also serve to set your website apart from competitors by driving more visitors in.
Creative meta descriptions are key when writing successful campaigns, as their performance depends on being engaging and interesting for visitors. You can do this by including interesting, captivating content that appeals directly to your target audience or by using keywords which address their needs directly and help them cut through internet noise in search of solutions to their problems.
Google released an algorithm update in December 2017 that nearly doubled the length of a meta description shown to searchers, providing new opportunities and challenges for hoteliers in optimizing their search engine results pages (SERPs).
Though creating meta descriptions may take some time and effort, they’re crucial to your organic rankings. Be sure to track their performance with tools like Google Search Console and Google Analytics in terms of click-through rates, bounce rates and conversions; additionally test different variations by changing headlines, benefits or calls-to-action to see which works best.