Do you want more people to click on your hotel’s listing on search engines like Google and Bing? Of course you do! Well written meta descriptions will help that happen. Here’s the good news: despite the technical name, meta descriptions are easy to set up for your hotel website pages.
Just keep a couple guidelines in mind and you’ll be a meta description master in no time!
What’s a meta description?
First things first, a meta description is the short description under your website name in search engine results pages. These snippets of information let people know what your page is about before they click on it.
Though your meta descriptions won’t change your rank on search engines, a well-written description can affect the number of people who click on your website in search results.
Why are meta descriptions important?
These short descriptions can really pack a punch by boosting traffic to your site! And more website traffic means more direct bookings.
If you don’t have a meta description for your page, the search engine will automatically display the first couple of sentences from your webpage. This automatic selection won’t be as powerful and you risk losing out on website visitors.
For example, the meta description for the Days Inn Chester above is automatically displaying the first sentence of the website. It’s cut off and not offering the reader any specific information about the property. Don’t miss this chance to write a description that encourages travel shoppers to click!
Are meta descriptions used as a ranking signal?
Representatives from Google and Bing have indicated that meta descriptions are not technically a ranking signal. However, the quality of your description will influence travel shoppers click-through rates, so it’s very important to use this element intelligently.
Meta Description Best Practices
Write copy that entices
Your meta description should draw readers to your website from the search engine results, almost working like advertising copy. That’s why a readable, compelling description (complete with keywords!) can improve the click-through rate for your hotel’s site. As an added bonus, Google and other search engines bold keywords in the description when they match search queries.
Keep the length under 160 characters
Your best bet is to keep meta descriptions between 150-160 characters. Search engines generally shorten or cut off descriptions any longer than that.
Avoid duplicate meta description tags
The pages of your hotel website are unique, and your meta descriptions should be too! The meta description for your guestrooms should be about guestrooms. The description on the page for your hotel restaurant should mention food and dining, and so on, for all the pages on your hotel website. This way, you’ll avoid being penalized by search engines for having duplicate descriptions.
Keep in mind that quotes cut off descriptions
Stick to basic text in your descriptions. If you include quotes or special characters, Google is likely to cut off the description.
What’s an example of a strong meta description?
The Goodstone Inn and Restaurant in Washington, DC does an awesome job of including unique, compelling meta descriptions for the different hotel web pages. Take a look at how their meta descriptions differ for the homepage, special packages, meetings, and wedding pages.
Check out how the meta description for the homepage below let’s readers know it’s a romantic inn, has a French restaurant, and is only one hour away from Washington, DC. This is a lot of terrific information to fit into a meta description, helping it stand out to your target audience!
That’s all there is to it! Meta descriptions are a powerful part of your hotel marketing, and easy to implement!