SEO Secret Weapon: Your Website’s Policy Page

Your hotel website is packed full of valuable information that appeals to both travel shoppers and search engines alike.

But there is a page that you might have dismissed due to its dry content that actually packs a huge SEO punch? It’s your hotel website’s policy page, and it’s often overlooked.

The policy page for your hotel property is full of SEO-rich keywords that Google is looking for. This page contains up-to-date, relevant keywords that OTAs simply can’t keep up with on their own websites. By simply taking a few steps to optimize your policy page, you’ll maximize your SEO impact while gaining an edge on OTAs.

Too often, hotels approach policy pages as a perfunctory website component and don’t give it too much thought. This mistake can lead to your property being overlooked by Google for important long-tail keywords like “pet-friendly downtown hotels in Austin” or “early check-in hotels in St Paul”.

Here are some actionable tips for how you can maximize the SEO impact of this powerful page:

Keep it conversational. Instead of robotic jargon and bullet points, use conversational language in full paragraphs to explain your hotel policies. This is a terrific opportunity to offer information to travel shoppers and keywords to Google, so write it out! Use language similar to what travel shoppers would use when searching, rather than legal verbiage.

Use long-tail keywords. The copy-heavy policy page is a prime place to insert some of your preferred long-tail keywords. Long tail keywords are search terms that consist of 3 or more words and they have been found to convert 2.5 times better than shorter keywords! Your policy page is a perfect spot for long-tail keywords like, “kid-friendly Miami hotel near the zoo,” or “Denver hotel with large meeting rooms”. These words target guests who are looking for specific features that your hotel has to offer.

Make it unique. Google frowns on duplicate content, or content that has been used elsewhere on your website or other sites. Be sure to write fresh, unique content on your policy page to get the biggest SEO impact. You’ll please Google along with providing a better website experience for travel shoppers.

Look for opportunities to link. Policy pages are usually overlooked, but since this page is packed with important information (hopefully written in an engaging, conversational style) it can be a great place to drive traffic. Try linking back to your hotel policy page when promoting specific marketing campaigns. For example, post on social media about #NationalBreakfastDay on March 13th and link back to your policy page which outlines your hotel’s complimentary breakfast.

Follow these simple tips and your hotel policy page and you’ll gain an edge over OTAs, please search engines, and offer travel shoppers a better experience on your website. No wonder this often overlooked page is such a powerful secret weapon!

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