If you’re managing a hotel website, you’ve likely heard that you need a blog to rank on Google.
That’s not true!
Despite the common belief that every hotel website “needs a blog,” the reality is that blogs are built for websites that publish frequent and ongoing content—such as news portals, travel magazines, or content-focused platforms. The word blog itself comes from weblog, essentially a digital journal or diary.
Most hotels don’t have the publishing frequency, content teams, or digital marketing strategy to sustain a blog that performs well. What they actually need is something far more strategic and sustainable: five valuable evergreen pages.
These pages can provide timeless value by answering the questions travelers already have—year after year—while also supporting organic / AI traffic and direct bookings.
Let’s break them down.
What to Do
Create a dedicated page about activities and experiences available in your hotel’s area. Guests don’t just book a place to sleep—they book what they’ll do during their stay. Include:
- Outdoor adventures (hiking, sailing, cycling routes)
- Family-friendly activities
- Guided tours or hidden gems
- A clear call-to-action or reference to your front desk team (e.g., “Our concierge team can help you plan and book unforgettable local experiences.”)
✅ SEO Tip: Use structured headings like “Things to Do in [Your Destination]” so both search engines and AI models (like ChatGPT) can crawl, index, and reference your content accurately.
Where to Go
This page should serve as a local discovery guide—highlighting must-see destinations near your hotel such as beaches, cultural landmarks, scenic villages, and museums. Include:
- Map references and travel times from your property
- Insider tips or personal favorites (“The best sunset spot just 5 minutes away”)
- Recommendations based on season (e.g., cooler hikes in spring, beach visits in summer)
📍 Position your hotel as the perfect “base” for exploring the broader region.
When to Come
Use this evergreen page to turn seasonality into strategy. A “Best Time to Visit” guide helps manage guest expectations—and encourages bookings outside peak months.
Structure by month or season:
- Highlight events (local festivals, food fairs, harvests, etc.)
- Mention weather conditions, pricing trends, and crowd levels
- Suggest types of travel: romantic getaways in fall, family vacations in June, solo travelers or remote workers in “shoulder” months
📆 This kind of page can attract long-tail traffic and help drive demand during off-peak periods.
What to Taste
Food is a major travel driver—especially for international guests who want to connect with the local culture through cuisine. Include:
- Signature local dishes and drinks (ideally with high-quality photos)
- Restaurant recommendations (with walking distance or insider tips)
- Any partnerships you have with nearby restaurants, wineries, or food tour operators
🍽️ Pro tip: Showcase your hotel’s own culinary offerings—breakfast, in-room dining, or chef specials—this is a perfect lead-in to grow direct bookings.
What to Buy
Many guests want to bring home a piece of their trip. Help them with a guide to local products and souvenirs. Include:
- Locally made items (e.g., Chios mastiha, olive oil, natural soaps, ceramics)
- Where to find them (local shops, weekly markets, or artisan producers)
- Suggested gifts and typical price ranges
🎁 Bonus: If your hotel sells local goods, include them in this page, ideally, with a way to order.
SEO Actions to Keep in Mind
To get the most SEO value from your evergreen content:
- Use permanent URLs
Avoid changing the URL structure every time you update the content. Stable URLs maintain SEO authority over time and ensure backlinks or internal references don’t break. - Include the year in the page title (where relevant)
Titles like “Things to Do in Mykonos with Kids [2025 Guide]” signal freshness to both users and search engines. Ideally, update the year dynamically without altering the URL.
Updating titles yearly keeps your content fresh without changing existing URLs. - Place internal links between the evergreen pages
Interlinking helps both users and search engines navigate your content more efficiently. For example, your “What to Do” page can link to “What to Taste” when referencing culinary activities. This improves user experience and distributes SEO value across your site. - Use proper headings (H1, H2, H3…)
Organize your content using a clear heading hierarchy. Each page should have only one H1 (the page title), followed by H2s for major sections, and H3s for subsections. This structure improves readability and allows search engines & LLMs to understand the content’s topic structure. - SEO-optimize the on-page content
Use target keywords naturally within the body text, headings, meta descriptions, and image alt text. Avoid keyword stuffing—write for humans first, then refine for SEO. Include synonyms, questions, and semantically related terms to align with how people search. - Add exclusive photos/videos and write unique alt tags
Use original visual content to enhance engagement and build authenticity. Stock photos are fine, but exclusive images from your hotel or destination perform best. Don’t forget to add descriptive, keyword-relevant alt text—this improves accessibility and boosts image SEO.
To Wrap Up – Content That Works for Hotels
A blog might work for media companies—but your hotel is not a magazine. You don’t need dozens of articles; you need a clear, valuable content strategy that works around the clock.
Start with these five evergreen hotel pages. They will:
- Drive organic traffic consistently to your hotel
- Build trust with prospective guests
- Increase your likelihood of direct bookings
Less content. More strategy. Better results.
