Getting your hotel’s content and brand included in generative AI answer engines for relevant prompts comes down to ensuring it’s crawlable, well-structured, answers questions concisely and directly, and is contextually rich.
NB: This is an article from gcommerce
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But how does your hotel produce or revise its content to ensure it’s best structured for visibility in AI search engines?
Our team has put together this guide on how to write content that is well optimized for AI search engines, but doesn’t ignore the importance of traditional search engine optimization, which is still an essential tool for brand success and bookings.
1. Ensure each page is focused on a specific topic or intent focus
LLMs prefer clearly presented and specific content that answers a question. Prioritize developing pages focused on a specific topic, then answer that question directly and thoroughly.
Examples of pages with a clear, specific focus:
- Location page: focuses on specific information, providing direct answers about where this hotel is and what is nearby, including attractions, demand drivers, the airport, and more.
- Amenities page: what does this hotel offer, and who is it best for
- Pet-friendly page: highlights the policies and reasons why your hotel is a great choice for people travelling with pets
Tip: Avoid mixing sales copy, policies, and other content that doesn’t directly answer that intent
2. Consider using a standard, repeatable content format designed for LLMs and humans
Well-formatted content is not only beneficial for LLMs and AI visibility but also preferred by humans! It’s critical not to lose sight of optimization for people as well as bots. This structure enables AI engine bots to crawl and consume content in chunks while allowing humans to quickly scan and find the information and answers they are looking for on the topic.
An example of great LLM (and human) structured content could look something like:
3. Your page intro paragraph should stand alone as an answer
A great start to an LLM (and human) structured content page is to use your opening paragraph as a standalone answer. Follow these guidelines:
- Strong intro paragraph rules for your hotel’s page
- 2–3 sentences max
- Clear, specific language (avoid vague, marketing language)
- Directly answers what, where, and who
- Example (for your hotel’s location page intro paragraph)
- ❌ “Experience the perfect blend of comfort and convenience in the heart of the city.”
- ✅ “The hotel is located in downtown Denver, two blocks from Union Station and within walking distance of restaurants, museums, and public transit.”
