Senior SEO Consultant

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Structured data, also known commonly as schema mark-up, is a non-user facing code element that helps search engines better understand and interpret elements on your webpages, and how they satisfy user and query intents.

The purpose of this article is to explore the best structured data implementations for hotel websites. Structured data of course is just one element of technical SEO, a key part of your travel marketing strategy.

As well as structured data, semantic HTML is also important in improving your website’s appearance within search results, which leads to more traffic, and more traffic ultimately (and hopefully) to more leads.

Special Content Result Blocks (SCRBs)

Schema mark-up and semantic HTML plays a bit part in generating featured snippets and other special content result blocks within search engine results pages (SERPs).

Schema markup code is responsible for a variety of these top-level displays on the Google page, including star ratings on a product or hotel.

Structured data for reviews leading to “stars” appearing within Bing’s search results pages for the query “hotels in Whitby”.

How Do I Add Schema Code To My Hotel Website?

It’s relatively straightforward to create structured data mark-up/Schema code for your website. Typically Schema mark-up belongs in the <head> of your website, but there are times when other page elements (in the <body>), along with semantic HTML mark-up.

You might require developer help to implement, Schema, but there may also be some plugins and modules available for your platform, such as:

The core types of Schema suitable for Hotels are “Hotel”, “Review”, and “Aggregate Review” (which can be used as part of Hotel). All examples below are using JSON-LD, which is Google’s preferred method, and is supported by Bing.

Hotel Schema Example

Hotel Schema is a given, and is more appropriate than Organisation or LocalBusiness.

Things To Consider

When modeling hotel-related information in Web content with schema.org, there are three core objetcs:

  • lodging business, e.g. a hotel, hostel, resort, or a camping site): essentially the place and local business that houses the actual units of the establishment (e.g. hotel rooms). The lodging business can encompass multiple buildings but is in most cases a coherent place.
  • An accommodation, i.e. the actually relevant units of the establishment (e.g. hotel rooms, suites, apartments, meeting rooms, camping pitches, etc.). These are the actual objects that are offered for rental.
  • An offer to let a hotel room (or other forms of accommodations) for a particular amount of money and for a given type of usage (e.g. occupancy), typically further constrained by advance booking requirements and other terms and conditions.

Review Schema Example

Review Schema is great when used correctly, otherwise you could face a Structured Data Mark-up Penalty.

Things To Consider

If you’re wanting to display a site-wide (and product-wide) rating, use the aggregateReview rating part of the Hotel Schema detailed above.

Review schema should only be used on individual product/service pages, and should be unique to that product.

Structured Data Testing Tool & Validator

If you’re struggling with the concept of Schema markup, then you’ll likely love this feature within Google Search Console, the suitably-named Structured Data Markup Helper.

Once you’ve got your code ready to go live you should make use of Google’s own Structured Data Testing Tool which allows you to check it for errors.

Google Structured Data Testing Tool
Google’s structured data testing tool can help you validate structured data implementations. However, just because it’s right doesn’t mean you will always get rich snippets or SCRBs.
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