There’s the general overuse of the location name on hotel websites (this New York City hotel features, this Paris hotel features, etc.). Just a reminder, the consumer knows where your hotel is by the time they’re at your website, so this is useless content. I also see a lot of the complicated, awkwardly placed keyword such as “the Miami airport hotel parking lot.” While unrelated to the race for rankings, there’s a plague of superlatives that are totally annoying: the well-appointed, airy guestrooms; the thoughtfully decorated, spacious guestrooms; the supremely comfortable guestrooms; and so on. Too much emphasis on getting sites in front of guests has failed guests once they get to the site. There are so many ways for a guest to find you now that being first or fifth on Google doesn’t matter as much as it used to. What’s the end result? Guests scan the website looking for what they need (king suite-check, fitness center-check, restaurant-check, parking rates-ugh) and then they go to review sites to figure out what the reality of the stay is, because the website doesn’t come across as honest or accurate anymore. Get the full story at the TrustYou blog