Plenty of hotels, resorts, and other businesses in the hospitality industry have brochures and guides for guests conveniently packaged into one hyper-valuable PDF. They list everything from resort amenities and pricing to events happening at the hotel to what to do in the area, and so much more.
Now, there’s a chance to have those PDFs featured prominently on Google in a way that can help you increase brand awareness and connect with new guests.
Google has just announced that they’ll be pulling content from online PDFs to use in their featured snippets section of position zero. This presents an enormous opportunity for hotels and resorts to maximize search visibility, which can directly lead to more traffic and an increase in reservations.
Ready to take advantage of this for your business? We’re going to show you exactly how to create and optimize content so it has a shot at snagging that prime placement.
Google’s Position Zero: What It Is And Why It Matters for Hotels & Resorts
Google’s Position Zero is also known as their featured snippet block, where a searcher’s question is answered in a concise way. These answers are featured above the rest of the search results for maximum visibility, and users can click for more information to be taken to the source.
Historically, only HTML links were used as sources for featured snippets, but now content from online PDFs (the key word here being online) will be used, too.
It’s not uncommon for hotels and resorts to already have a number of PDF resources available for their guests, and now there’s an opportunity for those already-existing resources to be used to increase search visibility. Brands also have the option to create content that is specifically written with featured snippets in mind, providing value to potential guests right from the very first interaction.
How to Rank for Google’s Position Zero with PDFs
You know you want to rank for Position Zero to increase brand awareness and hopefully get plenty of clicks and links back to your site. Here’s how you can do it.
Optimize PDFs for Featured Snippets
You have the best shot of appearing in a featured snippet if content within your PDF is, in fact, optimized for that purpose. Consider what questions your guests ask frequently, because these are questions they’ll likely search for online, too. Then create succinct, concise answers for each. Opt for simple but actionable statements, and use bullet-point lists if needed.
For the hospitality industry, examples of content that may do well include addressing questions like what to do in an area or what standard checkout procedures are in a resort.
Remember, the better you’re able to directly answer these questions in a search-friendly way, the more likely you are to get a shot at that featured snippet.
As you’re optimizing your content, take careful consideration of SEO into account. I recommend using tools like SEMrush to look for question-based keywords that generate a large number of traffic, and use headlines or subheads in the PDF using these same keywords. Asking the question in the PDF and then immediately answering it can help you get results.
Publish that PDF Online
Don’t just feature a landing page with the actual PDF and require users to download it before accessing the content, because this will prevent it from being crawlable. And if Google can’t access the information, they can’t share it.
You can have your PDFs available on your own site, giving them their own page, and still offering users the ability to download the content if they choose.
PDF aggregators will also likely eventually find their way to you, featuring your content on their site. This increases the number of backlinks to your site (as long as they’re linking to you and giving you permission), which can increase both your domain authority (which gives you a better shot at ranking higher in the SERPs) and site traffic, helping you get closer towards that goal.
Tips to Maximize Guest Contact from Your PDFs
To maximize the amount of site traffic you get from your PDFs, consider the following for best results:
- Offer valuable information. This is what people are typically looking for and what shows up in featured snippets.
- Create PDF headlines that relate to the searches you want to appear in.
- Keep SEO and keywords in mind when creating and organizing your PDF; answer questions immediately instead of dragging out the answers.
- Add links! This is the most important step. Add links to your site including your homepage and resources like your blog so that readers can end up coming back to you. Without this, you’re leaving a lot of potential on the table.
Many brands have everything from lead magnet ebooks to travel brochures online available to connect with guests and improve their experience along the way. Optimize your content moving forward with the featured snippet potential in mind, because the potential search visibility and resulting traffic could be an opportunity too good to pass up.