Helpful Supplementary Content

Google Algorithm Ranking Factors

(Number 19 of the 200)


Author: Dr. Manus Ward │Head of Digital Strategy and Data Protection │ is a qualified and experienced former hotel manager, culinary Olympic team manager and hospitality Head of School who is passionate about passing on the knowledge he gained from one of the few hotel digital strategy doctorates in the world to you the hotelier. Bonus: If you have any problems with this contact me (100% free) at or 086 8185829 on this or any aspect of your hotel’s digital strategy.

Why do we need to do this

Google uses human raters to examine sites and rewards these sites with higher rankings when they give helpful supplementary content to searchers.

What  does this mean

Google rewards sites that they find containing “very helpful” content when they are “Rating the helpfulness of the Supplementary Content” i.e. giving consumers the content that they actually want. An obvious example of this is these pages where is giving “very helpful” content to hoteliers who can use it to get to number 1 on Google instead of just getting a consultant’s CV or life story etc.

What will I do: Create content that your guests would actually find useful. An example would be placing your restaurant’s signature recipes on the hotel’s site. A few videos professionally shot of the dishes being prepared would give the guest all the information they would need and also create a lasting impression of the dish and therefore the hotel in the guest’s mind. If you can’t afford this volunteer to cook on TV3 (if in Ireland) and record the slot and place it on your site.

Examples that work:
Restaurant (recipes from the main restaurant).
Bar (Cocktail menus).
Kids Club (How to articles on arts and crafts, PDF pages of Mickey Mouse to be printed off for kids to colour etc).
Local Activities and Attractions (A printable or downloadable document with information on all attractions and activities).

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