1.4 million clicks and 300+ page-one rankings, from a content library built to answer what hoteliers actually ask.
SiteMinder is a global hotel commerce platform used by tens of thousands of hotels worldwide. We've led the content programme behind siteminder.com since early 2023, and over the most recent 16-month window it became the site's dominant organic engine, holding its gains through the biggest shift in search behaviour in a decade.
Win authority in a crowded category, then hold it as search itself changed.
SiteMinder competes where established players contest every commercial term, so building authority meant earning visibility across hundreds of hospitality topics. Then, partway through, the ground shifted: from early 2025 Google's AI Overviews began absorbing clicks that used to flow to ranked pages.
- A crowded, high-intent category with entrenched competitors on every commercial term.
- Authority had to be earned across hundreds of topics, from room types to revenue metrics.
- AI Overviews began answering queries on the results page itself, absorbing clicks industry-wide.
- Rising impressions and rankings no longer converted into proportional clicks, holding ground now meant ranking higher than before.
A content engine built to rank, and to last.
Content strategy & topic architecture
Mapped the questions hoteliers search across the buyer journey and built a structured plan so every piece targeted a clear intent and reinforced topical authority.
Sustained production at quality
Consistent monthly blog and resource output plus gated ebooks, written by expert copywriters, so quality kept pace with volume across the whole library.
Accountable, adaptive reporting
Ongoing Search Console reporting that translated metrics into business meaning, with priorities adjusted as the search landscape, and its click economics, evolved.
The library became the engine.
Standout pages include a hospitality resource article at ~47,000 clicks, a hotel star-rating guide (~33,000) and a job-positions guide (~31,000), and 800+ unbranded queries now rank in the top 10, from "revpar" to "channel manager". The decisive shift landed between September and October 2025 and has held since, even as click-through rates compressed industry-wide from roughly 1.3% to 0.6% under AI Overviews.
"Thanks for all your work, and to the wider team, this year across both SiteMinder and Little Hotelier. Our traffic and leads have grown significantly, and it's making a real impact to the business. Looking forward to seeing how much further we can grow."
Build a content library that compounds.
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