What Is the Content Cluster Approach?
The Content Cluster Approach allows your accommodation website to align with how modern search engines work and how potential guests actually search for places to stay.
Rather than having a handful of generic pages, content clusters create interconnected collections of content around specific relevant to your property. Each cluster consists of a comprehensive core or pillar page supported by related pages and helpful blog content, all working together to establish your expertise on that particular topic.
Why This Matters for Your Accommodation Business
When potential guests search online, they rarely start by looking for a specific property. Instead, they search for experiences, locations, or specific needs—”romantic weekend in the Cotswolds,” “family-friendly accommodation near Loch Ness,” or “dog-friendly cottages in Cornwall with enclosed gardens.”
Traditional accommodation websites often miss these searches because they focus only on describing the property itself rather than addressing the complete guest journey from initial inspiration to booking.
The Content Cluster Approach help your website become visible at every stage of this journey, positioning your property as the natural choice when guests are ready to book.
How the Content Cluster Approach Works in Practice
Let’s consider a practical example for a Yorkshire Dales cottage:
Instead of just having a single “About Our Cottage” page, you might develop the following Content Cluster Approach based on “Walking Holidays” that includes:
- A comprehensive core or pillar page about walking holidays based at your cottage
- Supporting pages about specific walking routes from your doorstep, facilities for walkers, and recommended equipment
- Blog posts about seasonal walks, wildlife spotting opportunities, and local walking festivals
- All internally linked to establish your cottage as the perfect base for walking enthusiasts
When someone researches walking holidays in your area, your content appears throughout their search journey—making them more likely to book directly with you rather than through an OTA.
Benefits Accommodation Owners gain when utilising the Content Cluster Approach
Many UK accommodation providers who have implemented the Content Cluster Approach have noticed significant shifts in their business:
- Increased visibility in search results for non-branded terms (searches that aren’t specifically for their property name)
- Reduced dependency on Online Travel Agencies and their associated commissions
- Higher quality guest enquiries from people who already understand what makes the property special
- Improved guest satisfaction as expectations are properly set before arrival
- Stronger connections with guests who appreciate the helpful information
Starting Your Content Cluster Journey
If you’re interested in implementing this approach for your own accommodation business, consider starting with these steps:
- Identify your property’s strongest selling points or most distinctive guest experiences
- Research what potential guests are actually searching for related to these strengths
- Map out a simple content cluster structure around your primary strength
- Begin creating comprehensive, helpful content that genuinely addresses guest needs
Personalised Content Cluster Recommendations
Not sure which content clusters would work best for your specific property? We can help.
Using our premium AI tools, we can analyse your accommodation, location, target audience, and competitive landscape to provide you with personalised recommendations for your ideal content clusters.
Simply share a few details about your property and target guests, and we’ll create a tailored content cluster strategy that highlights your unique strengths and captures the most valuable search opportunities in your area.
Our recommendations include:
- 1 custom content cluster specific to your property/website
- 3 to 4 Supporting page suggestions with focus keywords
- 4 to 5 Blog content ideas mapped to the guest journey for each cluster
This approach ensures you’re focusing on the content that will drive the most significant results for your specific niches.
Get your Content Clusters Ideas – Free!
If you’d like to find out which content clusters we recommend for your specific property, we can provide you with the wireframe for 1 content cluster to get you started- simply fill in our form here
You’ll still need to write all the content for these new pages and add them to your website…Did you know that our SMART websites can do all the work for you?
We include a fantastic AI content system that has been trained on your accommodation and area, and allows site owners to easily create new pages and blog posts with great content, in seconds.
Already got one of our websites?
If you are already one of our website owners, don’t forget, you can upgrade to a brand new website for half price!) Take a look at our SMART websites.
