To garner the greatest amount of SEO value, the reviews should be listed on a page that is fully dedicated to being optimized for reviews. Every element of that page should be optimized for a user who is going to search for reviews of the hotel. The most critical on-page elements that should be optimized are:
Rather than having a URL with non-descriptive parameters and words, optimize the URL to describe what the page is about. For example, www.thehotelbeta.com/hotel-beta-guest-reviews (optimized) vs. www.thehotelbeta.com/review5687923=? (not optimized)
The title tag should contain the hotels name and keyword phrases about guest reviews. For example, ‘The Hotel Beta Guest Reviews’.
The meta description will be visible from the Search Engine Results Pages. It should contain a call to action, and entice the user to click through to your website to read reviews. For example, ‘View recent guest reviews for The Hotel Beta in Phoenix, AZ’.
All images that are uploaded on the page should have alt tags. These alt tags should be optimized based on what the image is displaying. For example:
H1 (HEADING) TAG
Content and reviews which will be listed below it. For example, ‘Guest Reviews of The Hotel Beta’.
BODY CONTENT REVIEWS
The best reviews are those that contain descriptive phrases that users will search for when looking for reviews of the hotel. Consider adding text to the page, either above or below the reviews, that encourages users to submit their own reviews as well.
For both SEO and usability, we recommend linking to the Reviews page from as many applicable places as possible within your website. If there is a page that should naturally contain a link to the Reviews page, you should incorporate it. If possible, link to this page from several different locations within the site.