Excellent is not good enough. Or: Marketing jargon is a thing of the past.

Marketing phrases are useless ballast on websites.
Your products and services are “excellent”, “extraordinary”, outstanding”, “top”, and “unbeatable”. But not on the web. Because you will hardly ever find such a marketing blah-blah in a search query. No one will type an “unbeatable top hotel with excellent service” into a search engine. Some may choose “Hotel in the south of Sardinia with a sea view”, others “Holidays south Sardinia by the sea”. Every filler word, every marketing jargon, every bon mot and every phrase is too much.

Therefore, write concrete things.
Use words in the title and text that could actually appear in a search query, for example in the example above:

Hotel Luce, South Sardinia, 
 all rooms with sea view
Hotel Luce is located in the south 
of Sardinia directly by the sea and 50m 
from the sandy beach. Free Wifi, one 
25m swimming pool and tennis courts 
are included in the base price.

With such a text, which is used e.B. as metatext and appears in the first line of the relevant entry page, important and actually searched search keywords such as “directly by the sea”, “south of Sardinia” AND “southern Sardinia”, “sea”, “sea view”, “sandy beach”, “swimming pool”, “free wifi” etc. are perfectly covered.

Use adjectives sparingly and focused.
“Praiseworthy” adjectives are usually out of place in web text. That is why something tangible, focused and concrete is needed if an adjective is to bring added value. Because it should stand out from the crowd, the adjective. Otherwise, it falls victim to the relentless search engine algorithm, which does not appreciate lukewarm adjectives. Adjectives have a hard time in the digital world anyway, because the average surfer usually does not use them at all and sticks to the straightforward noun. Therefore, use adjectives only to separate the wheat from the chaff. For our hotel in Sardinia, useful adjectives are, for example, “child-friendly”, or “family-friendly”, for a detergent “biodegradable”, for a Ming vase “shatterproof” … but no, rather “certified” / “original”!

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