Seo advertising

How to categorize content and be found

We all know the past couple of years have been exceptionally difficult for travel and tourism, from the biggest companies to small local businesses.

For the most part, their goal has been to survive long enough to take advantage of the brief periods of time when consumers were willing and able to venture beyond their own cities.

But the travel and tourism industry is nothing if not resilient. And with road trips only during Thanksgiving weekend in the United States almost back to pre-pandemic levels, there’s no better time for brands to invest in a redesigned SEO strategy.

Consumers are already starting to plan their next trips. So how do you make sure your business is the one they see first?

What’s the next step for DMOs?

For destination marketing organizations (DMOs), attracting out of town customers to a large metropolitan area has been largely their main driver of revenue.

But due to state-based lockdowns, organizations such as Visit Philadelphia and Destination DC took a revolutionary approach to their marketing in early 2021 by shifting their focus and focus on customers on their doorstep who had been largely excluded. from previous marketing efforts: locals.


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By celebrating all that is local, OGD managed to turn an otherwise completely dire situation into widespread hometown pride and a vital income driver as local tourists sought ways to stay and explore closer. from their house.

Optimize content for terms like “what to do in [city] this weekend “or” the best things to do with the kids in [city]“continues to be a great SEO tactic for DMOs.

Using activity-based terminology, the focus remains on the attractions and individual experiences that drive traffic to the DMO site and those of their partner organizations such as museums and restaurants.

This type of content can easily become permanent, with the potential to rank for long periods of time and across multiple audiences and query sets.

Especially for city-based businesses, the number of young families looking for activities near their home is likely to be significant, as well as people who may be looking for a fun night out with friends at a new bar or restaurant. .

Remember that tourists don’t always have to come from out of town. Taking a local SEO approach is a smart move, especially when we don’t know what to expect when it comes to pandemic travel.


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By focusing on your audience near you first with content that can be dual-use for travelers from further afield, you’ll give a significant boost to SEO in the long run.

Improve rankings as a tour or experience brand

As a tourism or experience business, you might be wondering how to build content around these popular activity-based keywords without promoting your competition.

The answer: solution-oriented research.

While these two approaches seem similar and there is certainly some overlap, the main difference is what the user is actually trying to achieve.

You can think of the breakdown like this:

  • Activity based – broader wording, the user is not quite sure what to do or see and looks for a range of suggestions to choose from.
  • Based on solutions – more targeted and niche, users try to find an answer to a very specific request or problem.

It’s likely that no matter the size or scale of your tour or experience business, the individual experiences or travel products you offer are each tailored to a specific group of people.

For example, your business might offer tours of various places within a single city, but each of these tours focuses on a niche interest such as local history, wine tasting, or a deep dive into a particular artistic period.

Use each of these specific needs and audiences in your optimization – instead of trying to capture everyone with broad wording like a DMO – be as targeted as possible with keywords like “see Philadelphia Museum of Art. with an expert guide “or” best ways to see historic homes in Savannah.

Check out How to Perform Keyword Research For SEO: The Ultimate Guide to learn more about building your keyword lists.

Consider integrating your content experience with a tool like Google Tag Manager to display search terms in real time and deliver late-breaking content to interested users.

Tours and experiences are often booked spontaneously, much less than 24 hours before the event, so keeping your content flexible and adaptable as you continue with your SEO work is crucial.


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Big travel brands will want to make sure their corporate SEO strategy keeps pace with recent research developments and changing consumer behavior.

And multi-site travel companies will want to make sure your local SEO is on point across the organization as well.

SEO for travel ecommerce businesses

It’s easy to forget that when no one is traveling that also means that no one is using travel-oriented products either.

But with a recent report showing that 40% of consumers plan to pack their bags and go on a trip before the end of the year, sales of suitcases, packaging accessories and travel essentials are already seeing a significant increase in sales compared to at the same period in 2020.

Since your audience may not have left home for a while, optimizing your content with product and solution keywords is a great opportunity to remind them of what your product does and problems it solves.

Phrases like “best suitcases for a road trip across the country” or “packing cubes for a small purse” clearly identify a consumer problem or need, which you can then resolve in the copy of. your site.


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Consider creating content that specifically targets on-the-go travelers, last-minute planners, or those who may already be on vacation.

Travel capsule company Cadence does it well, optimizing phrases like “best waterproof travel capsules”. After all, no one wants to get to their destination only to find that their shampoo has exploded all over their clothes.

Think about how you might incorporate this approach into your own marketing: Where else could your users find and purchase travel accessories, or look for solutions to a very specific product issue?

The more targeted you can be in optimizing your content, the better.

In conclusion

There are opportunities for travel and tourism brands to meet users where they are and be the solution to their problems.

By pairing SEO efforts with additional digital opportunities through social media advertising and digital PR, travel and tourism brands are well positioned to engage users from all angles and at every stage of planning and of the travel experience.


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If there’s anything we’ve learned recently, it’s that flexibility and agility are essential to the survival and success of businesses, especially in industries prone to volatility.

By incorporating this approach into your SEO strategy, you’ll put yourself in a great position to weather any storm that comes your way.

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Featured Image: Kari_Bonit / Shutterstock