The visibility of your travel/hospitality business depends on SEO. Using search engine optimization helps you rank higher in Google and brings organic traffic to your booking website. Who doesn’t care about organic growth, right? It’s mostly free, it attracts the right kind of audience and it builds your travel/hospitality brand image long term.
But SEO involves also intention, balance, and patience. It requires staying on track with changes and updates.
Every year experts release a list of new content trends to follow. This year they are influenced by pandemics and conditioned by the new reality we are living in right now. While more and more countries are lifting the strict travel conditions, these trends don’t seem to go anywhere. That’s why it is important for you to take them seriously and start implementing them on your travel/hospitality website.
Showcasing your products is no longer enough. Making your content search engine-friendly requires understanding your potential clients and what they are looking for.
Start with running market research. Your website’s statistics can help you determine what content is most popular. You may also survey your existing customers or follow the latest content trends to learn what topics are popular in your region.
As a result, you will be able to adapt your content to meet their needs and provide them with the most relevant information. Remember, Google values content that is useful to visitors.
Local searches one of the most crucial content trends
You might reach out to potential clients not only as they plan their trip but also while they are on location.
Nearby locations are the subject of 46% of total Google searches. Four out of five users search for local information using Google (source: hennesey.com). You can get the attention of your potential guests by writing about local attractions and useful information they might need after they arrive.
You will also establish yourself as a local expert that people can turn to for the most up-to-date information.
different content formats
As the Internet is a dynamic environment, travel/hospitality business owners should stay on top of the latest content trends to not miss out on opportunities to drive organic traffic to their websites. It’s not just the topics that are influenced by these shifts. So do the formats in which you provide information to your guests.
If you want to level up your SEO game, you should consider adding videos to your arsenal. Videos are playing an important role in online marketing. It takes time, but it’s the most effective way to keep the user’s attention.
In addition, this type of content can be reused across a variety of platforms. This will increase your chances of catching the attention of your potential customers.
Invite experts and stay on top of latest content trends
You need a village to build a successful business. For your travel/hospitality website to succeed, you need a village of experts.
As I mentioned before, already for some time websites providing valuable content to the user are ranked higher on Google. Collaborating with other experts is one of the signs that you are providing the highest level of expertise to your potential guests. It is not only possible to boost your Google performance, but it is also possible to earn some valuable backlinks, which are crucial for the success of your SEO campaign.
Structure the information
You probably noticed that Google displays the most relevant information in short snippets on the first page of search results. This is supposed to provide quick answers to questions without the need to actually enter the website itself. It’s a challenge for many businesses. We want the user to find us and visit our page so we have a chance to encourage him or her to book our service.
There is a concern that Featured Snippets reduce visits because they provide all the answers to the questions. However, it’s worth putting some effort into being displayed as there is still a possibility that your audience will want to read more.
Content Trends 2022 summery
Search engine optimization can affect whether potential guests visit your travel/hospitality website. From there, you can encourage them to book your trip or stay at your hotel. Similar to previous years, content trends related to SEO will continue to center around providing value to users.
Along with relevant keywords and backlinks, which are crucial elements of any SEO strategy, consider how much value you can provide to your potential guests while they’re planning their trip or when already on location.
Are you looking to level up your SEO game? Let’s discuss how to turn your audience into potential customers. Schedule your free consultation now.