More Than Just Destination Descriptions: the SEO Content Tips That Travel Marketers Need to Know
Do you struggle to produce compelling travel descriptions? If so, you're not alone. Promoting tourist destinations online is tougher than it looks, and even copy about the most seductive vacation spots can sometimes find it is treading water in the SEO department.
However, with a little SEO expertise, it's possible to create effective travel destination descriptions for any location, resort, diving school, or rainforest hideaway. So, we thought we'd share some of greatcontent's tips to help tourism operators get more from their SEO budgets.
Research thoroughly to find out what users are searching for
Firstly, don't publish anything without a clear understanding of what users are searching for online.
Each description needs to be anchored in keywords that are relevant to the product in question. So, if you are selling eco-tourism retreats in Costa Rica, you might come up with "rainforest holidays in Costa Rica" or "holidays that help the environment" as well as several different versions of these terms.
Every text differs, so don't cut corners here. The quality of the search terms you use is very influential in boosting your SEO ranking.
Use subheadings to answer common audience questions
When you've gathered together a database of relevant search terms for each description, you'll need to use these terms effectively. This goes beyond just plugging them into a simple block of text.
A good tactic is to use the questions asked by search engine users as a basis for your subheadings. That way, you stand a good chance of being featured in Google's snippets function, which provides quick answers to FAQs related to your product. Moreover, the search giant has been seeking to boost content that provides answer-based content for some time. So, basing descriptions around answers that consumers want is often a good way to go.
Combine this approach with other relevant keywords, and you'll have the foundation of a great, optimised travel destination description.
Foster a relationship with your audience with every text you write
However, we're not there yet. A good holiday destination description also needs to appeal to its audience through style and tone -- something that many travel companies struggle to achieve.
Try to transport readers to the destination itself. Use precise, vivid language which conjures up the experiences on offer, and communicate your first-hand, expert knowledge of the destination to readers; the more reliable information they have, the more likely they are to click ?Book?.
It's also vital to find the right angle for the audience you are seeking to reach. If you're appealing to younger travellers, it makes sense to use humour and focus on adrenaline-fuelled experiences. If your target audience is older, an emphasis on history, nature, and family experiences could make sense.
The idea is to communicate directly with the audience and form a bond of trust. That way, you can grow your brand and boost conversions.
Focus on creating readable, concise content
Good travel descriptions are not long-winded, and they are not works of art. They don't need to explain every attraction for visitors to see, or every beach in the nearby area. Instead, they keep things immediate, brief, and punchy.
Use short sentences wherever possible. That way, you can command the attention of people who may be comparing numerous destination ideas (and it's good SEO practice in any case).
Instead of using lengthy text blocks to describe the look of hotels or the beauty of local scenery, let photos or video do the work.
Focus on outlining what customers will take away from their holiday -- the kinds of experiences they will encounter and the stories they will be able to tell. But don't mislead. Keep everything on point, up-front, and honest.
Encourage readers to share their travel ideas
Finally, good holiday destination descriptions are not intended to be static web-pages. As a marketing manager, you should aim for descriptions to flow across social media.
Get them out on your Twitter or Facebook feeds, make it easy for readers to share content with potential travel partners, and encourage conversations about your products wherever possible.
Social media shares don't just promote your brand. They also have huge SEO benefits, helping to boost all of your content, so it's always a good idea to make social shares a KPI for each text.
Choose a skilled content partner for your next travel project
High-quality destination descriptions are an essential aspect of almost all modern travel businesses, and it's surprising how many companies fail to optimise their descriptions for SEO.
At greatcontent, we are travel industry veterans. We work successfully with several multinational travel companies, and our writers -- based across the globe -- can create enticing descriptions of any destinations.
If you have a project that needs to capture the imagination of travellers, get in touch with us, and we'll find the ideal content solution.
Text: Sam Urquhart
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