Recently, Google announced they were changing their algorithm – again. Again.
This isn’t considered a major algorithm change for Google and as a matter of fact only appears on mobile. Note that.
So what is this new change? It’s a product called Google Destinations, and it’s a game changer for the travel and tourism industry. The change is pretty summed up in this quote- “In fact, last year, according to our internal data for google.com, we saw a whopping 50 percent increase in travel-related questions on mobile phones. But even as that number grows, it can be hard to get all the right information in one place on a small screen.”
Google is making it easier to find travel related information on its mobile search. What does this mean for marketers like us? It’s not totally clear, but I have a few key takeaways.
Takeaway #1: The sky isn’t falling.
Even for an internet marketing company like us that has specialized in travel and tourism for nearly 20 years.
At first glance, this seems like Google is intervening in our business and making it harder for us to help our clients be seen. When you take a second look however, the emphasis is on larger hotel properties and airlines like Expedia and Delta. It will benefit them without hurting the rest of us.
Takeaway #2: Tourism is huge right now.
Some of the stats Google is giving on Tourism are astounding. Like the above quoted 50% increase in travel searches. The way I see it is Millennials are all about having experiences, rather than acquiring things. That seems to be reflected in the search volume for travel and tourism.Google wouldn’t jump behind a product release unless they saw substantial evidence for it.
Takeaway #2: Google just gave away something huge!
Part of me wants to keep this a secret. It will give me the competitive edge when helping my travel and tourism clients. The other part of me is willing to lend a hand. Google just laid it all out there for us to see. What did they give away in this new product? Tourism keywords.
If you go play around in the new Google Destinations searches, you will find loads of exact match, longtail keywords. Valuable keywords that you will want to rank for. I can’t give it all away, but I can tell you it almost seems like a mistake on Google’s part. It’s likely not, but I will take advantage of it in the meantime.
What are your thoughts on Google’s new handy mobile tool? Are you using it yet? Have you found it hurting or helping your tourism clients?
Need some help in the travel and tourism marketing segment? Hit us up!
I have had clients ask me “But what does SEO get me?” so in plain and simple non-techy language I am going to explain just ‘What is SEO.’
So, What is SEO Already? – It’s getting your website to show up in Search Engines!
Your average internet user isn’t going to memorize your web address from a billboard or a radio spot, they will type what they want into the search bar of their favorite search engine. They also love choice and they love making those choices fast!
How many people actually look on the second page of a Google search?
If you aren’t showing up on the first page, then that hurts like stepping on a Lego at 3 am.
Why Should I Care About SEO?- You mean the 6% didn’t convince you?
Well then, say your business is Couches and Quills, and potential customer ‘Roy’ is out on the town and he searches for ‘quills and loveseats’ on his phone.
SEO is the difference between HOPING that your website will show up first and KNOWING that it will.
Where are my SEO dollars being spent?- Behind the scenes, SEO may be confusing.
Websites are written in code, programs are written in code and, following that logic, SEO is also code. Your SEO Professional will know what codes search engines are looking for and will target ‘keywords’ for your business.
Target Keywords are search terms that potential customers would type into a search engine.
Let’s not forget the importance of social media! Facebook, Twitter, Google Plus, YouTube, Pinterest, I could go on and on, social media is another important way to improve your Search Engine Ranking. Your SEO provider might offer to run your social media for you, freeing up hours of your time!
How Do I Improve my SEO?- Should You DIY SEO?
Either you can spend time learning to do it yourself, re-learn it with every google update, and then make a career out of it, or you can hire an individual or group to do it for you! I’d choose the latter.
While your SEO Pro is hidden away tapping on their keyboard, you can focus on your customers and product, because while a company logo is a one-time design, and a website or brochure reach a point where they go to print, your SEO can be improved every day!
I came across this today and actually had to choke back spitting my coffee all over my keyboard. We get these same emails and so do our clients. In the beginning I took offense. It made my blood boil that we play by the rules and these guys should have to as well. I have often thought it would be more effective if they could tell me what keywords I was trying to rank for.
The reason I have issue with it is because it often times brings fear into our clients hearts until we show them their keywords that they have contracted with us to rank. It takes time out of their day and ours as well. It is obvious they don’t know how to market. Anyone who is attempting to deceive and confuse someone so you can gain business is in the wrong.
Another of these low tactics is to trick you into thinking your domain name is going to expire and your domain registry company is doing you a favor by sending you out a notice. One company that has been in the news and accused of deceptive practices is Domain Registry of America. The notice is written in the tone or language to lead you to believe it is registered with them and for a fee they will renew it. However they more or less trick you into transferring the domain registrar over to them at inflated fees. If you ever see something like this I think it best to ignore it, but maybe pass it along to your marketing team, but let me emphasis the point that you should know when your domain name is going to expire and who the domain registrar is.