07 Mar 2022 Business Insights

How to Create Content for Search Engines

Ranking on search engines is the name of the game for any travel brand creating content. It’s not easy, though, as the mega-companies gobble up all the high search volume keywords and spend thousands in the process. That means you’ll need to be innovative in your content creation, and we’re sharing some best practice tips and tricks in this guide about how you can create content for search engines as a travel brand

Focus on keywords (but don’t overdo it) 🔑🔤

Keywords play an important role in your efforts to rank on search engines. People search using keywords, and you can show up in the results if you rank for the right ones. Using platforms like Google Ads, Moz, and Semrush, you can find keywords relevant to travel. You can also see the keywords your competition competes for.

While keywords are important for ranking, they’re not the be-all and end-all. Too many people focus on stuffing their content with the relevant keyword without thinking about the piece they’re writing. Quality should always come first, as you want people to read and engage with your content. Without high-level content, your articles won’t do a good job of impressing the reader and eventually getting them to make a call to action.

Create original content 💪

There is so much content out there. Like, so much. And everyone is performing the same actions in an effort to rank on search engines like Google. Instead of copying what others do, create fresh and original content that adds extra value.

As a travel brand, there are so many topics you can write about for your blog. Whether it’s travel advice, unique takes on destinations, interviews with people in the industry or holiday guides, you have a plethora of content where you can provide rich information and plenty of value to the reader.

Anywhere you can find extra value will help create original content that offers something different from everyone else and helps you stand out from the crowd.

Create original content

Make your content actionable 👏

It’s all about the insights, and by creating tangible actions that people can implement, you’re showing Google the value of your content. Consequently, the search engine may even display parts of your article in the Featured Snippets section at the very top of the page.

As well as helping you rank on search engines, actionable content provides more value and substance. It paints you as a thought leader in your industry and shows holidaymakers that your priorities lie with helping them.

Provide value by giving answers with long-form content ✍️

Some of the search queries on Google come in the form of questions. Therefore, you should think about creating content around topics that solve specific pain points. Travellers may be asking questions about rules around Covid, so write an article with detailed insights about how they can travel. Or perhaps you’ll write an incredibly detailed travel guide.

We’re talking epic stuff here of 4,000 words or more. Long-form content tells Google that you’re serious about providing value. And holidaymakers will appreciate your efforts. Just remember: the content should always add value.

That means providing travellers with lots of insight into your chosen topic. It shouldn’t be promotional, telling them to use your travel brand. Write it as if you’re advising them, whether it’s the best things to do at a destination or how they can travel on a budget. It will help build trust, and they will probably want to book a holiday with you as a result.

Structure your content 📝

Search engines like there to be a specific structure to articles. There’s no hard and fast rule, but using headers and subheaders while breaking things up with bullet points helps make the content easier to digest. This will tell Google that you’re creating an easy-to-read article, and it may feel that your content adds more value than other ones already ranking on the page.

Images are also helpful, and don’t forget to give them titles and alt text. All of your articles should also have a meta description, which is a short synopsis of what readers can expect when they click through to read your post.

Being number one

Many factors go into ranking on search engines, including how Google views your overall website. But by creating compelling content that’s search engine friendly, you can draw visitors to your website. And once they’ve landed, who knows? They might just feel inspired to investigate further and get in touch.