A new report was recently published by Kayak.com and reported at Eye for Travel showing that the average number of travel related search terms people are using has increased from 2.5 to 4.
Here’s what that means for you, a small tourism business with a very targeted, well understood market.
It will be easier than ever before for you to reach your target audience. People are becoming much more sophisticated in the way they approach searching online, using more words to ask for exactly what they want.
A few days ago I explained the importance of long tail marketing in a fun little post, Small Town Tourism Marketing: What Wild Elephants Can Teach Us. Take a look if you haven’t heard this new term.
In the Eye for Travel article , the reporter points out that searches to the tall, short portion of the graph is down sharply, while searches to the tail is up. As I pointed out before, every small, locally owned tourism business lives in that tail!
The report at Eye for Travel, will give you a sense of how Kayak and Eye for Travel suggest that people buy pay per click advertising.
Most of you are not spending money on pay per click. If you are, read the article carefully.
Here’s how that information impacts your business and your organic search traffic (that’s the search traffic you don’t pay for).
The reporters suggest that it is more important than ever that you understand your customers. They talk about psychographics. That’s simply understanding everything possible about the people your business serves. If you’ve downloaded Marketing For Free in 2010, and filled out your Perfect Customer Profile, you’ve recorded everything you know.
Now it’s time to use all that information to update your web site.
You need to have images of your perfect customer and you should populate every page with those 4 word search terms that your customer is typing into his Google search box.
You don’t want to get spammy and repetitive. By writing conversationally for your web site, using the information you recorded in your Perfect Customer Profile, chances are good that the search engine spiders will connect you with your perfect customer’s searches.
If you need help figuring out what those 2.5 to 4 word search terms might be, let Google help you with their Google Keyword Tool.
If you’re interested in really getting into search engine optimization, or are ready to pay your web master to optmize your site, here’s an excellent checklist to follow. The Beginner’s Checklist for Small Business SEO.
And if you just don’t know where to start on getting a new, more effective, easy to update yourself web site, email me at RTMGblog@gmail. I’m working on a project to help 20 rural tourism businesses solve this problem, and I’d love to talk to you.