The economy is forcing travel search marketers to change the way they approach online marketing.
The travel vertical is already one of the most advanced groups of search marketers, but the industry has been under more pressure in recent months to make their campaigns count.
With business travel tanking, leisure travelers looking for deals, shrinking marketing budgets, and tougher competition than ever, the stakes are even higher.
You might think you have a handle on your target keywords, but in this economic environment, what your target travelers are looking for may have changed. Relax, it doesn’t necessarily mean that you have to change your keyword focus to “cheap hotels,” “discount airfare/cruises,” or “travel deals,” but you may discover new areas of opportunity or searchers looking for value. Package deals, inclusive prices, and special offers may be something you haven’t optimized your content around before.
It’s also difficult to take a risk changing any of your title tags, page names, headings, and so forth if you’re already ranking reasonably well. But you could be leaving some traffic on the table if you aren’t including location data appropriately, or capitalizing on related searches (e.g., “lodging near any National Park/attraction” or “things to do in anytown, USA”). It’s an opportunity to create new pages and internal links targeted at these specific searches.
If successful, you may start experimenting by folding these concepts into your main pages, or just go for it and add to them now. You can always change it back if it doesn’t work.