How to create a local travel resource & use it for direct bookings!
Resorts and hotels need to create a new marketing strategy that makes them more valuable in the eyes of Google.
For years websites (big & small) have been taking away direct bookings by taking over search results.
Sites like TripAdvisor and Hotels dot com take over direct searches while smaller blogs are taking away revenue based searches like weddings and vow renewals.
If resorts or tourism boards don’t act quick there won’t be any more direct bookings or at best it won’t get better and just slowly decline for the years to come.
A content marketing solution for more direct bookings:
Years ago I started a site called I Want To Travel To. The site shares fun things to do in and around the location of the Sandos Resorts. For years I have promoted their vacation club and was sending couples on vacation. Many of them did not know Cancun and so I created a blog to share fun things nearby.
The site has grown over the years and now has hundreds of pages and is linked to over 10,000 YouTube videos! There are endless possibilities of small bits of traffic that can be bought or ranked for simply and cheaply. Let’s have a look at how to catch some indirect traffic.
Let’s look at the phrase: “Day Of The Dead”. This phrase is not directly related to any resort or hotel and yet it could drive an impressive amount of web traffic directly to them. This search by itself gets over 600,000 searches a month!
Watch the video series below...
Video #1: Keyword research & sub niches!
No matter what niche you are in there are sub niches. In the handyman business your would have things like toilet repair and gutter cleaning. If you are a resort or hotel you could write about fun things to do or even a monkey or bird you have on resort.
So I found a keyword phrase that has a slew of volume and so let’s target it in a new series. The phrase is “Day Of The Dead” and so we are going to create a web page from scratch after some basic keyword research and see where we fall in the Google directory. This project will take several months and will be an ongoing project right into 2021.
So I hired a writer to write the first article based on a basic keyword list. We are shooting for several thousand words and probably 25 sub headers. Maybe something like 50 things to know about the Day Of The Dead!
If resorts want more direct bookings they are going to have to produce content and hire someone like me before they lose this market too.
Just like Hotels.com and TripAdvisor have taken over the direct booking market for stays, the wedding market is going away soon too. The it will be all the smaller niches and hotels and resorts will be screwed and have no direct bookings.
Video #2: Let's create an article to catch some of this traffic!
In video #2, I will be creating an article via a writer on Fiverr. I will have this writer create an article that is around 2000 words. We will then together review that article and see what needs to be done before publishing it.
Once published there will be several weeks where I will build some basic links and share the images and content to different social networks. The base post is up and you can see it here: Day Of The Dead Celebration Faq’s
Video #3: Let's look at a local tourism website with hundreds of pages!
In video #3, I share with you the overall idea of a serious content marketing idea. Create a massive website that supports tourism and helps keep your interests on top of Google Search.
Now I won’t link to this tourism company simply because I have 90 pages of content in the Daytona Beach market myself. I want that content to maybe someday beat them or at least be number 2.
I also run off on a rant about another small niche that could also be valuable. There is over 8,000 in search volume related to Mayan Myths! That means someone slick could catch that traffic and turn it into revenue!
I mentioned this article about the two Mayan trees: https://allinclusivevacationandtravel.com/mayan-legend-of-chechen-chaca-trees-sandos-caracol-eco/
I think you can see that there are a bunch of ways to grab small traffic streams and return direct bookings to your hotel or resort.
Out Of The Gate Results (June 11th to July 11th 2020):
So the first month’s data is almost in. I have done little to promote the original post and just let Google do it’s thing. Over the next month this list will grow from 12 to probably over 50. It will take several months to get this post to generate any real traffic, but that is the cost of admission!
STAY TUNED FOR BIG RESULTS!