TRAVEL companies must begin to think of themselves as content publishers to survive Google’s landmark shift to a semantic search algorithm.
Speaking yesterday at the EyeforTravel Travel Distribution Summit Asia 2014, Bronwyn White, director of MyTravelResearch.com, said: “Search is the one constant tool that travellers use in every stage of the path to purchase.
“Semantic search is an algorithm that uses true meaning, intent and context to identify and prioritise websites with relevant content (to the user).”
Google now does this by drawing on a user’s personal information including geographic location, previous search history and social media behaviour.
“(Because search results are now highly personalised), we’re no longer chasing the holy grail of page one on Google, but people who are potentially really interested in what we say and do,” White noted.
“If your content is likeable and shareable, Google says: ‘Hey! You must be an expert on your topic, we’ll trust you.’ Search engines will increase your authority ranking and will more likely present your page when users are looking for a related topic,” she elaborated.
When asked how travel companies should respond, White told TTG Asia e-Daily: “You’ve got to get the basics right. So make sure your website is structured right, your Google accounts are linked, your social media profiles all have the same website address associated with your company, so there is consistency in your social signals.
“From there, just keep creating interesting content. Be clear about who your customer is and who you’re going to be talking to, then gear your content towards that. Create little personas.”
Talking about things that are related would also provide context and take advantage of the “serendipity of search engines”, she added.
Companies that do not have the funds to conduct large-scale research could also drill down to a fundamental principle of the industry – talking to the customer.
Said White: “There’s no harm asking your customers as they come through the door what they want to talk about, what interests them.
“It’s not expensive and the thing is – there are a lot of unemployed journalists out there looking for work. There are (also) content marketing agencies, but for smaller operations, practise doing it yourself.”
It’s also important to know where the market is, she emphasised. “Where do your customers hang out on social media? Are they on Facebook, Twitter?”
“For time-poor travel industry people, work on one platform. Get it right! Do one and engage properly rather than spreading yourself thin because that’s going to increase the quality of your content,” she advised.
