The ABCs of Online Search
September 11, 2024
As summer moves into fall and students dive into math, science, and the ABCs, we’re diving in too. Except forget the chalk dust and homework — we’re exploring the science of online search and how including the right terms to your DMO’s online content can add up to big wins leading potential visitors to your website.
Utilizing insights from Answer the Public, we put together these ABC’s for online search for DMO websites. These commonly searched words and phrases related to travel and tourism are meant to spark ideas and help you brainstorm additions to your online content to improve your search performance.
The ABCs of Travel-Related Search
Advisory: No one wants to think about worst case scenarios, but natural disasters, weather, and social disruptions do happen. It’s important to make sure you have a crisis communication plan in place before you ever need it. Does your website have a prominent place to communicate weather and community advisories? If so, are you actively using it to be a resource for potential visitors?
Brochures: Surveys show that consumers still seek out printed resources, especially when it comes to decision making.
Checklist: Engage users with checklists to help them plan their trip — “Your Packing Checklist for Winter in (Your Destination)” or “Your Fall Fun Checklist.”
Deals: According to Statista, 92% of U.S. consumers search for a deal or offer before making an online purchase.
Events: Events and things to do were among the top searches in 2023.
Fans: More than 200 million fans traveled to youth, adult amateur sports, and collegiate championships in 2023 alone, according to a report from Tourism Economics. Can these sports fans find what they need about facilities and navigating your community on your site?
Groups: So far this year, group room demand has been showing solid year-over-year growth, according to the U.S. Travel Association.
History: Travel motivated by history and cultural heritage is a significant and growing sector within the tourism industry.
Images: Unique and targeted creative will stand out, while Image thumbnails will be more eye-catching than meta descriptions into 2024.
Jewelry (and other locally made products): Tap into what makes your destination unique — the creativity, local traditions, and flavor, to make your website stand out.
Kit: Whether it’s an online media kit or a toolkit for meetings and event planners, ensure that these resources are easily searchable.
Lists: Lists and itineraries are a key way to target key demographics and guide them through your destination.
Maps: Customized maps enhance visitor engagement and showcase the destination’s distinct character. They provide a personalized experience while highlighting unique local attractions, tailored itineraries, and insider tips that generic platforms might overlook.
News: Rather than sending potential travelers clicking through multiple sites to find news and events happening in your destination, utilize blogs to keep users updated on the latest happenings in your area.
Outfit: Travelers want trip planning to be easy, so don’t assume they know what to pack. Tips for preparing for your climate, specific attractions, or special events are quick, clickable resources for travelers searching your destination.
Planning: Information that can help travelers plan, from getting to your destination to navigating your neighborhoods to public transportation, can be key in leading travelers to your site.
Quiz: Interactive content, like quizzes that tell users the best in-destination attractions for them, generates almost 53% higher engagement rates than static content. As a bonus, they keep users on your site for longer and can help you collect first-party data.
Restrictions: Travelers often search for restrictions before traveling — are there parking, traffic, or any other types of limitations that could impact a visitors experience in your destination?
Safety: This one can go hand-in-hand with the “Travel Advisory” search above, especially if outdoor recreation is prominent in your destination. Information like boating rules, swimming guidelines, and trail tips can allow searchers to properly plan for their time in your destination.
Travel packages: Much like deals, travelers are searching for ways to save money. Working with your partners to create travel packages to live on your site can be beneficial to everyone.
Uber: Many people count on ridesharing services like Uber (the company reports 156 million monthly active users as of Q2 2024).
Visitors guide: An easily searchable visitors guide allows potential travelers to quickly find relevant information, such as attractions, events, and local tips, which can influence their decision to visit,
Wheelchair (and other forms of accessibility): Ensuring accessibility opens up your destination to a broader audience and promotes social inclusion. Additionally, ensuring that your website meets accessibility requirements is not only vital so that everyone can find the information they need, but it can also make your site more discoverable.
X (and other social media): Linking to active and well-maintained social media profiles can enhance your brand’s authority and trustworthiness.
Yoga: Yoga is a popular search for travelers planning wellness or relaxation vacations.
Zoo: “Things to do with kids near me” (like zoos) was among the most popular searches in 2023.
Travel begins with search
Travel-related searches are among the most popular on the web, according to BrightEdge which observed a 67% increase in overall search volume when comparing 2023 to 2022. With the majority of trips starting with an online search, a traveler’s experience in your destination can begin with what they uncover online. While there is more to content strategy and SEO than just these ABC’s, they can serve as thought starters to help you improve your searchability.
