Write appealing travel content for both humans and search engines
Once you have your content marketing strategy in place, you can start to create content. But how do you write content that is appealing to both humans and search engines? We’re big fans of writing for search engines, however Google doesn’t buy from you. That’s why you should keep both in mind while writing your content.
Below you’ll find 7 tips on how to create content that is appealing to both humans and search engines.
In this article
1. Consider your buyer persona
First, you should always consider your buyer persona’s interests. For example, if you offer trips to Tanzania, most of your target group will already be aware of the highlights this beautiful country has to offer. However, only you can tell them about beautiful hidden spots or wonderful experiences other tour operators have never imagined offering. Talk about what your target group really wants and show them how your business stands out.
2. Define your goal
Before you start writing, always define a clear goal for your content. Don’t just write for the sake of it. After a (potential) customer has digested your content, what is it you want them to have taken from it? And no less important, what’s in it for you? Goals for your content can be:
- Share knowledge with your current audience
- Reach a new audience
- Answer a question
- Promote a service
3. Keep it simple, stupid
The K.I.S.S. principle was created in the ’60 but still applies today. This principle states that systems perform best when they have simple designs. In the best-case scenario, your content is easily understood by every single person that reads it. A few tips to keep your content simple are:
- Write in short sentences
- Divide your content in relatively short paragraphs
- Use subheadings
- Create lists
4. Visualise your content
Use visual imagery in your content whenever you can. This allows you to draw attention to your content and make it stand out. As a tour operator, you have an easy opportunity to use beautiful imagery from the destinations you offer. Also, it’s easier for people to remember things if you visually demonstrate it to them. Think about adding the following to your content:
- Charts and graphs
Besides drawing attention, visualising your content helps your rankings in the search engine. Google considers visit duration as a ranking factor. People tend to stay longer on a page when it’s visually appealing. Optimising your images for search engines contributes to this further.
5. Write lengthy texts
The length of your text matters. If you want your content to perform in Google, your text should be at least 300 words. However, you have a better chance of ranking well with texts that consist of 1000 words or more. Longer texts do require a bit more from you as an author.
Do not write more, just because you want to surpass the 1000 words. If a text is badly written, it will not be read or shared, and thus will not rank well in Google. Whenever writing a lengthy text, think about the K.I.S.S. principle (tip 3).
6. Use outgoing and internal links
It’s safe to say that using links in your content serves both humans and search engines. By using outgoing links (linking to other websites), you help visitors acquire information that is relevant to your content. Besides this, it helps Google understand better what your content is about, which can then improve your ranking. For example, you can use this as an opportunity by linking to a partner’s website.
Internal links (within your own website), can show visitors you have more relevant information for them about a specific subject or lead them to revenue generating pages. Also, it helps Google understand the structure of your websites, which in its turn improves your rankings.
7. Strategically place keywords
Writing content around keywords is extremely important. There are a lot of free keyword research tools you can use to increase the ranking of your content. Once you’ve determined your keywords, you should strategically place them in your content. Your text is the obvious choice but also consider placing them in the:
- Meta description
- Images alt and title tags
- First paragraph
Not only is this useful for search engines, humans also profit from it. By matching keywords people already search for, placing them strategically helps them recognise your content offers as exactly what they are looking for.
Don’t forget to analyse your data
If you are investing a lot of time in realising better results for your content, don’t forget about analysing your website and search data. Without analysing the data, it’s impossible to optimise your website and business strategy. After all, how do you know if your strategy works if you don’t measure the results?
KISS originally meant Keep it simple, stupid. But today most people actually use it in the sense of Keep it simple and sexy.
How do I create and place internal links in my website?
This depends on the CMS of your website, but is usually pretty straightforward. Most website text editors have a ‘link icon’ you can use the add a hyperlink to your text. For an example of how to add a link in WordPress, please see: authormedia.com/how-to-add-a-hyperlink-to-wordpress/.
I’m still confused about finding key words to optimize my content!? Give ‘ key words’ examples say on cultural tourism in Uganda?
You can use Wordstream for inspiration for example: tools.wordstream.com/fkt?website=culture+uganga. Also we’ll be elaborating on keyword research in the course ‘8.2: Find relevant topics’! Some topics however, might be too specific to find good keyword data for. For those topics we also describe other ways to find out what people are searching for.
Empowering! We have work to do! I like the KISS idea and keeping it stupid! Very good technique that draws attention to web visitors. Remember as tour operators we are here to manage stress!!
I also like the idea of sharing videos, images this allows a sneak-peak of your potentials customers in what type of niche you are offering.
Giving potential customers a peak into your tours for sure is a great way to promote your business! As tour operators you have the possibility to create great and inspiring content!