The long tail has come to travel. If your search strategy is focused on one or two word keywords, you’re probably missing the target right now.
“Google recently stated that most of the recent growth in travel query volume has come from the tail. In fact, the average number of terms in a travel-related search phrase has increased from 2.5 to 4+. Conversely, the head’s query volume has dropped sharply. Consumers are becoming increasingly sophisticated searchers, and it is important for search marketers to embrace this opportunity to provide more relevant ads for long tail keywords.” Kayak.com’s manager, search marketing, Shehzad Daredia in an interview with EyeforTravel,
Most marketers are looking at how to use this information to adjust their SEM/paid search strategies
However, the best way to reach long tail searchers is with content marketing – write good articles about your resort, cruise or destination. Add images and video. Syndicate the content with RSS feeds, so it gets seen by search engines, news aggregators, bloggers, journalists and new audiences.
The feeds help to raise your organic search visibility on many longer phrases. And it occurs naturally. Just keep writing and syndicating with feeds and the long tail phrases start to show up in search.
The very best part of this online travel PR strategy is that is that it is easy and affordable to implement, and it gets excellent ROI.