NCA '23 - Improving the Visibility of your Tour Operation

Search is an ever-evolving and shifting landscape. It's less about improving the rank of just your own brand's website, and more about where your brand is present during your customer's journey.

This presentation was delivered at the 2023 National Caves Association (NCA) Annual Meeting in Redding, California. For more about BlackTruck Media + Marketing and Jason Dodge, please visit https://blacktruckmedia.com

Transcript

2. Key Takeaways Search Trends & Tourism Breaking down the impact search engines have on travel and tourism. 01. Onsite & Offsite Visibility Factors that you can and cannot control in your quest for online visibility. 03. Power of Reviews Understand the rules of engagement for the new word-of-mouth. 04. Unpacking Local Search What you do locally, matters to your business, globally. 02.
4. You’re Here
6. 2.5 Trillion Google Search Searches Per Year in 2022
7. 1 Billion Google Search Active Monthly Users
8. 30 Percent Google Search Global Web Traffic Is Search Traffic
9. 15% of Searches New Every Day
10. 65 Percent Google Search Mobile Searches
12. We live in an omni-channel world. Nearby? Travel Tips Hotel Stays Online/Offline
14. Google Search Find Local Businesses 86 Percent
15. Search Accounts for 40% of Purchase Influence
17. 65 Percent Google Search Mobile Searches
21. What Matters Most Maximize Your Efforts Where to Focus
22. Can’t Control Proximity & Reviews
23. Can Control NAP, Business Categories, Citations, Aggregator Sites, Website Content, Reviews
24. NAP Name, Address, Phone
25. Moz.com/local
26. Optimize NAP Name, Address, Phone
27. Citations
28. Maintain Consistency Yelp BBB Chamber
29. Top Citations
30. Google Business Profile Your New Homepage
31. 1. Log in at google.com/business 2. Choose Manage / Add
32. Complete The Basics Photos Website URL Hours of Operation Phone Number
33. Optimize Quick Wins Photos Reviews Categories
35. Business Categories • Tour Agency • Tour Operator • Tourist Attraction • Tourist Information Center • Sightseeing Tour Agency • Walking Tour Agency • Boat Tour Agency • Helicopter Tour Agency • Food Tours • Adventure Sports Tour Agency • Motorcycle Tour Agency • Bus Tour Agency • Wine Tours
36. 35% Improved Click-thru
38. Pre-load Q&A
40. Google Reviews New Word of Mouth
41. Google Reviews New Word of Mouth
42. Don’t Solicit
44. bit.ly/reviewmybrand
45. How about That review? https://reviewthis.biz/btm
46. Negative Reviews Respond Anyway
47. On-Site Content What You Can Control
49. URL Page Title Image ALT Text H1 Heading
50. Page Title URL Meta Description
52. 52 + Local Picks Social + Inside Scoop Websites + Long Form YouTube Start Local Grow Global
58. Be the expert they seek Virtual Tours Destination Guides How To Local Expert
59. Leverage the community Inside Scoop Reviews Travel Vlogs Local Expert
60. Recap Search has Power AI is on the rise and social creates engagement. But search has intent. 01. Onsite & Offsite Visibility Make sure your brand and its message is visible wherever your customer might be. 03. Frictionless Reviews Make the ask and make it as frictionless as possible for your customer. 04. Start Local to Grow Global Search changes based on your intent and geography. 02.
61. Thank You Jason Dodge | BlackTruck Media + Marketing @dodgejd | @blacktruckmedia.com blacktruckmedia.com | jason@blacktruckmedia.com 30+ years of digital marketing experience and recognized internationally for excellence in SEO, Digital Advertising, and Content Marketing