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.
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You’re
Here
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2.5 Trillion
Google Search Searches Per Year in 2022
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1 Billion
Google Search Active Monthly Users
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30 Percent
Google Search
Global Web Traffic
Is Search Traffic
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15% of Searches
New Every Day
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65 Percent
Google Search Mobile Searches
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We live in an omni-channel world.
Nearby?
Travel Tips Hotel Stays
Online/Offline
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Google Search Find Local Businesses
86 Percent
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Search
Accounts for
40% of Purchase
Influence
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65 Percent
Google Search Mobile Searches
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What Matters
Most
Maximize Your Efforts
Where to Focus
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Can’t
Control
Proximity & Reviews
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Can
Control
NAP, Business Categories,
Citations, Aggregator Sites,
Website Content, Reviews
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NAP
Name, Address, Phone
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Moz.com/local
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Optimize
NAP
Name, Address, Phone
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Citations
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Maintain
Consistency
Yelp
BBB
Chamber
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Top
Citations
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Google
Business Profile
Your New Homepage
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1. Log in at google.com/business
2. Choose Manage / Add
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Complete
The Basics
Photos
Website URL
Hours of Operation
Phone Number
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Optimize
Quick Wins
Photos
Reviews
Categories
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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
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35% Improved
Click-thru
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Pre-load
Q&A
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Google
Reviews
New Word of Mouth
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Google
Reviews
New Word of Mouth
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Don’t
Solicit
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bit.ly/reviewmybrand
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How about
That review?
https://reviewthis.biz/btm
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Negative
Reviews
Respond Anyway
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On-Site
Content
What You Can Control
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URL
Page Title
Image ALT Text
H1 Heading
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Page Title
URL
Meta Description
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+ Local Picks
Social
+ Inside Scoop
Websites
+ Long Form
YouTube
Start Local
Grow Global
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Be the expert they seek
Virtual
Tours
Destination
Guides
How To
Local Expert
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Leverage the community
Inside
Scoop
Reviews Travel Vlogs
Local Expert
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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.
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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