As presented at Destination Marketing West Tech Summit, we dive into much of what has changed in the past two years of Google Search. How those changes have impacted many in the travel and tourism space. Focusing attention on nano-influencers and how the content they're creating may or may not impact your brands.

1. #DMAWestTechSummit
TRUPOLIS
Travel & Tourism
Turni ng Se a rc h Tra f f i c i nto P a yi ng Gue sts
Winning Visitors & Influencing Travelers

2. #DMAWestTechSummit
Big Takeaways
01
Identify with the audience
02
Define what and understand why
03
Leverage user-generated-content
04
Improve their content experience

3. #DMAWestTechSummit
Search
Trends
Unpacking Search in 2022

4. 30 Percent
Google Search
Global Web Traffic
Is Search Traffic
#DMAWestTechSummit

5. #DMAWestTechSummit
1 Billion
Google Search Active Monthly Users

6. #DMAWestTechSummit
2.5 Trillion
Google Search Searches Per Year in 2021

7. #DMAWestTechSummit
15% of Searches
New Every Day

8. 65 Percent
Google Search Mobile Searches
#DMAWestTechSummit

9. #DMAWestTechSummit

10. #DMAWestTechSummit

11. #DMAWestTechSummit

12. Three/Quarter
Let’s Getaway! Research Starts Online
#DMAWestTechSummit

13. #DMAWestTechSummit
Search
Accounts for
40% of Purchase
Influence

14. #DMAWestTechSummit
We live in an omni-channel world.
Nearby?
Travel Tips Hotel Stays
Online/Offline

15. #DMAWestTechSummit

16. #DMAWestTechSummit
Content is
King
Cultivate & Communicate

17. #DMAWestTechSummit
Search
Landscape

18. #DMAWestTechSummit

19. #DMAWestTechSummit

20. #DMAWestTechSummit
65% of Searches
Result in No Clicks

21. #DMAWestTechSummit
“
Top News Sources
Knowledge Panels
Local Pack
Featured Snippets
People Also Ask
Featured Video

22. #DMAWestTechSummit

23. #DMAWestTechSummit

24. #DMAWestTechSummit

25. #DMAWestTechSummit
Content is
King
Or Is It?

26. #DMAWestTechSummit
User Generated
Content

27. 27
#DMAWestTechSummit
+ Travel Pros
Instagram
+ Inspiration
Pinterest
+ Inside Scoop
TikTok
+ Long Form
YouTube
Rise of the Nano-Influencer
Does it Impact Search?

28. #DMAWestTechSummit

29. Real
Competitors

31. 31
#DMAWestTechSummit
+ Planners
Aggregators
+ On-site
Local
Understand
Intent

32. #DMAWestTechSummit
Leverage User
Content

33. 33
#DMAWestTechSummit
+ Local Picks
Social
+ Inside Scoop
Websites
+ Long Form
YouTube
Start Local
Grow Global

34. #DMAWestTechSummit

35. #DMAWestTechSummit
Is Your Content
Broken?

36. #DMAWestTechSummit

37. #DMAWestTechSummit

38. #DMAWestTechSummit
Optimize
The Journey

39. #DMAWestTechSummit
Content Ideas
• How to save time in the
kitchen
• Ways to include kids in
meal prep
• Kid-approved meals
from “brand”
“I Don’t Have Time To Cook”
• Working parent of two
kids
• More pressed for time
• Wants to set a healthy
example – guilty of
buying fast food
• Kitchen is stocked with
cooking tools
Empathy
Mapping
Understand the User

40. #DMAWestTechSummit
Content Ideas
• How to eat healthy after
college
• Buying your first set of
cookware
• Brand’s one-pot/one-
pan meals
“I Don’t Know How To Cook”
• Just started first job
• Has time to cook, but
use to college life
• Intimidated by shopping
& cooking fresh
ingredients
• Lacking cookware
Empathy
Mapping
Understand the User

41. #DMAWestTechSummit
Why?
Reasoning

42. #DMAWestTechSummit

43. #DMAWestTechSummit

44. #DMAWestTechSummit

45. #DMAWestTechSummit

46. #DMAWestTechSummit
Keyword
Research
Blending What & Why

47. #DMAWestTechSummit

48. #DMAWestTechSummit
Old
Methods

49. #DMAWestTechSummit

50. #DMAWestTechSummit

51. #DMAWestTechSummit

52. #DMAWestTechSummit

53. #DMAWestTechSummit
Research Intent

54. #DMAWestTechSummit
Purpose Intent

55. #DMAWestTechSummit
Action Intent

56. #DMAWestTechSummit

57. #DMAWestTechSummit
Create Better
Content
Connect with Users

58. #DMAWestTechSummit

59. #DMAWestTechSummit
Leverage
UGC

60. #DMAWestTechSummit
Website
Engagement
Websites They Visit Most
Hidden Gems / Niche Sites

61. #DMAWestTechSummit
Social
Engagement
Most Followed Social Accounts
Hidden Gems / High Engagement

62. #DMAWestTechSummit
Listen
Watch
Most Listened to Podcasts
YouTube Subscriptions

63. #DMAWestTechSummit
Location
Location
Geographic Reach
Who’s Who

64. #DMAWestTechSummit
Words
Matter
Bio Words Used
Phrases Used

65. #DMAWestTechSummit
Understand
Audience

66. #DMAWestTechSummit
Understand
Audience

67. #DMAWestTechSummit
Frustration

68. #DMAWestTechSummit

69. #DMAWestTechSummit
Create Better
Content
Connect with Users

70. #DMAWestTechSummit

71. #DMAWestTechSummit

72. #DMAWestTechSummit

73. #DMAWestTechSummit

74. #DMAWestTechSummit

75. #DMAWestTechSummit

76. #DMAWestTechSummit
Headline/H1
Name of Experience/Place/Category
Subhead/H2
Options of Experience/Product/Category
Subhead/H2
Options of Experience/Service/Category (if applicable)
What to expect with…
Fully describe what they could expect
How to buy/book…
Fully describe by location and how to take action
Bit.ly/DMAwest2022

77. #DMAWestTechSummit
Frustration

78. #DMAWestTechSummit
Recap
01
Identify with the audience
02
Define what and understand why
03
Leverage user-generated-content
04
Improve their experience

79. #DMAWestTechSummit
Thank You
Jason Dodge | BlackTruck Media + Marketing
@dodgejd | @blacktruckmedia.com
blacktruckmedia.com | jason@blacktruckmedia.com