Using Voice Search & SERP Position Zero to Enhance Your Travel Marketing

By Silvia, Account Coordinator | December 16, 2019

Now, more than ever, destination websites need to work harder to rank higher on search engines. We’ve heard a lot recently about Voice Search and SERP Position Zero. But how do you put these into practice? Here are some ways you can improve your website SEO ranking:

Voice Search

By 2020, 50% of people will be using voice search. This is no surprise, considering that it’s so easily accessible. Siri, Amazon’s Alexa, and Google Home have made screenless search much easier and convenient.

As a destination, you should work with this trend so your visitors can plan their travels. Follow these steps to start:

1. Optimize your content by using a conversational tone with longtail keywords. Make the text sound natural. Talk to your audience as if you’re welcoming them to your home.
2. Create an effective “Frequently Asked Questions (FAQ) page. Answering one of the 5 “W’s” will make it easier for people to find what they’re looking for. When people are using voice search they are generally asking questions. Think about what people need to know before and after they visit you. For example, transportation, weather, stay, etc.
3. Adding video and images to your content will rank it higher. People who are looking to travel are influenced by images that will showcase the experiences they could be having.

SERP Position Zero

What is SERP Position Zero? It is Google’s newest highest ranking position. If you want your website to have high visitation, this is where you want to be. In the travel industry, it is important that your website comes up when people are doing their research about their next trip. Try these tips:

1. Make sure the content on your site is organically ranking on the first page of search results. You will be more likely to qualify for the position zero. If so, optimize this content to answer a question. When your content is answering a question directly, it is more likely to appear in position zero.
2. Create short snippets of information on your website. Don’t forget to include the keyword that can be optimized in search queries. Tools like Google’s “People also ask” will help you find similar questions that are asked to help optimize your content to reach the most people.
3. The top performing content on Google includes lists, paragraphs, and charts. For travel destinations, creating Top/Best lists could benefit your ranking. Think about the type of activities that people do when visiting, and turn it into a listicle.

Need help getting started on these SEO tactics for your destination? Set up a consultation with us at smartstrategies@bbggadv.com.