SEO Expert Recommended How to Stay Relevant During Unprecedented Times

Written by Jennyfer Espiritu, Journalist
2020 was a pivotal 12 months for the hospitality and tourism trade due to COVID-19. By the top of the primary quarter of 2020, the World Health Organization successfully declared a pandemic outbreak, initiating the federal government to impose stay-at-home orders, advising towards non-essential overseas and home journey. Within a month, journey turned all however unimaginable. As a consequence, the worldwide trade value $1.8 trillion got here to a halt, disrupting the livelihood of over 300 million individuals, together with small and enormous journey publishers.
It was tough for publishers centered on journey to create related content material when individuals weren’t ready to get out and threat their well being and security. Yet, regardless of the unprecedented challenges, smaller publishers like Local Adventurer, Be My Travel Muse, and noticed huge progress, amassing altogether over 10 million views in natural search in 2021 alone. The willingness of the groups to adapt to the present scenario was central to their breakthrough. According to founder Hailun (Marco) Feng, when COVID-19 hit, they shifted their focus from journey to dwelling content material that surged in search demand. And a lot of the content material was based mostly on evaluations, surveys and polls, and impartial sources, giving the positioning the benefit of sustaining and producing journey content material even when it’s virtually unimaginable to journey.
In 2021, the newcomer additionally launched a faceted navigation that lets readers search locations and guides utilizing filters like “greatest time to go to,” “positioned in,” “nice for,” “price,” and “visa and vaccination requirement,” performing as a one-stop-shop for journey planning. While such a characteristic is widespread in eCommerce, that is the primary time it has been utilized in publishing, providing readers a brand-new method to discover and eat content material. Also, throughout the pandemic, when infections and insurance policies change incessantly and uniformly, this provides publishers extra flexibility in presenting info well timed with out a lot handbook enter. Feng says, “this characteristic will proceed to be fine-tuned to return higher outcomes.“
While many websites have began protecting pandemic-related information, Feng recommends discovering the proper angle to keep on-brand. Unless it’s a well being website, keep away from subjects that concern an excessive amount of about individuals’s life and wealth. Google’s algorithm imposes strict guidelines to rank web sites within the YMYL (your cash, your life) class, and also you threat shedding rankings to cowl such content material with out the proper experience. “In early 2020, we eliminated all of our insurance coverage and health-related content material from the positioning, which didn’t carry out in any respect, leading to a small uptick in natural site visitors. A reference part can be added to the underside of every article to sign our authority to Google.“
Another advice from Feng is to commonly overview content material to guarantee info is correct in order that readers can get the identical expertise as they might pre-pandemic. For occasion, this piece was shedding natural visibility because it wasn’t up to date to mirror native well being and security tips for eating places however noticed a leap in rankings after the replace. If you don’t have the assets to accomplish that or do it rapidly, an alternate is to add an announcement bar to your website to remind readers to test with the venue earlier than making reservations.
While all of those could sound easy, Feng revealed that it takes a number of effort, involving 15 to 25 hours of researching, enhancing, fact-checking, and including references and visuals for each bit. Also, to stay aggressive as a newcomer, they’ve created distinctive codecs like grouping long-form content material by geographies, varieties, and genres or utilizing a clear grading system to rank really useful venues on best-ofs.

Hailun (Marco) Feng[email protected]


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