A vacation apartment provider wanted to be found on Google, and not just for its own name. More pages about the apartments wouldn't have done much. Instead, we built a travel guide: articles about the region, day trips, restaurants, tips. Every one of them leads to the apartments and to booking. That way the website gets found long before anyone searches for a place to stay.
The case
Travelers don't search for an apartment first. They search for the place: what is there to do, where can you eat well, when is the best time to go. Only later comes the question of where to sleep. If you only show up for that last question, you're competing with the big booking platforms.
How we built the content section
- Real local content, not keyword copy. Articles travelers actually want to read, written with local knowledge.
- Lots of articles, not just one. Every question travelers ask gets its own post. Over time, that builds a section that gets found for lots of searches.
- Every article leads somewhere. From the beach tip to the apartment nearby, from the restaurant guide to booking. Content that leads nowhere brings visitors, not guests.
- Expertise instead of advertising. A host who explains the region well comes across as more trustworthy than any ad copy.
The principle isn't limited to travel. A climbing gear store can write about climbing routes, a wine merchant about wine regions.
What you can take away
- Be there before the purchase. Most searches happen long before the buying decision. Help people there and they'll remember you later.
- Content doesn't belong next to the store, it belongs on the path to purchase. Every article needs a next step.
- Useful wins in the long run. A good article brings in visitors for years. A list of keywords doesn't.
- Show your expertise. Nothing proves know-how better than content that puts it to work.
Want to be found before your customers know they're looking for you? We plan content that leads into your store.