How To Create A Content Strategy For A Travel Project Using Serpstat: TripMyDream Experience
Inspired by this idea, we have grown a full-fledged TripMyDream media, which brings to service more than half a million sessions per month. In this article, I will tell you how we achieved this, how to draw up a content strategy for a travel project, and also increase the effectiveness of existing articles using Serpstat.
1.1 What articles TripMyDream media publishes
1.2 How quarantine affected TripMyDream Media
2. Planning and analysis
3. How to create a content plan
4. Working with Serpstat
4.1 Defining top pages
4.2 Optimization of old articles
4.3 Competitor analysis
4.4 Search for new topics
Our global goal is to create a kind of ecosystem for travelers, where everyone can find useful info for future trips, get inspired for new travels, get answers to all their questions and find the most favorable flights. We give the user emotion and the opportunity to translate this emotion into reality by buying tickets on their dream trip.
Media is that part of the project that is responsible precisely for these crucial components - emotions, dreams, planning, and useful content. Our task is to inspire users and train them to travel excitingly and profitably. As for the benefits for the brand, with the help of competent content marketing, we strengthen ourselves in the top of mind of users as an association with travel and gradually cultivate brand advocates. It's fantastic when you become a friend who knows everything about trips for a client.
Now the audience is active - in quarantine conditions people have more free time than usual, and our task is to motivate the reader to spend part of this time with us. For example, we launched the StayHomeMiles game - users receive tasks every day, earn home miles for their fulfillment, and then they can exchange them for travel prizes. Engaging in this activity was just great!
At OKR, we determine the guidelines for the editorial team according to the requests:
We evaluate the results every day with the help of Google Analytics reports. Once every 2 weeks we hold a meeting on analytics: we collect data and look at the dynamics (media, Telegram, organics, PPC, Direct, email, etc.) At the end of the quarter, we present the results in a Data Studio report.
We regularly analyze which articles worked well before, what is now in trend and which materials are most successful among competitors. To maximize the effectiveness of this analysis, we use the Serpstat toolkit.
According to very optimistic forecasts, international air traffic may recover by the fall of 2020, by less optimistic forecasts, not earlier than at the beginning of 2021. What should we do with such sad predictions? Adapt and be flexible.
We completely reoriented our content strategy to domestic tourism - traveling around Ukraine is, in fact, an untouched field of opportunities. These are new opportunities for us, in terms of creating content, and for our audience - many travelers have visited dozens of countries, but are not at all familiar with the fantastic places that our country is rich in.
However, this list of articles doesn't always coincide with the list of articles that Google especially loves and which it is ready to sincerely display in the first positions in search results. Serpstat helps you accurately identify the favorites of search engines.
The algorithm is as follows:
To do this, set the URL in the filters and add the parameter URL → Includes → media. As a result, we get a list of leading articles, their current positions, and find out how much traffic they can potentially bring.
We go to the section URL vs URL, enter a link to it in the search field and get a list of similar articles on other resources.
Let's move on. Now you need to determine which articles of our competitors are of the highest demand and, accordingly, which topics can potentially bring traffic to our site.
To do this, take some search query, for example, sea vacation:
There is an opinion that the more diverse content with brand participation you share, the more it will be remembered. Of course, there is some truth in this, but a much more effective strategy is to help the reader solve his problem.
The service eliminates the need to manually scroll through dozens of pages of competitors' websites in search of top articles and greatly simplifies the analysis of the interests of the audience - we see what users ask Google and how we can help them. This means that we are much faster and more efficient in moving towards the very content zen, when editorial efforts and reader requests balance each other, which means making us a little better and happier.
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