I still remember vacations growing up in which we traveled to our desired destination first, then selected our lodging based on vacancy signs, and finally decided on activities on the fly after settling in. Now, along with most modern travelers, I do my research weeks or months in advance – and online – to book a stay at a place that looks clean, trustworthy and enjoyable. With so many hotels, resorts and excursions competing to capture the attention of prospective guests, first impressions matter. Those that appear early and often in searches and AI queries, and often win travelers’ business, have likely invested in tourism public relations to help boost their GEO and SEO.
SEO and now GEO are typically associated with digital marketing rather than public relations, so why would you choose PR for your brand? The short answer is that website copy and blogs alone aren’t a comprehensive solution, and there are a few additional pieces that a team like Adventure PR can add to help you reach the next level of visibility. Plus, it’s been proven that earned media lends a huge boost to GEO results.
What content are you missing?
Just like a list of necessities that must be packed for a trip, a good GEO and SEO strategy has several boxes to check. Partnering with a tourism public relations agency that has an in-house content team, however, can get you much closer to completing your list without leaving your formal shoes or shaving kit behind. Here are two ways an experienced PR team can add to your existing strategies:
- Press Releases – A well-written press release should have a life beyond the day or week it was distributed. As a piece of owned media, your press releases should continue to live on in either your blog or a separate newsroom on your website. These not only add to the amount of content for your site and touch on keywords and phrases, they add a level of credibility for visitors as well. Speaking of newsrooms, a tourism public relations partner can also help you fill it with links to earned media placement.
- Earned Media – Garnering the spotlight in travel magazines, national media and more isn’t just a stellar way to get attention. Working with a PR team to secure media opportunities nets even more material – and links – to share on your website and through social media channels. While it isn’t owned media and might not be able to be shared in full, you can take the opportunity to mention these placements on your website and enjoy some extra visibility benefits in the process.
With the advent of AI-driven searches and the most competitive market for travel yet, it’s time to stand out and catch travelers’ eyes first. Contact us at Adventure PR today to learn more about how our experienced tourism public relations team can help.