Structured Data and SEO.
Search engines are becoming answering machines.
The representatives of regions and places as well as hosts are usually the ones who manage basic information such as addresses or opening hours. Therefore, it is necessary to motivate them to improve the quality of data in the field. Search engine optimization (SEO) can be a great help, because tourist destinations and hosts as well want easily to be found online by potential guests – and he perfect gateway for this are search engines such as Baidu, Bing, Google and Yandex.
The ways to become visible on the web are constantly changing because search engines are also constantly developing their algorithms. There are many indications that Google aligns its search results with semantic contexts in order to quickly display context-specific answers to users. Users can now read these answers directly, without having to first select a link from a long list, click on it and navigate on the page. What is the weather like at the moment, when is the museum open, what events are taking place this week? Users now usually receive answers to such questions directly at the top of the search results.
If, for example, the search terms “events Frankfurt” are entered, the first results are no longer website links but references to individual events. At first sight, it is not obvious for users who the sender of the displayed information is. However, this is also not mandatory for them to get an overview of upcoming events. It is important that the data displayed is complete, correct and up to date, so that they can orientate themselves when preparing for a trip or in the holiday region.
The Benefits for Companies and DMOs
These direct responses are also known as “featured snippets,” or highlighted search results. The answer to the question asked is immediately displayed to users in the form of a highlighted paragraph, list or table. Due to its strong presence, this form of representation is alternatively called “position zero”. In tourism, there are different types of data that are displayed in the form of such featured snippets: Local industry listings, reviews, events or even recipes are among them. But how do tourism players like hosts or DMOs appear in featured snippets? It helps Google if details are accurate and clear. In this way, several events or a list of (tourist) businesses can be displayed consistently in the search results. One way to do this, which is also used by Google along with other methods, is structured data. Google can understand these and display it accordingly.
More visibility in featured snippets can be realized in tourism through structured data in local business listings, reviews, events and recipes, among others.