I got some creative content ideas you can borrow
What do you do when you:
see keywords that stick out like a sore thumb
know you have to capitalise on them
but don't want to break the law and/or the back of your brand and legal teams?
Let me tell you about my work on my first client in Dubai: Atlantis The Palm Dubai.
It's an iconic 5 star resort on the Palm Jumeirah. Google it, it's a fantastic place to visit.
We were charged with improving organic visibility across English, Arabic, Chinese and Russian.
No mean feat, I might add.
This was my first major foray into multilingual SEO and understanding how different people's search behaviours are.
Let me explain.
In Chinese culture, the number 8 is considered lucky.
So unsurprisingly, we found that Chinese users would often search for "8 star hotel" or "8 star resort".
Now, this doesn't exist because 5 stars is the maximum (with the wild exception of Burj Al Arab which touts itself as a 7 star hotel - but that's just a marketing gimmick and a competitor to Atlantis!).
The amount of search volume for this was significant enough to notice it.
So how do you capture traffic for a query like this?
You blend that query into your content, with obvious caveats.
What we did: We talked about how Atlantis was a 5 star resort but offered luxury services that make you feel like you're at an 8 star resort - and so on (I'm paraphrasing but you get what I mean).
This was a W all round because we worked with the brand team (they hated referring to Atlantis as a hotel even though 'dubai hotel' had far more traffic than 'dubai resort' and avoided legal stoushes. AND we made use of some decent search traffic. SCORE.
Onto another interesting search query, also related to Atlantis: "dubai visa" and related queries.
At the time (2013/2014), a lot of tourists from places like India, China and Russia needed to apply and pay for a visa before coming to Dubai (or basically the UAE). And a visa for Dubai is a visa for UAE - there's no distinction - but people didn't and still don't realise this.
"dubai visa" - at the time, this had far more search volume than "uae visa".
See, people who need visas to travel are often in a tricky space.
They need to wait for visa approval before making any bookings but sometimes your bookings also depend on having a visa.
Atlantis made it clear that if you booked a stay but couldn't get a visa, you wouldn't get a refund.
Anyway, how do you capture traffic for this sort of thing?
Again, you simply create a page about this and clarify that a Dubai visa is a visa for the UAE and you apply for a country visa, not a city/emirate visa.
And you also state company policies about "no refunds" if your visa is denied and you can't make it in time for your booking.
These are just 2 examples of creative content creation to capture traffic for keywords that go a little beyond your usual.
It's a lovely collab between the SEO team, the marketing team and the good people from brand and legal.
W W W W W DUBS ALL ROUND! W W W W W
This is why I recommend diving into keywords in Search Console and really digging deep for interesting tidbits like this.
You never know what you might find. And content creation? That's the real fun part of SEO.
You know it makes sense.
>> Book a call with me to talk SEO. I'll bring the jam sandwiches: https://koalendar.com/e/jambread/
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