Ordinary, indistinguishable content flooding the Internet is one of the downsides of AI and ChatGPT.

We see beautiful brands' health potentially eroded as big, visually bold, and beautiful advertising campaigns send ideal travellers to websites and landing pages filled with scant content, standard home pages or 'fast content' created at scale in a generative AI lawless Wild West.

Google has stepped in, as it does, with an algorithm to match and, according to Search Engine Land:

“AI has made creating content so easy that there are and will be too many long articles on similar subjects; most will never be read or viewed. A sea of too many words will result in a flood of poor-quality, machine-written content."

With its latest algorithm update, Google expects to reduce low-quality, unoriginal content in search results by 40%.

This doesn't mean you should not use AI and Chat GPT as an efficiency tool; you should not use them wholly and solely as a human copywriter.

And it is not just Google rejecting bland content. There is greater demand for high-quality content as consumers grow weary of AI-generated content that tells them nothing in many fluffy words.

Great opportunity to grow your brand, sales and bookings

This algorithmic update is expected to decrease the visibility of low-quality, repetitive content by up to 40%. You only need to worry if your content has been auto-created by Chat GPT without the customer at the centre and with minimal human intervention.

But it represents a huge opportunity for travel brands.

The emphasis is on rewarding websites that offer helpful, engaging, and high-quality content so Google will redirect more traffic to these deserving sites.

This is nothing new, and Google has been focusing on ensuring we create content for humans and not keywords since the Hummingbird algorithm update in 2013.

Practical tips on what to do.

According to the Content Marketing Institute (CMI), marketing today is impossible without great content. I remember listening to the CMI's early podcasts on my iPod and learning that the original premise of content marketing was selling by educating. About 20 years on, it is still the case.

Content needs to be useful, helpful and relevant. Not abundant, bland and keyword-stuffed.

Content should also meet the needs and expectations of the traveller triggered to visit your website by your brands' big ads on TVC, print media, and the like.

Furthermore, the CMI tells us that when businesses create excellent content, they can expect one or more of these four benefits:

• Increased sales

• Cost savings

• Better customers who have more loyalty

• Content-driven revenue (i.e., content as a profit centre)

How to go about creating content that sells and gets bookings

• Ensure your content creation is backed by traveller research and always has a 'human eyes' component at the end for editing.

• Ensure you create content to educate, build trust, and ultimately become the traveller's repertoire of choice—not content for content's sake.

• 𝘗𝘳𝘪𝘰𝘳𝘪𝘵𝘪𝘴𝘦 𝘖𝘳𝘪𝘨𝘪𝘯𝘢𝘭𝘪𝘵𝘺 𝘢𝘯𝘥 𝘘𝘶𝘢𝘭𝘪𝘵𝘺 and natural language: Ensure your content genuinely adds value to your audience, providing insightful, engaging, helpful accounts of original travel experiences and information.

• Also, add real-life experience, cases and emotional context where possible.
  𝘍𝘰𝘤𝘶𝘴 𝘰𝘯 𝘜𝘴𝘦𝘳 𝘌𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦: Design your content with the reader in mind, not just search engines.

• If you would like me to check on your brand content or have a question, feel free contact me at [email protected] or book a call at https://travelmarketingmachine.com/calendar-bookingbronwynwhite30minutes