When Patagonia Ski Tours launched the initial response was awesome. Better still, traffic has been steadily growing for the last month. The sources have been evenly distributed between search, referral and direct. We are getting ready to launch a pay per click advertising campaign using both Facebook and Google. But, as of yet, there has been no paid advertising.
Instead, traffic has been earned through interesting posts, constant engagement and quality content. The person in charge of writing for the PatagoniaSkiTours.com blog has a huge advantage in being able to provide unique content simply by translating existing content only available in Spanish. He has also been able to leverage current events to build site traffic. Everyone remembers the Iceland Volcano that shut down European air traffic for a month, fewer people may realize that there was more recently an earthquake in South America. The Puyehue Volcano severely disrupted air traffic to the Patagonia region of the continent, grounding hundreds of flights and leaving tourists wondering if they would be able to reach bariloche Airport for the beginning of the Argentine/Chilean ski season.
Patagonia Ski Tours was able to provide assistance simply by going direct to Spanish language sources and translating for English speaking tourists (To be clear, this wasn’t a direct translation but a summation of various sources). Because people were searching for information on the volcano, they found PatagoniaSkiTours.com.
Do you have information on some current event? Are you able to provide expert commentary on a trend, fad or new development? Are you a salon that sells feather extensions? A restaurant supply house that can help outfit food trucks? Are you French enough to say something about Bastille Day? Tweet about it, write about it on Facebook, post to your website. This kind of content is the perfect reason to include a blog on your website, even if you don’t intend to post regularly. There’s great opportunity to be found via organic search when you have something to say, so take advantage.