You might think you have a handle on your target keywords, but in this economic environment, what your target travelers are looking for may have changed. Relax, it doesn't necessarily mean that you have to change your keyword focus to "cheap hotels," "discount airfare/cruises," or "travel deals," but you may discover new areas of opportunity or searchers looking for value. Package deals, inclusive prices, and special offers may be something you haven't optimized your content around before.

It's also difficult to take a risk changing any of your title tags, page names, headings, and so forth if you're already ranking reasonably well. But you could be leaving some traffic on the table if you aren't including location data appropriately, or capitalizing on related searches (e.g., "lodging near any National Park/attraction" or "things to do in anytown, USA"). It's an opportunity to create new pages and internal links targeted at these specific searches.

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