Many travel brands are missing basic SEO strategies that would help them compete with OTAs. These include creating individual location pages cross-referenced with local attractions, tagging pages by interest, and creating onsite content specifically for high-volume search phrases. Hotels and airlines can benefit from storytelling through videos, blog posts, testimonials, and resources for travelers both on- and offsite. These content pieces help increase search engine ranking in many ways. They provide additional opportunities to use SEO keywords, generate backlinks, and can increase search engine ranking if consumers find them valuable enough to share socially. This is how a brand should live in today's digital world. Travel brands must invest in non-branded keyword phrases and build quality content around those terms. They must also dig deeper into keyword targets and get a better focus on the query strings - a one-to-one match with actual consumer search phrases. Get the full story at ClickZ