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In April, Leon and Nikki, Performance Managers at Booking Boosters, attended the international search event Friends of Search in Amsterdam. With more than 600 visitors and over 25 speakers, it is one of the largest events in Europe in the fields of SEO and SEA. This anniversary edition also offered an extensive programme filled with inspiration and practical examples.
Here are 8 insights shared during the event that are directly relevant to recreation companies.
4 insights about SEO
1. Write for guests, not for Google
Since Google’s Helpful Content Update, it has become more important than ever to create valuable content for readers. Practical tips, unique perspectives, and genuine experiences are what drive stronger engagement and better results.
2. Trust as the most important KPI
Visitors are increasingly critical and more likely to distrust information than before. Transparency, authentic reviews, and recognisable photos all contribute to credibility and help strengthen the connection with your target audience.
3. Technology supports, but people persuade
Tools such as ChatGPT can assist with generating ideas, but the core message must remain authentic and human. A distinctive tone of voice is precisely what sets a company apart from the crowd.
4. Search of the future
At Friends of Search, delegates were given a glimpse into 2033. Search queries will increasingly resemble conversations, and websites that prioritise usability and reliability today will be the best prepared for tomorrow.
4 insights about SEA
1. First-party data more important than ever
With the disappearance of third-party data beginning in 2024, it has become crucial to collect your own data, for example through Google Analytics or Booking Experts. This first-party data forms the foundation for reliable and effective campaigns.
2. Look beyond ROAS
Focusing solely on Return on Ad Spend (ROAS) can limit growth. It is equally important to assess campaigns for profitability and long-term value.
3. Measure incrementality
Incrementality goes beyond direct conversions: it reveals the true impact of advertising, even when the final booking is completed on another device. Using test and control groups provides valuable insights into incremental results.
4. Fresh input for campaigns
In SEA, creativity continues to play a vital role. Tools can help generate keyword or ad ideas, but real success depends on the right human judgement and timing.
Friends of Search once again highlighted how rapidly the world of SEO and SEA is evolving. Thanks to the expert insights gained, Leon and Nikki are applying this knowledge in their daily work, helping recreation companies enhance their online visibility through Booking Experts and Boosters.
