Digital Discoverability for Today’s Businesses

THE TRUSTED SOURCE ADVANTAGE

Today’s traveler journey.

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GOOGLE

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AI TOOLS

Travel Inspiration is Everywhere

Think about how travel destinations could best reach you with their message right now.

Where would you generally be most receptive to learning about new destinations to visit?

• Online Search remains the top way travelers learn about destinations.�
• Millennials & Gen Z prefer Instagram, while GenX & Boomers rely on Google search

Just over 40% have used AI tools for travel planning

To the best of your knowledge, in the past 12 months have you used any of the above AI tools or chatbots specifically to help you plan or prepare for any of your trips?

“Traditional” Discovery (SERP)

10 blue links we’re used to �Still the largest discovery source

Travel Search & Discovery is Evolving

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What’s Happening at the State Level?

The Multi-Dimensional Model

• “The facts” on WVtourism.com with schema markup, Wikipedia, Wikidata, ect.

• Profiles across the Internet - Google, Tripadvisor, Yelp, etc.

• Commentary on Reddit, Tripadvisor forums

• Our social & video content + content the mentions or tags us directly

• Editorial that mentions us by name anywhere online

So, what do we do?

The Trusted Connection

Google’s AI Overviews, �AI Mode & Gemini will surface and directly connect to your Google Business Profile in answers.

Trusted Sources Remain Highly Influential

Tripadvisor is a top citation in ChatGPT for travel questions.�

State and local DMOs are also frequently referenced as a source.

Trusted Sources Remain Highly Influential

• Ask Maps about a place encourages engagement with Gemini and suggests questions to use

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• AI Review Summaries created by Gemini give prospective customers the headlines of what other have said.�

Listing Details Source AI Results.

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Internal Tripadvisor AI tools like “Ollie” use listing data and reviews to recommend locations. Tripadvisor also has data agreements with larger AI tools such as Perplexity.

Listing Details Source AI Results.

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Complete

Business Profiles

Up-to-date profiles are:

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80% more often surfaced in search�

2.7x more likely to be�considered reputable.*

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70% more likely to attract location visits.*

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50% more likely to lead to a purchase.*

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»What’s Pocahontas County � CVB Been Up To?

Destination Optimization For Pocahontas County

Strengthening Digital Presence at the Business Level

Audit Results Overview to Date

Improvements to Market Representation, �Listing Vibrancy & Completeness

You can take to establish a compelling online presence and ensure your business gets noticed.

SEVEN

KEY STEPS

First

Claim Your Presence

Google

Apple Maps

Bing

Tripadvisor

Key Steps to Get Started

#1 - Keep critical data current & consistent.

NAP consistency is a key local search rank factor.

Check your map pin location on Google & Apple.

Google now let’s you add your social links

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Key Steps to Get Started

Your most recent social media content is featured under the “Updates from” or “short videos” section when users search directly for your business.

NEW!

Key Steps to Get Started

#2 - Hours and “open now” are the most frequent searches.

44% Visited Closed Locations �due to inaccurate business hours

Yext Research

73% Unlikely To Return �if it’s listed as open but is closed upon arrival

Yext Research

Key Steps to Get Started

#2 - Hours and “open now” are the most frequent searches.

• Remember to update when you make seasonal changes.
• Platforms may alert customers to how long it has been since hours were last updated.

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Key Steps to Get Started

#2 - Hours and “open now” are the most frequent searches.

• Open with no main hours will not show specific hours in your public profile
• Use Temporarily closed if you close seasonally and will reopen in the same location
• Use Detailed hours for specific services like “brunch” or “access”

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Key Steps to Get Started

• Google shows a warning if your holiday hours are not positively confirmed by you
• This is also a tool for other special circumstances that impact your hours - 365 days a year!

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Key Steps to Get Started

#3 - Create a strong description.

• Leverage target SEO keywords
• Focus on your unique experience & story to set your business apart from the competition.
• AI can help!

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Key Steps to Get Started

#4 - Maximize categories, attributes & menus for relevance

• Choose the maximum categories that apply to your products & services�
• If you have distinct business types in the same location, consider creating a separate profile for each

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Key Steps to Get Started

#4 - Maximize categories, attributes & menus for relevance

• Attributes tie directly to filters & search options on these platforms.
• These can include:
• Accessibility
• Cuisine & menu items
• Diversity
• Vibe & features�
• Check back regularly for new options.

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Key Steps to Get Started

#5 - Share Great Photos & Video

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Recent, quality owner & customer photos are a Critical Influencer in your potential customer’s decision making

Key Steps to Get Started

#5 - Share Great Photos & Video

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According to Google, Businesses With High Quality Photos Are �Twice As Likely to �Generate Engagement

According to Tripadvisor’s research, travelers are 45% more engaged with listings that have� 30 or more photos than properties that �have 10 or less.

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Key Steps to Get Started

#6 - Connect Your Conversions

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Key Steps to Get Started

#7 - Encourage & Respond to Reviews

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• Reviews create trust - social proof of your credibility. Your responses make an impression on prospective customers.
• Reviews impact rank - businesses with high ratings who receive reviews frequently have higher visibility online.
• Reviews provide valuable feedback - every interaction has a lesson to teach us on how to improve our products & services.

As a small business, your time and resources are limited. The good news is, you don’t have to respond to every review.

25%

of four & five �star reviews

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50%

of three star reviews

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100%

of lowest reviews: one & two stars

Key Steps to Get Started

For Impact Respond To:

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#7 - Encourage & Respond to Reviews

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TAKE CONTROL OF

YOUR DIGITAL IDENTITY

• Claimed my business on Google, Tripadvisor & others�
• Verified that location, contact & social info is correct�
• Wrote a great description that features my differentiators�
• Made sure hours are up to date - set calendar reminders to update�
• Added categories, attributes & menu items that showcase my business�
• Shared great photos & video�
• Integrated conversions in my profiles�
• Encourage & respond to customer reviews�

Your Checklist for Success

Need Assistance?

Online Toolkit

🛠️Online Toolkit Access easy-to-follow video tutorials & downloadable guides created specifically for busy business owners WV.AcademyForTourism.com.

Time to Chat?

Office Hours

🧩 Access to Experts Get free personalized guidance from specialists who speak your language, and tackle your challenges

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West Virginia businesses are already signing up!

• Clendenin Brewing Co. & Airbnb
• Oglebay Park Resort
• Heritage Farm Museum & Village
• Homegrown Hospitality
• Blue Appalachia

“Office hours are a great resource for the everyday West Virginian looking to expand their digital presence.”

• Ansel Ponder, Blue Appalachia