COVID-19 has hit the travel industry hard, with many businesses seeing decreased sales. However, unlike airlines and hotels, RVs are actually experiencing a boost in consumer demand. Given the unique nature of the industry, it’s not surprising that consumers are turning to RVs as a safer alternative for travel during the pandemic.
This change in demand can be seen in search behavior trends from Google. Keyword volume has shifted, with some keywords seeing lower volume and others exploding with new searches.
This report will provide a broad overview of how search traffic has been altered for the RV industry, and how marketing teams can modify their digital strategy in response.
Shifting Trends in Internet Search During COVID-19
Beginning in early March, Internet traffic changed for virtually every industry. These changes followed a predictable pattern. Anything that could be done in the home or with social distancing saw an uptick in search volume. Other industries like travel and dining saw dramatic declines.
The RV industry could be placed in either category. Yes, it is a more isolated environment than a hotel, but at the same time, “stay at home” orders haven’t encouraged the public by any means.
By mid-March, overall search volume for the industry was down. That said, these dips in search interest were in line with many industry verticals. In April and May, search volume steeply increased.
In short, search traffic for the category dipped with the emergence of COVID-19 – but has since rebounded strongly. Search demand remained elevated through June and July.
Even as the country reopens, COVID-19 may still impact travel and consumer behavior. A U.S. Travel Association survey revealed that just 18 percent of travelers feel safe flying within the United States, 11 percent feel safe traveling internationally, and 18 percent feel safe at a hotel. RVs present a travel solution that feels safer. Rental company RVshare has reported twice the number of rentals as last summer.
Specific Trends in the RV Industry
Searches “near me” are often a prominent criterion for large ticket purchases. However, it seems travel restrictions have significantly increased the number of people seeking RV dealers that are geographically close.
Consider the explosion of search demand that Google Trends reported for the following terms:
“Camper vans for sale near me” – plus 500 percent
“Used camper vans for sale near me” – plus 550 percent
“RV for sale near me” – plus 160 percent
The takeaway: Search behavior indicates that proximity matters more than ever to shoppers. Marketers in the RV industry should take advantage of this shift by modifying their strategies.
Selling Differently
Like many verticals finding themselves mid-pivot, many RV dealers have embraced technologies like “virtual tours” or Facebook Live events to introduce audiences to their products. Dealers should be aware that technologies considered optional just months ago are now becoming the norm.
It would be wise to create a dedicated page on your website for virtual RV tours. The content and design should be optimized for organic search and user experience. This type of page would also benefit from a targeted ad campaign (both search ads and social media ads).
How to Market for Local Search
Local search requires a unique marketing approach. Not only do you have to target the right keywords, but you also need to demonstrate geographical proximity to both search engines and users. Here are some digital marketing tactics to use.
Google My Business
This free platform from Google is one of the main ways users search for local businesses, so it’s important to fully optimize your own listing. Make sure all information is correct and that all fields are filled out, including the products/services menu section, payment section, and listing description. Update hours if they have changed due to COVID-19. You can also keep customers informed using the “COVID-19 update” feature. Post regular updates letting users know whether you are open right now, how you will reopen safely, and what precautions you are taking to keep them safe.
Onsite Elements
Your website should convey proximity to your target audience. One of the simplest ways to do this is to incorporate geographical terms into your content. Include your location in the main heading (in HTML terms, the “H1”) of your homepage and core service pages. For RV dealers with multiple locations, customize the heading on each location page. Also write location-specific metadata (title tag and meta description) to encourage users to click through to your website from the search engine results pages (SERPs).
Structured data (schema) is another important onsite element. This is strictly for the benefit of search engines, since users won’t see it. There are many different types of schema that can provide search engines with vital information about a website. For example, LocalBusiness schema lets you specify a business category, address, service area and more. This can help boost your local search rankings.
Local Citations
Links are a major organic ranking factor, and there is a specific method of link building designed for local businesses. It involves submitting your information to business directories and local websites (such as your Chamber of Commerce website). These local listings are known as “citations” because they include your name, address, and phone number – three key pieces of information that Google uses to verify your business’s existence. Outdated or inaccurate information hurts your local ranking ability. A large number of accurate citations increases your ranking power.
Geographic Targeting on Ads
If you are already running paid search ads, take another look at your geographic targeting. You might need to narrow your audience to align with the highly local demand we’re seeing. Buyers may not be willing to cross state lines right now.
If your current campaign performance has not significantly changed, it might be worthwhile to create a new experimental campaign. Try targeting a highly local audience, or increase bids on “near me” search queries and geographic terms (for example, “rv dealer sacramento”).
Social Media
Social media is another great place to engage with a local audience. Post important COVID-19 updates along with regular business updates, industry news, and other information that your target audience would find engaging. Try to maintain a consistent posting schedule, even once COVID-19 has passed and audience behavior normalizes. If you invest in paid social media, you’ll be able to set geographic targeting for your ads.
Looking Ahead
Though the health of the public (as well as the economy) will be the main influences on future search behavior, the RV industry may continue to benefit from pent-up demand and favorable shifts in consumer behavior. Marketers in this vertical should modify their strategy, keeping in mind that consumer priorities have shifted. Criteria that were previously lower in importance, such as proximity, will carry more weight than usual.
About the Author:
Corinne McCarthy is an SEO & Online PR Specialist at Web Talent Marketing, a full-service digital marketing agency. She has worked with clients in a variety of industries to increase their organic search presence and monitor their online reputation.