Tripadvisor as a marketing tool | Weboptim
Tripadvisor is one of the largest travel portals in the world. With millions of visitors and new reviews/opinions every month.
How does Tripadvisor's popularity ranking work?
It compares, for example, hotels, accommodation, restaurants in the area according to 3 factors:
- quality of assessments
- quantity of valuations
- age of assessments
How can it be improved?
Reviews with up-to-date information and pictures are needed and we constantly encourage guests to write reviews. There are 2 tips to follow:
1. use an embedded Tripadvisor widget
These will lead you to the company's Tripadvisor profile. These are typically located on the main page of the website.
There are several types: https://www.tripadvisor.com/Widgets
We can easily use the widget to request reviews, link to our reviews or link to our pictures.
2. pay attention to evaluations
We are constantly monitoring them, some may write negative reviews. Tripadvisor allows you to write a separate management response for each review.
Other methods to improve your Tripadvisor listing
- write a detailed description
Let's focus on the key features that differentiate us from our competitors.
- be up to date
If you change your address, website or phone number, update them.
- provide a keyword-rich description
The Tripadvisor list is similar to the search engine results page. Do a little research to find the most relevant keywords/search terms in your industry and put some of them in the description, but not too many.
- upload pictures
Upload high quality, authentic images that showcase our company and our services. For example, if you have a hotel, show the rooms and reception area in the pictures. If we have a restaurant, show the most popular dishes, the interiors. Include a description with the pictures.
- change the primary image often
If there has been a renovation in the meantime, replace the picture. It is important that the pictures are up to date.
- find the best way to manage online reviews
Tripadvisor optimisation is all about increasing visibility and communication. That's why it's so important to have an elaborate strategy. Monitor reviews regularly. Listen to what customers have to say and respond to their reviews when necessary. If you are not satisfied with the number of reviews, you can use the tool below: https://www.tripadvisor.com/ReviewExpress
- make our site more social
Not all potential customers will find our Tripadvisor page, instead they will find our company Facebook or Twitter page. To achieve greater online visibility, use the Tripadvisor app or link to it via social media.
- show the medals
Tripadvisor regularly awards the best rated and best performing companies, such as "Travellers' Choice" or "Service Excellence Award". If your business has won an award, let people know.
- integrate booking links
Tripadvisor is connected to big companies like Agoda, Expedia or Booking.com. On our profile page we place links to them, for example to book a hotel room.
Reviews are the most important part of the site. People are more likely to use a product/service if they read good reviews than if there are no reviews or if people have negative opinions about the company.
However, reviews must be written according to Tripadvisor rules or they may be removed.
Some principles for writing a review:
- It is not allowed to be written by persons or organisations that are related to the company or competing establishments.
- Only one review can be submitted by a person for a given company.
- For restaurants, the next review can be sent one month later.
- For accommodation, there is a 3-month limit.
- Any reviews copied from other websites/reviews will be removed.
- The evaluation must not contain a link
- The evaluation must not promote a product or service.