A 2019 study of 45,000 listings across 36 industries revealed that, on average, any individual business shows up in 1,009 searches per month. From those, there’s an average conversion rate of 5%.

That’s an average of 50 opportunities per month to sell travel to a new client.

While it is true that searches dipped in 2020, they’re on the rise. Marketing firm RIO SEO tracked more than 200,000 Google My Business listings from September 2020 to September 2021. They found that across almost all markets total searches increased by 102%.

Anecdotally, advisors Travel Market Report spoke to at the Dream Vacations concurred.

With searches on the rise, it’s never been more important for travel advisors to optimize their Google profiles. Here are a few ways to do this.

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