In order to reduce reliance on paid search and increase organic traffic share, Hyatt Hotels looked into content to identify potential customers. Hyatt required a quantifiable content strategy which targeted web searchers with a strong inclination towards Hyatt’s products and services.
Through Consumer Intent Modelling (CIM), Hyatt was able to uncover where Content and SEO efforts would have the largest impacts — enabling them to prioritise markets, content themes and even specific URLs for content creation and optimisation. The best way to do this is by analysing data at the point of making a search query, an activity normally completed in private. Not only can search queries show us what people want to know, but how they think, what language they use and at what points in the year they are most likely to search for specific products.