Last night I was in a discussion about some of the techniques that I've been using to help my travel blogs recover quickly from Google's HCU and other associated core updates over the past year or two. The reality is there is no quick solution, it takes a LOT of hard work. However, as experts in your field - which I assume most of you are since this site specifically targets travel advisors and tourism marketers, not just random dudes in their basement chasing algorithms - you've already got the knowledge. The key now is applying it fast in an interesting way. To show how this can work I decided to share a trick that I frequently use to move fast and produce a high volume of great content. I use AI to expand on my thoughts.
For both of these blog posts I used the same prompt:
I am writing a blog post for Flow Media Marketing, a content marketing agency focused on helping travel advisors and trourism marketers. I wrote this response on a facebook thread talking about what I've been doing to my sites to help recover from google's SEO changes recently such as the HCU (helpful content update). The site I'm specifically referring to in this discussion is ManTripping.com but it also applies to my west coast cruise site, CruiseWestCoast.com. The information in this post should be applied based on my specific examples in the comment below, but you can expand on it in general terms.
[original facebook post]
it's a lot of hard work but the core of it is pairing down the bullshit and cleaning up messes from years past - 1) focus the site on something very specific (in this case, I went from "everything under the sun related to men and travel plus random sponsored posts and stuff that weren't very well integrated into the core concept") 2) interlinking related content including updating "good" posts with new content that can be interlinked in the focused content strategy. one example was I had a post that was riding high in the top 5 for 10 years and got slammed down ... I updated some copy, checked details for 2025 and added more context around "men's travel" - it popped back up in a few weeks 3) focus on authority ... not just author boxes and stuff but citations ... speak at conferences, get a pr person to promote you, etc. 4) I am 100% convinced that acting like a real brand seems to work as well. (that falls in with #3) but too many blogs are just that ... blogs with no real association with a real person that gets out there and is recognized by other people. brute force SEO link building works too but focusing on user experience and making your content more valuable and helpful seems to be working for me and my secondary sites that were trashed last year have come back a bit as well - though I haven't focused on "building" ... the metrics indicate that there is absolutely zero penalty ... just not being loved (mostly because I haven't done the items above aside from cleaning up crap).
Let's take a look at these two posts:
NOTE: these are both RAW output, for example only.
While you should ALWAYS use a human editor (or yourself) to review posts to make sure there aren't any errors, I was very impressed by how good the raw output here was. This is in part a testament to the details I put in, but also just how darn good both Claude 3.5 Sonnet and ChatGPT o3-mini are these days for writing marketing copy. While travel content continues to be a challenge because of how many nuances there are and frankly also how personal things are in terms of how one visitor might love a specific cruise while another guest on that same ship might have had a terrible experience.
Ultimately, that's why you - the Travel Advisor - is still essential to the process of helping customers select the right vacation experiences. Content can help drive awareness and consideration but having an expert available for a customer to talk with or an expert blog post, video, or podcast ready may be the difference to getting that sale or not.
Below is a draft blog post that draws on your specific experiences with ManTripping.com and CruiseWestCoast.com while also expanding on the general principles that can help travel advisors and tourism marketers recover and thrive after Google’s Helpful Content Update.
If you are interested in learning more on an individual basis, please contact me, I'm going to begin offering individual content marketing coaching services later this year. For right now though, I also have a free ebook on content marketing that hopefully will help.
This post used ChatGPT-o3-mini:
Cutting Through the Clutter: How to Revive Your Travel Site After Google’s HCU
Google’s Helpful Content Update (HCU) has forced many website owners to take a long, hard look at what really matters to both search engines and readers. As someone who’s been in the trenches with travel blogs like ManTripping.com—and even with a niche-focused site such as CruiseWestCoast.com—I’ve discovered that recovery isn’t about quick fixes or penalties; it’s about re-aligning your site with user needs. In this post, I’ll share the real-world tactics I used to get my sites back in Google’s good graces and how you can apply them to your travel marketing strategy.
1. Focus on a Clear, Niche-Driven Concept
The first step was a brutal but necessary purge: cutting out the clutter. For years, my sites tried to cover “everything under the sun”—a mix of travel tips, men’s lifestyle content, random sponsored posts, and other loosely connected topics. The result? Confusing signals for both Google and your audience.
My Approach:
- Narrow Your Focus: I realigned the site’s theme to concentrate exclusively on men’s travel. For ManTripping.com, that meant ditching generic content and honing in on what makes men’s travel unique.
- Eliminate the “Bullshit”: Clean up old content that no longer fits your core message. It’s not about penalizing your past work—it’s about ensuring every piece supports your current brand promise.
This focus not only helps users understand what your site stands for but also signals to Google that your content is highly relevant and expert in its niche.
2. Revitalize and Interlink Your Content
One of the standout recovery tactics was taking a deep dive into my archive:
- Update “Good” Posts: I identified a post that had once ranked in the top five for over a decade, then tumbled in rankings. By refreshing the copy, verifying details for 2025, and adding more context around “men’s travel,” the post rebounded in a matter of weeks.
- Interlink Strategically: By linking related content across the site, I created a tightly woven content network. This not only improved the user journey but also reinforced the topical authority of the site. Updating old posts with new internal links and interweaving content that echoes the core focus is a simple yet powerful way to boost SEO.
3. Build Authority Through Authenticity and Engagement
Google’s HCU rewards sites that are truly helpful—and one key indicator is authority. This isn’t just about having a fancy author bio; it’s about demonstrating genuine expertise and real-world experience.
My Tactics Included:
- Show Your Face and Voice: I revamped my author bylines and added detailed, personal biographies that link to dedicated “About” pages. Whether it’s for ManTripping.com or CruiseWestCoast.com, readers need to see that a real person with genuine travel experience is behind the content.
- Earn Citations and Mentions: Speaking at conferences, securing interviews, and working with a PR professional helped boost the site’s authority. When other reputable sites reference or cite your content, Google takes notice.
- Engage Beyond the Blog: Act like a real brand. This means interacting with your audience on social media, attending industry events, and making sure that your website reflects a cohesive and professional brand identity. Too many blogs are faceless; authenticity matters.
4. Prioritize User Experience Over Brute Force Tactics
While traditional SEO link building can work, my experience has shown that it’s far more sustainable to focus on creating valuable, user-centric content. In my case, my secondary sites—once trashed by past algorithm changes—have started to recover simply because I focused on making the content genuinely helpful. Key observations include:
- No Penalty, Just Indifference: The metrics confirmed that there was no “penalty” imposed by Google for past practices. Instead, the sites weren’t being loved by users because they lacked clear focus and valuable, updated information.
- User Experience is King: Ensure your pages are easy to navigate, visually appealing, and written for real people rather than just search engines. Clean design, intuitive navigation, and relevant multimedia all contribute to a better user experience that Google can detect.
Conclusion
Recovering from Google’s Helpful Content Update isn’t about waiting for a penalty to disappear—it’s about proactively demonstrating that your site is focused, authoritative, and genuinely helpful. By narrowing your niche (as I did with the transition to a men’s travel focus on ManTripping.com), interlinking and updating your content, and building real-world authority through personal branding and engagement, you can signal to Google that your site deserves to rank.
For travel advisors and tourism marketers, these strategies are not just recovery tactics—they’re the foundation of a strong content marketing strategy in today’s ever-evolving SEO landscape. Embrace the hard work of cleaning house, and you may just find that your site not only recovers but also grows stronger than ever.
By implementing these principles, you’ll be well on your way to creating a resilient online presence that stands out in the crowded world of travel marketing.
Flow Media Marketing specializes in helping travel advisors and tourism marketers refine their content strategy and boost their online presence—so if you need help navigating these changes, get in touch.
Now on to Claude 3.5 Sonnet ...
Recovering from Google's HCU: Real-World Lessons from a Travel Content Creator
As content creators and marketers in the travel industry, we've all felt the impact of Google's Helpful Content Update (HCU). While some see these algorithm changes as setbacks, I view them as opportunities to strengthen our digital presence and better serve our audiences. Today, I'm sharing my experience recovering from the HCU across my travel platforms, including ManTripping.com and CruiseWestCoast.com, with strategies that any travel advisor or tourism marketer can implement.
The Foundation: Clean House and Focus Your Vision
The first step in recovery is arguably the most challenging: honest self-assessment and strategic pruning. For ManTripping.com, this meant moving away from a scattered approach of "everything under the sun related to men and travel" plus various sponsored posts, to a laser-focused content strategy. This shift wasn't just about removing content – it was about defining our core value proposition and ensuring every piece of content served our target audience's specific needs.
Content Optimization: Beyond Simple Updates
When examining existing content, I discovered that even previously high-performing articles needed strategic enhancement. One particularly telling example was a post that had consistently ranked in Google's top 5 results for over a decade before dropping significantly after the HCU. The recovery process involved:
- Updating factual information for 2025
- Strengthening the content's alignment with our core "men's travel" focus
- Adding contextual depth that enhanced the article's value to our specific audience
The results were remarkable – within weeks, the post had regained its prominent position in search results. This experience reinforces that content optimization isn't just about freshening dates; it's about deepening relevance and value for your target audience.
Building Real Authority in the Travel Space
Authority building has evolved far beyond traditional SEO elements like author boxes and basic citations. Today's effective authority building strategy requires a multi-faceted approach:
- Active participation in industry conferences as a speaker or expert panelist
- Strategic PR engagement to build genuine media presence
- Development of authentic relationships within the travel industry
- Creating valuable, citable research and insights
The Power of Brand Development
Perhaps the most significant insight from my recovery process has been the importance of developing a genuine brand presence. Many travel blogs remain just that – blogs without a clear connection to real industry expertise or professional standing. To stand out post-HCU, your digital presence needs to reflect a legitimate business operation that:
- Maintains consistent brand messaging across all platforms
- Engages meaningfully with industry partners and audiences
- Demonstrates professional credibility through real-world activities
- Creates content that aligns with professional standards in the travel industry
A Note on Traditional SEO
While traditional SEO link-building tactics can still show results, my experience suggests that focusing on user experience and content value delivers more sustainable outcomes. For instance, my secondary sites that were impacted by the HCU have shown organic recovery simply through:
- Cleaning up outdated or irrelevant content
- Improving site structure and user experience
- Ensuring all content serves a clear purpose for our audience
Importantly, metric analysis shows no algorithmic penalties on these sites – they simply needed to better demonstrate their value and relevance to users.
Moving Forward
The key takeaway from my experience with the HCU is that Google's updates are pushing us toward better content creation practices. For travel advisors and tourism marketers, this means:
- Defining and maintaining a clear content focus
- Building genuine authority in your specific travel niche
- Creating interconnected content that serves your audience's needs
- Developing a professional brand presence that extends beyond your website
By implementing these strategies, you're not just recovering from algorithm updates – you're building a stronger, more resilient digital presence that better serves your audience and your business goals.
Remember, while these changes require significant effort, they're investments in your platform's long-term success and sustainability in the evolving digital landscape.
Which Blog Post Do You Like Better?
Considering the prompt was nearly identical (o3-mini has the option to search the web so I enabled that), these two blog posts are VERY different. While there are fundamental differences, much of it comes down to personal preference. Objectively, both are far better than the content I was getting from outsourced writing services over the years where I was paying $20-$40 and having to wait for a few days then still needing to revise my responses. Now, I can generate these responses created using my own expert knowledge and focus on delivering a greater value to my clients and readers.
This is just one way that marketers (and business owners who also wear the marketing hat!) can take advantage of content marketing. This doesn't have to be a huge time sink, the trick is finding the right tools and focusing your efforts on what works.
If you have any questions, I'm always available to help answer them via email.
