As someone who’s always on the lookout for SEO opportunities—especially the low-hanging fruit that are easy to implement but deliver big results—I’ve had TripAdvisor on my radar for a while. Initially, it was the backlinks and the NAP (Name, Address, Phone number) value from directories that grabbed my attention. These are crucial for legitimising a business online and improving its search engine rankings.
But what really caught my interest was when I started seeing local businesses featured in those “Best of” lists that TripAdvisor frequently curates. These lists are a goldmine for businesses because they rank well in search engines and offer businesses another way to stand out.
Fast forward to now, and my interest in TripAdvisor has reached a new level. Why? The growing prevalence of AI tools and Bing’s integration with TripAdvisor. Bing has become a surprising player in local search visibility, especially with many office computers defaulting to it. And with AI-driven tools like MetaAI referencing TripAdvisor data, it’s clear that this platform offers more than just tourism-related SEO value—it’s becoming a significant tool for local businesses to boost their discoverability in today’s evolving digital landscape.
Let’s break down why TripAdvisor is more than just a travel tool and how it can help your business shine locally, boosting your discoverability with minimal effort.
Why Local Businesses Overlook TripAdvisor
I get it—on the surface, TripAdvisor seems like it’s all about travel. If your business isn’t targeting international tourists, you might assume it doesn’t apply to you. But here’s the reality: local restaurants, cafes, bars, destinations and “things to do” can benefit hugely from being listed on TripAdvisor.
You might be wondering, “How does this help me reach people in my own backyard?” It’s simple—beyond just the listing itself, TripAdvisor adds value by being discoverable in its “best of” lists and third-party integrations.
The SEO Power of TripAdvisor
Let’s talk about SEO. TripAdvisor has a super strong presence in Google search results. Businesses listed on TripAdvisor often rank well because the platform itself is considered highly authoritative by search engines. This means that when someone searches for a local restaurant or activity, businesses with a TripAdvisor listing are more likely to appear in those results, even if you don’t have the best SEO game on your own website.
Plus, TripAdvisor loves creating lists like “Best Restaurants in Brisbane” or “Top Places to Visit.” These lists rank very well in search results, and if your business gets featured, you’re essentially riding the SEO wave to new levels of visibility.
What many people don’t consider, though, is Bing. While it doesn’t have the same market share as Google, many computers ship with Bing as the default search engine. In office settings, users often have limited control over their browser settings, and guess what? Bing loves integrating TripAdvisor listings into its search results! This means your TripAdvisor profile could appear right at the top when someone searches for a local business in Brisbane (and not only Bing but also other third-party sources like Yelp and Facebook).
How TripAdvisor Ranks Your Business
So how do you make sure your business climbs the ranks on TripAdvisor? TripAdvisor uses what’s called the Popularity Index to rank businesses, and there are three main factors that influence your position:
- Quality of Reviews: Naturally, businesses with higher ratings (4-5 bubbles) rank better. Consistently delivering great experiences to your customers will boost your standing.
- Quantity of Reviews: More reviews mean more credibility. Having a higher volume of reviews helps TripAdvisor’s algorithm better assess how popular and reliable your business is.
- Recency of Reviews: Fresh reviews are gold. The more recent the reviews, the higher your listing will rank. So, make sure you’re continually encouraging customers to leave feedback.
The Role of AI-Powered Search in Boosting Your Listing
Here’s where it gets even more interesting. As AI-powered search evolves, platforms like MetaAI and Bing Chat are increasingly pulling in TripAdvisor data to provide local results. This means TripAdvisor is playing an even bigger role in how businesses are discovered in these emerging AI-driven searches. AI-powered tools love data from authoritative sources, so having your business properly listed on TripAdvisor gives you a foothold in this growing space.
This isn’t just about being found on traditional search engines anymore—AI is rapidly becoming a major part of how people search and interact with local businesses. Being visible on TripAdvisor means you’re positioning your business for the future.
Practical Steps to Set Up Your TripAdvisor Listing
Okay, so how do you actually get started? The good news is that it’s super easy. Here’s what you need to do:
- Set Up Your Profile: You can reuse much of the content you’ve already created for Google My Business. Keep it consistent—use the same descriptions, photos, and contact information.
- Encourage Reviews: QR codes are an easy and effective way to encourage customers to leave reviews. Placing them in visible spots (like your menu, counter, or website) makes it simple for customers to scan and review on the spot.
- Keep Your Profile Updated: Make sure you respond to reviews and keep your profile current. This not only boosts customer trust but also keeps your listing fresh in TripAdvisor’s eyes.
Creating a QR Code in Canva (Step-by-Step Guide)
QR codes have been around for a long time, and finally, they’ve become widespread enough that everyone knows how to use them. Plus, they are so handy for collecting reviews. Here’s a quick guide on how to create one using Canva:
- Find Your Review Link: Go to your TripAdvisor profile, and grab the review link.
- Generate Your QR Code: In Canva, search for “QR Code Generator” and paste your review link. Canva will generate a scannable code for you.
- Design Your Code: Use one of Canva’s pre-made templates or create your own custom design to match your brand. Make it eye-catching!
- Print Your QR Code: Either print it yourself or use Canva’s print service to order professional prints on high-quality cardstock.
Encouraging Reviews Without the Awkwardness
I get it—asking for reviews can feel awkward. Google even advises against incentivising customers directly. But here’s an approach that works: instead of incentivising customers, incentivise your staff. We’ve seen success with businesses offering group prizes to their teams if they hit a certain number of reviews in a month. This keeps everything compliant with Google’s guidelines while encouraging positive engagement.
TripAdvisor is a Local SEO Goldmine
At the end of the day, TripAdvisor is more than a tourism tool. It’s an untapped local SEO resource that can help Brisbane businesses—whether it’s restaurants, service providers, or retail shops—gain visibility with minimal effort. By setting up your profile, encouraging reviews, and leveraging tools like AI search, you can ensure your business stands out online.
So, don’t overlook TripAdvisor—embrace it, optimise your listing, and watch your discoverability soar!