When someone types a search query into Google or another search engine, they are giving you a problem to solve. The website that answers this in the fastest and most helpful manner will be the one that receives the business.

Use keyword research — a history of previous Web searches by other people online — to get inspiration for topics to write about.

The more people that have searched for a keyword phrase means the more important your article will be in generating new visitors to your blog.

The greatest selling tactic is to similar situation story.

On your blog, tell stories. Tell stories about guests that stayed at your hotel and then told you they loved it. Tell stories about guests at your restaurant. Share stories about people who visited your area and loved it.

Tell more stories on your blog.

A few years ago, it was common and popular for the CEO of an organization to write the company blog. The blog intended to be a “thought leadership” site, with the goal of increasing the organization’s profile.

Now, however, some of the most engaging blogs are written by employees. They are usually on the front lines of guest interaction, and will be able to provide insights that your blog readers are looking for.

So try to implement this bottom-up approach to blogging in your hospitality or travel organization. Have the employees that work the most directly with guests write your blog. Better yet, set up multiple blogs for each employee’s specialty.

Get everyone involved:

• The concierge
• The doorman
• The front desk staff
• The chef
• The waiters
• A tour guide

Having these people write your blog will make the most compelling entries.