2. Look for Questions and Phrases

AnswerThePublic or AI-powered keyword generators like Google Keyword Planner (within Google Ads) or Semrush’s Free Keyword Tool can help you uncover the specific ways people phrase or word their searches. These often start with “how,” “when,” or “where.” 

Example: Instead of “kayaking BC”, travellers might ask, “Where can I rent a kayak in Tofino?”, “When is a good timev of year for kayaking in BC?” or “Is kayaking safe for kids in Victoria?”

3. Check Your Own Website Analytics

Don’t overlook what’s already in front of you. In addition to insights from any surveys you send, reviews you’ve received on Tripadvisor, or comments from past visitors, your own data is often the most valuable. Google Search Console shows the exact terms people used to find your website. You might discover surprising entry points, like “family-friendly hikes near Hope” or “Indigenous-led tours on Vancouver Island.”

4. Learn From Competitors (and Beyond)

Take a look at what other businesses in your space are doing across their social channels and email newsletters. Visit their websites, scroll through their social feeds, and check their Tripadvisor and Google Business Profiles to see what’s publicly visible, like photos, posts, reviews, and how they respond to feedback. Notice how often they post, what kinds of content and visuals they use, and how they highlight offers or seasonal experiences. You might also find inspiration from brands outside the tourism industry. Jot down quick notes or take screenshots to spot ideas, gaps, or patterns worth trying in your own business.

5. Watch for AI and Voice Search Trends

Search behaviour keeps shifting, and travellers now ask questions in different ways depending on the tool they use. The phrasing changes across Google, social platforms, voice search, and AI assistants, which affects the answers they see and how easily they find your business. Understanding these differences helps you create content that meets travellers where they are.

Here’s an example of different search approaches:

Topic: Someone planning a whale-watching tour in Victoria, BC.

• • Google Search (keyword-focused, concise): “Victoria whale watching tours prices.” This is a short, keyword-based phrasing meant to trigger specific results or business listings.
  • ChatGPT (contextual, conversational, multi-layered): “Can you suggest the best time of year to go whale watching in Victoria, and which local tour companies are most reputable?”  These are typically full questions that seek reasoning, recommendations, and curated advice.
  • Voice Search (natural speech, immediate intent): “Hey Google, where can I go whale watching near Victoria this weekend?” This is usually a more casual, time-sensitive question, phrased to seek fast, actionable answers.

6. Focus on Intent and Usability

Behind every search is a reason, which is often called search intent. If you understand what someone is looking for and what they are trying to achieve or answer, you can create content that meets their needs. Here are the main intent types, along with the best formats for each.

• Informational: The person wants knowledge or answers to their questions.
  Example: “Best hikes near Kelowna” → they’re looking for ideas, tips, or a guide.
  Best content: blogs, guides, or FAQs.
• Transactional: The person is ready to take action.
  Example: “Book a whale watching tour Prince Rupert” → they want a booking page, not a blog post.
  Best content: booking pages, pricing, and offers.
• Navigational: The person is trying to reach a specific website or page.
  Example: “Nk’Mip Cellars wine club” → …someone already knows the brand and simply wants the direct page.
  Best approach: ensure key landing pages (memberships, tours, menus) are well-named, clear, and easy to find.

Make every page easy to scan by using headings, bullet points and images, so people can easily find what they need.

Using Search Insights for Ethical Storytelling

Search data can show you what travellers are curious about, but not every search is an invitation for you to publish. This is especially important when topics touch on First Nations and Indigenous Peoples, as well as other cultural groups, traditions, or community-held knowledge.

• For First Nations and Indigenous tourism businesses: Search insights can highlight what people are most curious about, such as local wildlife, seasonal events, or cultural connections. You can then choose what to share, always guided by your community’s voice, values, and protocols.
• For non-Indigenous operators: If search insights show there’s a demand for information about a specific First Nation or a distinct cultural group, treat that as a signal to collaborate, not to create content alone. 

For example, instead of writing a blog on “Sacred Sites Near X,” reach out directly to the Nation to see if they have approved content, stories, or tourism experiences you can link to or amplify.

• Ethical rule of thumb: Never repurpose cultural knowledge just because people are searching for it. Instead, focus on pointing travellers to authentic voices and co-created content.

Bringing It All Together

Let’s say you run a canoe tour company. Google Trends shows “family canoe trips” rising in the summer months. Search Console reveals people are finding your site by searching “family canoe trip in BC.” AnswerThePublic may show questions like: “Best family canoe routes BC” or “What should I pack for a family canoe tour in BC?”

From this, you could create:

• A blog post on family-friendly canoe routes.
• A FAQ section on canoe safety.
• An Instagram Reel on packing essentials.

This is how search insights become content that answers questions, builds trust, and inspires bookings.

Want to Dig Deeper?

Validate your findings by combining:

1. Question tools (like QuestionDB or KeywordTool) show you the exact questions people are asking online. 
2. Trend- or popularity tools (like Ubersuggest or BuzzSumo) help you see which topics are gaining attention and how much competition they face. This lets you spot seasonal spikes or trending subjects to build timely content around.
3. Local insights tools (like Google Search Console or even your own visitor emails and questions) reveal how people are already finding your business, the search terms they use and the pages they land on most often.

Use HubSpot’s blog ideas generator or similar when you need to brainstorm quickly; then filter/validate with more data. Always cross-check the idea with what travellers are asking locally, what your competitors are doing, and seasonality in BC.