Bestsellers in the New Online Travel Bookstore
Travel blogs are the guidebooks of today’s online world.
Instead of printing thick books, travel blogs’ guides come in the form of blog posts and, instead of distributing through bookstores, they distribute through search engines, but the game remains the same:
The bestsellers, i.e. the top travel blogs, are the ones who attract the largest audiences to each guide they publish.
The way to measure that is simple but, until now, completely overlooked:
Views per post.
Top 25 Travel Blogs, Ranked by Views Per Post
Because of the following flaws, this travel blog ranking is only roughly indicative of bestsell-ability:
- Imprecise total pageviews. I don’t have access to the actual Google Analytics data for each travel blog, so I rely on third party estimating tools for total pageviews.
- Outliers. One or two posts can make up a significant percentage of a blog’s total traffic. (I’ve seen as 40% or more.) Removing those outliers would provide a more representative average, but I do not have access to the data to do so, which skews the results.
- Gameable. Any travel blogger who wants to jump up in these rankings can simply remove their lower-performing posts from their site. Arguably, bloggers should remove stale content from their site anyway, but that’s a different discussion.
- Different upsides. The number one bestselling blog post on an obscure destination may get a lower audience than a middle-of-the-pack post on a more popular one. This unfairly penalizes bloggers who create a lot of amazing content about places and topics with smaller potential audiences.
Watchouts for Marketers
Any marketer looking to partner with one of these top travel blogs should clarify the following beforehand because, while views per post is a good indicator of a blogger’s ability to attract an audience, it’s certainly no guarantee:
- What is the guide going to be about? Having your a backpack brand mentioned in a blogger’s “things to do” post isn’t as valuable to you as being recommended in their “packing list” post.
- What audience is the blogger targeting? A luxury hotel likely isn’t helped much by being recommended by a budget blogger.
- How heavily will your business be featured? Being featured in the post with your own section full of beautiful photos is likely more valuable than being listed aside your competitors.
- What’s their true traffic data? Request access to the blogger’s analytics to get a much more accurate indication of the value they can bring. If you might need guidance on this, contact me.
Extended List of Top Travel Blogs
If you’re missing from this list and have more than 400 views per post, let me know in the comments.
Thoughts and Opinions Welcome!
My goal with this is to promote the value of audience-attracting, evergreen content and reward the top travel bloggers who consistently create it.
So, even though this ranking is far from perfect, hopefully it helps.
If you have any thoughts, disagreements, or questions about anything, please let me know in the comments.