Topical Authority: Why You Should Write About the Destination Before Selling the Ticket

In 2020, at the worst moment of the pandemic for the travel industry, Brian Chesky said something in an earnings call that made the SEO internet lose its mind: > "What the pandemic showed us is that we can take marketing down to zero and still have 95% of the same traffic as the year before." The SEO community celebrated as if it were a personal win. But Chesky completed the thought in a tweet that was almost universally ignored: