As the holiday season approaches, online travel agencies (OTAs) are under enormous pressure to maximize reach and conversions among a massive online consumer base. Travel industry news, meanwhile, is inundated with tips and emerging trends to maximize performance—but not all of this advice is worth taking.

With content, as with most digital strategy, the best approach is to follow the numbers. According to the BrightEdge Industry SERP Report, a key differentiator for those businesses will be figuring out how to use content to respond directly to consumer demands.

BrightEdge says critical guidance in content decisions can be found through the BrightEdge Data Cube Time Machine. The company has developed this predictive technology to offer guidance relevant to Q4 2014, which will help to identify the best areas for travel brands to focus on when making a push for holiday sales.