Search engine optimisation (SEO) is one of the most helpful tools marketers from all kinds of companies have at their disposal nowadays. It is the main way for users to find your website.
However, it is only the top results that really matter - the vast majority of clicks come from the first page of Google results, mostly above its fold. The second page, for comparison, gets only 15% of clicks. And naturally - the more traffic you get, the more conversions and sales are you likely to make. The more of those you make, the higher you rank in search results.
SEO is particularly important for the travel industry because 68% of travellers last year went online to research their vacation options. And when two-thirds of your potential clients are choosing the Internet to search for holiday information, it's time for businesses to sit up and take notice.
Every improvement you can make in search engine results page (SERP) rankings is worth it, ZOG Digital vice president Jason Squardo told travel technology news site Tnooz, referring to the dramatic drop off in clicks after the first position.
So it's worth enlisting the help of an SEO agency. But how do you pick the right one for a travelling business? Squardo offers his advice.
First, he says, you'd have to look for a partner that is honest enough to tell you there is no quick solution to SEO. Instead, it involves a number of processes that drive in-search traffic. For example, the agency should be able to provide both on- and off-page SEO strategies, as well as a system for auditing results and a deadline by which certain goals should be achieved.
Be wary of agencies that focus mainly on the number of inbound links they provide, because when it comes to SEO, these days it's quality and not quantity that counts.
Once you've picked your SEO partner, you should request that measurements for factors like traffic, keyword rankings, referral traffic, bounce rates and conversions are shared with you regularly - a good SEO agency will monitor them and amend its strategy accordingly.