In the second part of our look at the top SEO strategies for the travel industry we take you through more strategies you need to drive your travel business forward. SEO is a constantly evolving process and one that cannot be ignored. Successful travel companies optimise their sites on a regular basis and are continually looking for strategies to help them improve. Focusing solely on traditional SEO tactics isn't enough to get you the results these days, you need to implement a few SEO strategies at the same time. Here are five more key strategies that can help your business reach its full potential too.
Social media marketing
It would be foolish for any business to focus solely on Google as customers do not just use search engines to find what they are looking for. Social media marketing is something that your business should be embracing – and video and images merely scratch the surface. Facebook and Twitter are the titans of the social media sphere, but don't overlook other platforms such as Delicious or StumbleUpon. And let's not forget the travel-industry specific social media sites as well. Sites such as Foursquare and Gowalla are the pivotal link between social media and local SEO.
When you are competing for generic (and highly popular) keywords and phrases it can feel like you are fighting a losing battle. An effective alternative is creating a brand that people can search for instead. Even if you are currently ranking well against generic terms it is always worth focusing on your branding regardless. Search engine rankings are unpredictable and if you are ranking highly this week that might not be the case next week. A strong brand will mean you increase the number of branded searches you get, it will also help you survive if your generic ranking takes a sudden nosedive.
The content that appears on travel websites is traditionally descriptive giving information relevant to people planning to visit you or your city. But content needs to offer more than this. It needs to appeal to people even they aren't planning on travelling any time soon. In our previous post we talked about the importance of video and image SEO and the same applies here. These so-called long tail searches allow visitors to browse (and love) your content regardless of their travel plans. You can implement this strategy by starting a blog or encouraging user generated content (UGC).
By placing advertorials on well-established sites, younger sites are better able to compete for travel related searches. This is a strategy used by mainstream media, by which they lend you their rankings if you take spots on their site. It's one to consider.
Travel search engines
Finally, we can't end without mentioning the travel search sites such as Kayak and Travelocity. Many of these sites are well established and have many users. In the same way that shopping search engines boost the traffic on e-commerce sites, so travel search engines do the same for travel SEO.