Small travel business owners may find that despite building a great reputation amongst existing customers in the physical world, replicating that in the online space is a lot harder. But becoming au fait with the online space and SEO best practices can mark the difference between a travel business that's ticking along, and one that's flourishing.
Search engines are often the go-to source of information for travellers seeking details on the travel industry – whether it be flights, hotels, hot destinations or the latest travel craze. If your travel business fails to turn up in these search results, it means you're missing out on a wealth of potential business. Mastering SEO for a travel business can help put you ahead of competitors by placing your site before theirs in rankings; but this takes more than simply adding buzzwords into website content...
1. Link building
SEO in the travel industry is dependent on high-quality, effective link building. During the research stages of booking a holiday, most customers will flit between numerous external sources for unbiased reviews and opinions. It is in these online locations travel sites should seek to have links back to their website organically included to increase traffic. The more links included, the bigger the network and higher a website will appear in search engine rankings.
2. Content strategies
This relates back to our first mention of keywords and phrases. All travel sites should seek to build a decent content library that includes the most commonly searched for terms and phrases from users, like 'beaches in...' or 'best hotels in...'. Producing content that draws readers in and eventually ushers them further down the sales funnel is fundamental to SEO success. It's also important to develop a unique voice and style, and embrace all forms of content – written, visual and video.
3. Responsive website
Most users will use a mix of both desktop and mobile when conducting holiday research. It's therefore essential a travel site is responsive and performs just as well on either device. If a potential customer has issues accessing your site on their phone, they may not try again later on their desktop; so it's best to provide unrestricted access from any screen. Google also ranks responsive sites higher than non-responsive ones, so getting this right is crucial.
4. Utilise analytics
The information gathered from analytics is highly valuable, and yet numerous travel brands fail to pay it much attention. Analytics can provide details on where website visitors are coming from, what content receives the most engagement, and which pages have the highest bounce rates. Collecting and using this information, a travel site can make the necessary changes to improve the site and user experience.
5. Rich snippets
This is the term used to describe the information provided in search engine results pages (SERPs). Providing the right information – such as prices, reviews and site links – can make a significant difference to click-through rates (CTRs) on a website and maximises exposure to potential new customers.
Getting to grips with SEO best practices for travel brands needn't be complicated, and can enhance a business's performance in the online space significantly. If you'd like the experts to do it for you, contact us today.