Whether we like it or not, every travel brand should be trying to get on the right side of the search engine giant. The pay-off, if you do, is a website that ranks higher in Google's search, resulting in more visitors and (hopefully) more sales. It's worth remembering that nine out of ten searchers do not get past page one of Google search results, so the incentive to rank high is obvious.

So, without further ado, let's get down to what Google wants to see from your travel website:

1. User-friendly web pages

Whatever area of travel that you specialise in, make your topic as easy for your visitors to understand as possible. The best way of creating a "helpful, information-rich site" is to see it through your customers' eyes; ask yourself the words they would type to find your pages and align your content accordingly.

2. External links to your site

Google likes it when other websites link to your travel site, as it proves you are "important and relevant". If you can get a "vote" by a site that is well regarded, Google likes it even more. However, make sure you're only gaining "natural links". Google has ways and means to distinguish natural links from unnatural links, so if you're dabbling in any dark arts, you'll be found out.

3. Logical link structure

In the name of ensuring it can find all your content efficiently, Google requests that you build your site with a logical link structure. That means every page should be reachable from at least one static text link. If that's what it takes for Google to give your website the credit for all your content, then so be it.

Google also offers some advice on what not to do, so...

1. Don't use techniques of deception

What it's referring to here is keyword stuffing, attempts to "clock" pages, and creating "crawler only" pages. These serve no purpose other than to make your website rank higher – Google hates this nonsense content.

2. Don't use images to display text

Google's crawler simply can't identify text contained in graphics. So if you have something important to say, do it in the written word.

3. Don't create multiple copies of a page

Some websites try to trick the system by duplicating a page under a different URL. Google will see straight through any such attempts.

So there you have it. If you're looking to get a travel website that will rank high in Google, speak to us.

© Digital Trip