Statistics show that around 83% of US adults look for online options to book their trips, and 82% of travel bookings worldwide take place without human interaction. This shows how strongly travel markets are opting for online platforms to promote their travel business online to reach potential customers and generate leads online.
If your travel business is not receiving client reach as per your expectations, the problem is not with your business but with your marketing strategy. Many travel agencies like yours strive to reach new heights on search engines to get desired results but unfortunately fail to make it possible due to a lack of resources and effective marketing strategies.
According to Tripadvisor, global tourism’s value has reached $5.29 trillion in 2017, and the market sise is continuously expanding with time. Even Google has stated that “Search engines are among the most popular online planning sources for travelers, particularly among leisure travelers.” It shows that it is high time to invest both time and money in your travel business online to touch the new highest. It is only possible with effective search engine optimisation (SEO) strategies.
Search engine optimisation and website promotion (SEO) is one of the most effective tools of modern marketing, which allows attracting a large number of potential clients from search engines Google, Yahoo, Bing, etc., to online travel websites with minimal investment. If you ask experts, which is the best way to increase online bookings and traffic on your travel website? The only answer they will give is through travel SEO. which not only takes your business to new heights but also helps in generating potential leads too. But why only SEO for the travel industry? Before moving to this answer, let’s understand the basics of SEO for the travel industry.
What is SEO for the travel industry?
SEO for travel agency is all about optimising your travel sites to make them search engines ready to perform well on search engine pages like Google, Yahoo, and Bing. In other words, Search engine optimisation is a set of marketing strategies that allows you to bring your website to the top of the SERPs and form a positive image of a company, make a brand recognisable, expand a client base, etc., and much more.
So, if you’re dealing with the travel business and using search engine optimisation marketing straṭegies, nothing can stop you from reaching your business goals. Yes, it’s true search engine optimisation is doing wonders to take businesses to new heights. But it isn’t apparent to understand Google and its algorithm to make your travel website rank on google’s top pages, which is only possible with the help of SEO experts.
Where to begin with?
Digital platforms help a lot in making choices, especially when it comes to making the right decisions for your travel journey. From choosing the perfect holiday destination to selecting hotels, booking flight tickets, etc. now, everything is possible with a travel website, but how to make your site visible on search engines to reach your target audience. Here we have listed the step-by-step SEO travel guide to make your travel website search engine ready. So, let’s begin with the first and the essential one:
1. Conduct an audit of your website
The best place to start is to review your site’s content to see what needs to be changed to improve its quality. Analyse how relevant the destination photos and navigation are, consider if your site is easy to use, and notice how fast it loads. Decide which elements can be improved and double-check that all the information presented is up to date.
2. Choose a suitable site structure.
How well laid out your travel website is critical to getting high-quality leads and high search engine rankings. Plus, having quality pictures, destination videos, plans & booking details on your website will allow Google’s algorithm to understand better what your site is about.
On websites such as booking.com, TripAdvisor.in you can see how the destination photos and branding fit together in both the site’s layout. Their contemporary designs were developed for their target audience, who were looking for the perfect solution for their trips. If you flip through pages, you will find that everything is built on demonstrating the lavish places and travel solutions for those who want to plan trips.
The site layout is adapted for viewing on mobile devices, and site navigation is straightforward. Details like this are critical to driving traffic.
3. Create a site that is easy to view on mobile devices
Most web users use mobile devices to find the best travel deals on the Internet. As such, it is imperative to have a fully optimised website. For more efficiency, you can use AMP (Accelerated Mobile Pages) technology. The better your site is adapted for mobile phones, the more time people will spend on it. Google’s algorithms consider the quality of the site when determining where it should go on the search results page. And the higher the ranking of the site, the more traffic you get.
4. Optimise your business profile
Your business profile on Google Maps plays an essential role in driving traffic to your site. Google works in such a way that your profile information appears as the most visible result in the SERP. Optimising and your Google My Business account will nudge potential customers to click and visit your website. Improving the quality of photos, posting reviews of authentic experiences, and providing other helpful information increases site traffic. Don’t forget that you can include the latest deals and offers, FAQs, blogs, viewers’ feedback, and a short story about your business directly in your Google My Business account. While these features may vary for Bing Maps, Yelp Maps, or Apple Maps, the essence remains the same. It is another practical conversion rate optimisation tips that marketers can use to generate more ROI.
5. Use Search Engine Optimisation (SEO)
It’s no secret that getting on the first page of a search on Google is the goal of any travel business owner. However, this requires more than just having a website. SEO website promotions are the process of selecting keywords and developing specialised web pages to raise the rankings. SEO strategies include keywords localisation, makeup schemes, meta tags, and more. SEO content can be found in the title of pages and texts placed directly on each page. It is imperative to make sure your content is keyword-correlated and contributes to better rankings. Remember that Google’s algorithms are programmed to sort information on websites to find utterly relevant content.
6. Meta description tag
Meta description tag optimisation is also a crucial travel website SEO step that helps make a website readable for search engines. If you are not familiar with the world of search engines and HTML, the term “meta description tag” may be entirely new for you. The meta description tag is a short piece of information that appears on the search results page. It is usually located under the title – and gives an overview of what the site is about. In the description, specific keywords will be boldfaced if they match what the user is looking for.
The description does not directly affect your Google rankings, but it does affect CTR (click-through rate), which can affect a site’s chances in terms of ranking. Therefore, it is essential to use the description as a promotional site review to entice potential customers to click.
7. Speed of loading pages
Page speed is a factor that determines the quality of your site and directly affects traffic. If your site’s page loading speed is slow due to heavy images and videos, potential customers won’t be able to access the information they need. Therefore, pay attention to which pages are loading slowly and ensure the loading speed is suitable for both desktop and mobile devices. Contact us now to know why your travel site loads slow.
8.Create engaging content
If you’re having trouble driving traffic to your site or keeping leads on your site, then it’s time to update your content. Content updations and optimisation is the most effective key to reaching out to people searching for the best travel solutions. And for this, a simple click to your site is not enough. If the content and images on the site are not attractive, then potential customers will quickly and leave it. With relevant keywords such as ‘Travel Seo,’ ‘Seo For Travel Agencies,’ ‘Travel Website Seo,’ etc., and cleverly written text, you must make your ad content unique and rank your keywords on top search engines. You can also enable virtual tours, 3D images, pictures, maps, etc., to make your website attractive to get more visitors.
9. Title of the page
Web page optimisation is incomplete without a page title. When you hear about a page title, you automatically imagine a title at the top of every page. A web page title or title is not just typed letters. The title is the fundamental HTML markup element. It must be carefully thought out. The title of the page is essential to drive more traffic. Titles make your web pages relevant for search engines and tell search engines what your site is about. It also describes the SERP how relevant your page is. It means that the title should be regularly optimised to fit best the function it performs.
10. Optimise for better user experience
When we talk about user experience, we mainly focus on UX design. Why? Because only UX website design can provide a better user experience to users. And while optimising travel sites, user experience plays a crucial role in holding clients’ attention. By optimising your websites for a better user experience, you automatically offer a better browsing experience to your clients. Too many functionalities, multiple web pages, booking options, slow site speed, etc., can confuse your clients and drive users away from your site. To avoid this work on UX designs, keep things simple and easy to achieve an optimal user experience and hold clients on your travel sites.
11. Contextual advertising Google Ads
Pay per click, or PPC, is a method that allows you to advertise your property online. You will only be charged for PPC advertising when someone clicks on your ad. This is a highly effective way to drive traffic to your website. It’s a win-win situation in both ways because you can both reduce costs and increase clicks. If we talk about SEO vs PPC, the PPC is the only method that can be used in many social media advertisements.
12. Use social media ads.
Fighting for the #1 spot on the search engines doesn’t always lead to quick results. For this reason, it is a good idea to use social media advertising to reach your target audience. Millions of people use social media every day, especially travelers, bloggers, etc., to showcase their travel stories and pictures. You can reach out to them through social media and promote your travel business for better results. In the long run, the more inbound traffic you get, the more leads you have. Social media advertising uses the PPC (Pay Per Click) model.
13. Using video
Perhaps your site has been using features such as 3D rendering and virtual travel videos, and have you thought about video hosting? The video will allow you to get a more accurate view of the actual destination and attract users. The more potential customers are attracted by the travel conṭent posted on your site, the more often they will return to the site. This additional traffic will grow and ultimately help you rank better on search engines. Appealing travel videos help build trust and generate better leads. Promoting your travel site with video content is a great way to get more traffic.
14. Start blogging
Blogging is another excellent way to achieve a better ranking of your travel site. Have you ever noticed that most travel sites have a blog? There are reasons for this. Having a blog can alter the amount of traffic coming to your site and interest an audience that would usually not pay attention to your site. You can use a blog to answer questions from potential customers, educate them about new things, share travel stories, provide solutions to their queries, and increase their trust. By blogging, promoting your website can become more creative and unique. This process is not that difficult, and most importantly, it will allow you to reach a new audience.
15. Update your site regularly
Many people make the mistake of thinking that the site does not need to be updated regularly. One of the basic principles of Google’s algorithms is to check the relevance of the information provided constantly. This means that websites should be regularly updated with the addition of relevant content. These updates will bring search engines to your site and also help your potential customers see that your community is appropriate.
Why is it worth investing in SEO for the travel business?
The travel industry is enormous, and SEO has become crucial for proper distribution in today’s digital world. Google considers many ranking factors to make websites visible on search engine pages. Still, the ultimate goal of those factors is to increase website usability and better ROI to the owner. And for that, you need a strong SEO strategy to make your website visible to your customers. Here are the reasons why it is worth investing in SEO for the travel business:
To keep your online business floating at the top, engagement is the trick to success. SEO optimises the site so that it can attract clients so that they know your agency better. Small agencies choose SEO because it provides a vast virtual platform with a high-reach policy.
By simply posting video content, blog posts, newsletters, you can ensure a good quality engagement with your segmented crowd. If the target audience is impressed, then it will lead to high lead conversions
2. Unlimited Audience Reach
Before digitalisation, reaching customers was a challenging task and required a lot of money and effort to get a small crowd. Now that everything has completely changed, technology has made everything much easier and faster. SEO is a boon for online sites; with strategy and planning, you can reach millions and millions of people with one click.
3. Huge Lead generation
When your travel site is on Google, and consumers access it, you will get their attention, and also, there is a chance that they will like it and choose you. This whole procedure is performed by SEO by optimising your site in such a way as to increase your site’s traffic: the more visitors, the more lead generation. SEO also helps in identifying specific keywords that are associated with your site.
4. Cost effective
SEO is not only practical but also more profitable than PPC. However, there are many other options, such as Google Ads, PPC, affiliate marketing, etc. These solutions are pretty expensive than SEO and only applicable when you will pay for them.
Whereas SEO is the best option in the long run. Once you’re at the top of the charts, you can’t look back. Investing in SEO is a time-consuming process, but it will give long-term benefits to your business growth.
5. Business change
SEO changes your business standard the second you invest in it. Over time, your sites will witness high traffic and lead conversions that need to be handled beautifully.
With low-quality page speed, your site will significantly lose potential customers. So a modification is needed.
6. Increase credibility and reliability
The essence of optimisation is only in the creation of quality content and providing the best user experience to users. It is crucial to correctly develop the site’s structure in accordance with the semantic core, work on the website speed, and work on the usability of the site to deliver the best to your users. It collectively helps increase the brand credibility and reliability of your travel agency. It will increase your customer satisfaction and improve business credibility.
The advantage of SEO on search engine traffic is that it is a constant source of the traffic to your travel website. SEO For travel agencies is the best way to make your website visible on search engine pages. Almost all the top giants of the travel industry are taking advantage of SEO strategies to compete and stand out from the competition. SEO offers continuity to businesses which means that when you stop paying or after a certain period of time, traffic to your website does not suddenly stop.
Even in the best economic conditions, the importance of SEO builds a company’s reputation and builds brand awareness. People are used to advertising on the Internet, so they ignore it. Hence, paying for better impressions on Google search results does not necessarily make more people see your site; they will scan them until they see results that are not flagged as adware.