For an Island that survives on travel and tourism I thought it would be a good idea to share some insight for all those Bali based businesses who rely on travel and tourism to make a living.
So if you’re running a business in the travel and tourism industry I hope this article is of some use to you.
As a manager or owner in the travel and tourism industry, you may feel it’s not your job to keep your website in the greatest shape; you have staff who can do that for you, right?
When it comes to search engine optimization, you probably don’t have the time to keep up to date with Google’s newest algorithm updates and the rules of back-linking, implementing codes, texts, titles and tags. Again, that’s what your marketing team does, right?
It may be time to change that philosophy somewhat because your competitors, the ones ranking above you, think differently to that!
Marketing team vs SEO team
You have to give credit where credit is due!
There are some awesome marketers out there who do a great job to come up with ideas on how to market businesses. I see some really creative work from some of the companies here on Bali which could only be classed as world class, in some instances.
But an SEO specialist is not doing the same job as your marketing manager. The SEO team will take the ideas of your marketing manager and make sure that your website and social media efforts are optimised to make the most of that marketing idea. They will make sure that those ideas get seen, and then analyse the results for you.
So if don’t have an SEO expert in house then you need to start thinking about this as a well optimized website will out perform your competitors putting you in the driving seat.
If you are not in a position to have an internal or external SEO team then you have to make do with the staff that you have.
For marketers in the travel and tourism industry, it’s important not to get confused by the SEO jargon and technicalities which can result in over-optimizing web pages. Instead of trying to please the search engines, you should be focusing on the end user – in this case, the travelers.
Try to provide information for every step in the travel planning process. Google constantly updates its algorithm process to connect the travelers to the highest quality and most authentic search results, in order to provide benefits for the searchers as well as the businesses.
Google rates websites the same way a searcher would. They tend to favor websites with fresh content, a good design, strong social media presence and a clear branding.
For travel and tourism companies, there are 4 easy ways to get a better rating, and ultimately better ranking:
Create good content that targets the right keywords
The key to a great SEO strategy is good content. Build a connection to your potential customers and make them realize how your page will add value to their travel arrangements. Find out what the travelers are looking for and mix it with relevant keywords. Google’s support offers some free advise on that topic. Don’t get involved with keyword stuffing! Generating enough high quality content will motivate your visitors to come back for more. As long as the page is targeting your main keyword you will be achieve the results you are looking for.
Raise some brand awareness
Since the last few algorithm updates, Google cares way more about branding than before. Among travelers, a strong brand is associated with a better travelling experience and will appear more trustworthy. A business in the travel and tourism industry has to implement some strong online branding in order to generate potential clients and build a loyal customer base.
Get a blog and keep it updated
Search engines want to provide travelers with the most recent and relevant information they can find, which is why they tend to rank frequently updated travelling websites higher than others. Having and maintaining a blog is an essential issue if you want to get noticed. Furthermore, you can speak directly to your customers and present your admirable travelling brand personality. Blogging on a regular basis is a great SEO trick to keep your content up to date and relevant.
Make your content shareable!
A lot of website traffic gets generated through the use of social media. Google reflected this dynamic by applying social media performance to their ranking factors. Websites with strong profiles and loads of shared content are perceived as more relevant. Let travelers share your interesting contents! Insert ‘Like’ and ‘Share’ buttons at the end of every page or article. The more your travel and tourism content gets shared, the more you motivate Google to rank your page higher.
Momentum = mass x velocity
The ideas above are just a sample of things you can do to be more effective in optimizing your travel and tourism websites. With anything worthwhile adding more resources and dedicating more time will give you more momentum.
You have to decide how much time, money and energy you will give to it. If you are ready to get on board then I also wrote an article about what to look for in an SEO company.
If you’re looking for further information and techniques, feel free to contact us.