3 Important Travel SEO Tips
Travel is a very competitive field as businesses compete with each other for the same customers. The travel giants are also competing for the same users as smaller businesses with marketing budgets.
The travel sector is one of the most data-rich sectors due to what is available, what is the user demand and the predictable seasonality. But what is challenging is the user journey. The goal of the users is to travel from A to B and complete a set of actions.
The offers in the marketplace are available as incomplete packages or guided tours or as individual elements. The users may research various sites before comparing the options and making the bookings.
Google favours the large brands within search results is an argument. So the smaller travel brands have to compete with lesser budgets. For this, they need to be more strategic in their efforts and start doing SEO for their business models the right way.
Advancements in Google like BERT do not change the overall objective and the goals. There has been a change in user behaviour due to mobile but the other internet-enabled devices have not changed. Travel brands should focus on creating user values and experiences rather than commercial messaging.
3 SEO Tips
1. When the travel sector engages influencers to gain brand exposure and links there are different approaches:
- Larger brands try to engage those with a strong YouTube and Instagram following.
- Smaller brands focus on bloggers and getting links.
Links are still important for ranking on Google but so is building a brand and getting recognised. The shift to the influencers who provide content such as YouTube, podcasters and vloggers can be seen as a trend in moving away from written and informational content.
YouTube has become very popular with the young generation as a content delivery platform. This has happened due to the following:
- Advancements in the smartphone technology
- Access to the internet is becoming cheaper for mobile users.
- Availability of WiFi in public places.
Creating video content with the influencer whose primary medium is YouTube or podcasts will not bring in what the markets have perceived as the objective. The objective can be achieved by engaging the right ones in the right way. It will lead to good results in terms of marketing, PR and building brand awareness.
2. It is important to engage new audiences and markets. The markets are hitting a higher level of internet accessibility through the same devices as the younger generation.
For example, Currently, out of the top 10 YouTube channels globally 4 are Indian. According to UNWTO India accounted for more than 50 million tourist visits in the year 2020 and the number of tourists is expected to grow year after year.
When travel brands expand into new markets they should ensure that all the SEO elements used are important. The travel brands should also provide a good level of customer service and support different languages and different time zones. When a travel brand expands its business it should make provision for the different needs of the new customers.
3. Google gave four micro-moments related to travel and their placing in the travel customer journey in 2016. They are as follows:
- Dreaming moments
- Booking moments
- Planning moments
- Experiencing moments
The majority of travel websites are decentralised websites and still, there are only a few companies that have incorporated these moments in their content ecosystem.
The moments have different intents depending on how far the user is on their journey. The key is how to present these moments at different stages in the journey. These moments can be described as curated content and user experience for the different stages of the funnel. It will be beneficial as the commercial content is sometimes not sufficient.
Travel brands can create content around the micro-moments and present it at the different stages of the journey to reinforce their position with the user. It will also help to improve the relevancy of the website and it will also act as good supporting content to the main content. This will help to improve the rankings in the organic search results.