SEO for travel agencies: what to do to be found on Google
Doing SEO for travel agencies means allowing them to benefit from a potentially immense showcase and attract a large number of customers. But how do you do it? Here we offer an overview.
By now we know that a travel agency cannot ignore being online and planning and implementing a solid web marketing strategy . A part of it takes place around SEO, or a set of actions that allow certain contents to reach the highest positions on search engines. SEO for travel agencies is essential , as it contributes to achieving the goal of reaching more (real and potential) customers, establishing one’s own online reputation and presenting oneself as an expert in the sector. SEO can also help convey information, products and services, discounts and promotions: in short, it is a truly essential weapon that no travel agency can overlook .
Among the different and most effective ways to promote yourself on the web , a travel agency has the opportunity to create content that aims to inform, educate and entertain its audience of real and potential customers. This content is distributed online through tools such as websites and blogs. The first is the essential showcase of any travel agency, where you can enter company information, products and promotions; the blog is a fundamental tool for the travel agency to demarcate concepts such as reputation, credibility and expertise through the sharing of quality content.
What is SEO (for travel agencies)
Once this content is written, how is it possible to get people to read it? Browsing the web, it is necessary to be able to find this content: this is possible through an SEO strategy, i.e. optimization for search engines ( SEO: Search Engine Optimization ). This means putting into practice a series of actions, more or less immediate, to make sure that our content is “optimized”, that is to say it answers in a pertinent and complete way as possible to the questions that users ask themselves on the web for a specific word key; if Google (like the other search engines) considers that our content is useful to the user and has all the credentials, he will position it in the first pages of the search engine itself, giving it the possibility of being found more easily.
In a nutshell, SEO for travel agencies means implementing a series of actions on the contents of your blog and company website, in order to “scale” the positions of the first pages of Google and intercept a greater number of users who may be interested the products and services offered . It would take a whole manual to talk about SEO but, here, we will give you a brief overview of its fundamental components.
Users use Google to perform a search of any kind; by entering words in the search bar, it is as if they were asking a question to Google: they expect a clear, complete and relevant answer. Through increasingly sophisticated mechanisms and algorithms, Google takes a few seconds to return a list of answers to the user, starting from those he considers most effective. Of course, the goal of anyone doing SEO is to appear among the first answers to that specific question .
Obviously you cannot know exactly what will be requested by users, but you can search for keywords (the words that are entered by the user in the search bar) to understand what are the “questions” that a user most frequently asks inside your niche. You could therefore identify “group travel to Japan”, “low budget honeymoon” or “travel agency in Florence” as keywords to which you could respond with relevance; here, these are the keywords around which you will have to build your content . Those keywords they are potentially infinite and revolve around your sector, your products and what you can offer to help, inform or bring a customer to purchase.
Once you’ve identified the keyword for your content, it’s time to start writing. It is not enough to write, however: a series of actions aimed at optimizing the content in relation to the chosen keyword must be put in place . This process is called on-site SEO: small tricks to be implemented directly on the content.
There are many things you can do to make content extremely optimized; the most important are the use of structured titles (H1, H2, H3 …), the use of meta titles and meta descriptions , the optimization of images, the insertion of internal and external links, the structuring of text in paragraphs , the careful use of bold, the repetition in the right amount of the keyword (and its synonyms) within the text …
SEO for travel agencies also means planning a good off-site SEO strategy, or Backlinking; in this case, it is a not exactly direct maneuver, therefore more difficult to apply and which needs to be implemented in the long term. In fact, it consists in the ability to obtain backlinks, that is, to make other sites refer to oursthrough the use of external links. Especially if these sites enjoy some authority, Google will also give your site some authority; you have been linked from an authoritative site and, if it trusts you and the validity of your content, then Google also trusts. Of course, therefore, it would be important to have other web pages link to yours; even better, if these web pages were part of the tourism sector like you (or in any case of complementary sectors).
It is a long and difficult operation, which requires the establishment of good online relationships and a good networking strategy ; you can start doing it by collaborating with travel blogs, tourist webzines or other realities with which you are not in direct competition.
All SEO strategies for travel agencies are fundamental, but nothing helps more than well-written content ; as we said, Google makes use of very powerful algorithms, which recognize the quality of content from many details (from the structure of the sentences to the effectiveness of a visual content, such as an image or a video).
It is therefore very important not to improvise writers, and to entrust the management of the contents to a communication expert (possibly tourism); he knows how to structure the texts well, conveying the right messages and, at the same time, arousing the reader’s curiosity and attention. We remember, in fact, that it is always the reader that decrees the success or otherwise of a content; choosing it from the answers on the search engine, staying on the page for several seconds, perhaps interacting (leaving comments or moving on the site), proves to have appreciated the content, which will consequently also be rewarded by Google .
Google My Business
Finally, let’s not forget that your travel agency still remains a physical place, where customers can talk to an expert in person. If this is your case, you will definitely want to make it easy for people in your city or neighborhood to find you; maybe even more easily than your competitors in the same area. In this case SEO for travel agencies takes the form of a profile on Google My Business , the tool that offers all the information about you to the user from the very first search.
It is necessary to have a Gmail account and, above all, to insert clear, complete and constantly updated contents ; not only address and opening hours, but also contacts, photos and videos, product description and any news.
Now that it is clear to you what it means to do SEO for travel agencies, are you ready to implement your strategy? We hope that our brief overview is the right push to start climbing the Google peaks!