Worldwide tour entrepreneurs continue to face the effects of Covid-19. According to UNWTO(opens in a new tab), there was a 98 percent fall in international tourist numbers in May when compared to 2019 data. And that was still based on the first half of 2020.
Moreover, business owners must retain consumer confidence, emphasizing safety, now, and as the situation continues to develop and change. Accordingly, because of this hesitation, that’s another factor as to why only those digital-friendly businesses will survive the health and economic crisis. So what online marketing strategy does your website use to stay present in the minds of current travellers, as well as those looking forward to their next vacations?
This article will delve into simple steps that you should follow to land your company on Google’s top page. Because anything past the first page is probably overlooked. Discover how to optimize your site for search engines and help improve your ranking!
Use guest posts to connect with fellow bloggers
Are you familiar with the terms ‘Domain and Page Authority(opens in a new tab)’? Did you know that part of your website’s ranking relates to the number of external links that directly point to you? If you are interested in increasing your ranking, a great place to start is to write guest posts(opens in a new tab) on tourism or travel-related websites.
There are several conditions that usually apply for this to successfully work in your favor, such as targeting the right audience and providing informative content rather than purely promotional. You should also take into account that the more relevant the places where you post, the better link juice(opens in a new tab) you’ll receive.
Invest your time and money in link building
In the same vein, you should be familiar with commenting and creating profiles on forums. It is a common practice among SEO professionals, but you should not forget about the Spam Score(opens in a new tab) of the website where you’re including your link.
Any well structured Off-page strategy(opens in a new tab) should also count on links from local, national, or international newspapers’ reviews. While writing on forums is free of charge, some online journals will ask you for money. Prices vary so we would recommend that you carefully analyze each website before purchasing any link building package.
How to use data analysis to study the buyer’s journey
Creating fresh content is probably the best way to boost your ranking for certain keywords to #1. However, it does not only mean writing interesting information for your audience, but also tracking customers’ clicks. Have you implemented a Google Analytics(opens in a new tab) campaign? Where is the majority of your traffic coming from? What are people’s interests? How have they arrived at your content?
Similar to what happens with other industries, tourism companies, such as those that specialize in graffiti or street art(opens in a new tab) are required to analyze data in order to account for changing trends and interests. By keeping track you’ll be on top of both travel trends, as well as how people are interacting with the content on your website, such as if certain tours are resonating more with your guests. This way you’ll also be able to plan campaigns for your peak seasons.
Implement a kw study in your website
Your online efforts should also count on keyword research. Take into account that there exist three main categories: informative, commercial, and transactional(opens in a new tab). Furthermore, including LSI keywords(opens in a new tab) (Latent Semantic Indexing) will benefit your SEO strategy.
Professional keyword research(opens in a new tab) should also count with a structure. Divide your website into the least categories as possible and separate them between services and/or products.
What’s the social media impact?
Most of the travel related websites share daily or weekly content to engage users. The more social your content is, the more retweets that it may have. If you are interested in creating a community or a fan page, do not only focus your attention on sharing blog posts, but also share relevant information from relevant web sources.
While the most famous networks are Facebook and Instagram, there are other options according to age and interests. Have you created a Telegram or TikTok (opens in a new tab)account for business?
The importance of media to attract your audience
The next suggestion in our list of SEO techniques for tour operators is related to the images and videos you use on your website. First of all, invest in professionally photographing and recording your guided visits. Upload the clips to YouTube and edit the pictures with a 1500×800 px (cover picture) and 960x640x72 px (pictures for the text) resolution in order to ensure high quality.
It is best to use your own material (most users can immediately identify stock photos) but if you run out of content or need something specific that you don’t have, consider platforms such as Flickr(opens in a new tab) where you can download free images for commercial purposes. But unless explicitly indicated that credit is not necessary, make sure you link to the photographers’ pictures.
Develop an e-commerce strategy with a payment gateway
Last but not least, tour companies that offer guided visits should allow customers to purchase the service they are interested in within a few clicks (3 is the suggested number). Make sure the flow from your website and booking software don’t turn potential customers off by getting them lost in a confusing or complicated process. Contact your bank supplier to receive more information about their online transactions’ commission so you’re aware of any fees and can plan accordingly. Likewise, you should not limit your sales. Consider offering several payment platforms on your website. The friendlier your websites’ user experience is, the less likely you are to lose interested customers along the way.
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