Specialist SEO services for Travel Companies
Helping tour operators, travel agents, airlines, hoteliers and resorts improve their organic search performance
The Ultimate Travel SEO Industry Insights
Including data from Google research studies, case studies and best practice learned from working with billion dollar travel brands.
I’ve worked with some of the biggest global travel brands, operators and airlines.
There are some agencies that claim to be specialists within an individual niche, and this is their unique selling point. The reality is that this isn’t the case, while it’s great that their are niche agencies out there, a lot of them don’t have the capabilities to work on scale, which immediately limits them. Genuine SEO specialists are capable of working with clients in all industries, and of all sizes.
I’ve worked with one of the world’s largest passenger airlines, four global accommodation brands and quite possibly the largest youth travel brand there is. Let me share my expertise to help grow your travel brand.
I’ve worked with travel companies in Morocco, Iran, Australia, New Zealand, Sri Lanka, Nepal, Colombia, Mexico, France, the United States and the United Kingdom.
Travel Agency SEO
It’s often said that Google (and the other search engines) favours big brands in search results, but this isn’t strictly true. Big travel brands and aggregators such as Thomson, Jet2 and Kuoni utilise large budgets on large omni-channel marketing campaigns.
Through advertising on TV and other offline media means they’ve built up a brand gravitas, and as a result they’ve built the necessary signals of trust (backlinks, citations and natural online noise) to prove to the search engines that they have user value.
Generating these offsite signals is a part of SEO, but it’s not the be all and end all, and purchasing a few links on travel blogger websites might have some impact in very niche industries, but not in the grand scheme of things. A real SEO campaign for travel agencies is built on technical, content and strong outreach.
Why is travel SEO important?
The travel industry has seen great change since internet penetration and accessibility became more prominent in our lives. The traditional shopping on teletext or going to a local travel agency evolved into online shopping. This has both posed new challenges and opportunities for travel brands.
If you have a travel website, or blog, and you’re new to SEO and the digital scene, or looking to take your brand to the next level, it’s important that you understand why search engine optimisation is important to your travel business.
SEO for Hotel & Resorts
Attracting guests to your hotel or resort has been made easy with the advent of aggregators such as Trivago, but having your own website is still important in attracting direct custom.
SEO for Global Travel Brands
I’ve been fortunate enough to work with one of the world’s largest passenger airlines based in China. I’ve got the experience working with some of the biggest brands in this sector to help you progress.
SEO for Travel Insurance
Travel insurance is a very competition online market thanks to Compare The Market & Go Compare. Contact me today to discuss your travel insurance brand and how I can help you rank.
Travel SEO Industry Insights
In 2014, Google conducted thorough research into the travel sector and in their study they found some great insights into how consumers (a sample of 5,000) utilise websites and applications in researching and planning vacations and business travel.
Below are the top 10 online resources that the think with Google study found that consumers use for both personal and business travel.
- SEARCH ENGINES 60%
- HOTEL SITES / APPLICATIONS 48%
- ONLINE TRAVEL AGENCY 40%
- AIRLINE SITES / APPLICATIONS 39%
- MAP SITES / APPLICATIONS 38%
- TRAVEL REVIEW SITES / APPLICATIONS 36%
- TRAVEL SEARCH SITES / APPLICATIONS 33%
- DESTINATION SPECIFIC SITES / APPLICATIONS 30%
- SOCIAL NETWORK SITES / APPLICATIONS 26%
- VEHICLE RENTAL SITES / APPLICATIONS 22%
- HOTEL SITES / APPLICATIONS 60%
- SEARCH ENGINES 55%
- AIRLINES SITES / APPLICATIONS 53%
- ONLINE TRAVEL AGENCY 45%
- MAP SITES / APPLICATIONS 45%
- VEHICLE RENTAL SITES / APPLICATIONS 44%
- TRAVEL REVIEW SITES / APPLICATIONS 42%
- TRAVEL SEARCH SITES / APPLICATIONS 38%
- DESTINATION SPECIFIC SITES / APPLICATIONS 30%
- TRAVEL PLANNING SITES / APPLICATIONS 29%
Based on Google’s research, it’s obvious that if your website doesn’t have strong rankings or valuable content for commercial keywords, you’re already missing out on a large percentage of your potential organic traffic.
Google’s research also highlights another interesting fact, that despite the well known travel brand behemoths (airbnb.com, tripadvisor.com, hotels.com, booking.com etc), a large percentage of leisure and business travellers still turn to search engines to satisfy their online intentions and start their trip planning process.
It’s also interesting to see aggregators (travel search sites) so low down the list, given the prominence of comparison websites in other veritcals. It’s important that factors like these are taken into consideration, rather than just looking at search volume figures and assuming that optimising for that keyword will acquire X potential searches.
I’ve had travel clients featured in a number of great publications, examples of which are below…
Taking a data driven, holistic approach to SEO, I’ve helped more than 50 travel clients improve their organic search performance and increase the number of leads they received. Use the form to get a free website overview & proposal.
I provided consultancy to Cyplong Holidays, a London award winning Mediterranean holiday specialists, with a USP offering affordable luxury tailor made packages and weddings to some great locations.
Specialising in the Med, it was important that their website gained the necessary topical relevancy for countries such as Greece, Cyprus, Morocco, Egpyt, Malta etc… Meaning they were competing directly against some of the bigger brands in European travel.
Star Wars Infographic
After ensuring the website had a strong technical foundation and good quality onsite content, it was necessary to start building the relevant and necessary signals to Google to indicate that Cyplon is a trusted brand in the world of Mediterranean holidays.
After getting the brand featured in a number of fairly reputable online travel publications, such as Luxury Travel Magazine, it was necessary to “make a splash”. So, I came up with the idea of leveraging a current media hot topic to the benefit of Cyplon – Star Wars: The Force Awakens.
Using the connection that Cyplon offered holidays to Tunisia, the content created was an infographic for Star Wars fans and travellers highlighting the filming locations for the first six films (Episodes I to VI).
After creating the content, the next stage was outreaching to already researched targets. The Infographic, and Cyplon, were successfully featured in a number of publications including Business Insider and The Daily Mail, providing both great PR and online signals for the tour operator.
You can view the infographic in featured places via the below links:
Casa Blanca Playa Cautivo is a Spa Hotel based in the La Libertad Salinas area of Colombia.
Following a spate of negative Google reviews, Dodie contacted me to look at helping develop a reviews strategy not only for Google Reviews, but also across other platforms and hotel aggretator websites they operate on.
With the website being built on Wix (a less than ideal platform for SEO), we also worked on testimonials and trust factors given the lack of technical and formatting.
Content Marketing for Travel Brands
Content isn’t just about trying to rank for specific keywords, it’s about creating user value so that Google sees your website as quality, and valuable to a user.
Travel Keyword Research & Discovery
Wanting to rank for marquee terms such as luxury travel, tour operators or family holidays is ambitious, and difficult. Through thorough and extensive keyword research I can map topics and categories to specific areas of your website to leverage long tail keywords to improve your travel brands SEO traffic and leads.
I’ve been featured in a number leading industry publications including SEMRush, Search Engine Journal and Search Engine Watch; as well as appearing as an expert on live web shows such as SEMRush SEO Surgery and Digital Marketing Radio. I also speak at events such as MeasureCamp and Leeds Digital Festival.