Specialist SEO For The Travel Industry

I've worked with more than 50 travel brands, ranging from airlines and global hotels, to boutique tour operators in all four corners of the globe.

 

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.

You Don’t Need A Specialist SEO Travel Agency

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 – not paid link building, it’s not 2010 anymore.

 

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.

Leisure Travelers

  • SEARCH ENGINES
  • HOTEL SITES / APPLICATIONS
  • ONLINE TRAVEL AGENCY
  • AIRLINE SITES / APPLICATIONS
  • MAP SITES / APPLICATIONS
  • TRAVEL REVIEW SITES / APPLICATIONS
  • TRAVEL SEARCH SITES / APPLICATIONS
  • DESTINATION SPECIFIC SITES / APPLICATIONS
  • SOCIAL NETWORK SITES / APPLICATIONS
  • VEHICLE RENTAL SITES / APPLICATIONS

Business Travelers

  • HOTEL SITES / APPLICATIONS
  • SEARCH ENGINES
  • AIRLINES SITES / APPLICATIONS
  • ONLINE TRAVEL AGENCY
  • MAP SITES / APPLICATIONS
  • VEHICLE RENTAL SITES / APPLICATIONS
  • TRAVEL REVIEW SITES / APPLICATIONS
  • TRAVEL SEARCH SITES / APPLICATIONS
  • DESTINATION SPECIFIC SITES / APPLICATIONS
  • TRAVEL PLANNING SITES / APPLICATIONS

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.