Strategic thinking for the travel sector
Blindly applying SEO best practices or cookie-cutter frameworks to any vertical is dangerous, and given how complex the travel sector is, it is also unlikely to yield results.
As a collective group of consultants, we've worked with travel companies ranging from major commercial airlines and international tour operators to specialist travel agents and holiday rentals.
How we help travel brands
SEO for travel brands is an ongoing activity to increase organic traffic and brand awareness, leading to increased enquiries, bookings, and revenue.
At SALT.agency, we can help travel brands by:
- Working with in-house and third-party developers to bring travel websites to a point of technical excellence.
- Mapping website URL structures and content areas to develop areas of high context and relevancy.
- Supporting the creation of user experiences that satisfy the various stages of the user journey.
- Using API driven reporting dashboards that show performance in a clear and uncomplicated manner.
Understanding the travel market
The travel sector is one of the most complex and competitive industries, with travel brands not only competing against other brands, but also OTAs, comparison sites, and Google itself. Therefore, understanding the complexity of the travel market, and how users search and discover, engage with, and book with travel brands is key.
Travellers generally know what to expect when booking a seat on an aeroplane, or a hotel room, but when it comes to tours and experiences, there is a world of options and great variances in quality.
Understanding user behaviour in this way enables the development of strategic SEO campaigns that not only generate traffic and rankings but also brand presence at various stages of the user journey; creating both brand awareness and trust in expertise.
For example, in the 12 weeks leading up to a traveller embarking on a trip, they perform three times as many experiences related searches than hotel searches, and eight times more experience searches than air travel searches.
Because travellers are experience lead and will oftentimes plan their travel and accommodation around the experiences they wish to have.
Our Travel SEO Expertise
We approach each SEO campaign in a bespoke manner, applying our past experiences and knowledge. Below are some of the activities we regularly undertake with travel brands.
Understanding the activities and competitive advantages of your competitors is an integral factor in a successful SEO campaign in the travel vertical. Having worked across a number of niches in the travel industry, we can identify how and why your competitors are performing how they are, and these learnings then inform the overall strategy.
Our technical SEO specialists can advise how to optimise your website. Whether you need advice on why there are indexability issues or just need a technical expert to help troubleshoot a problem, our team can provide the support you need.
Content for travel websites varies from other sectors. As well as being optimized for SEO and satisfying the user intent, it needs to be engaging and captivate the user. By using the established brand tone of voice, we can help create great content for commercial pages and supporting content areas that builds trust, and establishes your brand as travel experts.
There are different types of website migrations and without proper planning or the right experts working on a project it could impact your organic search performance. It’s important that your migration or changes are scoped correctly to allow for sufficient risk monitoring and mitigation.
We’ve performed hundreds of SEO migrations over the years, all varying in scope, size, and complexity, and for some of the biggest names in travel.
Guides & Tips
Travel SEO for SMEs: Seize market gap and compete with household namesFor SMEs, it might feel impossible to be able to compete with big businesses and their large SEO budgets, but there is still room for opportunity in the playing field. While larger companies might be taking the highway, you can take the scenic route to success through strategic content.
The team at SALT.agency were great to work with. I had a project in rebuilding a brand after a relatively damaging corporate crisis. Dan and the team were fantastic resources in their SEO expertise in building a strategy as well as the technical details related to migration to a new website as part of a larger branding effort. I cannot recommend this team highly enough!
We chose to work with SALT to enable a smooth international website migration. With the goal in mind to mitigate ranking and organic search traffic loss, the team at SALT carefully walked us through how to implement the necessary setup and monitored our performance throughout the process. The results were great and now we’re in a strong position to move into new markets and excel in our search goals!
SALT has been a great agency to work with for our SEO efforts. They’ve been very helpful in ensuring we increase our efforts, find the best opportunities, and optimise our website and content in the most efficient manner. I highly recommend them to anyone looking for an agency that will always have your back and help you towards your growth goals.