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.
We’re entering into our 3rd year of partnership with SALT during which time they have provided us with invaluable support which commonly extends far beyond their obligations.
This is a team so driven by their passion for SEO that they do not hesitate to go the extra mile time and time again. As we enter a new phase in the development of our website we only see more involvement for SALT in helping us achieve our goals.
Working with Reza and the SALT team was a game changer for us. From a business perspective, our website inbounds more than doubled over a period of 6 months with relevant, highly targeted traffic. Reza and the team took the time to understand our very niche, technical space to give us specific direction on web content, and the results speak for themselves. I’d recommend SALT to anyone looking for a real partner when it comes to SEO engagement – not to mention that the team is genuinely a pleasure to work with. I look forward to a continued partnership with Reza and the SALT team as long as I have SEO needs (which I’d imagine will be for a very long time).
SALT’s dedication to our projects and their technical know-how were superb.
They really went the extra mile and took the time to understand our business, never applying one-size-fits-all solutions. They have added concrete and measurable value to our business.
They are professional, confident, insightful, and keeps up-to-date with Google algorithm changes. Most importantly, they are a pleasure to work with! Looking forward to collaborating with them again in the future.