If you haven’t already, please read the importance of SEO in travel industry and SEO vs PPC to get a brief idea of how crucial SEO is for a travel business and how much and where you should invest your money. If you have read those articles you might have got a fair idea of what SEO and PPC mean and how they can boost your business. Although using paid advertising will give you quicker results and help you get more leads; SEO is equally important for your travel website. Gone are those days when SEO was simply about getting higher placements in Search Engine Result Pages (SERPs). Today, SEO is more about enhancing the user experience. It is more about putting the right information in front of the right people and at the right time. It is more about making your website both user friendly and search friendly so you get the best conversion rate because remember that getting placed first in the search results does not necessary mean users will fill out the contact form on your website. The content on your website must be attractive enough to catch their attention and make them want to know more about you.
So how can you make your content more appealing and how can SEO help? For best results, always put more (yet appealing) text content on your website. Illustrate with images wherever necessary and give your visitors a clear path to navigate. Don’t bury important information beneath flash and animations. Remember, not all, especially serious potential customers, are interested in too much flash and animations. People want to know what you have and how you can help them. Too many graphics with flashy images and animations might not necessarily deliver the message. Besides, too much flash and high resolution graphics reduce the loading time of your website; which is a serious drawback to all website owners! Putting the necessary information in clear, readable format, and illustrating it with proper images is much better than simply putting all of the information in flash and animations (which is also not good for SEO).
The most important reason, perhaps, explaining why every travel business should invest in SEO, is long term benefits. Although it takes time to reflect results from SEO, the results are more long term and do not stop right away; as opposed to PPC. The time and efforts you invest in SEO help you keep reaping benefits even after you stop SEO for a particular website (meaning the results do not stop abruptly, but eventually). Although SEO is an ongoing process and should never be stopped; if you do come across unavoidable situations where you are unable to continue your SEO work or if you have to halt temporarily, the results will keep showing, at least for some time. SEO is also about building online presence for your brand, something that is not possible with PPC. SEO includes having strong social media presence, which anybody will tell you, is more important than showing up in advertisements in the search results. Remember, there is no marketing like ‘word-of-mouth’ marketing and people rely on their friends and families’ opinions when it comes to choosing a travel company. They prefer going with a company that their family and friends recommend or have had good experience with. And this is something that is built via social media.
Another important reason is the amount of money you need to invest in SEO. Apart from investing in an SEO professional (and in few SEO tools) or outsourcing it to an SEO firm; it does not cost more, unless you are an ecommerce website or a very large organisation with a website having millions of pages or hundreds of thousands of products. The amount of money you invest in SEO is less in the long run compared to other advertising methods.
What do you think about this topic? Do you think every travel business should invest in SEO? Let us know your thoughts in comments section below or connect with us on our social media profiles.