Search Engine Optimization plays a huge role in your business growth if your business relies heavily on online booking. While using PPC advertisements is a great option to drive potential customers to your website, complementing it with SEO will add more value to your marketing efforts. SEO and PPC, when combined, works wonders. When done correctly, they allow you to dominate the first page of all (or most) search engines and that is where you get most leads from. Let’s have a look at the importance of SEO in travel industry –
1. It allows you to get more customers
PPC majorly involves targeting customers for a specific keyword (a word your potential customers use to search services similar to the ones you offer) and a specific location. Using PPC services like Google Adwords allow you to appear higher above the search results or beside the search results (wherever your ad appears) when people search for a particular keyword on Google. This usually involves a fixed amount but the cost might go up as you choose more keywords and target more locations. One way to reduce costs comparatively and complement your advertising efforts is to perform SEO on your website. Complementing PPC campaigns with SEO adds more value to your online marketing efforts. This will allow you to attract customers for additional keywords. For example, if you are selling a travel reservation system, you might target keywords like ‘travel reservation system’, ‘travel management system’, ‘travel reservation software’, ‘travel booking software’, ‘travel booking engine’ and other similar keywords for your PPC campaigns. With the help of SEO, you will be able to target, not only the keywords that your potential customers are using, but also their variations. For example, ‘online travel reservation software’, ‘online travel booking system’, ‘travel system’, ‘travel engine’ and so on will complement the above keywords. This will help you to attract maximum customers to your business from search engines for more variations of your keywords.
2. It allows you to be in front of the right person, at the right time
SEO is all about optimizing your website so it appears in front of the right people. For example, when people search for – “book hotel tickets online”, and you appear on the top of the search results, there is a good probability that those visitors will book tickets from your website as you appeared in front of those who were searching for your services (or services similar to your business). SEO is all about optimizing your website so it appears in front of the right people This means ‘you gave them what they were looking for’, which is why, those visitors turned into your customers. Consider another example, when people search for something as specific as – “book tickets for raddison hotel”, they literally have their wallets out! They are looking for very specific service and when you appear in front of them, you most likely win them!
3. It allows you to build a great user experience
SEO is not just optimizing for search engines, but also for your target customers. SEO also involves developing a clean, simple, bug-free website that is easy to navigate and always has a clear ‘call-to-action’ element on every page. It allows you to structure your website so that when users visit, they find what they are looking for. What if you have a website that is poorly structured, with uneven text and images, and no ‘call-to-action’ element? Customers are willing to pay, when they get what they are looking for! Users will have to surf through a lot of pages to find what they are looking for or if the website takes too long to load or does not load properly, users will probably quit and look elsewhere! On the contrary, imagine having a website with an intuitive design, a clear message of what your business and services are, and a clear ‘call-to-action’ message. It will significantly increase the conversion rate. Remember, customers are willing to pay, when they get what they are looking for!
The role SEO plays and the importance of SEO in travel industry is undeniable. SEO should be among the top in the list, if a travel business is serious about online marketing, as the amount of online business you generate with the help of SEO will be far greater than the amount of resources you invest in SEO.
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