SEO / Link Building / Content Marketing
SEO for Travel Companies
Everything Travel Companies Need to Know About SEO and Link Building
The travel industry is as exciting as it is diverse. It doesn’t matter the race, religion, income, or occupation, people like to travel and they’ll spend freely to do so. But from a business perspective, this incredible demand for travel services means ruthless competition.
If a travel business wants to survive in this crowded space, it has to be both visible and differentiated. And while there are dozens of strategies that allow brands to achieve both, few return as much long-term value as an investment in search engine optimization (SEO) and link building.
Businesses in the Travel Industry
The travel industry is as diverse as it is crowded. There’s both breadth and depth – meaning there are a handful of different overarching sectors that each consist of dozens of different types of businesses. Consider a few of the most popular:
- Transportation. If you run a business that’s focused on getting people to and from their travel destinations, you need SEO to scale up your operations. This includes private airlines, car rental companies, private driver services, and even railways.
- Accommodation. All overnight travelers require somewhere to stay overnight. This includes hotels, hostels, campgrounds, bed and breakfasts, and even Airbnb and VRBO listings.
- Food and beverage. Businesses like restaurants, nightclubs, catering companies, bars, and cafes may not immediately scream “travel industry,” but there’s certainly a lot of overlap between these companies and tourism. (Think about it this way: If travel customers disappeared, how would it affect your business?)
- Entertainment. Again, there’s some overlap with other sectors, but casinos, tour guides, airport shops, theaters, and large outdoor markets are all examples of businesses that heavily depend on travelers.
- Connected services. This sub-sector includes travel agents, tour operators, financial services (companies selling travel insurance), tourism organizations (public and private), online booking sites, travel blogs, etc.
- Makes Google happy. Google is in the business of serving relevant/high-quality search results to its clients. In fact, much of the Google search algorithm is based on links and keywords. Thus websites that have lots of authoritative links pointing back to their website are going to rank higher than other pages (all other factors considered equal).
- Expands your audience. With link building, travel companies are able to secure additional exposure for their practice/brand. Each link is an opportunity to reach online users that otherwise may have never intersected with the brand. This makes link building an excellent branding tool.
- Authority by association. When a celebrity endorses a product, suddenly that product is seen as more reliable or trustworthy. This is the power of association. The same is true when an authoritative blogger, publisher, or industry insider links to a brand. Backlinks on the right sites provide instant clout that you’d otherwise have to spend years acquiring through time-intensive efforts.
- Emphasizes content. Link building is impossible without quality content. Thus when you commit to a link building campaign, you’re also making a commitment to producing original content that will benefit your brand in countless other ways.
Why Travel Businesses Need SEO
If you own a business in one of the sectors or categories listed above, you need SEO. It’s not an optional investment or something can afford to push to the side until funds clear. It’s something you should invest in as soon as possible, and here’s why:
- Superior search rankings. SEO directly impacts a website’s search rankings within the Google algorithm. Why does this matter? Well, consider that 94 percent of all search traffic goes to natural search (compared to just 6 percent for Pay-Per-Click (PPC) ad listings). In particular, 33 percent of all clicks go to the URL in the first position on Google’s page one. Results in the second position get an average of 15 percent of clicks. Those in the third position bring in 9 percent of clicks. In total, three out of every four clicks go to a link on the first page of a Google search result. If your link isn’t on the first page of Google, it probably isn’t getting clicked. And you don’t end up on Google’s first page by accident. It’s almost always the direct result of a strategic SEO initiative.
- Amplified visibility. SEO is all about visibility – in the search engines and on other websites. The more effort you put into optimizing your web pages, the more likely it is that online users and customers will be repeatedly exposed to your brand. This can lead to direct conversions, as well as indirect conversions that happen weeks, months, or years down the line.
- Increased traffic. As your search engine rankings improve, you’ll see a direct boost in traffic coming into your website. In addition to organic Google search traffic, you’ll also notice that other websites are more likely to link to your web pages, which increases the amount of unofficial referral partners you have nudging visitors to your pages.
- Greater authority. Reputation is critically important in the travel industry. As your SEO efforts increase, so will your brand’s authority within its niche.
But can’t we just spend on PPC ads, like AdWords, and enjoy the same benefits without all of the wasted time and effort? This is a question that a lot of travel companies ask and, while it’s certainly a valid question, the answer is pretty simple: SEO is sustainable and PPC is not.
You can foot the bill for a PPC ad campaign, and you’ll enjoy an immediate boost in search rankings, visibility, traffic, and even authority. However, as soon as you stop paying for your ads to be served, all of this disappears. There’s no lasting impact.
With SEO, the opposite is true. While it may take a few weeks for you to see noticeable gains in search rankings, visibility, traffic, and authority, the results won’t be short-lived. The organic nature of SEO means you’re planting seeds that will flourish for months and years to come – even if you eventually decide to cut back on how much you nourish these growing plants. SEO is a proven investment that delivers sustainable results.
Link Building for Travel Companies
Understanding the Role of Link Building in Travel SEO
There’s a lot that goes into SEO. If you want to rank highly for specific search terms, you need to think about website security and accessibility, page speed, mobile friendliness, technical components (like meta tags and URL structure), content optimization, social signals, and user experience. And while each of these elements is important, there’s one SEO factor that reigns supreme: links.
A backlink, also referred to as an “inbound link,” is established when one website links to another using an embedded hyperlink. If a website is like a city – and different pages on a website are like various city blocks – links are like the roads that connect these cities. From a functional perspective, they allow internet users to navigate between various sites in much the same way that an interstate allows a car to travel from one city to the next. But from a search engine algorithm vantage point, backlinks also represent votes of confidence.
A backlink is a signal to Google that others vouch for your content. In this regard, both quantity and quality matter. More links are better than minimal links, but it’s all about where they’re coming from. A backlink from a highly authoritative website that’s relevant in your industry is going to add more SEO value than a link from an unknown blog that has nothing to do with your niche.
3 Link Building Tactics and Strategies for Travel Businesses
There’s no singular method for building backlinks. There are dozens of techniques, strategies, and approaches – the efficacy of which fluctuate over time. Having said that, here are some sound principles, tactics, and building blocks that you’ll need in order to get results:
1. Keyword Strategy
The days of keyword stuffing content to game the system are gone. However, keywords do still matter. The right keywords in your content tell Google what your page is about and how to classify it.
Before doing anything else, do some keyword research, study the data, and figure out what search terms your target audience is using. Using these keywords, you can shape your topic selection and develop semantically pleasing copy that addresses key questions, concerns, interests, and desires.
2. Quality Content
Nobody wants to link to a sales page, contact page, or about us page. In order to develop rich backlinks, you need quality content that people care about. Here’s what makes a piece of content effective:
- Valuable. Content needs to add value to the reader. This is why how-to content is so effective. People need to feel like they can’t live without the ideas you’re communicating.
- Evergreen. There’s nothing wrong with content about current events or trends, but these sorts of posts have a limited shelf life. The majority of your content needs to be evergreen – meaning it still has value in six months or two years.
- In-depth. With a few exceptions, articles that are 300 or 400 words don’t get much traction. Quality content is 1,000, 3,000, or even 5,000-plus words in length. When you dig in deep, not only do you add more value to your reader, but you also generate more copy for search engine crawlers to latch onto.
- Multi-media. Stop with the boring copy and pepper your content with different types of media. People are visual and want to see images, graphs, memes, videos, and interactive content. The more variety, the more likely that you’ll get a backlink.
The more quality content you can publish on your own website and blog, the more linking opportunities you create. Try posting at least one piece of quality content per week.
3. Guest Blogging Relationships
You can’t sit back and wait for people to link back to your pages. You need to proactively pursue links, which involves developing guest blogging relationships.
Guest blogging works like this: You find an authoritative blog whose audience overlaps with your own. (If, for example, you run a travel blog, a guest blog post on a booking website would be a natural fit.) You ask the individual in charge of the blog if they accept guest contributions and pitch them a content idea that will resonate with their audience. In return for the content, you ask if it’s okay to include a link back to one of your web pages.
A single link may not seem like a big deal. But if you regularly contribute to dozens of different blogs, you’ll quickly build up a robust backlink profile that directly benefits your SEO strategy and traffic generation.
The Dangers of DIY Link Building
Anyone with a website and some basic internet know-how can get started with link building. However, a DIY approach to link building isn’t recommended.
For starters, link building is time-intensive. You have to develop original content, find websites or blogs that will potentially link back to your pages, contact the individuals behind these sites, convince them to give you a backlink, and then do it all over again (dozens or hundreds of times). If you aren’t careful, link building can easily become a full-time job, which begs the question, who is going to run your business?
Secondly, link building is technical and nuanced. Google has very specific rules and their requirements are constantly changing. If you mess up and violate one of these rules, you could find yourself facing a costly penalty that sets your website back and suppresses traffic for months or years to come.
The good news is that you can outsource link building and have everything handled on your company’s behalf. This lets you focus on your core business activities and simultaneously generate better link building and SEO results.
What to Look for in the Right Link Building Service
There are plenty of SEO companies that will attempt to sell you link building services, but most of them aren’t worth the money. If you’re going to hire a link building partner, you need to know exactly what to look for:
- Experience and clout. Anyone can claim they have what it takes to help you build links and improve your SEO, but can they back it up? Only work with a link building service that has experience (at least a couple of years) and a reputation to back things up (reviews, referrals, case studies, etc.).
- High quality writers. Content plays a key role in link building success. To save money, a lot of link building companies will outsource content writing overseas. The problem with this strategy is that you get writers who speak English as a second language and don’t understand the nuances of American culture. Look for a link building service with 100-percent English speaking writers who have experience developing content in your niche.
- Deep connections. A good link building service already has the publisher-side connections to help you build links. When discussing the scope of your project with a company, ask them for a list of websites and blogs where they regularly publish content. This will give you an idea of where you can place links.
- Transparency. Finally, you need a link building partner who is transparent about what they’re doing. A lack of transparency likely means they’re hiding something. Only work with link building companies that stand by their work.
SEO.co: Your Trusted Link Building Partner
At SEO.co, we’re widely recognized as the premier link building service in the travel industry. When you work with our team, you get 100-percent U.S.-based content published on authoritative websites that are relevant to your niche. Our services are fully white-hat and come with fast turnaround times that generate long-term results. And if we aren’t able to secure link placement on an agreed upon publisher, we’ll be happy to swap it out for another link or refund your money.
To find out more about why the travel industry trusts SEO.co for all things link building and search engine optimization, please contact us today!
Content Marketing and Link Building for Travel Businesses
We develop quality content that generates backlinks for travel professionals.
Content Marketing and Link Building for Travel Companies
We develop quality content that generates backlinks for travel professionals.
The travel industry is alive and well, but few niches are more competitive than travel agency. It’s a good time to be a travel agent and it’s imperative that you seize the opportunity to build a thriving practice.
At SEO.co, our goal is to help travel companies build their businesses through the creation of high quality content that attracts powerful referral traffic and generates high-converting leads. We do this primarily through content marketing and link building – two elements of digital marketing that work in tandem with one another
In terms of content creation, we’ll work with you to create high quality content that adds value to your website and delights current and future clients. From blog posts to landing pages, we can do it all.
While quality content is important, it’s not the only thing travel companies need to grow their businesses. Backlinks also play an especially important role. We’ll help you obtain the highest quality backlinks from authoritative blogs and publishing platforms. In doing so, you’ll benefit from increased exposure and enhanced SEO rankings. But most importantly, you’ll earn the opportunity to intersect prospective clients when they need you most: during their online research and exploration.
When you work with SEO.co, you gain access to our powerful network of online publishers, as well as a stable of talented writers who are able to craft original content that positions you as a travel agent who can be trusted. With our white-glove service, everything from the content creation to the link placement is handled for you.
To find out more about how SEO.co can help you in your link building endeavors, please reach out! We’d love to tell you more about our industry-leading, money-back guarantee.
Why Choose SEO.co?
Focused on quality content and quality backlinks for travel companies
We follow a simple, time-tested process for building quality website backlinks for your business:
- 100% U.S. based content team with experience writing travel marketing copy
- Reliable & quality online publishers, including high domain authority websites
- Top-notch customer support
- Non-branded link and content publishing reports
- Fully white-hat services
- Speedy delivery on all customized orders
- Full transparency on all orders and direct engagements
- Money-back guarantee on a pay-for-performance model