The view from the top has never been better — and this includes the view from the top of the search engine results page! However, if your tour and activity company has yet to grab this coveted spot on the SERP, then it’s time to implement a few of these tips to help you boost your rankings. Here’s 10 ways to increase your search rankings in travel.
The top search engines are placing a higher priority on brands that are topic experts. Your website should be restructured to cluster pages based on related topics together, to emphasize your expertise in a given area.
It’s easy to mistakenly come up with a list of keywords that are relatable to you as a tour and activity expert, but you need to remember that it’s your prospective travelers who will be searching for your products. Use the words that they use.
Useful content is weighted much more heavily than other types of content. Make sure that your website, blog and social pages are more than just an endless promotion for your brand. Create guides, offer tips and tell stories about your region to become a vital resource for both locals and travelers alike.
Video is perhaps the most engaging content form available and will help you quickly rise in the SERP rankings.
Avoid the mistake of creating a generic tour and activity website. It is specific, niche content that travelers are searching for, and landing pages related to topics that no one else is writing about will help you improve your rankings.
6. Publish blog posts and encourage user-generated content.
Fresh content is necessary to remain relevant on the SERP, and user-generated content is considered to be more trustworthy by both users as well as the search engines. Your followers, past customers and business partners can help you create valuable UGC for your website.
It’s easy to tell if your website is secure enough for the search engines. Simply look at the URL. If your website begins with “https” then you are in the clear. Websites that are not secure are quickly docked on the SERP as a way to protect users.
A responsive website design allows your website to adapt its look and features based on the screen of the individual user. In recent years, Google has started placing a high priority on mobile websites, based on the fact that an increasing number of users are relying solely on their phones and tablets for internet browsing.
Site speed has a major impact on your rankings. If your site is slow, Google is going to knock you down a few pegs.
Search engine optimization experts agree on one thing: You should spend more time promoting the high-quality content that you create rather than generating a significant volume of mediocre content. By allowing the best content to reach the highest number of consumers, you will increase your search rankings in travel and simultaneously increase your bookings.
Each year, it seems that Google and other search engines tweak their algorithms to improve results for the average user. These adjustments — both minor and significant — can make life challenging for tour and activity operators. These quick tips can help you stay on top of the trends and climb higher on the SERP in the coming months.
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Image credit: Anthony Martino