If small and large brands put together together A+ search tactics within a great SEO marketing campaign, and implement them flawlessly, you have the potential to bring in huge revenues and build a giant sales-generating customer base for the future.
There are so many SEO strategies you can use to get yourself out there in front of consumers and then reap the rewards associated with being a valued brand. We’ve talked about dozens of these strategies on our blog, focusing more than once on the most influential SEO strategies and touching base on several optimization methods that can work especially well in certain industries like travel.
At Galileo Tech Media, we like to approach SEO from many angles because SEO is an ever-changing marketing strategy and it is something that constantly needs to be evaluated in terms of effectiveness.
Hopefully, you have been following our posts each week to learn a bit more about SEO and you have been giving thought to your overall marketing campaign. If you have missed a week or two, or if you want to get a better idea of how different techniques can work together in a comprehensive SEO plan, here are a few of the tips we have offered and some advice that is absolutely essential for a SEO campaign that converts.
Being There and Being Useful Through Micro-Moments
For travel brands looking to improve SEO, it is wise to listen to suggestions from the top search engine. Google recently said that travelers spend short spurts of time on their devices – primarily smartphones – dreaming, planning, booking, and exploring destinations.
The search engine giant defined these brief touch points as micro-moments, and it warned that travel brands who want to make sales and build customer loyalty need to “be there and be useful” throughout these moments, which include I-want-to-get-away, Time-to-make-a-plan, Let’s-book-it, and Can’t-wait-to-explore moments.
To be there and be useful, a travel marketer could publish blog posts, pay for local search campaigns, maintain an informative website with top-quality destination photos, and include a clear call to action on mobile apps for hotel, airline, and car rental bookings.
Creating Buyer Personas
Creating buyer personas is an SEO strategy that any marketer can use, not just a travel marketer. When a marketing professional sets out to create a campaign, the first task at hand should be discovering who key buyers are and what kind of needs these buyers have. That way, an SEO marketing plan can meet buyers’ needs exactly, and in build customer loyalty and provide revenue for a company.
There are many ways a marketer can gather data to build fictional buyer personas, such as conducting interviews with real consumers, researching buyer needs and behavior on the Internet, and analyzing patterns and trends associated with past and current customers.
After research is done, a marketing professional can create an Agency Manager Margaret or Frequent Traveler Terry (or something relevant and similar) buyer persona, and focus all strategies on providing solutions for these types of consumers.
Mapping Customer Journeys
Mapping Customer Journeys is a great way to understand the needs, and experiences, of your potential customers and customers. Through customer journey mapping, you can examine customers’ processes as they go from thinking about a purchase to sealing the deal and pushing the “buy” button.
Good customer journey maps should include all of the main touch points customers hit as they are making their purchasing decisions. These touch points are similar to the micro-moments a travel customer goes through, and they let a marketer plot each imaginative step from the moment a buyer could notice a marketing to when the sale is closed – and even into the future as repeat business is conducted.
Good Strategies an SEO Service Provider Offers
SEO service providers put together suites of search engine optimization tools for companies, and for marketers, who need to have an expert take care of SEO that they can’t do themselves. The expert SEO providers begin the search engine optimization process for a business by first evaluating the company’s overall goals.
The provider might ask the business if conversions are most important or if removing negative reviews is paramount. Based on the company’s goals, the SEO service provider will implement a plan that includes analyzing current website performance, evaluating what SEO strategies the business can provide for itself, and assessing where a brand already shows up along its customers’ journeys.
Local SEO is important for companies, including travel brands and most other types of businesses, because it ideally places the business’ name and contact information on the first page of search results – where and when users are actively looking for a product or service on their desktop computer or mobile phones.
Showing up in local search results is critical if a company hopes to gain customers who do the majority of searching and purchasing over their mobile devices, which is most consumers today. Businesses should focus on organic placement in local search results by using keywords in their content that caters to the actual search a user might perform online, such as honing in on a keyword like “fair-trade coffee in Chelsea.”
Companies are also wise to utilize paid local search ad campaigns to gain placement on page 1 of local search results.
Hyper-Local SEO Marketing Strategies for Hotels
Hotels can benefit from hyper-local SEO strategies that provide value for guests before and during a stay. Great hyper-local tactics include having a comprehensive visitors guide on a website as well as a blog.
A visitors guide might highlight the top attractions, activities, restaurants, and places for shopping around the hotel. The blog can include seasonal events that take place near the accommodations, or tips for optimizing a business or leisure vacation while staying in the hotel.
Hyper-local SEO efforts build loyalty with customers who seek out travel brands that can give them concrete ideas for what to do in a city. Any hyper-local SEO campaign should focus on keywords that are hyper-specific to a hotel’s location, such as “hotels near Broadway theaters.”
Link Building Techniques
Link building is crucial to ranking high in search engine results, getting traffic to a website, and boosting sales. While the algorithms for linking to other websites and showing up in search results are somewhat of a mystery, and always changing, there are some solid techniques SEO experts will advise you to take when you start building links.
Getting high-quality websites to link to your site is key, as is obtaining backlinks from websites that have many links pointing to it. Links to local websites, in this case local means websites that are in the same industry as your business, is critical.
Putting good keyword strategies into place, so that any website linking to one of your pages will leave readers with useful content that contains their pertinent search words, is important as well.
These are all SEO strategies that you’ll want to execute as part of your marketing campaign, or you will want your SEO provider to execute on your behalf. Whether you’re running part of your own campaign or your SEO professional is taking care of everything, you need to make sure that your website is not involved with any black hat SEO practices like spamming other sites with bad links just to build a link.
This, and other poor tactics like creating phony phantom websites to link to, will end up burning bridges rather than connecting you with potential customers and partner businesses that can help launch many successes for you.
Need help with your SEO strategy? Contact Galileo Tech Media.