How SEO works for tourism? Understand what it takes to appear in the top positions on Google. Check out our tips to applying SEO for travel companies
The Internet is used by 92% of Brazilians when researching or planning a trip, according to data from Kantar Ibope Media. Therefore, it is essential for any tourism company to have a presence in the online environment. And, more than that, to sell it is necessary to appear to the traveler.
Just as there are many people searching for trips on the internet, there are also many companies offering services. In other words, it is not enough just to have a website, blog, or profile on social networks. You have to be seen.
So how to make your tourism company appear and attract the traveler? The answer lies in knowing how to use digital marketing to improve the positioning in organic search engines. And this is only possible through SEO.
In this post we will explain what is SEO in digital marketing and how it can help tourism companies. Interested? Then come with us.
What is SEO in Digital Marketing?
To begin with, SEO stands for Search Engine Optimization, which in translation means optimization for Internet search engines.
In other words, it is the set of strategies to make websites and blogs achieve better positioning in search engine results pages, especially Google. This technique is essential to make the content produced be found by the target audience. This is why it is so important for digital marketing.
It is not just about one or another procedure. It is the sum of several factors that influence the ranking among so many other similar contents.
Anyone who wants to be seen on the internet needs to invest in SEO to appear among the first results. It is the best way to get organic – unpaid – traffic.
To get an idea, the first three organic links receive 30% of the clicks on Google searches. In addition, only 0.78% of users click on a link from the second page of results, according to Backlinko. This is because 95% of search engine users do not go beyond the first page of results.
Now that you know what SEO is in digital marketing, understand how SEO can help tourism companies.
Understand How SEO Can Help Tourism Businesses
For tourism businesses, SEO is even more important in digital marketing strategies. This is because the best way to attract travelers is through relevant content about travel, and for this content to appear, SEO is a must.
But to properly apply SEO and make your content appear, you must first define your goals with the digital marketing action. Do you want to sell more? Or attract more traffic to your site? Or to build customer loyalty?
Based on the objective, define your target audience – persona. In other words, who do you want to attract with the content you produce? The idea is not that the content appears to everyone, but rather to those who are looking for what your tourism company offers.
That way, whoever you reach through organic Google search will have a better chance of becoming your customer.
So how to define your persona? Analyze who the target audience is, what they are looking for, how they search for tourism information and services, and how you can win them over.
With the objectives and the persona defined, the next step is to put SEO strategies into practice. It is worth pointing out that each action should be customized to your business and target audience. There is no magic or predefined formula.
Here are some tips to apply SEO in the digital marketing of your tourism company and achieve the best results:
- Site must be responsive and mobile friendly
It is not enough just to have a site with good content to achieve a good ranking in search engines.
Your tourism company’s website must have an adequate design, be responsive and mobile friendly. What does this mean? It must look attractive, load quickly, and adapt to different screens, especially cell phones.
- Have optimized images
For the good functioning of the site, use optimized images, which have quality but do not compromise the loading of the page.
It is worth remembering that when we talk about tourism sales, using good pictures of the destinations helps to enchant the traveler.
- Know how to define keywords
Searches on the Internet are made through keywords, i.e. terms that define what is being searched for. Likewise, search engines use content based on these terms to position them in the results pages.
For example, a traveler who wants to visit Paris can search for information using the following terms: “what to do in Paris”, “when to travel to Paris “or “best tours in Paris”.
If you have an international travel agency and offer packages to Paris, it is worth producing content based on these terms. For sure, it will be easier for this traveler to find you.
- Have a blog with relevant content
However, using keywords is not the only requirement for your content to rank well. It must be informative, pertinent to the subject it covers, and relevant to the target audience.
Through good content, your tourism company, in addition to being able to position itself in search results, will be able to achieve authority status in its area of operation.
Therefore, our tip is to keep a blog with subjects related to the services you provide to then attract more customers.
- Work with link building
In practical terms, link building is an SEO strategy that consists in getting relevant links in other domains that lead to your site. In other words, having other sites refer to yours.
The links received from other sources are used by Google to evaluate the reputation and authority of a site.
It’s as if every link another site makes to yours counts as a vote of confidence in you. The more votes you have, the more authority you have with Google and the better position you will achieve in organic searches.
In addition to SEO strategies, there are several tools that help you apply them. Among them are:
- Google Analytics: Google’s analytics tool that allows you to monitor your tourism company’s online performance.
- Search Console: free tool that shows how Google sees your site. You can analyze criteria such as appearance, traffic, indexing, crawling, and security.
- RD Station marketing: complete digital marketing platform that issues reports on the optimization of your pages in relation to defined keywords.
- SEMrush: a search marketing tool that allows you to analyze your competition, monitor positioning, issue error reports, and manage projects.
- Yoast SEO: one of the most popular WordPress plugins that helps you create sitemaps, templates with defaults for title, description and page URLs.
How to Apply SEO for Travel Companies?Digital Marketing for Tourism
SEO is important, not only for online search engine positioning, but for all digital marketing strategies for your tourism business.
It is a tool to be applied in your site’s publications, social networks, e-mail marketing and other promotional actions. And, like any digital marketing strategy, it requires knowledge, planning, and dedication to be put into practice. And of course, time.
So how to apply SEO in the digital marketing of your tourism company and still be dedicated to providing customer service? Our tip is to invest in hiring a specialized digital marketing agency to help you apply SEO best practices to attract the traveler to you.
This is what Travel Media PR does, an agency specializing in tourism marketing that leads a series of projects aimed at leveraging tourism businesses and making them stand out in the market.
With extensive experience in the loyalty of destinations and tourism companies, Travel Media PR owns portals with large volume of hits, achieved with the best SEO strategies.
Among them, it is worth mentioning the Guia Viajar Melhor website, which is among the top results in searches for news related to tourism in Brazil, with over 15 thousand hits daily.
The article “100 destinations to visit in Brazil“, published on the portal, is a successful case of Travel Media PR with regard to SEO in digital marketing. When searching on Google for “places in Brazil”, it appears in the top positions.