As avid Googlers, website users and Internet surfers, the back-end algorithms that always seem to know exactly what we’re searching for can feel like a blessing. That is, of course, until you’re trying to understand those algorithmic strategies to improve your own website. Search Engine Optimization, or SEO, as it’s so fondly referred to in the corporate world, is a way to improve websites to gain visibility on search engines. As more companies and individuals begin to tap into the market of SEO, it’s important to have some strategies tucked away so that you too can keep up with competitors. Here are some easy tips and tricks to help advisors improve their SEO, even for those who aren’t tech-savvy.
Why It Matters
Besides staying relevant and up-to-date with the latest technology, SEO is important to businesses for a handful of reasons. First, and perhaps the most obvious, is visibility. Especially for an industry like travel where the field is highly competitive, finding a way to stand out and drive bookings is critical. Technology and algorithms are the digital drivers in today’s world, so it’s necessary to play into those advantages and increase visibility to a potential audience.
Implementing and effectively using SEO strategies also generates a sense of trust and credibility with the audience. Think about the last time you looked something up. If the page you were looking for wasn’t within the top half of the results, chances are low that you scrolled all the way down to the bottom of the page, and chances are even lower that you went to the second page of those results. Most web users trust the top links on the first page, and the same could be said for finding a travel advisor or agency. Using SEO not only helps increase visibility but also increases the chances of an advisor’s site being a top result, and therefore creates a sense of credibility for the brand.
The last reason to utilize SEO is that it pushes more targeted traffic to the site. Travel is a broad industry with many sectors, so by using appropriate terms and content relevant to an advisor’s specific brand, the prospective audience will more likely match the advisor’s services and help to increase bookings.
When To Implement SEO
As with most things technology-related, there’s a time and place to implement strategies. New businesses are naturally an important time to drive as much traffic as possible to a website as the brand establishes a clientele. Use SEO content to your advantage and speed up the process of creating internet credibility.
Rebranding or redesigning would be another instance where SEO would be beneficial. Not only is it about showing off all the hard work that went into redoing the website, but if changes are already being made to the back-end setup, there’s no time like the present to start implementing good algorithm practices.
Declining website traffic is also a scenario that could use a little SEO revamp. Technology changes quite rapidly, and it’s only a matter of time until strategies and methods age out. Staying fresh and relevant to liven up the website will help get those numbers back up.
Strategies
SEO is not necessarily a one-size-fits-all approach, and there are multiple ways to go about it. Hiring an agency that specializes in SEO could be a convenient option for some, though a bit costly. Check out these strategies any advisor can try without breaking the bank.
Utilize Location Key Words
On your website, include some location-specific verbiage in the content so that travelers searching in the area can find you specifically. Any geographic markers, neighborhoods, regions or city names placed at the beginning of a body of text will help Google and other search engines pull up an advisor’s site when it’s appropriate.
Encourage Positive Reviews
Search Engine Watch, an organization producing daily insights and analytics about SEO marketing, recently noted that 72% of consumers will take action after reading a positive review. Not only do positive reviews on Google and Yelp help to solidify a brand in general, but consumers interacting with a website help to boost SEO search results. It’s a win-win for establishing a positive reputation and enhancing website traffic.
Get on Google Maps
Speaking of geographics, SEO prioritizes the businesses that appear on Maps, meaning that an advisor’s site is more likely to be on the first page of search results. Not only does a brand appear more credible and reliable when it shows up in multiple places online, but it also helps to narrow in on prospective clients when they search for phrases like “travel advisors near me.” A Google Business profile is required for this strategy, though it is free to set up.
Build a Network of Links
Interlacing any relevant links throughout the site can be a great way to beef up an advisor’s internet presence in the eyes of Google, as this strategy establishes a sense of authority on the web. Link social media accounts, blogs written for other sites, surveys, educational resources — anything that builds a reputation as a reliable source is fair game.
Make the Website Mobile-Friendly
Google’s study guide for optimizing your website noted that mobile-friendly sites show up higher on search results, and visitors who encounter non-mobile-friendly links are five times more likely to leave. Even if it means a little reformatting here and an adjustment of the layout there, ensuring that a site is functional on both a computer and phone is crucial, as it reduces the chance of prospective clients leaving due to convenience.
Consider Keyword Research Tools
If you’re open to using paid resources to help guide the SEO process, research tools like Ahrefs or Serpstat would be a good place to start. The two software companies help to identify which industry-relevant words and phrases are trending so that advisors can better gear content to meet those trends. It’s not completely necessary for SEO implementation, but it can do some of the heavy lifting depending on your business needs.
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