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Seo Tactics for the Tourism Industry @ WTM Africa 2017 - Andre Van Kets

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With such a strong focus on Social Media these days, many tourism companies forget to focus on arguably the most powerful digital marketing tactics: SEO. Andre motivates why SEO is vital for travel companies, explains the fundamentals of how search engines like Google work, and shares some very practical tactics on how the tourism industry can improve their Google rankings through good SEO.

Special thanks to my references... in order of appearance :)

Google Basics
https://www.google.com/analytics/
https://analytics.google.com/analytics/academy/
https://www.google.com/webmasters/
http://www.google.co.za/business/
https://www.reachlocal.com/sites/default/files/ondemand/attachments/reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf

Tech
http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/
https://springnest.com
https://search.google.com/search-console/mobile-friendly
https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html
https://www.bluecorona.com/case-studies/https-seo

Keywords
https://www.link-assistant.com/news/landing-page-optimization.html
https://adwords.google.com/KeywordPlanner
http://www.keyword.io/
https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/

Links
https://support.google.com/webmasters/answer/66356?hl=en
https://www.majesticseo.com
https://moz.com/products/pro/seo-toolbar

Content
https://moz.com/blog/how-to-rank
https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy
https://moz.com/blog/how-to-create-content-that-keeps-earning-links
https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html

Secret Ingredients
https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/

Extra Bonus - Free Online Course
https://skl.sh/moz

Veröffentlicht in: Marketing

Seo Tactics for the Tourism Industry @ WTM Africa 2017 - Andre Van Kets

  1. 1. @andrevankets SEO Tactics for the Tourism Industry
  2. 2. More direct bookings
  3. 3. Pay the OTA’s less
  4. 4. Pay Google less
  5. 5. Marketing Budget?
  6. 6. 50% 40% 5% 5% SEO Paid Social Other
  7. 7. Marketing Returns?
  8. 8. $EO > $ocial
  9. 9. SEO: Recipe & Tactics
  10. 10. SEO Ingredients
 #1 Google Setup #2 Tech Setup #3 Keywords #4 Links #5 Content
  11. 11. #1 Google Setup
  12. 12. https://analytics.google.com/analytics/academy/
  13. 13. http://www.google.co.za/business/
  14. 14. https://www.reachlocal.com/sites/default/files/ondemand/attachments/reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf
  15. 15. #1
  16. 16. #2 Tech Setup
  17. 17. SEO Friendly CMS http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/ http://springnest.com/
  18. 18. Mobile Friendly https://search.google.com/search-console/mobile-friendly
  19. 19. Secure https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html https://www.bluecorona.com/case-studies/https-seo 36% increase in organic traffic
  20. 20. #3 Keywords
  21. 21. Book Analogy
  22. 22. /car-hire/cape-town/ /car-hire/?destination=789
  23. 23. /journey/highlights-of-botswana/ /safaris/highlights-of-botswana/
  24. 24. Use the words your customers use.
  25. 25. https://www.link-assistant.com/news/landing-page-optimization.html
  26. 26. Use them in the right places.
  27. 27. We sell custom holidays to Africa. Our custom holidays to Africa are authentic. If you’re thinking of booking a custom holiday to Africa, please contact our Africa custom holiday specialists.
  28. 28. We sell custom holidays to Africa. Our custom holidays to Africa are authentic. If you’re thinking of booking a custom holiday to Africa, please contact our Africa custom holiday specialists.
  29. 29. Use synonyms, just like people would.
  30. 30. Which keywords?
  31. 31. https://adwords.google.com/KeywordPlanner http://www.keyword.io/
  32. 32. Betty’s Bay Guesthouse - Self Catering Accommodation in Betty’s Bay <TITLE> </TITLE>
  33. 33. Betty’s Bay Guesthouse Betty’s Bay Self Catering Accommodation Betty’s Bay Accommodation Home page Rooms Facilities
  34. 34. https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/
  35. 35. Website A Website B
  36. 36. #4 Links
  37. 37. World’s biggest popularity contest.
  38. 38. Website A Website B
  39. 39. Quantity Quality Relevance Location
  40. 40. Who links to you right now?
  41. 41. Who links to your competitors?
  42. 42. https://www.majesticseo.com
  43. 43. Links & Keywords
  44. 44. https://moz.com/products/pro/seo-toolbar
  45. 45. https://moz.com/products/pro/seo-toolbar 7,417 links to homepage 228,270 links to the entire website
  46. 46. 19k 17k 9k 200k
  47. 47. Don’t be tempted to take link short-cuts
  48. 48. • Paid text links • Link schemes • Excessive link exchanges • Large scale article marketing with commercial anchor text • Others… https://support.google.com/webmasters/answer/66356?hl=en
  49. 49. Google penalty
  50. 50. So how do I get more links?
  51. 51. So how do I get more links? earn
  52. 52. #5 Content
  53. 53. Book Analogy 2.0
  54. 54. Quality Relevance Freshness Quantity
  55. 55. What type of content will improve my rankings / SEO?
  56. 56. “Content without value is spam.” https://moz.com/blog/how-to-rank
  57. 57. Content on your site
  58. 58. 67% links point to blog pages
  59. 59. Content on other sites
  60. 60. https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy
  61. 61. User Generated Content
  62. 62. Big Content
  63. 63. https://www.discoverafrica.com/herdtracker/
  64. 64. https://www.drivesouthafrica.co.za/child-visa-checklist/
  65. 65. Which strategy should you use?
  66. 66. https://moz.com/blog/how-to-create-content-that-keeps-earning-links https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html
  67. 67. #BONUS Secret Ingredients
  68. 68. Rich Snippets / Schema
  69. 69. Rich Snippets / Schema
  70. 70. https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ Rich Snippets / Schema
  71. 71. Google 360 Tours
  72. 72. Google 360 Tours
  73. 73. Google 360 Tours
  74. 74. Google 360 Tours
  75. 75. #1 Google Setup #2 Tech Setup #3 Keywords #4 Links #5 Content #6 Secret Ingredients
  76. 76. Homework Google Basics https://www.google.com/analytics/ https://analytics.google.com/analytics/academy/ https://www.google.com/webmasters/ http://www.google.co.za/business/ https://www.reachlocal.com/sites/default/files/ondemand/attachments/ reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf Tech http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/ https://springnest.com https://search.google.com/search-console/mobile-friendly https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html https://www.bluecorona.com/case-studies/https-seo Keywords https://www.link-assistant.com/news/landing-page-optimization.html https://adwords.google.com/KeywordPlanner http://www.keyword.io/ https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/ Links https://support.google.com/webmasters/answer/66356?hl=en https://www.majesticseo.com https://moz.com/products/pro/seo-toolbar Content https://moz.com/blog/how-to-rank https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy https://moz.com/blog/how-to-create-content-that-keeps-earning-links https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html Secret Ingredients https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ Extra Bonus - Free Online Course https://skl.sh/moz
  77. 77. • Copy of presentation • Content partners • NearMe app for your site • Google’s 360 tours • SEO Advice andre@discoverafrica.com

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