SEO

Gone are the days of working face-to-face with a high-street travel agency to plan and book an upcoming holiday, or flicking through Teletext to find a great deal and confirming over the phone.   Travel is now an integrated, digital experience, taking you from mobile to desktop and website to app, removing the need to talk to another human should you wish. Some of the most exciting advancements and trends lie in the travel app space, with household favourites and market disrupters challenging one another for the most useful features, the hottest in-app content marketing and the slickest user experiences.   Here's our round-up of 2019's best travel apps for anyone bitten by the travel bug. Trip planning   Your latest adventure will probably involve one/some of: transport to an airport, an overnight airport hotel stay, flights, transport to your accommodation, Airbnb reservations, day trips – the list goes on. Instead of scouring emails for different booking confirmations or having...

Featured snippets are a great piece of real estate to own on search engine results pages (SERPs). There isn’t a decisive way to achieve a featured snippet – only Google really knows how you get there. However, in this article we’ll cover tips that can increase your chances of earning a featured snippet while improving your pages’ usability and rankability.   Why bother with snippets?   Position 0 is the coveted spot for all websites – this is the highest possible spot you can rank on Google without advertising. And if you have the opportunity for your page to sit at the top spot, you’d be silly not to try and get there. That’s where featured snippets come in. They're great for your travel website, as you can rank above the first organic result.   Plus, according to ahrefs, 12.29% of keywords it tracks have a featured snippet – that’s approximately 14 million featured snippet opportunities. In...

Consumers are becoming savvier when it comes to marketing and advertising online. As found by Smart Insights, the global click-through rate of paid adverts across all platforms and formats was 0.05% last year. This is why differentiation through brand and customer reviews have become a brilliant way of enticing potential customers to visit your site and buy your offer. Let's dive straight into how you can leverage travel customer reviews to improve your click-through rates.   Why should you care about customer reviews?   Anybody online can voice their opinion or experience of a company through a review platform – this is why they are so important to you. In the eyes of potential customers, reviews are impartial opinions of a brand and deter or entice would-be customers to visit your site. As found by Invesp, 90% of customers read online reviews before visiting the business. Therefore, if nine out of 10 potential site visitors want...

Keyword research forms the basis of any website, and in a hyper-competitive industry like travel, it’s even more important. You don’t want to fall into the trap of launching a website and not knowing the search terms you are targeting – it’ll be a long uphill battle if you do. In this post, we uncover the tips that will help you identify the best keyword opportunities.   What is keyword research? Keyword research is about understanding a user’s intent when they conduct a search and what they're looking for in a site. It’s the process of understanding the motivations behind your potential customers then applying that knowledge to your site for SEO benefits.   For example, you wouldn’t launch a product to market without doing your consumer research beforehand. Keyword research is consumer research within the search-engine context. The benefits of continuous, thorough keyword research have positive impacts throughout your business and can provide insights...

Online Travel Agencies (OTAs) are a huge competitor for hotels, and with Statista projecting revenue of the online travel booking market to be £17.3 billion by 2023, this competition shows no signs of decreasing. We’ve compiled a list of seven ways how your hotel can compete with OTAs – and increase the chance of your customers looking at your site, rather than your competitor's. 1. Optimise for Mobile   People use their phones more than ever now, so optimising your site for mobile is crucial to your hotel staying competitive. The quicker, easier-to-use and more streamlined your booking journey is, the higher chance you have of converting site visitors to customers.   Furthermore, mobile optimisation has the benefit of improving your hotel's ranking on Google search results, as site speed is a factor in its ranking algorithm. Further details on how site speed impacts your site and tools to help you monitor it can be found here, and discover...

Building and earning quality backlinks is a great way to improve your Google ranking as they show that your content is high-quality, engaging and worth referencing. The downside is that link building can be time-consuming. Here are four tactics that make the whole process easier. Why should websites link to you?   Firstly, there are three questions you need to ask yourself before carrying out any link building:   Which users find your website useful, valuable and engaging? Which other websites do users visit? How do those websites compete with yours? This trio of questions sounds straightforward, but so many websites don't consider them. This is because they approach their link-building strategy with content in mind rather than context.   A common mistake is to link to a piece of content that solves the same issue or problem your own content aims to solve. Why give another website the chance to solve your own users’ problem? Don’t help your competitors! You...

The best way of improving your website's search-engine performance is by building and earning external links. They act as votes of authority, telling Google that your content is high-quality, valuable to searchers and worth referencing. Traditional methods of link-building are time consuming, but a great way of building a significant number of links is by leveraging your high-quality travel images. Build links through problem solving Written content needs to be engaging and unique to rank well and earn links. Image link-building is a tactic which websites overlook as they don’t see its potential. This strategy thrives on solving an issue the majority of webmasters face – what image should I use for this awesome piece of content I’ve written? Maximise your backlink potential The first place webmasters go to look for relevant, high-quality images are stock image websites – and this is where you want your images to be. The first step to building hundreds of...

The beginning of spring has echoed themes of change and progress throughout the digital sphere. From search engine updates to GDPR preparations, here are some of April’s biggest headlines from SEO, content marketing and digital PR. Google rolls out updated search algorithm Mutters of a Google algorithm update have been heard throughout the search and marketing industry this month, and on April 16th we finally got the news we’d been waiting for. Announcing the news via Twitter, Google identified the change as a ‘broad core algorithm update’, the likes of which systematically take place at several points throughout the year. Even so, businesses across the globe have been eager to discover exactly what the update means for them. The general consensus from Google is that these updates are an integral part of their work. While some users are expected to experience slight drops or gains in visibility during this time, the search engine...

Let’s cut to the chase – high-quality content is crucial to the success of your SEO strategy. If you fail to create engaging content, you risk spending a lot of time and money on a strategy that fails to deliver the rates of engagement and conversion you’re pushing for. Worse than that, you may even risk alienating your target audience. It’s pretty crucial stuff, so we’ve decided to lift the lid on why high-quality content is so important, with some examples of who’s doing it right. Read on to discover how to align content with your SEO strategy, before gaining some top tips on how to create quality content that resonates with your target audience. The SEO landscape, then and now The SEO landscape has changed dramatically over the years. Practices that were deemed effective in the early 2000s are now avoided like the plague by SEO experts. Flashback to the early days...

Semantic trends have played an increasingly central role in search for some time. Algorithms now have the ability to take whole queries into account, rather than simply focusing on specific keywords. By doing so, search engines are able to delve deeper into the intent behind each query, delivering tailored, highly intelligent results. 2013’s Google Hummingbird update marked a significant turning point for semantic search. For the first time, the technology required to understand the meaning behind specific searches was rolled out on a large scale. Rather than honing in on one or two keywords, the new algorithm was able to read and configure the meaning behind each query, denoting which results would be most relevant to the needs of the user. Appetite for intent-driven, conversational search has only grown in the years following Hummingbird. In 2018, an understanding of the latest semantic trends is a vital component of any successful SEO strategy....