If the internet is important for business communication in general, this is especially true for professionals in the tourism sector. Indeed, the web offers tourists the opportunity to learn about their destinations and find an offer that suits them, much easier than before.
A tourism business that does not exist online is a lame horse in a horse race. She has very little chance of achieving her goals and surviving. However, owning a website is not enough to attract customers. He must be effectively animated to be sure to hit his target.
A set of techniques allows you to achieve this goal, which is what is called SEO (Search Engine Optimization) or natural referencing.
Tourism: local SEO
For the actor tourism sectorone of the challenges of SEO is nothing but network presence at the local level. Search engines, especially Google, offer promotion tools fast contact between companies and internet users from the same region. Local referencing is essential to already recognizing yourself in your region and to look credible in everyone’s eyes.
Today, internet users widely use geolocation to find hotels, restaurants, ticket agencies, etc. In order for your site to appear in the first search results of your potential customers, a local SEO strategy must be established. This is one of the missions of SEO agencies.
International SEO in the tourism sector
From travel agencies to CHR (Cafés Hôtels Restaurants), through airlines, all travel professionals have clients from all over the world. So this is one of SEO problems in the tourism sector.
Whatever your job in the sector, your site needs to be optimized to reach as many people internationally as possible. In France, natural referencing is essentially focused on Google.
The primacy enjoyed by this web giant is due to the fact that its search engine is by far the most used in France. But this is not the case in other countries. Even in the United States, the country of origin of Google, the latter is not used as much as in France.
To do international SEO, you have to customize your page with the most commonly used search engines in the countries of your main customers. For this, it is important to create different language versions of your site. Each version must have a local IP address depending on the country in question.
Various other actions need to be performed. For example, if you do business in the French capital, do not hesitate join an SEO agency in Paris for succeed in internationally referencing your site. Competition between companies in the tourism sector is fierce in Paris, as in other major tourist cities in France.
In order to exist and impose yourself in such an environment, the support of web referencing experts is necessary.
Analysis of SEO positioning of your site and its place in the tourism sector
The race for visibility on the Internet has been fiercely contested among tourism professionals. To successfully SEO your website or blog, regular performance monitoring is the most important. Analyzing your site’s positioning on search results pages will help you identify flaws in your SEO strategy. You should also be interested in the positions held by your competitors.
If, like almost all professionals, your SEO is based Google’s algorithm, consider using the Search Console. This tool allows you to track and analyze the evolution of your SEO results. On the other hand, to analyze the performance of competing sites, you will need to apply more advanced technical knowledge. It would be ideal to use a specialized SEO agency.
Structuring a website for better referencing
The site of the CHR type institution, tour operator or travel agency must be recognized from the home page. This starts with its structure. The challenge of natural referencing in the tourism sector is yes segment the site to create main menus and categories to give priority to content.
As a travel organizer, for example, your site must include categories dedicated to the various activities you organize, tourist circles, dates, etc. The structure of the page allows you to specify the pages they represent great SEO potential and highlight them.
Creating SEO optimized content
The basis of SEO is content. It is necessary to publish articles that meet the expectations of the target audience and Google’s requirements. That’s the only way see your site indexed by search engine algorithms and positioned on the first pages of search results.
In the tourism sector, the challenge of content creation is twofold. It is desirable that the content be written in several languages. They must also be optimized in accordance with the SEO rules of the search engine used.
Netlinking with quality feedback
Netlinking (also called link building) is the strategy of choice for improve positioning websites. The principle is to create a network of backlinks that bring Internet users to the landing page. Increasing the number of these links strengthens the site’s reputation. However, they must be of high quality to have the desired effect.
For tourism professionals, the challenge is to find feedback from well-known reservation centers, directories and sites in the same sector, bearing in mind that these sites must not be in competition with their own. To perform netlinking, you must buy quality feedback. With the support of an SEO agency, you will create links that bring added value to your website.
Customer reviews are important on all sites, regardless of industry. In the field of tourism, they are necessary. Customer reviews influence the decision of tourists when consulting various offers.
Manage comments left by Internet users your services and / or products affect the e-reputation of your site. This is reflected in the SEO site. To increase the clickthrough rate your site receives, consider using specific coding to highlight customer reviews on search results pages.