Soaring above the competition with SEO
Getting to know consumers at each stage of their travel search journey—and crafting custom destination and aspirational content that reaches them at precisely the right moment—is vital to developing and implementing a successful SEO strategy. This is because consumers deliberating trips and holidays do plenty of research, but in different ways. For example, users looking for flights tend to prioritise price, with other factors such as airline and route taken into consideration. In short, they want to travel from A to B knowing they’re getting a reasonable price and their needs are taken care of. It’s straightforward, and booking happens fast.
Holidays, on the other hand, are different. Consumers often conduct more extensive research—and many start without a particular destination in mind. Browsing accommodations alone involves researching a number of hotels and resorts, viewing photos, reading reviews, finding out which amenities are included, and discovering which eateries and activities are nearby. It’s a lengthier process, and booking tends to occur gradually.
From the initial awareness stages to arriving at the final destination, connecting with users at each stage of their consumer journey can boost engagement and conversion rates, which can result in improved SEO performance. But how is it all done? In essence, we use information that already exists—like content that sits behind feeds and databases—and we leverage it for search engine visibility. We then customise, target, and scale out this content, making it accessible to the user each step of the way, at any time, and on any device.