[REVIEW] : SEO: crucial issues for the tourism sector
If the internet is important for business communication in general, this is particularly true for professionals in the tourism sector. Indeed, the web offers tourists the possibility of finding out about their destinations and finding the offers that suit them, much more easily than before.
A tourism business that doesn’t exist online is a lame horse in a horse race. She has very little chance of achieving her goals, and of surviving. However, having a website is not enough to acquire customers. It must be effectively animated to be sure to hit its target.
A set of techniques makes it possible to achieve this end, this is what is called SEO (Search Engine Optimization), or natural referencing.
Tourism: local SEO
For a player in the tourism sector, one of the challenges of SEO is none other than online presence on a local level. Search engines, in particular Google, offer tools to promote the quick contact between companies and Internet users from the same region. Local referencing is essential to make yourself known already in your own region, and to appear credible in the eyes of everyone.
Today, geolocation is widely used by Internet users to find hotels, restaurants, ticket agencies, etc. To make your site appear in the first search results of your potential customers, a local SEO strategy must be put in place. This is one of the missions that SEO agencies accomplish.
International SEO in the tourism sector
From travel agencies to CHR (Cafés Hôtels Restaurants), via airlines, all tourism professionals have customers from all over the world. So this is one of SEO issues in the tourism sector.
Whatever your job in the sector, your site must be optimized to reach as many people as possible internationally. 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 land of origin of Google, the latter is not used as much as in France.
To do international SEO, you must adapt your site to the most used search engines in the countries of your main customers. For this, it is essential to create different language versions of your site. Each version must have a local IP address depending on the country concerned.
Various other actions are to be carried out. For example, if you carry out your activity in the French capital, do not hesitate to join an SEO agency in Paris to succeed in the international referencing of your site. Competition between companies in the tourism sector is fierce in Paris, as in other major tourist cities in France.
To exist and impose yourself in this environment, the support of a web referencing professional is necessary.
Analysis of the SEO positioning of its site and its place in the tourism sector
The race for visibility on the internet is hotly contested among tourism professionals. To successfully SEO your site or blog, regular performance monitoring is paramount. The analysis of the positioning of your site on the search results pages will help you to detect the flaws in your SEO strategy. You should also be interested in the positions occupied by your competitors.
If, like almost all professionals, your SEO is based on the Google algorithm, consider using Search Console. This tool allows you to follow 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. The ideal would be to use a specialized SEO agency.
The structuring of the website for better referencing
The site of a CHR-type establishment, a tour operator or a travel agency must be recognized from the home page. This starts with its structure. The challenge of natural referencing in the tourism sector is to segment the site so as to create main menus and categories in order to prioritize content.
As a tour operator, for example, your site must include categories devoted to the different activities you organize, tourist circuits, terms, etc. The structure of the site makes it possible to determine the pages which present excellent SEO potential and highlight them.
Creation of SEO optimized content
The basis of SEO is content. It is essential to publish articles that meet the expectations of the target audience and Google’s requirements. It’s the only way to 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. Preferably, the contents should be written in several languages. They must also be optimized according to the SEO rules of the search engine used.
Netlinking with quality backlinks
Netlinking (also called link building) is a strategy of choice for improve positioning of a website. The principle is to create a network of backlinks that land Internet users on the targeted site. The increase in these links strengthens the reputation of the site. However, they must be of high quality to have the desired impact.
For tourism professionals, the challenge is to find backlinks from well-known booking centres, directories and sites in the same sector, keeping in mind that these sites should not compete with their own. To do netlinking, you must buy quality backlinks. With the support of an SEO agency, you will create links that bring added value to your site.
Customer reviews are important on all sites, regardless of industry. In the field of tourism, they are essential. Customer reviews influence the decision of a tourist when consulting the various offers.
Managing the comments left by Internet users on your services and/or products impacts the e-reputation of your site. This rubs off on the SEO of the site. To increase the click-through rate your site receives, consider using specific encoding to highlight customer reviews on search results pages.
Why should you buy netlinking?
Why should you consider buying links?
You could say that the main reason you want to buy backlinks is because everyone else does, but that’s not the only reason you should decide to buy quality backlinks.
To start, maybe you should see what is a backlink?
Other reasons to buy backlinks are:
- A growing number of businesses are buying backlinks, now more than ever. And that can include your competitors
- Whitehat netlinking strategies, such as blogger outreach and article publishing, are used by businesses of all sizes.
- As the cost of buying links increases, so does the number of businesses buying backlinks and going in-house.
Overall, it’s worth noting/repeating that a lot has changed when it comes to buying backlinks, the biggest change being that Google’s algorithms are getting extremely smart at determining which backlinks are relevant and those that are not.
Therefore, even if you want to buy quality backlinks to increase upvotes on your website, you need to be careful because you cannot buy just any link and expect success.
But that’s not all, there is the risk of engaging in black hat link building if you choose the wrong SEO agency. With this, you end up getting low quality links to your site.
What does Google think of Netlinking?
According to the search engine, this is a huge risk, and if Google identifies that you got paid low-quality links, you could easily be penalized for violating Google’s guidelines.
While this is scary and confusing, you have to think of it this way – whatever approach you use to get backlinks to your website, you’re still buying the links, one way or another. .
And even though Google is getting smarter at understanding how different companies buy backlinks, the truth is that Google will easily ignore the means by which you got the backlinks if it is able to find relevance.