Travel Industry

How to Maximise SEO Within the Travel Industry

Horrible year, right? Already thinking about your next holiday, I bet. Chances are, when you come round to book it, you’ll look online. You’re not alone. With so many people now pricing and booking holidays online, the need for SEO within the travel industry has never been greater.

Online Travel Agencies or (OTAs) such as Expedia, Booking.com, and TUI spend incredible amounts of money every year just to make sure its them at the top when you want to book that week in Mexico you’ve been dreaming of.

With so many holidays canceled last year, there is pent up frustration and a desperation to escape to a sunny destination. When the COVID restrictions finally lift, there is going to be a mad rush in booking holidays. Make the most of this pent up frustration and get ahead of the game with an SEO investment today.

 

With a seeming dominance from the giant corporations, how can smaller businesses hope to compete?

 

Direct Services:

Often, a hotel on Expedia isn’t exclusive to them and you might offer the same hotel, for the same dates, for a cheaper price. So how do you take a chuck of some of that traffic?

The simple answer is SEO.

There are a few things you can do yourself, but others you might not be able to.

For example, you can look at specific amenities the hotel has which might be attracting traffic or you think would attract traffic. For example, is your Florida hotel within a 5 minute drive from Disney? Is it the only hotel that has an infinity pool in a 5-mile radius?

Understand your products and which services make them unique. Then, optimise your page for it. Does TUI’s site only briefly mention how close it is to Disney? Put it in your title, your H1, your meta description! That way, when people search for “hotel within 5 miles of Disney” you should see an increase in your search engine ranking and in turn, your site traffic.

More specifically within this strategy is the option is to try and rank for what we call ‘long tail keywords’. These are almost sentence length search terms that your site can be optimised for in order to stand out from the rest.

For example:

  • Hotels close to Buckingham Palace London
  • Dog-friendly hotels in Cheltenham
  • New York Hotel near Michelin star restaurant

By attempting to optimise your pages for longer tail keywords, you increase your chances of Google ranking your pages when people search for these specific terms over just attempting to compete in the endless waves of “London hotels”, “Cheltenham hotels” or “New York hotels”.

Here at MR SEO, we can crawl your site through our expert industry programs and develop a bespoke strategy based on the search terms you could be aiming to rank for and competing against the mega-corporations with. Get in touch today if you want to use our and discuss this further.

 

 

I’m a local travel agent without a huge online presence, what can I do?

 

Fear less! The high street isn’t dead! With holidays reaching well into the thousands to exotic places across vast oceans, many people hesitate when booking online.

They just want to give someone a location and some dates and be given the options. Often, online booking can be complicated and faulty, which scares many people when handing over such a huge amount of money. Especially when it comes to the older generations, they like a professional to make sure their booking goes smoothly with them, rather than trusting themselves to input data into completed sites with so many variables.

This is where a local campaign can benefit. There isn’t a comparable pedestal to having a great online presence nationally, but there are still great local techniques that you can do yourself or we can work together to implement into your site.

We offer bespoke local SEO campaigns here at MR SEO, where we will do research on what people look for in your surrounding area, optimise your site to just try and get in-person traffic through the door or on the phone rather than making online bookings.

You can also use tools yourself such as Google My Business which when set up correctly will increase your local visibility and local search traffic. For example, once your site is set up for a bespoke local campaign, we might optimise your My Business page with your opening times, address, inviting photos of your business, example products, and contact details. All of which, should increase your in-store visitors, online traffic, telephone conversions, or all three.

For any further information on how a bespoke local travel strategy might benefit you, get in touch today!

 

 


SEO Results on a screen

How Long Does SEO take?

First things first, and I can’t stress this enough, SEO is not instant.

Although our society is often after instant gratification, especially in the technology sector, patience is required with SEO. Our online deliveries are dropped off on the next day or even the same day, money can be sent app to app instantly and holidays can be booked at the press of a button but SEO is a process you have to stick with if your results are not instant.

First thing first is to get a professional to do it for you. There are small SEO changes businesses can make that might see a small increase in their traffic or ranking but it’s what we do best, so you can trust us to do it properly.

We’ll give you detailed reports and updates constantly on the changes we are making, the goals of our strategy, all your analytics and important statistics and be in constant contact when you need to.

We offer bespoke SEO consultancy. Together we can decide what’s best for your company.

 

Quick Wins

There is the potential for immediate impact within SEO, which here at MR SEO we call quick wins. These can be anything from implementing our extensive keyword research to fixing technical errors on your site and can give you an immediate boost when ranking for particular terms.

That means that its although you may see smaller improvements on traffic and ranking positions on your site, it isn’t going to jump from 56 to 1st overnight. If you’re an ecommerce website, you’re not going to see customers flooding your store and making purchases, and chances are your revenue isn’t going to increase in the first week of implementing your campaign.

 

Long Term Strategy

Like anything, it’s difficult to pinpoint an exact amount of time that it takes for your company to see organic traffic from SEO. The length of time it takes to see organic results depends on various different factors such as:

  • Your competition
  • The different keywords you are ranking for
  • How healthy your site is
  • How easy Google can crawl your site
  • The volume of search behind your particular services or products

We will build a bespoke strategy to tackle the most important things for your business first so you can see results as soon as possible. Over the course of the months after, we will implement various updates, changes and audits in order to stay ahead of the game and ensure you are ranking as high as possible.

 

Why does it take SEO so long to work?

Since SEO is impacted by so many smaller things, it’s nearly impossible to see results right away. It takes Google time to determine things like:

 

  • The relevance of your page to a user's search
  • What the images on your site are
  • Alt tags
  • Title pages
  • Headings
  • Meta descriptions
  • How long it takes for your page to load
  • How many backlinks you have on your page
  • Broken Links

 

All of this information, and more, determines where you rank in search engine results pages and can will all take time within your SEO strategy to see an impact.

 

Conclusion

With all that in mind, it’s easier to understand why SEO takes a little longer to work than other strategies. But what is the exact time it takes to get serious results in ranking, traffic and conversion rates?

There is no exact time, but all things considered, it typically takes 4-6 months to see organic traffic from SEO. That time is measured from the very start of your campaign and implementation.

Once we have developed our bespoke strategy designed for your business, we will get to work on implementing whatever changes need to be made so you can focus on other important aspects of your business and grow further.

However, the work is not done after 6 months if you see an improvement!

We will work with you to give you constant, month by month, implementation updates. If you’re competitors increase their SEO, we have to stay on top of our game to ensure you secure their traffic. SEO is a long-term investment in seasonal services and products too, with many e-commerce sites seeing their best months around Christmas. With various impacts on SEO at all times, take the stress out of having to deal with it yourself and invest in us. A long term investment in SEO is a long term investment that should reap rewards and ROI (Return Of Investment).

Get in touch today.


Why Google My Business is a Key Part of SEO

Launching in 2014, Google My Business quickly skyrocketed one of the most crucial aspects of a local business’s online marketing campaign. Google My Business is a user interface that a business can set up and make it easier for people to find you based on their location, your location or the service you offer. With features such as opening hours, easy accessibility, contact details and product photos, when optimised correctly Google My Business is an unprecedented tool.

 

 

But why do Google My Business and SEO go hand in hand?

Often, a well optimised Google My Business page is the first thing people see when searching for your business specifically. For example, when searching for this specific plumbing shop, the Google My Business is prominent on the desktop search.

 

 

Example of a search engine page with a prominent google my business section

 

 

I want one, what do I need?

 

A Google account, your business information and an hour of your time.

That’s it.

Just create a google account, go to https://www.google.com/intl/en_uk/business/ and click “Add your business to Google”.

 

 

 

Google My Business Set Up Page

 

 

Then begin to fill out your business information where prompted. Once your My Business page is set up, you should see banner like the plumbing shop above when searching for your brand.

 

 

 

Where SEO comes in

Ranking for your own brand is great if you are already established as a local business. The next challenge, however, is ranking for your service or product, separate for your brand.

 

For example, have you ever looked for a local service or shop without knowing one by name? Bakers near me or card shop Romford for example? If your business is called ‘Smith Avenue Bakers’ you should rank when someone searches ‘Smith Avenue Bakers” once your GMB page is set up.

 

This is because using those keywords, there is very little competition. If someone searches “bakers near me” however, you are competing against every baker in the local area to the GPS location of ht customer searching. Especially within built up areas, this can be extremely competitive and demanding.

 

Google My Business can increase your chances of showing up in Google's Local Pack, Local Finder, Google Maps, and organic rankings in general, so the more key information, reviews you can generate and appealing photos, the more trustworthy Google will see you as and therefore rank you.

 

 

Getting the edge on your competitors:

 

Photos

Photos are a great place to start. Photos of your products, your infrastructure so people can recognise your establishment from the street or even your staff members can all be inviting to a potential customer looking online for your service.

For example, look at these two different bakeries and their Google My Business pages:

 

Bakery Google My Business Page

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Prestons has inviting photos of their products immediately visible to the person searching. This could play a huge part in a customer’s decision as they may want a particular product you serve that they can see in the picture without having to enquire.

 

 

Reviews

Reviews are also a huge part of building the trust relationship. The more high star reviews a business has, the more reliable they seem. This can massively influence a potential customers decision.

 

As you can see, the 4.8 star reviews of the Prestons Village Bakery, has an impressive, inviting 5 star graphic which is one of the first things visible to the searcher. The Percy Ingle 4.0 rating only has a 4 star graphic to represent it.

 

This seems like a small difference and although it may well be impossible for businesses to aim exclusively for five star reviews, the difference in an extra star on your GMB graphic could be the difference in a customer choosing your establishment.

 

The importance of Google My Business on your local business is absolutely not to be overlooked. Setting one up can be done without any prior experience and could make an immediate difference to your company.

 

Here at MR SEO, we can keep track of your GMB, optimising it further and keeping track of analytics such as My Business visitors, interactions, how many times people have clicked for directions and much more information for you to build a strategy around.

 

This would all be included in our monthly local optimisation package along with website optimisation, monthly reports and constant communication with yourselves.

 

Get a consultancy today!


Google December Core Update

Google Rolls Out December 2020 Core Update

Google has taken the decision to roll out the December 2020 core update. But what does this mean?

 

What is a Core Update?

 

This is the third Core Update of the year after the January 2020 Core Update and the May 2020 Core Update. A core update applies tweaks or changes to Google’s algorithm, meaning the SEO industry must adapt fast to either utilise new tools that benefit their web traffic or, if negatively affected, minimise the damage done by the change in algorithm.

 

Why is the December 2020 Core Update Noteworthy?

 

Most of the more recent previous Core Updates have been minor in terms of impact except the May 2020 Core Update which two a fortnight to roll out and left webmasters having to overcome new obstacles. However, early reports suggest this new December 2020 is even more sizable than its predecessor. Fluctuations in top 20 search results were nearly double compared to the same time period after the May 2020 Core Update.

 

Does this affect me?

 

Google withheld the update for Thanksgiving and black Friday to both pass unafflicted and allow businesses to continue their ecommerce trade in an unprecedented year for online sales. However, many still have concerns with the timing of the update due to their reliance on online holiday sales. Small businesses could be devastated in the months before Christmas if they do not get the traffic they were receiving before the update at such a crucial time in their financial calendar.

 

Desktop search changes were most noticeably affected in the health, real estate, travel, finance, law and government. Within mobile searches there was significant difference within the health, law and government, jobs and education, pets & animals, and real estate sectors.

 

Despite some users claiming to have lost over 40% of their Google organic traffic from the update, others are benefiting from it. Therefore, it may not be anything to worry about for your business. In fact, in many cases, it may be beneficial.

 

I’ve Noticed a Negative Impact, What Can I Do?

 

So, you have noticed a negative impact on your site since the update and you’re wondering what you can do to get back on your feet as quickly as possible? This update seems to have benefited content-heavy sites, with Google indicating users to “focusing on ensuring you’re offering the best content you can” as that’s what their “algorithms seek to reward”.

 

Another action you can take is to keep your website updated as a whole. Google gave a great example of why the standard of your content is key:

“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before. The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them,” Google wrote.

 

Google has suggested that you may see a slight recovery over time but no major change until a further core update later. They have however, issued a helpful post on what to do if you were hit which can be seen here: https://developers.google.com/search/blog/2019/08/core-updates


Analytics snapshot

A Guide To SEO Quick Win's

It is always important for any individual or business looking to tap into the potential of search engine optimisation (SEO) not to take an excessively short-term approach. Indeed, this is one reason why we consistently advise our own clients to invest in three months’ work with us to give a chance to see the results of our work together.

 

However, it is also true that ‘quick wins’ – actionable measures that have been shown to consistently deliver a short-term impact – can still have a part to play in a longer-term SEO strategy. After all, as complicated a field as SEO can undoubtedly be, not all proven SEO measures are greatly difficult to understand or take a long time to yield results.

 

So with the above in mind, here are some ‘quick wins’ you might try with your own brand’s search engine optimisation efforts:

 

Research and use relevant keywords

 

While keyword research tools – like the one that Google provides as part of its Ads Pay Per Click (PPC) service – can help you to pick out potential keywords for your SEO campaigns, you can also come up with relevant keywords simply by searching for them.

 

If you are currently optimising for ‘Italian restaurants in Camberwell’, for instance, you may be able to group this with other keywords that are largely the same in intent and meaning, such as ‘Camberwell restaurants’ or ‘Italian restaurants in South London’.

 

One potential way to come up with relevant keywords is to perform a Google search for a query you’re already optimising for, and scroll to the ‘Searches related to...’ section towards the bottom of the results page.

 

Aim to capture ‘featured snippets’

 

Featured snippets are a now-familiar part of the Google search landscape, a portion of the text of an especially relevant page often showing up when one performs a search for a given query.

 

If your business currently has one of its pages ranking on the first page of the search results and a featured snippet from a competitor presently appears at the top of the results page, you might optimise your page to try to win that featured snippet.

 

Optimise your category-page copy

 

Category pages are the often unglamorous and forgotten nephews of homepages, product pages and landing pages, frequently featuring less-than-compelling copy.

 

That means there’s almost always something to be gained by optimising that copy afresh with SEO in mind, including to appeal better to the human user.

 

Write regularly, with human users in mind

 

Engaging and relevant content provides a powerful means of boosting your site’s search ranking performance, but the production of it should not feel like a chore.

 

Constantly writing relevant content – even if not all of it is ultimately published on your site – will help to generate useful and topical ideas for SEO-worthy blog posts.

 

Also go beyond merely targeting search-engine bots; ensure your content is engaging and provides real value for human users, as attempting to hook in search engine spiders alone is likely to lead to high bounce rates among real visitors.

 

Optimise your business in other parts of the web

 

It’s likely that your business will have a presence online extending beyond its website. Your brand might have various social media profiles, for example, that may only be updated sporadically, and therefore display conflicting address and contact details.

 

Optimising your organisation’s social media channels and directory listings with the same comprehensive information and well-chosen keywords will therefore help to send a strong signal of relevance and credibility to both search engine spiders and human users. And you may only need to spend an hour or so doing it.

 

Would you like to learn more about the SEO quick wins your own brand may be missing out on, as part of a broader and in-depth SEO campaign focused on delivering the best possible ROI? In that case, don’t hesitate to place your faith in Mr. SEO as your SEO agency in Essex. Complete and submit the below online enquiry form to request your free no-obligation SEO audit.

 


marketing disciplines blog

Why SEO Is One Of The Most Important Marketing Disciplines

A lot has changed in the marketing space since the popularisation of the World Wide Web in the 1990s, but one thing has remained remarkably steady since then: the importance of effective search engine optimisation (SEO).

 

SEO is the broad banner for a series of practices – including both on-site and off-site measures – designed to boost websites’ search engine rankings for relevant search terms.

 

It may seem easy enough, in the wake of the COVID-19 crisis, to argue that we are becoming an increasingly ‘digital-first’ world. Data released by the Office for National Statistics (ONS), for instance, indicate that Internet sales as a percentage of total retail sales in Great Britain reached 28.1% in October 2020, compared to just 19% as recently as February.

 

But the same trend graphs also show that even the coronavirus pandemic has simply accelerated a much longer-term transition, cementing what was already the ever-greater primacy of SEO in the marketing strategies of organisations around the world.

 

SEO helps to place your digital ‘shop window’ front and centre

 

In a world in which billions of searches are performed on Google alone – never mind the other leading search engines – every day, SEO is imperative for any business looking to market itself effectively in 2020.

 

That’s because, in 2020, it remains crucial for brands to generate healthy and targeted organic traffic. Your organisation’s website is as powerful a ‘shop window’ as even the most high-profile high-street presence it may have. It is a key frontier for making a positive first impression on prospective and current customers or clients, and building your brand’s authority in its industry.

 

Whether someone lands on your website in search of information about specific products or services, or to seek your expertise on a particular subject, SEO is as exceedingly far-reaching a marketing discipline as it has ever been.

 

That is especially the case given all of the data about visitor behaviour that your website also generates, encompassing key metrics like conversion rates, bounce rates, referrals, downloads and sales. The insights brought by these parameters can then be fed back into your SEO campaigns as you come to better understand and cater to your target audiences through search marketing.

 

Build your brand’s relevance, authority and leads through SEO

 

The competition between brands online has never been tougher. Millions of users are searching each day for the products, solutions and knowhow that will make their lives easier, and they’re routinely willing to pay for it. But with there now said to be more than 1.7 billion websites online, SEO is key to ensuring potential customers see your brand before they see that of a competitor.

 

Few of these human users have the time and the attention spans to look beyond the first few results in the search engine results pages (SERPs) for their particular query. And if your brand does feature among those initial results, it’ll signal that you are a trustworthy, credible and relevant source of the products, information or assistance the searcher requires.

 

That, in turn, translates into the well-targeted traffic and revenue that is the lifeblood of brands in almost every sector. It’s all the more reason for your brand to reach out to an SEO consultant in Essex who has a track record of consistently delivering positive ROI for his many UK-wide clients.

 

To request your free SEO audit that will help your own business to gain the best results from its involvement in this marketing discipline that remains as influential as ever, don’t wait any longer to get in touch with Mr. SEO.


Business Paper

How Covid-19 has impacted the SEO Industry & Search Trends.

The coronavirus pandemic has turned the world on its head, almost every industry would have been affected one way or another. If it has not affected you work wise, it would have from a personal perspective as isolation & lockdowns became the new norm.

 

As we slowly re-open different industries, I wanted to take a look at how the pandemic has specifically affect the SEO industry. When the pandemic first hit, I saw desperation from some parts, suggesting now was the time to invest in digital marketing. In some cases that might be correct, in other it might be a bad move. Our approach to digital marketing during this period should be calculated and well thought out.

 

What Changes Have We Seen So Far?

 

 

Well according to a survey carried out by conductor, although 65% of marketers expect to decrease their budget, more than half expected SEO to be of more importance during this period.

 

Google trends search

 

A quick look into Google trends will give you an idea of what is being searched across the globe. As you can see from the above covid, face masks and health related terms are increasingly on the rise as people search for guidance online.

 

It is increasingly important that what we put online has substance and is not just for our benefit.

 

Increase in Online Search

 

When people say that SEO increased because more people are at home in lockdown searching online, it is out of context. When we are online, we do more than just search via a search engine.

Yes, there was an increase in search engine use, but we also saw an increase in.

  • Emails being sent
  • People using news websites
  • Social Network Use
  • Online Banking
  • Sent instant messages

 

Online searches post covid 19

 

So there certainly has been an increase in search volume, it seems to be more across health-related & news websites or industries highly relevant to the pandemic.

 

SEO will look different for each and every industry, new website is seeing an increase in traffic and could potentially demand more from advertisers based on this.

 

Whereas non-essential shops or businesses who have been forced to close, SEO will be a lot less important for them.

 

Demand For SEO?

 


 

According to Google Trends, the term ‘SEO Agency’ is the highest it’s been in the last 5 years. This fully supports the idea that marketers are looking to engage in SEO as a cheaper form of advertising through this period.

 

As an SEO it shows there is plenty of reason to be optimistic about the future of the industry, as a business owner it shows that rankings for your most profitable keywords is going to get more and more competitive.

 

 

Why What We Put Online Is More Important Than Ever

 

 

As mentioned at the start of the pandemic I saw sales managers from large digital marketing agencies & PR agencies essentially suggesting that everyone should pump more money in digital marketing. This might be ok for some industries, but what about the travel industry for example?

 

Some companies who rely on travel to the US will have to wait a whole 12 months before they can send customers away on their holidays. Should they pump loads of money in while conversion is low?

 

 

Conclusion

 

There is no doubt that this pandemic will go down as a dark time in world history. As marketers should strive to provide expert advice to any brand looking to increase or decrease their spending without thinking of our own gain.

 

The trend suggests SEO is a marketing channel companies will use to find their feet again. I have worked with a few companies’ other past few months who although their industry has been struck badly, they’ve performed well against their competitors because of their long-term SEO strategy.

 

If you are looking for any SEO advice, get in touch today.


Introducing Google’s New Ranking Signal & Algorithm Update: Page Experience.

Google continues to improve the search results and experience for their users & webmasters and business owners we need to make sure we continue to monitor any update and algorithm change they make to ensure our business is as visible as possible for Google and other search engines.

 

 

Google made the announcement on the 28th of May and provided the following information.

 

I would advise all webmasters to have a read through Google’s official update. Below is a summary of what to expect.

 

- New Algorithm Update Will Be Launched sometime in 2021.

 

- It will be called: Page Experience Update.

 

- Google will give webmasters 6 months’ notice before launching.

 

- Page speed and cumulative layout shift are now coming from the "Core Web Vitals".

 

- Google has announced this will essentially replace AMP.

 

- Top story results will be a available to NON-AMP results.

 

- There is no indication of how vital or the weight of this ranking factor.

 

- Google also announced content is still more important & that you can still rank well with poor page experience but great content.

 

Here is a chart that Google came out with to explain what is part of this Google Page Experience update:

 

 

Core Web Vitals - MR SEO

 

What is page experience?

 

Many of you may be wondering, what is page experience? I am going to give a brief explanation.

 

Page experience quite simply the experience your user has on your website. From Google’s perspective, they will be looking at that that suggests that users engage with your website and that you have a good page experience. Page experience could be any of the following factors.

 

- Page Speed.

 

- Https / Website Security.

 

- How well the website displays across different devices such as mobile and tablet.

 

- Are there intrusive ads on the page?

 

As well as this Google is looking to refine further factors that will add to their page experience update. Although we do not know specifics on this, it is likely to be looking at speed and usability.

 

What are Core Web Vitals?

 

As the image above shows, Core Web Vitals are a range of metrics that google uses as signals for understanding a websites page experience.

 

In short, the metrics are:

 

 Largest Contentful Paint (LCP): how quickly a page loads. The LCP should occur within 2.5 seconds of when the page first starts loading.

 

 First Input Delay (FID): how quickly users can interact with a page. Pages should have an FID of less than 100 milliseconds.

 

 Cumulative Layout Shift (CLS): the visual stability of a page (jumping buttons, etc.). Pages should maintain a CLS of less than 0.1.

 

There are 6 tools you can use to gauge how well your site performs against this.

 

• Search Console

 

• PageSpeed Insights

 

• Lighthouse

 

• Chrome DevTools

 

• Chrome UX Report

 

• Web Vitals Extension

 

Although this isn’t an algorithm you should be panicking about right now, if you’re looking to future proof your website in preparation please get in to contact today and we can discuss how we can help you increase page experience and in turn you organic traffic.

 

Author: Michael Ryan is the Owner of MR SEO and SEO Agency in Essex intent on providing ROI for their clients.