This presentation shares an outstanding seo strategy for any tour & travel portal to increase revenue inflow & brand recognition.

1. SEO STRATEGY FOR
A TOUR & TRAVEL
PORTAL
PRESENTED BY – PANKAJ MALIK
LINKEDIN.COM/IN/MALIKPANKAJ
TWITTER.COM/PANKAJMALIK_IN
FACEBOOK.COM/PANKAJMALIK.IN
Boost Sales Through Relevant Traffic
1
April 02, 2014

2. Disclaimer
2
 This document is built on superficial research on tour & travel
industry.
 Organization’s internal work dynamics has not been
considered while strategizing.
 The focus is on factors other than price that influence
customer buying behaviour.
Hence, the strategy shared may not be aligned with Tour
& Travel Organization’s internal strategy.
(Explanation is given wherever is necessary. You will find hyperlinked
“explanation” button on respective slides to land on their explanation
slide)

3. Content
3
 Objective
 Strategic Approach
 Segmentation
 Keyword Targeting
 Contextual Link Building
 Other Strategies
 Precautions
 Summary

4. Objective
4
 To attract highly relevant web traffic through
contextual marketing (influencing customer
buying behavior)
 Differentiate Tour & Travel portal with rest of the
tour & travel brands
 Increase revenue inflow through Tour & Travel
portal

5. Strategic Approach
5
Segmentation
Keyword
Targeting
Contextual
Link Building

6.  Buyers Persona
 Identification through reverse engineering of tour–package
categories offered by the industry leaders
 Segmentation through internal discussions on identified buyers
persona
 Demographic Segmentation (examples)
 focused age group 35 years & above (Family Vacation)
 focused on people who like to visit new places (Exotic Holidays )
 focused on professionals & businesses (Business Tour )
 focused age group 25-35 years (Honeymoon)
 focused age group 20-30 years (Tour with Friends)
 focused to pilgrims (Religious Holidays)
 Seasonal Vacations – (Summer, Winter etc.)
Segmentation
6

7. Segmentation Contd.
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 Travel Mode based Segmentation
(examples)
 Travel by Plane
 Travel by train
 Travel by bus
 Travel by Taxi
 Social Media based Segmentation
(examples)
 Twitter is more popular in US & Europe
(Geographic Seg.)
 LinkedIn for professionals & businesses
(Demographic Seg.)
 Facebook for interest based targeting
(Demographic Seg.)
 Pinterest is mostly used by women (Demographic
Seg.)
 Instagram for photography interest based folks
(Demographic Seg.)

8. Segmentation Explanation
8
 Segmentation helps in identifying right context to communicate
targeted marketing message that persuades buyers for purchases
 For example, search result for tour packages with following seo details
would get more clicks by a person of age group 35 years & above
 Title tag – Best family packages for kids, parents & grand parents
 Meta description – Find out best family tour packages, sun-facing hotel
rooms & special play station services for kids and much more.
 Landing page content (images, text, video etc) representing or talking about
family
 Whereas, search result with below seo details would attract more traffic
from age group 20-30 years
 Title tag – Lowest tour packages for most thrilling places
 Meta description – Best deals - river rafting, scuba diving, water boating all
exciting activities in a single tour package for a group of 6 persons.
 Landing page content (images, text, video etc) sharing information related
to young people
 Besides, Google shares context based search results. (from keywords to
contexts: new query model)

9. Objectives Achieved Through
Segmentation
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• Clear understanding of customers & their needs
• Better context identification for marketing
Need
Identification
• Unique, high quality & low competitive keywords
• Keywords targeting to buyers persona
Keyword
Identification
• How to add exotic tinge to your business tour (e.g.)
• 3 things to consider in buying family holiday packages (e.g.)
• Facilities for pilgrims at vaishno devi temple (e.g.)
Topic
Identification
• Interests & hobbies identification of potential buyers
• Topics related to buyers persona
Websites
Identification

10. Keyword Targeting
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 Long tail keyword targeting will be a good
strategy to bring highly targeted traffic
 Potential buyers use long tail keywords more
often while preliminary research on various
options for vacations
 Hence, these keywords offer opportunities to
connect at early stage of buying cycle
 Segmentation based keywords like
 Best business tour package deals
 River rafting places in india
 Luxury hotels near to mumbai airport
 Places preferred by women
 Limited traffic for these keywords can’t be
ignored. Therefore, 80-20 approach is apt for
initial milestone
 80% keywords will be unique, high quality &
low traffic keywords and 20% high
competitive & high traffic keywords
More than 85% of search
traffic come from long tail
searches

11. Contextual Link Building
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 Back linking with sites & forum
related to
 Interests – Tour, traveling, places,
holidays etc.
 Topics – family, business, Easter,
sacred & spiritual etc.
 Local listings under only relevant
category to attract local traffic
 Participating & Posting Links in
forums to clarify doubts related to
immigrant’s travel and related
matters.
 Motivate social media audience to
share links through regular
engagements
Tour & Travel
Portal
Intent
& Relevance
Interests
& Topics
Hence, Tour & Travel will get more opportunities to increase page &
domain authority.

12. Other Strategies
 PR strategy to attract investors and build
brand trust
 Coupons & schemes to attract social media
traffic
 Launch notifications and pre-order forms for
seasonal tour package
 Loyalty bonus schemes for repeat visitors
12

13. Precautions
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 Strike a balance between segmentation and
proliferation in product categories due to it, otherwise,
it may lead poor management of products
 Website structure may need to change significantly
 It may require significant amount of new content
 Close collaboration is required among entire
marketing function – marketing strategists, content
writers and seo experts

14. Summary
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 This approach would help in proliferation in traffic by 2x
per month (approx.) within 6 months and 5x per month
(approx.) in a year
 Highly targeted traffic on websites would ensure greater
chances of sales conversion, thus, increase revenue
inflow
 This targeted approach will help in accurate mapping
and satisfying customers’ needs, hence, Tour & Travel
portal’s brand value would enhance in their perceptions.
 Besides, it can be scaled up, seamlessly, to other
initiatives like ppc & display campaigns and email
campaigns etc.

15. 15
THANK YOU