With such a strong focus on Social Media these days, many tourism companies forget to focus on arguably the most powerful digital marketing tactics: SEO. Andre motivates why SEO is vital for travel companies, explains the fundamentals of how search engines like Google work, and shares some very practical tactics on how the tourism industry can improve their Google rankings through good SEO. Special thanks to my references... in order of appearance :) Google Basics https://www.google.com/analytics/ https://analytics.google.com/analytics/academy/ https://www.google.com/webmasters/ http://www.google.co.za/business/ https://www.reachlocal.com/sites/default/files/ondemand/attachments/reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf Tech http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/ https://springnest.com https://search.google.com/search-console/mobile-friendly https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html https://www.bluecorona.com/case-studies/https-seo Keywords https://www.link-assistant.com/news/landing-page-optimization.html https://adwords.google.com/KeywordPlanner http://www.keyword.io/ https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/ Links https://support.google.com/webmasters/answer/66356?hl=en https://www.majesticseo.com https://moz.com/products/pro/seo-toolbar Content https://moz.com/blog/how-to-rank https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy https://moz.com/blog/how-to-create-content-that-keeps-earning-links https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html Secret Ingredients https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ Extra Bonus - Free Online Course https://skl.sh/moz

1. @andrevankets
SEO Tactics for the
Tourism Industry

2. More direct
bookings

3. Pay the OTA’s less

4. Pay Google less

5. Marketing
Budget?

6. 50%
40%
5%
5%
SEO
Paid
Social
Other

7. Marketing
Returns?

9. $EO > $ocial

11. SEO:
Recipe & Tactics

12. SEO Ingredients
#1 Google Setup
#2 Tech Setup
#3 Keywords
#4 Links
#5 Content

13. #1
Google Setup

15. https://analytics.google.com/analytics/academy/

22. http://www.google.co.za/business/

23. https://www.reachlocal.com/sites/default/files/ondemand/attachments/reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf

27. #1

28. #2
Tech Setup

29. SEO Friendly CMS
http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/
http://springnest.com/

30. Mobile Friendly
https://search.google.com/search-console/mobile-friendly

31. Secure
https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html
https://www.bluecorona.com/case-studies/https-seo
36%
increase in organic traffic

32. #3
Keywords

33. Book Analogy

39. /car-hire/cape-town/
/car-hire/?destination=789

40. /journey/highlights-of-botswana/
/safaris/highlights-of-botswana/

41. Use the words
your customers
use.

42. https://www.link-assistant.com/news/landing-page-optimization.html

43. Use them in the
right places.

44. We sell custom holidays to
Africa. Our custom
holidays to Africa are
authentic. If you’re thinking
of booking a custom
holiday to Africa, please
contact our Africa custom
holiday specialists.

45. We sell custom holidays to
Africa. Our custom
holidays to Africa are
authentic. If you’re thinking
of booking a custom
holiday to Africa, please
contact our Africa custom
holiday specialists.

46. Use synonyms,
just like people
would.

47. Which
keywords?

48. https://adwords.google.com/KeywordPlanner
http://www.keyword.io/

50. Betty’s Bay Guesthouse - Self
Catering Accommodation in Betty’s
Bay
<TITLE>
</TITLE>

51. Betty’s Bay Guesthouse
Betty’s Bay Self Catering Accommodation
Betty’s Bay Accommodation
Home page
Rooms
Facilities

52. https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/

54. Website A Website B

55. #4
Links

56. World’s biggest
popularity
contest.

57. Website A Website B

59. Quantity
Quality
Relevance
Location

60. Who links to
you right now?

68. Who links to your
competitors?

69. https://www.majesticseo.com

70. Links & Keywords

71. https://moz.com/products/pro/seo-toolbar

74. https://moz.com/products/pro/seo-toolbar
7,417
links to homepage
228,270
links to the entire website

77. 19k
17k
9k
200k

79. Don’t be
tempted to take
link short-cuts

80. • Paid text links
• Link schemes
• Excessive link exchanges
• Large scale article
marketing with
commercial anchor text
• Others…
https://support.google.com/webmasters/answer/66356?hl=en

81. Google penalty

82. So how do I get
more links?

83. So how do I get
more links?
earn

84. #5
Content

85. Book Analogy 2.0

87. Quality
Relevance
Freshness
Quantity

88. What type of
content will
improve my
rankings / SEO?

89. “Content without
value is spam.”
https://moz.com/blog/how-to-rank

90. Content on your site

93. 67% links point to
blog pages

94. Content on other sites

98. https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy

99. User Generated Content

102. Big Content

103. https://www.discoverafrica.com/herdtracker/

104. https://www.drivesouthafrica.co.za/child-visa-checklist/

106. Which strategy
should you use?

107. https://moz.com/blog/how-to-create-content-that-keeps-earning-links
https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html

108. #BONUS
Secret Ingredients

109. Rich Snippets / Schema

110. Rich Snippets / Schema

111. https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Rich Snippets / Schema

112. Google 360 Tours

113. Google 360 Tours

114. Google 360 Tours

115. Google 360 Tours

116. #1 Google Setup
#2 Tech Setup
#3 Keywords
#4 Links
#5 Content
#6 Secret Ingredients

117. Homework
Google Basics
https://www.google.com/analytics/
https://analytics.google.com/analytics/academy/
https://www.google.com/webmasters/
http://www.google.co.za/business/
https://www.reachlocal.com/sites/default/files/ondemand/attachments/
reachlocal_5in15_webinar_5_google_my_business_basics_that_get_you_found.pdf
Tech
http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/
https://springnest.com
https://search.google.com/search-console/mobile-friendly
https://security.googleblog.com/2014/08/https-as-ranking-signal_6.html
https://www.bluecorona.com/case-studies/https-seo
Keywords
https://www.link-assistant.com/news/landing-page-optimization.html
https://adwords.google.com/KeywordPlanner
http://www.keyword.io/
https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/
Links
https://support.google.com/webmasters/answer/66356?hl=en
https://www.majesticseo.com
https://moz.com/products/pro/seo-toolbar
Content
https://moz.com/blog/how-to-rank
https://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategy
https://moz.com/blog/how-to-create-content-that-keeps-earning-links
https://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.html
Secret Ingredients
https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Extra Bonus - Free Online Course
https://skl.sh/moz

118. • Copy of presentation
• Content partners
• NearMe app for your site
• Google’s 360 tours
• SEO Advice
andre@discoverafrica.com