@andrevankets

SEO Tactics for the Tourism Industry

More direct bookings

Pay the OTA’s less

Pay Google less

Marketing Budget?

50%

40%

5%5%

SEOPaidSo

cial

Oth

er

Marketing Returns?

$EO > $ocial

SEO:Recipe & Tactics

SEO Ingredients

#1 Google Setup#2 Tech Setup#3 Keywords#4 Links#5 Content

#1Google Setup

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

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

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

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

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

#1

#2Tech Setup

SEO Friendly CMS

http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/

http://springnest.com/

Mobile Friendly

https://search.google.com/search-console/mobile-friendly

Secure

https://security.googleblog.com/2014/08/https-as-ranking-signal_6.htmlhttps://www.bluecorona.com/case-studies/https-seo

36%

increase in organic traffic

#3Keywords

Book Analogy

/car-hire/cape-town/

/car-hire/?destination=789

/journey/highlights-of-botswana/

/safaris/highlights-of-botswana/

Use the words your customers use.

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

Use them in the right places.

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.

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.

Use synonyms, just like people would.

Which keywords?

https://adwords.google.com/KeywordPlanner

http://www.keyword.io/

Betty’s Bay Guesthouse - Self Catering Accommodation in Betty’s Bay

<TITLE>

</TITLE>

Betty’s Bay Guesthouse

Betty’s Bay Self Catering Accommodation

Betty’s Bay Accommodation

Home page

Rooms

Facilities

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

Website A Website B

#4Links

World’s biggest popularity contest.

Website A Website B

QuantityQualityRelevanceLocation

Who links to you right now?

Who links to your competitors?

https://www.majesticseo.com

Links & Keywords

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

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

7,417 links to homepage

228,270 links to the entire website

19k

17k

9k

200k

Don’t be tempted to take link short-cuts

• 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

Google penalty

So how do I get more links?

So how do I get more links?

earn

#5Content

Book Analogy 2.0

QualityRelevanceFreshnessQuantity

What type of content will improve my rankings / SEO?

“Content without value is spam.”

https://moz.com/blog/how-to-rank

Content on your site

67% links point to blog pages

Content on other sites

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

User Generated Content

Big Content

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

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

Which strategy should you use?

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

#BONUSSecret Ingredients

Rich Snippets / Schema

Rich Snippets / Schema

https://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/

Rich Snippets / Schema

Google 360 Tours

Google 360 Tours

Google 360 Tours

Google 360 Tours

#1 Google Setup#2 Tech Setup

#3 Keywords#4 Links#5 Content

#6 Secret Ingredients

HomeworkGoogle Basicshttps://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 Techhttp://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/https://springnest.comhttps://search.google.com/search-console/mobile-friendlyhttps://security.googleblog.com/2014/08/https-as-ranking-signal_6.htmlhttps://www.bluecorona.com/case-studies/https-seoKeywordshttps://www.link-assistant.com/news/landing-page-optimization.htmlhttps://adwords.google.com/KeywordPlannerhttp://www.keyword.io/https://www.quicksprout.com/university/how-to-use-the-keyword-planner-for-adwords/ Linkshttps://support.google.com/webmasters/answer/66356?hl=enhttps://www.majesticseo.comhttps://moz.com/products/pro/seo-toolbarContenthttps://moz.com/blog/how-to-rankhttps://www.slideshare.net/samuelscott/how-to-integrate-pr-into-seo-strategyhttps://moz.com/blog/how-to-create-content-that-keeps-earning-linkshttps://webmasters.googleblog.com/2011/05/more-guidance-on-building-high-quality.htmlSecret Ingredientshttps://builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/ Extra Bonus - Free Online Coursehttps://skl.sh/moz

• Copy of presentation • Content partners• NearMe app for your site• Google’s 360 tours• SEO Advice

andre@discoverafrica.com