Missive Digital, being a content driven organic digital marketing agency, specializing in SEO for SaaS, B2B, and IT, our team was well-versed in the challenges associated with these industries. However, when a potential client approached us for Travel SEO, we were hesitant. None of us had ever dealt into the travel and tour industry, and we were unsure if we could provide the same level of expertise that we were known for.
After much discussion and consideration, we decided to take on the challenge. Our team dove headfirst into researching the travel industry and its unique demands for SEO.
We worked on and created a comprehensive SEO strategy for our new Travel client.
After months of hard work, we were able to generate amazing SEO results for our Travel client.
Let us tell you the story behind it.
The Objective to Achieve for Travel SEO
- Drive organic growth
Target Regions (based on priority)
- US
- UK
- India
- Worldwide
Challenges We Faced for Travel SEO
During the first discovery call, we got to know
- The business owner lives in the UK but manages a business in Thailand, where he hardly goes in a year.
- Because of the nature of this business, which is seasonal, the peak period was about to start when we were onboarded. So, we had little chance for experiments.
- The sales were very low.
- Due to poor sales, they had a very, very limited budget.
- They capture inquiries from the WhatsApp chat button on the website. So, it’s difficult to track the leads based on the clicking of a button.
- The website design is poor, and their tour packages were not explained enough and right.
- Considering the industry, social media distribution was also cliche with negative ROI.
- The business owner does all the implementation – website, blogs, tech, or social media. So it was a challenge for social media distribution and videos and an advantage for the rest.
The Best Part of Doing SEO for this Thailand based Travel Site
- They understand SEO but don’t have the expertise in content-driven SEO. So recommendations were quickly approved and implemented.
- Because the business owner looks after all the tech implementation, we never faced any delay in experimenting and implementing.
- The content was created at scale based on the topics we used to suggest.
Services Offered to the Thailand-based Travel Company
- SEO (Tech, On-page, Link-building)
- Content Strategy
- Content Creation
- Social Media (for a couple of months)
The Solution for Travel SEO Company
1. Perform detailed keyword research and clustering
The commercial pages were live without considering keywords for the respective pages.
We performed thorough and detailed keyword research for all the commercial pages.
Here are our very early keyword research sheets, and it looked like – too much data, and too much confusion, hush:
2. Optimize the messaging of the commercial tour pages
We started optimizing the commercial pages across the relevant keywords based on the extensive keyword research we did for the landing pages.
This helped us optimize the messaging of the commercial tour pages and give the user a clear idea about the different tour packages offered by our client.
3. Remove keyword cannibalization
We encountered a keyword cannibalization issue when we started optimizing the commercial pages. The detailed keyword research helped us to make clusters to bifurcate blog and money keywords.
As mentioned above, the commercial page optimization helped us deal with the keyword cannibalization issue, which was affecting the visibility and performance of the webpage.
5. Resolve technical issues
A thorough and detailed technical audit helped us identify the technical glitches that needed a fix. Here are a few of them.
A. Audit for multilingual pages to resolve the hreflang errors.
B. Schema tags
We worked on providing product, review, and FAQ schema tag suggestions for the commercial pages. Immediately after we provided the markup, our client implemented those, and here are the results of our suggestions.
We started getting visibility in search appearance for product, review, and FAQ results.
C. Internal Linking to 3XX
While auditing the website via. ScreamingFrog, we found internal links to 3XX pages, and we replaced them with the right pages with status 200.
6. Create a strategy to increase blog page conversions and engagement
Our focus here was to drive conversions through the visitors landing on our blog pages. As we knew we were getting good traffic for our blog pages, we worked on improving the page layout, adding customized CTA’s, and so on.
7. Suggested blog topics to create relevant content
When we started optimizing the existing blogs on our clients’ websites, we learned that there were issues with the Titles of the blog. The title did not match the content flow. So, from here onwards, we started giving topic suggestions so our clients could get the content written around them.
Now, we optimize the content first, considering all the SEO factors, and then our client gets it published.
8. Wrote a blog for them
We wrote a blog for our travel client. Everything here, from topic identification to optimizing, was done by us, and here are the impressions of the blog.
9. Optimize the commercial pages and blogs every month.
For new blogs, we optimize the blog first, and then they get it live. We work on optimizing the older ones as well. We work on all the parameters mentioned below when doing optimization.
- The overall content of the pages
- Use of main keywords across the content
- Content flow
- Title and SEO Tags
- Graphics and Alt Text
- Heading tags
- FAQs Suggestions
- Internal links
- CTA suggestion
- Schema markup for FAQ, videos, article/blog
10. Build a strong internal linking structure
We are continuously working on an internal linking structure for the website. The internal link was not done across very important page keywords. We developed the strategy for the same, identified the important keywords across the different pages, and started implementing it.
This improved the internal linking structure of the website and gave a boost to our important keywords.
11. Created social media strategy and content
We wanted to bring traffic and visibility through social media. We curated the social media calendar for our Travel client.
Here, you can see the impact of social media –
12. Conversion Rate Optimization
We analyzed the website visitors’ behavior using Hotjar, a CRO tool. We found few users were experiencing page loading issues.
Based on the analysis, we suggested technical improvements that needed an immediate fix and were going to improve the user experience (UX).
13. Conducted a thorough competitor analysis.
We did a thorough analysis of our competitors to understand where we stand and the factors that need improvement.
The Results for Travel SEO
The organic visibility of the Travel business increased by 1582% in the last 6 months
The organic traffic of the Travel company increased by 13821% in 6.5 months
The new users of Travel business increased by 14077% in 6.5 months
While you’re looking to grow your travel business online, our SEO services can help. Reach out to us now with the goals you want to achieve in the next quarter or two.
