How to Research Effective Keywords: Travel, Tourism and Hospitality
Keyword research is one of the most important stages of any successful SEO campaign. Finding the keywords that best suit your products and services will significantly improve your company’s search engine visibility and increase your chances of attracting visitors to your website. However, it’s not always about getting visitors to your site; it’s about getting the right kind of visitors and in order to achieve this you have to have an understanding of the demands of the travel and tourism market.
The keywords visitors most commonly type into search engines can be established by using online SEO tools such as Sistrix and Searchmetrics. These tools detail how frequently certain keywords or keyword phrases are searched for, helping webmasters establish the most popular search terms that relate to their products and services. However, in order to fully understand the value of a keyword, a webmaster has to have a clear knowledge of their own website and the products and services offered within its pages.
When drawing up a list of keywords that you feel are appropriate for your website, you need to ask yourself a few questions such as: How relevant is the keyword to your website’s content? Will potential visitors find what they are looking for on your website when using these keywords? Will any traffic generated from these search words/phrases result in conversion? etc.
For example, if your business specialises in family holidays, then phrases such as “family holidays in Barcelona”, and “family holidays in Italy” would be useful keywords. However, it is also worth considering that these keywords are likely to highly competitive, so always try to establish as many natural sounding variations/synonyms as possible (Barcelona holidays for all the family).
One-word Search Terms and Longtail Keywords
One-word search terms such as “holiday” are often highly sought after by businesses as they have a high monthly search volume. However, such terms are also highly contested in marketing (SEM) as well as optimisation (SEO), meaning a high level of investment would be required to establish a high index ranking for these terms. Additionally, as “holiday” is a very vague and ambiguous term, these search phrases often have a low conversion rate. For example, your website might sell extreme sports holidays, whereas the user is looking for a budget city break.
An alternative to one-word search terms is longtail search terms, which provide millions of unique and specific search terms. These longtail search terms (for example: “Luxury European city cruises”) carry a much higher conversion rate and target users searching for a specific booking opportunity.
Once you have determined your keywords and keyword phrases, it is important to develop a semantic word cloud that relate to your services. Continuing with the “extreme sports holiday” as an example, your semantic word cloud could include words and phrases such as “sport holidays”, “skiing”, “wind surfing” etc. This will target specific members of your target group.
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