There were days when websites didn’t play an important role in generating business for travel companies. The website were just a source of information for services and products.
Tourists had to directly land on the physical location, search and compare travel agencies and trekking guides. This is time-consuming and most of the time you have to get disappointed. Staying at the unmanaged hotels became the compulsion for tourists. Due to which they loathe coming back again and also they would never suggest to others in their circle. So to avoid these type of unexpected various travel agencies started giving information on the internet.
In today’s era, there is a competition between travel agencies to get on top of the search engine so that they can have more organic visitors to their website. Whenever they gain organic visitors, they convert them into sales and leads through various services and ad copy techniques.
Why SEO is important on Website?
SEO analysis is done before SEO optimization. Without analyzing the website, it’s difficult to step forward for optimization. SEO analysis is important to get a better understanding of the situation of the website. So, the strategy and plan can be made accordingly. Then, the SEO Audit is done to improve the ranking of the website.
This article provides a clear view of how we performed SEO analysis on travel and tour website to improve its ranking on SERP. We were successful in achieving the visibility of the website on the first page of Google. Previously the website was getting only 5-8 visits per day.
After working on the website, we were successful in gathering nearly 1000 visitors per day. It took us nearly 7-8 months for increasing the organic traffic. Also, we ranked more than 150 keywords on the google first page. Some of the ranked keywords were Place to visit in Nepal, Visit Nepal 2020, amazing mount Everest facts, etc.
You might be thinking that 8 months is too long but we all know that SEO takes time. The most difficult task is link building which is time-consuming. If special care is not taken while building link, then the website can have a negative impact. After working for On-page analysis, we worked building backlinks by analysing to our competitors’ sites.
Why SEO analysis is needed for Travel agency’s website?
The website is accessed in every part of the world. So, it’s a great platform for a travel agency to make a website and grow the business worldwide. Since the tourists or trekkers can be domestic as well as foreign. Thus Website can be a great marketing strategy for the travel agency. But without SEO, the website can be useless.
People like to go on Vacation for enjoyment and adventure experience. But they got confused about where to stay and about the trekking guide, facilities, securities, etc. So, the final way to approach is they queried on the internet. People will search for it on the internet and make the analysis.
How SEO benefits the Travel agency?
If the travel agency rank first on the search engine result page, then obviously people will visit that site. Whenever the visitors come to the website, they will get information about the place and services the agency provides. Then the travel agency can convert that visitor in lead and sales.
Let’s make a calculation on it. For example, the cost of visiting Mt. Everest is $1000 per person. If your website is getting 1000 organic visits per day, then, Of course, 2 – 5 per cent will make an inquiry through direct contact or any other means. Then, the Travel agency can convert them into a sale. The trekking is done in a group of people. Let’s say the group consist of 5 people, then the benefits will be $5000 per team and for the month the benefit can go up to $1000000.
How we approached the Website?
We looked at the website of the travel agency. SEO aside, the website was in poor condition. The website was not accessible. The theme used on the website was not in perfect condition. It was not built in a professional way. The developer hadn’t invested valuable time in building the website.
So, We asked our web developer to make customization to the website. The dev team applied the travel and tour theme on the website. Also, the developer built the necessary pages and designed it properly. Due to our developer team, we were able to achieve the maximum Utime of the website. We also asked our graphic designer to work on the website so that the graphics on the website can have best and optimized images. After the development of the website was finished then the website was handover to our SEO experts.
Technical SEO optimization
Before working on any other SEO analysis, We worked on the technical part of SEO. We worked for getting the website ready since the website was new. So, We worked on the following technical parts of the website.
Improved Speed of website
Speed of the website is necessary to increase user interaction on the website and reduce the waiting period. If the website is slow, it is obvious that online money transaction gets affected. Also, reservation is real-time booking and the number of people can make reservation simultaneously and if the website is slow, then webserver can get hanged which is not a good practice. If the website is not properly optimized, then the server can have internal server error that can harm the SEO of the website.
We all know that Google started taking the speed of the website as the major SEO factor. We checked the website on Gtmetrix and Google page insight and found that the speed was poor. So, We optimize the speed of the website. In the beginning, we worked with cache, minification, and updated the website technologies.
Images were not properly optimized. Therefore, with the usage of tiny png website, we optimize the size of each and every image that was present on the website.
Worked on device Responsibility of website
Responsibility of a website was necessary because visitors can be from any device. So, We preferred to choose a responsive WordPress theme so that it can be loaded on every device such as tablets, mobile, laptop, etc. We checked the responsiveness of the theme through various devices and finally adopt it.
HTTPS makes a website secure and is one of the SEO factors so, we installed an SSL certificate on the website. We also make our admin panel HTTPS secured and redirected every URLs to HTTPS. Also, we checked the mixing of HTTP and HTTPS for media files and other attached files and solved the problem.
Improve .htaccess, sitemap.xml, robots.txt files
We generated the sitemap.xml file. Generation of sitemap.xml was necessary so that search engine robots can crawl the website. We included the sitemap.xml link on the robots.txt files. Optimization of the Robots.txt was done successfully so that Search engine spiders don’t access some restricted pages. We used a .htaccess file to improve the speed of the website. Also, we used it for redirection purposes and block spam bot traffic as well.
SEO Audit through Google Search Console
After working on HTTPS setup, Speed and Device responsibility, we moved toward Google Search webmaster tool. We submitted the website to the Google Search console. Also, submitted the sitemap.xml and checked the robots.txt through search console.
After submitting the sitemap.xml to the Google Search console, I submitted different website URLs to get them indexed. Also, we checked the live version of the website to ensure that everything such as indexability, AMP version, etc. was okay.
Working on On-Page SEO analysis
After completing the technical SEO analysis, we checked the site for On-page optimization, and we came to know that, meta tags were not good. Also, there was very low content which was not good for the SEO. We used various premium tools to determine what was lagging on the site. Along with the suggestions from premium tool, We also worked on SEO ranking factors by ourself.
We worked with the keyword research. We worked out for the keyword difficulty, LSI keywords, etc. Also, we analyzed the competitors’ websites to ensure the efficiency of the keyword. We used premium version of Semrush SEO tool to get ideas about the keyword. Firstly, we list out the various keywords and hence, selected certain keywords.
Meta tags Optimizations
Then, we carried out optimization for meta tags such as title, description, etc. We included the selected keywords in the title and meta descriptions. We used Copywriting techniques to write meta tags to make it effective. Also, we included keywords in the alt tag of the image so that we can grab organic traffic through the image as well.
Content is the king of any website. So, we started working on content. We wrote SEO optimized content for the website. By doing keyword research, we included the keywords in the content and optimized the title and meta description with a keyword. Also, we optimized the content in a conversational way so that we can increase user engagement on the website. Similarly, we checked the content for any plagiarism to avoid penalty and finalize every content by formatting it and making the content free from grammatical errors before publishing it.
Last but not least, Backlink building is most important among all the SEO optimizations. We started working on building backlinks. With the usage of Ahrefs tools, we analyzed the competitors’ backlink and hence accordingly require the backlink from those domains. We pay special attention to the link quality and link relevance. We also performed a guest post to grab the inbound link.
Before building backlink, we were aware of link velocity, link farm, link juice, linkbait, etc. so, we don’t prefer such practices which are harmful to the site.
We found some spammy backlinks that point to our website. So, we used the disavow tool to tell Google search engine robot not to access those links while ranking our site.
Problem Faced during Backlink building
While carrying out the backlink building, We found that some backlinks were spammy. These links were deteriorating the ranking of the website. So, We decided to use the disavow tool to tell the google search bot about the spammy links so that while ranking the website, the bot will not access those links.
After working on the website, we keep eye on the performance of the website. We look at the analytics for understanding visitors. Analytics gives a clear view of your visitors so that we would know if any further improvements can be done. Here are the reports we analyzed from Google Analytics:
The above analytics image shows the information before beginning the SEO analysis. As we can see, in the beginning, there were only 9 visitors per day in April month.
At the end of April, We successfully achieved 40 visitors per day. The number is still going on.
Here you can see the peak traffic was on November 12. It means the ranking of the keywords is still going on.
The above pic shows the full graph on how the visitors are increasing daily. This result appears only because of SEO optimization.
In the above image, the report shows how traffic is gained. 88.16% of traffic is obtained from Search engine which will further improve the ranking of the website on SERP.
SEO is an ongoing process. The more you optimize your website the higher ranking it will get on the search engine result page. It needs more working on the site. Special care should be given while building backlinks. If referral traffics are from spammy websites, it can harm your website ranking too. Removing broken links and strings from the website URLs are good practice to keep your website clean and safe.
In this way, we successfully improved the rank of the website and also ranked different keywords on the first page of SERP.
Start SEO analysis from today
Do you own a travel and tour business? Are you frustrated by fewer visitors on your website? It’s normal to get fewer visitors after launching the website. But if you don’t continue performing the SEO then, there is no chance you can increase the traffic.
It’s simple that you can increase traffic through promotion and social media but it would be difficult to convert them into sales since referral traffics are just for business. You need organic traffic from search engines. Furthermore, it would be better if you target keyword ranking all over the world because tourists can be from any place in the world.
We have provided a gateway to SEO analysis in the article. We hope you too get higher ranking on SERP. If you encounter any problem while performing keyword research and SEO analysis, we are ever ready to help you in ranking your website. After all, we are here to grow your business and generate more leads.
Just ping us by filling the form below and we will approach with our plan and strategy to increase the rank of your website on the search engine result page.