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Seo strategy for a tour & travel portal
1. SEO STRATEGY FOR
A TOUR & TRAVEL
PORTAL
PRESENTED BY – PANKAJ MALIK
LINKEDIN.COM/IN/MALIKPANKAJ
TWITTER.COM/PANKAJMALIK_IN
FACEBOOK.COM/PANKAJMALIK.IN
Boost Sales Through Relevant Traffic
1
April 02, 2014
2. Disclaimer
2
This document is built on superficial research on tour & travel
industry.
Organization’s internal work dynamics has not been
considered while strategizing.
The focus is on factors other than price that influence
customer buying behaviour.
Hence, the strategy shared may not be aligned with Tour
& Travel Organization’s internal strategy.
(Explanation is given wherever is necessary. You will find hyperlinked
“explanation” button on respective slides to land on their explanation
slide)
3. Content
3
Objective
Strategic Approach
Segmentation
Keyword Targeting
Contextual Link Building
Other Strategies
Precautions
Summary
4. Objective
4
To attract highly relevant web traffic through
contextual marketing (influencing customer
buying behavior)
Differentiate Tour & Travel portal with rest of the
tour & travel brands
Increase revenue inflow through Tour & Travel
portal
6. Buyers Persona
Identification through reverse engineering of tour–package
categories offered by the industry leaders
Segmentation through internal discussions on identified buyers
persona
Demographic Segmentation (examples)
focused age group 35 years & above (Family Vacation)
focused on people who like to visit new places (Exotic Holidays )
focused on professionals & businesses (Business Tour )
focused age group 25-35 years (Honeymoon)
focused age group 20-30 years (Tour with Friends)
focused to pilgrims (Religious Holidays)
Seasonal Vacations – (Summer, Winter etc.)
Segmentation
6
7. Segmentation Contd.
7
Travel Mode based Segmentation
(examples)
Travel by Plane
Travel by train
Travel by bus
Travel by Taxi
Social Media based Segmentation
(examples)
Twitter is more popular in US & Europe
(Geographic Seg.)
LinkedIn for professionals & businesses
(Demographic Seg.)
Facebook for interest based targeting
(Demographic Seg.)
Pinterest is mostly used by women (Demographic
Seg.)
Instagram for photography interest based folks
(Demographic Seg.)
8. Segmentation Explanation
8
Segmentation helps in identifying right context to communicate
targeted marketing message that persuades buyers for purchases
For example, search result for tour packages with following seo details
would get more clicks by a person of age group 35 years & above
Title tag – Best family packages for kids, parents & grand parents
Meta description – Find out best family tour packages, sun-facing hotel
rooms & special play station services for kids and much more.
Landing page content (images, text, video etc) representing or talking about
family
Whereas, search result with below seo details would attract more traffic
from age group 20-30 years
Title tag – Lowest tour packages for most thrilling places
Meta description – Best deals - river rafting, scuba diving, water boating all
exciting activities in a single tour package for a group of 6 persons.
Landing page content (images, text, video etc) sharing information related
to young people
Besides, Google shares context based search results. (from keywords to
contexts: new query model)
9. Objectives Achieved Through
Segmentation
9
• Clear understanding of customers & their needs
• Better context identification for marketing
Need
Identification
• Unique, high quality & low competitive keywords
• Keywords targeting to buyers persona
Keyword
Identification
• How to add exotic tinge to your business tour (e.g.)
• 3 things to consider in buying family holiday packages (e.g.)
• Facilities for pilgrims at vaishno devi temple (e.g.)
Topic
Identification
• Interests & hobbies identification of potential buyers
• Topics related to buyers persona
Websites
Identification
10. Keyword Targeting
10
Long tail keyword targeting will be a good
strategy to bring highly targeted traffic
Potential buyers use long tail keywords more
often while preliminary research on various
options for vacations
Hence, these keywords offer opportunities to
connect at early stage of buying cycle
Segmentation based keywords like
Best business tour package deals
River rafting places in india
Luxury hotels near to mumbai airport
Places preferred by women
Limited traffic for these keywords can’t be
ignored. Therefore, 80-20 approach is apt for
initial milestone
80% keywords will be unique, high quality &
low traffic keywords and 20% high
competitive & high traffic keywords
More than 85% of search
traffic come from long tail
searches
11. Contextual Link Building
11
Back linking with sites & forum
related to
Interests – Tour, traveling, places,
holidays etc.
Topics – family, business, Easter,
sacred & spiritual etc.
Local listings under only relevant
category to attract local traffic
Participating & Posting Links in
forums to clarify doubts related to
immigrant’s travel and related
matters.
Motivate social media audience to
share links through regular
engagements
Tour & Travel
Portal
Intent
& Relevance
Interests
& Topics
Hence, Tour & Travel will get more opportunities to increase page &
domain authority.
12. Other Strategies
PR strategy to attract investors and build
brand trust
Coupons & schemes to attract social media
traffic
Launch notifications and pre-order forms for
seasonal tour package
Loyalty bonus schemes for repeat visitors
12
13. Precautions
13
Strike a balance between segmentation and
proliferation in product categories due to it, otherwise,
it may lead poor management of products
Website structure may need to change significantly
It may require significant amount of new content
Close collaboration is required among entire
marketing function – marketing strategists, content
writers and seo experts
14. Summary
14
This approach would help in proliferation in traffic by 2x
per month (approx.) within 6 months and 5x per month
(approx.) in a year
Highly targeted traffic on websites would ensure greater
chances of sales conversion, thus, increase revenue
inflow
This targeted approach will help in accurate mapping
and satisfying customers’ needs, hence, Tour & Travel
portal’s brand value would enhance in their perceptions.
Besides, it can be scaled up, seamlessly, to other
initiatives like ppc & display campaigns and email
campaigns etc.