As the Travel & Hospitality Industry rebounds, competition in organic search results is intensifying. With more people traveling, businesses are vying for top positions in Google. But how can traveler data-based SEO give you an edge in this competitive landscape?
Capturing High-Value Traffic in a Competitive Market
Recent U.S. TSA travel data shows that the number of daily travelers has now exceeded pre-pandemic levels. As a result, organic search competition among travel and hospitality websites as a whole is at an all-time high. According to a recent study by Conductor, organic search traffic remains a crucial source for travel businesses, driving over 30% of website traffic. This makes SEO a vital investment for companies aiming to attract highly targeted, low-cost potential customers compared to paid advertising.
Source: Conductor 2024 Organic Search Traffic Benchmarks Report
Data-Driven SEO Strategy
A well-executed SEO strategy not only boosts brand awareness through increased online visibility but can also lead to more bookings through organic search results. Leveraging traveler data, such as search behavior and preferences, allows businesses to refine their SEO efforts, creating content that directly addresses traveler needs and improves online visibility.
Understanding Website Analytics
We want to highlight that website analytics data might not provide a complete picture. Due to evolving data privacy regulations and tracking limitations, analytics should be seen as a guide to overall performance rather than an exact measure. Focusing on long-term trends and outcomes, rather than daily or weekly fluctuations, will give a more accurate view of your site’s success.
At Rooted Rock Marketing, we’re passionate about unlocking SEO potential for travel and tourism businesses. With a long history of working with travel clients including regional tourism organizations utilizing the Simpleview platform, we love partnering with destination brands to make their websites powerful tools for attracting and converting more travelers. Reach out today to start maximizing your destination's SEO potential!
About the Author
Paula Keck is head of Agency Operations and Project Management at Rooted Rock Marketing. She is passionate about industry innovation and uses her expertise to guide her teams to success.
About the Editor
Shelly Cihan is Founder and Lead Strategist at Rooted Rock Marketing. For over a decade she has dedicated her professional career to learning, executing, and speaking about SEO and Digital marketing.