Leveraging Google to grow your Travel Agency
Updated: Jul 12
Lets begin with a Simple Stat before we begin to Grow your Travel Agency
What these stats tell us is that if you wish to grow your travel agency then you need to be found on Google. So here are a list of things you should do to grow on Google
Optimise your website for Search Engines
Search Engine Optimisation is critical for your website to be found online when people are in the dreaming / Planning moments. (read here about Content marketing / Content creation) here are the basics you should be focussing on when creating your SEO strategy.
Conduct thorough keyword research to identify relevant keywords for your Niche (read more about it here) and incorporate them into your website’s content, meta tags, and page titles. The best tool to use for your Keyword research is Google Keyword tool. (9 Billion searches happen daily on Google, so its safe to say that Google has complete up to date stats on the Keyword you are researching for)
I am assuming that you have figured out your Niche and have discovered what could work as Lead magnet for you. What you now need to do is to create high-quality, informative and engaging content that provides value to your target audience.
It is imperative that you regularly update your website with new content, blog posts, and travel tips to keep your website fresh and relevant and make sure that you are updating your lead magnets and keeping them relevant.
Right Website Structure
Ensure your website has a clear and easy-to-use structure, with clear headings, subheadings, and a logical site hierarchy.
Mobile Optimised / Mobile first approach
Make sure your website is optimised for mobile devices, as an increasing number of people are using their smartphones to search for travel information. As per Google nearly 60% of all searches are coming from Mobile. This number is way higher we just see Data from India, so if you are an Indian Agent then Mobile first is the way to go for you.
Local SEO / Google My Business
Optimise your website for local search by including your Niche Keywords, business address, phone number, and hours of operation on your website, and claiming your Google My Business listing.
Google Analytics / Google Search console
Use Google Analytics to track the performance of your website and SEO efforts, and make data-driven decisions to improve your online visibility.
Google search console is the best way to find what search terms are bring traffic to your website, this helps us build and optimise content which is driving in link clicks and terms we may be missing but can be a source of traffic.
Google my Business (A Great tool to grow your Travel Agency)
Google my Business is the free listing platform that helps businesses to manage their online presence across Google, including search and maps. Here are the things you can do to make Google my Business work for you.
Update your Profile
Make sure that your GMB profile is complete, accurate, and up-to-date, with information about your business, including your business name, address, phone number, website URL, hours of operation, and a brief description. Try and add your main destinations as a Keyword in your Information. e.g. If you sell Bali Packages then add this information in your GMB Profile.
Post High res photos on your Profile
Add high-quality photos of your office, staff, destinations, and services to your GMB profile to help potential customers get a better sense of your travel agency. An Image is worth a thousand words and a nice High res image of the destinations you promote can do the magic for you.
Respond to all Reviews
Respond to customer reviews on GMB in a timely and professional manner. Positive reviews can help to improve your online visibility and credibility. The more positive reviews you have the more google promotes your listing. Even negative reviews should be replied in a professional manner.
You should have a plan in place to seek reviews from your Customers. A Simple way I have had this implemented is to have a QR code created to my clients GMB profile and had this printed on all communication being shared. It is important to encourage customers to leave a review of your business on GMB. This can help to build trust and credibility with potential customers.
Post regularly on GMB
Use GMB posts to promote your latest deals, packages, or events, and provide updates on your business. This can help to keep your profile active and engaging. You don’t know what would appeal to your potential customers. So the more posts you have on your GMB the higher the chances of them discovering things they are searching for.
Study your Analytics
This is free data available for you. Use the GMB analytics dashboard to track the performance of your GMB profile, and make data-driven decisions to improve your online visibility.
Use the Messaging feature
Use GMB messaging to communicate with potential customers who have questions about your business. Responding promptly and professionally to customer inquiries can help to build trust and improve your online reputation. This also keeps on bringing back to your profile and creates additional Touch points and in turn help build a brand recall.
Youtube = Longterm Traffic
Youtube is the second largest search engine, and can be an effective tool for promoting your travel business. Invest in Creating Destination videos, services and/or Customer testimonials. An effective strategy I have seen work is, to have 2-3 (30-40 second) testimonials somewhere in the Destination Video. This helps build trust with people who are on your channel and watching your Videos.
You need to have an effective Youtube strategy as it would give you lots of traffic.
Source Think with Google
Monitor your Google Analytics
It is imperative that you have Google Analytics installed on your website. The amount of Information you can get from Google Analytics can help you make data driven decisions, like which Geography is working best for you. What content is trending for your website. This will help you immensely in planning your strategy and give you Insights which can help you grow steadily.
Leverage Google Paid Ads
It is best to club Analytics and Paid ads together and see this as a part of your Lead acquisition strategy. Insights tell you what Geography and content are working for you. Use this to run Google Ads in that Geography to increase your acquisition and reach a wider audience.
I have leveraged Analytics to run paid Ads and acquire customers. What I have learned after spending close to US$250K in paid traffic spend is that leads acquired from Google ads are always of a very high intent and this has helped me grow my clients in some cases by over 10X year on year.
Google can be your Best friend is used in the right manner, But what you need is a clear strategy and a 3 & a 6 month plan. The first 3 months is to acquire the Data and analytics and the next 3 to start your Growth Journey.
Want help to grow, get in touch with me, If you have the Budget, I guarantee you GROWTH.