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At the core of an SEO campaign are business objectives, and from these business objectives keywords are born. The importance of matching keywords to business objectives is obvious; creating an achievable keyword list for revenue growth takes time, effective research and in-depth planning.
A travel SEO agency with a bank of knowledge on the industry is a great starting point, and paired with business research and mass market statistics, finding keyword gems in a populated market is easily achieved.
Gathering Travel Keyword Data
In a search world where the emphasis on site performance and content marketing grows, it can feel like the availability of effective keyword data is harder to come by. However, there are some simple ways to gather initial data and start to build keyword targets.
Impression share data and paid search term reports allow for the compilation of data directly associated with a website and offer a good insight to what a website is currently ranking for and the markets where a small improvement could bring a greater increase in traffic.
Mass market study based on user trends and predictions offers insight to potential searches in the coming months.
Keyword research tools are also important for reducing the time it takes to gather variations of keywords where the benefits can be found.
Carrying out manual searches at this stage also allows for the build up of market understanding around both individual keywords and keyword groups – whether it be types of holidays or destinations for example.
Understanding Data
All data compiled should be analysed in line with business objectives.
A travel SEO service can provide greater detail on how keywords are impacting a website, through landing pages and content utilisation, user flows, event tracking and overall interest within the sales funnel.
Conversion data for target terms is an essential analysis point and forms the basis of individual campaigns.
For example, should a website be ranking in position six for a target term, the click through rate is going to much lower than that in position one. This in turn leads to less traffic, less flow and ultimately fewer conversions on the website.
This data creates the foundation of where the most achievable targets are and how they can be reached.
Using Data for Effective Keyword Performance
Determining what is achievable is a case of understanding the market surrounding a particular keyword.
Reverse engineering keyword data for those competitors ranking in the top position creates a blueprint for keyword targets to be followed, resulting in clear steps to achievable keyword targets.
Site performance, associated topic types, offsite profiling and brand awareness all form part of the complex equation which make up a search engine algorithm.
As such, an achievable goal may be moving from position ten to position five within the first quarter, and spending the following nine months focusing on moving from five to one.
It could also be at the other end of the scale, going from outside the top 100 to page one for a keyword deemed low competition but high value.
All achievable keyword targets are subjective to any particular website and although they only form the basis of the campaign, getting achievable keyword targets correct can make a huge difference to campaign success.
POLARIS SEO Agency London provide travel SEO services to a range of clients across many different travel verticals.
