SEO is a critical factor for the success of your travel website, and because of the nature of your business, your product page leaves little room for error. You don’t have hundreds of listings, you probably only have a few, or even just one. This is why it’s extremely important that you follow strict SEO guidelines when optimizing the product page of your travel website.
1. Always Research Keywords/Keyphrases First
You’ve heard it before, but I’ll say it again- because it is true. Keywords are the primary element for any SEO related work. On your product page, your primary keyword is most likely going to be your product name; for example if you are selling Halong Bay cruises, the keyword on your product page should be something like “Orchid Cruise Halong Bay” or a variation such as “Halong Bay Orchid Cruise”.
It’s also worth your while to research long-tail keywords, especially if your product page faces high levels of competition. For more information on long-tail keywords and how to use them, check out my last blog post.
2. Content Length
It’s a gray area. There’s mountains of study material and piles of advice on the matter, all of which seems to point in different directions. At the moment, Google’s algorithm seemingly favours long, information dense content; however, longer is not always better. Writing lengthy copy just for the sake of it is not the sort of practice you’ll be rewarded for.
Length is important only when it is relative to the quality of what you write; providing long, well-researched, information rich articles will not only be useful to your audience, but Google will love you for it, too.
Do thorough research on whatever topic you are writing about. Check out what your competitors have done in terms of covering this topic; draw on useful elements of their information (always ensuring that you keep things original and do not plagiarise) and then try to improve upon it by providing deeper knowledge and richer information.
So what elements of this content are actually powerful enough to push you up in the search rankings, and make meaningful improvements to the SEO on the product page of your travel website? You’re about to find out.
3. Elements to Optimize On-Page SEO
1. Page Title: Simple Task But Important
The page title should most definitely include your primary keyword/the name of your product. It should have big, bold font size to capture the attention of the visitor right away, and convince them that they are in the right place. This is where you should be using your H1 headings, because you are describing the whole page.
Expert tip: show the breadcrumb trail either below or above the page title so that visitors know where they are on your site.
2. Give a Summary of Important and Interesting Info
The first few words under the page title are what your viewer will use to base their decision about whether to stay on the page or bounce. Use this space to highlight the most interesting or important information about your product, as a sort of bait to lure them into staying and reading on.
Very often, visitors will only spend a few seconds on a page, so your summary should show them the most useful information, the highlights. So if your product is a tour, show them info such as:
- rating score (prove it is a tour loved and trusted by the others)
- special deals (people love cheap/affordable products)
- tour activities, tour destinations, etc.
If your product is a hotel, guesthouse, or resort, show them the address of your hotel (or even a link to Google Maps), and show off the hotel facilities (free wifi, night bar, nearby amenities, special services, etc.).
…and of course, the price. Show off the lowest price available, “from XXX USD”. If the price has been discounted, display the old price with a crossed out graphic, and the new price next to it.
3. Visual Content: Images and Videos
They say a picture is worth a thousand words for a reason. Using images and videos gives you the opportunity to convey messages that would otherwise require lengthy blocks of text. If you can use less to say more, do it!
Visual content is always miles more persuasive than pure text because it ignites the imagination of your audience, and using original images of your product can serve to convince them that your product is trustworthy.
4. Call-to-action (CTA) Button
All going to plan, your potential customers are well on their way to being convinced by the elements above, so it’s time to focus them on the main element I call the “money” button.
Make your CTA clear, and position it to stand-out. How?
- using bright, distinctive colors: There have been a ton of studies on the psychology of colour, and how using certain colours can influence your brand identity, conversion rates, and SEO. For example, signs that are advertising sales and discounts are often red, because it’s a colour that is often associated with a sense of urgency.
- the text should include clear, strong verbs (such as “book”, “reserve”, “request”), also show urgency (“now”, “right now”)
Buying patterns differ from person to person, and creating a sense of urgency make actually give some customers room for pause and hesitation, so you might want to put some assuring sentence right below the button (such as “easy cancellation”, “secure payment process”, “you will receive confirmation email right after payment complete”).
5. Room Info (pass this section if it’s not relevant to your product):
With so much option on the internet, it’s important to create a sense of trust with your audience, and assure them that your product is indeed of good quality. Show important information about the facilities you offer (like TV, air-con, number of beds, style of beds, balcony, bathroom with bath or only shower, etc.) and at least 1 featured image of each room.
- If they want to learn more about that room, have a “show more/learn more” button link to a pop-up which contains more images and more detailed info.
- Don’t forget to have the CTA button right next to the room, the CTA button I mentioned above might be scrolled away (out of the screen). You don’t want to make customers put much effort into finding the “money” button.
6. Detailed Information
Some visitors will already be convinced by a few pieces of special, interesting information and images/videos at the top of the page, but some might not be that easy to persuade- so you’ll need to provide further convincing information.
This is your last chance to convert your visitors. If they are still reading, they are still waiting to be convinced- therefore the information given at this point needs to be extremely comprehensive. Consider including:
- An overview your hotel/tour/cruise
- Any available specifications
- What is included/excluded
- Policy: booking policy, cancellation policy, children’s policy
- Any other important notes
7. …last but not least: Customers’ Review:
This part has 2 purposes:
- It gives your product the appearance of being trustworthy
- It improves the value of the content on your page. Reviews can help SEO because they might contain a lot of semantic keywords or long-tail keywords that you might not be able to included in the above elements.