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Travel Industry turns to SEO to improve rankings
Travel companies are more aware of the benefits of Search Engine Optimisation (SEO) as trends show travel agents and holiday companies are spending more online than for traditional advertising.
Speaking at the Travel Technology Show, David St John Tradewell said the majority of companies were increasing the proportion of spending in their Online Advertising budgets: “They are spending more of their budget on digital than press, TV or radio advertising,” reported TravelMole.com.
With the myriad travel companies relying on the internet for sales, the ability to Improve Ranking in the top search engines such as Google, Yahoo! and MSN can be of huge benefit to companies in the industry. Travel has some of the mostly hotly contested keywords on the internet, with “cheap flights” and variants thereof being especially popular.
Mr Tradewell added: “In these times they have to demonstrate a solid ROI on their marketing spend.” Return on Investment (ROI) has traditionally been one of the criticisms levelled at SEO as often the results of increased traffic are difficult to monitor.
However, as companies get better at analysis and marking the impact SEO has on websites, the travel industry is shifting focus with an emphasis towards Internet Advertising and Keyword Promotion.
Mr Tradewell said that the future lay in positive Brand Positioning on Blogs and social networking sites where the online community can endorse products. “It’s about engaging with the networks of people talking about you and learning how to be useful to them,” Mr Tradewell commented.
Online Advertising news posted by Benny Henson on 11 February 2009
