As with any business or brand that has a website, building links is an integral part not just to remain visible but to get found whenever someone looks for a product or service online.
While some experts believe link building no longer has a direct impact on SEO, some industry leaders believe otherwise.
However, for brands to thrive in the travel industry, they don’t only need link building to stay relevant, they need press coverage as well.
In this blog, we will discuss the most effective ways to building links as well as the methods to getting press coverage for your travel brand.
What are the 8 Ways to build links and get press coverage for your travel brand?
1. Guest Posts
In SEO, guest posting or guest blogging is writing and publishing content for another website that is within the same industry. The main goal is for the guest blogger to promote the brand he represents. This is where guest blogging services become important.
Guest posting is one of the best ways to building links and is beneficial to both parties, which are the host website and the guest blogger.
- The host website needs regular quality content for their audience to consume. Fresh and updated helpful content drives people to keep coming back to the site.
- Guest bloggers need websites where they can promote their brand.
Here are other benefits of guest posting for your travel brand:
- Brings traffic back to your site
- Boosts your domain authority
- Gets exposure for your brand
- Connects you with a new audience
- Build connections with peers in your niche or industry
2. Resource Pages
A resource page is a webpage on a website that contains a list of useful links and resources for a specific topic. Having your site listed as one of the resources on these pages is a great way to build links for your travel site.
Using resource pages for travel link building can help to increase your brand’s relevance. This is because the links listed on resource pages are related to the topic at hand.
Resource page link building is too immense to cover for this blog and so here are comprehensive guides from the SEO industry’s top content providers.
3. Press Trips
Press trips are paid trips for travel writers that are funded by organizations in exchange for content creation or exposure for a specific brand. It is a way for a state or country, city, resort, or a private brand to get positive publicity.
Examples of these organizations are:
- Public relations firms
- Destination Marketing Organizations (DMOs)
- PR companies
- Private brands and
- a tourism body
The main purpose of press trips is to allow travel writers or journalists to write articles based on their personal experiences in a specific travel destination.
Here are some DMOs for press trip opportunities:
- International Media Marketplace (IMM)
- TBEX Europe and TBEX North America 2020
- Travel Media Association of Canada
- IPW | U.S. Travel Association
- Society of American Travel Writers
- North America Travel Journalists Association
- The World Travel Market (WTM)
- International Food, Wine & Travel Writers Association
- Travel Classics Writers Conference
- Visit Europe Media Exchange (VEMEX)
4. Product stunts
Product stunts are effective ways to get a lot of links and attention from the press. These stunts are often temporary and unconventional. They could be a hilarious YouTube video or an interactive landing page.
The content should be original and relevant to an audience and that it kindles strong emotional reactions. A product stunt that goes viral can make a brand famous overnight, as well as get tons of backlinks.
Although not travel-related, one good example was Sony’s cool, interactive landing page that has amassed more than a thousand backlinks.
The landing page was for Sony’s “be moved” campaign. It showcased the collaboration between the engineers and artists for the brand’s products.
5. Dream Job Stunt
Another method that is sure to get press coverage is the dream job stunt. The process involves creating an eye-catching job offer that often runs for a short period of time. It often comes with a contest with a hard deadline.
A dream job stunt can generate a lot of attention if done well.
The best example is when The New York Times launched its search for a travel writer in 2018. The contest gained tremendous attention especially from the thousands of writers who are vying for this dream job.
The winner of the contest was given a bucket list of assignments and travel to places such as South Korea, Chile, and New Orleans. Besides that, the winner becomes a content creator and the face of the brand.
Dream job stunts have become a new and exciting way for brands to get publicity and help writers jumpstart their careers in the travel niche.
6. Visual content
Image-based online content is considered as visual content. They come in the form of:
- Online videos
- Memes and
- Slide decks
It is necessary that you include visual content as one of the ways to building links since visual social media platforms are growing rapidly.
For instance, a poll conducted by HubSpot reveals that the trend in online marketing is heading towards visual content.
The results showed that of all the business owners who participated in the poll:
• 33% plan to use Instagram
• 48% plan to add YouTube
• 39% plan to add Facebook video
…as distribution channels for the coming year.
Here are more stats to give you an idea of how important visual content is.
- Visual content has a higher chance of getting shared on social media than other forms of content according to a Buffer study in 2014.
- Next to blogging, which is 38%, the percentage of marketers who said that visual content is the most important form of online content used by businesses is 37%.
- Over 67% of small business owners admitted that video content had a direct effect on their business.
- According to research by LifeLearn in 2015, the people who have heard about an information only remember 10% of it 3 days later. On the other hand, people retained 65% of the same information that has a relevant image.
- There was an 80% increase in the people’s willingness to read a piece of content that has colored visuals (Xerox, 2014).
- A 2015 study by Social Media Examiner showed that 71% of digital marketers use their visuals in their social media marketing.
7. Surveys & Unique Data
Data is one of the ways PR agencies and businesses get decent press coverage, increase brand awareness, and direct sales. Getting press coverage through data is an excellent marketing tool for business owners and marketers alike.
Take note that people in general read data stories because they are insightful, useful, or surprising. However, it’s about how it affects people and it’s not always about the numbers.
Since data can be somewhat confusing and the main points often get buried, here are guide questions if you want to create content that’s worthy of the media’s attention.
- Does your content offer something new to the readers?
- Does it highlight a specific problem?
- Does it support or contradict a claim made by a person in power?
- Does it help the readers in making a decision easier such as how to vote or where to shop?
To make your content clear and meaningful, you have to deliver it in a way that makes it easier for people to relate to. You have to talk in terms of per person, per day, or per week.
8. Paid Links
Although buying for links is taboo and getting caught results in being penalized by Google, there are a handful of brands that are paying for placements on websites and travel blogs.
Surprisingly, there seems to be a demand for paid links in the travel industry, according to Ahrefs.
However, you should not attempt to buy links unless you have enough experience in the field.
There are no definitive ways to build links that will work 100% of the time. As a travel brand, you need to mix the methods for link building and getting press coverage that will align with your overall SEO and digital marketing strategy.
If you want brand awareness or exposure, you’ll need to do the stunts mentioned above.
Press trips and guest posts work well if you want to promote a specific set of products. Why? Getting a little bit more outcome in the content and to get it more product-oriented is under your control.
Surveys, data, and visual content can help you if your goal is to generate top-of-funnel organic traffic.
Top 7 SEO auditing and monitoring tools in 2020
Are you a newbie or an expert in digital marketing?
Are you using the right professional SEO audit tools to optimize your content on the website?
Don’t worry, here I am going to give you the few tools that improve your skills in digital marketing.
Each and every digital marketer should know how to perform a professional SEO site audit, but doing so entirely “by hand” is a time-consuming and difficult task.
Instead of spending much time on manually handling the SEO, a digital marketer should focus on the most reliable SEO audit tools. These tools will help the digi people to address critical website issues, that creates or brings a negative impact on the site performance.
As a digital marketer, if you want to know more trends, pitfalls and how to establish your business, there are certifications like digital marketing course, SEO marketing, etc.
To help you, I have presented the best SEO audit tools that help to make your website more search engine friendly and achieve success.
Yeah, now let’s walk through each and every SEO audit tool in -depth.
Top 7 SEO auditing and monitoring tools in 2020
Google Search Console
Google Search Console is a free service provided by Google that enables advertisers, web developers or site administrators to easily track their appearance in Google Search results.
Google Search Console provides tools and reports that help users identify some of the most common technical SEO issues. You can use the platform to check that Google’s web browsers are able to access all pages on your site, ensure that new pages are indexed as planned, and receive updates when Google detects indexing or spam problems on your website.
Aside from the professional SEO features, the console enables businesses to browse the complete backlink profile of their website and track all their keyword ranking positions on the SERPs.
Screaming Frog is among the leading companies in the field of technical SEO auditing, with a consumer base that includes Google, Apple, Amazon and Disney. The company’s SEO Spider tool is a web crawler that quickly analyses web pages of any size and provides technical SEO personalized recommendations.
Use an SEO spider to recognise broken links on your website, find sections with poorly customizable or missing metadata, generate accurate XML sitemaps that speed up indexing, diagnose and fix broken redirect chains, find duplicate pages, and more.
Semrush Site Audit
SEMrush is one of the most reliable and popular all-in-one search marketing software platforms in the world. The system enables its professional Seo audit capabilities through a single site audit tool that diagnoses over 130 technical and on-page SEO issues.
SEMrush covers the full range of technical SEO performance concerns in the execution of a website audit. The major difference between SEMrush and these other tools lies in their dashboard and reporting capabilities. SEMrush offers thematic reports, custom reports that users can access that are specific to one aspect of technical SEO.
Custom reports for crawlability, site performance and international SEO are available – just to name a few. The tool also highlights the major technical issues affecting performance, making it easy for digital marketers to prioritise their workflow optimisation.
Ahrefs SEO audit
Ahrefs competes for high positions among the best and most reliable all-in-one SEO resources. To its credit, Ahrefs offers one of the most detailed and user-friendly technical SEO audit resources you can find on this list.
Ahrefs would provide you with all the computing tools you need to conduct your audits and other services. The Ahrefs site audit software automatically identifies over 100 technical and on-page SEO issues that could have a negative effect on your SERP rankings.
The best thing is that such issues are organized by category and analysed into full-colour chart reports that you can print and either share with your team or present to your customers. The types used here include output, HTML tags, social tags, content quality, incoming and outgoing links, broken images or scripts.
Hubspot Website Grader
HubSpot launched a Web Grader tool that helped companies explore search engine optimization opportunities. Since a lot has changed since then, the company has developed a new and updated version of the tool for 2020.
It is a free online SEO audit tool that generates personalized reports based on the performance, mobile-ready, SEO and security, etc.
To get the grade of your website, go to the Grader website, enter your URL and email, and then get your ranking. In a matter of seconds, you can see a ranking between 1 and 100 as well as a comprehensive chart.
When you have received your study, you can see actionable insights into how you can boost the efficiency of your website to drive more traffic.
BuzzStream could be the cheapest way to handle your outreach to people who can provide inbound links to your website.
While backlinks to your website are vital to Google ranking well, the outreach you do when building a connexion may feel a lot like a cold call. BuzzStream makes it easy to find the right people, come up with interesting email addresses, and watch who’s going to approve them.
BuzzStream lets you recognise outreach candidates based on their profession and how they are active across different social networks — so you know who would be most open to your backlink request and raise your Google ranking.
Moz’s Pro tools
The Moz Pro subscription is used as an all-in-one tool to increase the search ranking of your company. Moz’s range of research tools provides subscribers with the information they need to identify SEO opportunities, monitor progress, report and maximise their overall efforts.
For example, the Crawl Test tool uses Moz’ own web crawler, RogerBot, to examine up to 3,000 links on a given URL. When completed, users will receive an email report describing the data for each page linked to the site.
All the above-mentioned SEO audit and monitoring tools help digital marketers to improve their website performances to a great extent. Each and every tool has its own importance in terms of efficiency. Try them one after the other, based on your requirements. Even if you found any other helpful tools just comment on them.
How to Boost Search Traffic Using Long-Tail Keywords
Are you tired of trailing behind on the search engine results pages (SERPS)?
I get you. Nobody likes losing out to competitors. But what should bother you most is when you invest effort and money in SEO but don’t get the desired results.
If that sounds familiar, you’re reading the right article.
Your SEO efforts may be failing if you are investing in outdated SEO techniques, like targeting short, popular keywords.
You need to revamp your SEO strategy and start focusing on long-tail keywords.
Actually, it’s a sound strategy, backed by research and successful use cases.
In this post, I’ll explain how you can take advantage of long-tail keywords to top the SERPs.
But first, let’s talk about what long-tail keywords are and why they matter.
What Are Long-Tail Keywords and Why Do They Matter?
Long-tail keywords contain three or more words. They are very precise but unpopular search terms. By “unpopular,” I mean they generate fewer searches than corresponding shorter keywords. Then, why do I recommend using them?
That’s because long-tail keywords convert exceptionally well. They closely resemble the actual search queries that people type in search engines. Since they match user intent so precisely, they get more clicks and your website gets more targeted traffic.
One of my blog posts about Instagram Spaces is getting a lot of traction on Google. I compiled the keywords it’s ranking for, and here is what I found:
Note that “how to space out Instagram captions” (a long-tail keyword) beats its shorter counterpart (“Instagram spaces”) in most aspects. It’s generating more clicks, click-throughs (CTR) and gets me to position two on the SERPs.
Though it’s lagging in impressions, that doesn’t impact my website traffic as much as the other parameters.
If you’re still not convinced about the efficacy of long-tail keywords, take a look at their main advantages below.
1. Long-Tail Keywords Have Low Competition
There is fierce competition to rank for short keywords. But their targeting is not as precise as long-tail keywords.
Fewer marketers target long-tail keywords, though the trend is changing after Google’s Panda update. Lower competition means more opportunities to rank as well as more cost savings (more on that later).
Image via Instapages
To verify the low-competition claim, I did some keyword research of my own.
I compared the keyword difficulty (KD) of three semantically-similar keywords (LSI): “lose weight,” “how to lose weight,” and “how to lose weight fast.” Take a look at the results:
Image via SEMrush
The longest keyword had the lowest difficulty score (KD%). That means you can reach the top of the SERPs faster if you build your content around longer keywords. That’s good news as moving up one spot on SERPs can improve your CTR by nearly 30.8%, according to Backlinko.
2. Long-Tail Keywords Help Drive Qualified Traffic
I already mentioned how content that is optimized for long-tail keywords satisfies user intent.
What exactly is “user intent” or “search intent”? It is what triggers users to turn to devices (the web, in this case) in search of information. User intent can be transactional (buying-type), informational (educational-type), or navigational (locational-type).
If you understand a searcher’s intent, you can present them with content they are looking for, which can push them down the sales funnel.
Long-tail keywords help you align content with user intent.
When a searcher types a query like “affordable camping gear in Texas,” (a long-tail keyword), you know they are ripe to convert. You can serve them listicles of top suppliers or tools to search for vendors, or to your own product pages (if that’s relevant).
For doing this, you can create SEO pages with exact-match keyword anatomy. You can include the long-tail keywords in the page copy, meta-tags, and images so that Google crawlers don’t miss your page. You can create an SEO friendly landing page using the best landing page software.
If your content is insightful and high-quality, there’s a good chance that the searcher will engage with it. Being broad terms, shorter keywords don’t have scope for such precise matching. That’s why long-tail keywords are more effective in driving targeted traffic organically.
3. Long-Tail Keywords Are Cheaper
Now, we come to the best part about long-tail keywords.
Long-tail keywords have lower cost-per-click (CPC) compared to their shorter peers.
Image via Instapages
CPC is the actual amount you pay when you invest in pay-per-click (PPC) advertising. If you build your Google ads around long-tail keywords, you incur lower advertising costs since these keywords have a low CPC. As a result, you can draw more mileage from your advertising spend.
Refer to this image from the “lose-weight” example we saw earlier.
Each click on Google ads that target “how to lose weight” will incur you a cost of $1.21. The cost goes up as the target keyword gets shorter.
In short, long-tail keywords can help you excel at organic as well as paid searches.
How Can You Use Long-Tail Keywords to Drive Website Traffic
As you can make out, long-tail keywords can help you win the coveted top position on Google. No matter how often Google algorithms are updated, targeting long-tail keywords remains the preferred strategy of experienced content marketers.
Yes, long-tail keywords are the secret weapon to win more website visitors. But that doesn’t mean that you should stuff them in your landing pages and other pages. After Google’s RankBrain algorithm, such marketing ploys can get you a red flag.
Here are five ways you can use long-tail keywords naturally in your website content.
1. Write Keyword-Rich Headlines
Your page headlines grab the attention of Google crawlers first. So, front-load your long-tail keywords in your page titles.
If you’re wondering how to write catchy headlines, use Google’s Keywords Planner, Just insert your target keyword and hit the “Get Ideas” button.
Image via Google Keyword Planner
Google will list variations of your target keyword.
Next, identify the search intent of the keyword variation you select. Simply, copy-paste the keyword into Google’s search bar and click on “Enter.” Analyze the kind of pages ranking on the SERP. You will learn what kind of content Google indexes for the keyword.
Image via Google
In this example, I can see that service pages are topping the charts for the keyword “affordable search engine optimization.” So, I can either create a new, optimized service page or keyword-enrich my existing service page.
Whatever format you select, ensure that the keyword should fit naturally in your headlines and sub-headings. You can try LSI keywords in the Related Search section or auto-fill suggestions.
2. Write Long-Form Content
When we compare long-form and short-form content from an SEO perspective, longer content wins, hands down.
Why, you ask?
Because longer content offers more opportunities to add long-tail keywords. Your page’s keyword density increases. Plus, they allow you to deep dive into the topic and deliver value to consumers. All these factors add up to make your page attractive to search engines and visitors.
Since our key concern today is attracting website traffic, you need not worry about losing social audiences who don’t have the patience to read lengthy content. You can also use tools like LinkedIn automation tools, Facebook tools, etc to get best results for your social audiences.
3. Optimize File Names
Lastly, don’t forget to add long-tail keywords to your page URLs. Enrich your image URLs as well. The Backlinko research I cited earlier shows that if your page URL perfectly matches your target keywords, the organic CTR soars.
Image via Backlinko
Even Google recommends this. Their Search Engine Optimization Starter Guide says that site URLs should resonate with the page content, which is molded around keywords.
Image via Google
Are You Ready to Be a Long-Tail Pro?
Long-tail keywords are effective but underrated. However, seasoned marketers vouch for their effectiveness, especially for driving organic traffic. Today, I’ve explained how they can help you excel at PPC marketing as well.
Do you have any questions about SEO for website optimization? Leave them in the comments below. I’m always happy to answer.
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