How Google Analytics Helps SEO in the Travel Industry

Digital

We look at how Google Analytics can show valuable information that can be used to optimise a website in the Business Travel industry for search engines.

Written By

Thomas Coughlan

Posted On

27 Nov 2018

We have recently discussed how using different marketing methods can help businesses in the Business Travel industry to pull away from the market or nearest competitors. However, by also having a website optimised for search engines, you can organically drive potential clients to your website. By using Google Analytics, businesses can use the tool to help boost their search engine rankings.

Bounce Rate

Your website’s bounce rate is the percentage of visitors to your website that leave after viewing only one page. There are a few reasons why your website might have a high bounce rate. It may mean that the visitor didn’t find what they were looking for. For a business travel company that offers many services, a high bounce rate can be decreased by making the services page clear. If a company has a lot of services, splitting them up on different pages can help. This way, the visitor can quickly find information about the service they searched for.

Google is tracking your bounce rate for the search results. If it is high, you will be ranked lower. This is because they will think that your website doesn’t have the information your potential clients are looking for. The search engine also tracks pogo sticking. This is when a visitor returns to the search results having visited your page and then clicks on a competitor’s. This shows Google that the user believes your competitor’s site is better and this is reflected in the search engine result positions. Google Analytics also allows you to set time ranges. This allows you to see if your bounce rate is increasing or decreasing.

Monitor Mobile Traffic

In 2018, 52.2% of website traffic worldwide came from mobile phones. As more searches are now being made on mobile, why would you only look at your website statistics for users on a computer? It is also important to not just monitor the mobile traffic to your site but to monitor the levels of engagement from your mobile visitors as well. With Google Analytics, you can compare the bounce rate between mobile and desktop. If the mobile bounce rate is a lot higher, it is likely that the page isn’t mobile friendly. We discussed back in April the importance of getting ahead of the ‘mobile-first’ index and since then, Google has been focusing more on the mobile experience for users. For a business travel company, it is important for them to have clickable phone numbers so that potential clients can easily contact in one click.

Site Search Bar

You may think that a search bar isn’t necessary for your website. However, you are able to learn a lot about your website visitors thanks to Google Analytics. Your website navigation could need improving if there is a large percentage of search bar traffic. Or, if a search term is regularly searched for, you should make this content easier to find. For a business travel company, this could be one of the services you provide. For example, a flight booking service or a hotel booking service.

As this analysis is telling you what your visitors are searching for, you know what to add to your website if it is not currently on there. This will help reduce the bounce rate on your website, and as mentioned earlier, help to increase your SEO. If it is a service that visitors are regularly searching for and you are not currently providing, for example, expense management, it can give you ideas on how to attract new clients.

Want to learn more?

If you would like to learn more about how you can use Google Analytics to optimise your website without making any of the classic SEO mistakes, contact one of our digital experts today.

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