Your search engine ranking has a significant effect on your website’s traffic, and by extension, the number of clients. Many covet the first page top ranking in the SERPs (search engine result pages) because users rarely if at all, go beyond that page. So how do you get your travel website to reach a higher ranking?
Improve the time your users spend on your website.
Time spent is not a direct ranking signal, but it has a positive effect on your engagement rate the way conversion and bounce rates do. The longer users stay on your website, the likelier they are to make a transaction. It also tells search engines that your website is what the user wants to find. Incidentally, Google uses time on site, conversion, and bounce rates to validate click-through rates.
Here are three ways to entice people to stay a while and enjoy your website:
1. Use emotions to your advantage.
When it comes to digital marketing for travel companies, emotions play a crucial role. People tend to make decisions based on emotions, so it makes perfect sense to use this to your advantage. How do you tap into emotions?
Use stories that convey your message as a travel brand and evoke emotion. Authenticity is key here, and you’ll need data to create your content. You need to know why your users click on certain blog posts or services on your website. You need to know what compels them to share pages on your website.
And you need to get visual.
2. Use explainer videos.
Adding explainer videos is a great digital marketing strategy for your travel agency. Unlike written content, videos appeal more to the senses and they encourage your users to stay longer on your website. Just be sure to create clear and engaging explainer videos that will encourage your viewers to watch them from the start to the end.
3. Improve your navigation
Users stay longer on websites when they find it easy to explore. If your visitors have to take more than a minute to find what they need, then your website isn’t providing the best user experience. Make it easy and enjoyable for people to find information and you’ll see time spent on your website will improve.
Search engine ranking is critical to your travel website’s success. Time spent on your website may not be a direct ranking signal but it has an impact on user engagement, which can improve your ranking on SERPs.