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    Optimise local SEO for your tourism business

    26 July 2016

    Hand on laptop

    Are your customers able to find your website through Google Search? If not, you may need to consider enhancing your local search engine optimisation (LSEO). There are a number of steps you can take to boost your search engine rankings.

    According to Smallbiztrends.com, Google looks at three things in relation to local SEO: the amount of time that your business/domain has been active, the links/citations back to your site, and reviews.

    Link building can be a very effective strategy in terms of driving more traffic to your website. You should be careful however that you obtain backlinks only from reputable sites, as your website may be penalised in the search engine rankings if you have a large volume of poor quality or ‘spammy’ backlinks.

    You can obtain quality backlinks from reputable sites by posting valuable content to your website (e.g. a ‘Guide to Planning Your Wedding’ or a ‘Guide to your Local Area’) and sharing the links to this content via your social media profiles. If other businesses/media consider your content valuable enough, they may link back to your website as a result.

    Citations are listings of your business along with your NAP details (name, address and phone number) in directories such as Yelp. It's important that you check which directories have listed your business and correct any details that are incorrect. You can use a tool like Moz for this purpose, or do so manually. The consistency and quality of mentions of your NAP details can improve your LSEO, according to Smallbiztrends.com. Directories will source your NAP details from your website so it's important to keep them up to date.

    Reviews play a huge part in enhancing your LSEO. Encourage your customers to write a review of your business on your Google MyBusiness profile or TripAdvisor and ensure that you respond to it when posted. 

    Other factors that contribute to LSEO include ensuring your Google MyBusiness page is set up and optimising your onpage SEO. It's important that you claim your Google MyBusiness page if you haven't already done so. When setting up your page, SearchEngineWatch advises that you should choose a long and unique description of your business. It's also advisable to include at least five images and key information on opening times. Equally it is important to select the right categories for your business when setting up your profile.

    As regards your onpage SEO, do your keyword research using Google Keyword Planner and include keywords in your metatitles, header tags and image alt tags. Try looking at long tail keywords: potential customers may not always use the exact search terms you do, so think outside the box when selecting keywords. It's also a good idea to use internal links on your webpages that reference other content on your site and to include a location in your metatitle for each web page, e.g. Five Star Luxury Dublin Hotel. All of these steps have the power to help you optimise your LSEO.

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    View our webinar on how to optimise local SEO for your tourism business