The travel industry is competitive and tons of people make new travel-related websites all the time. In order to stay on top (or at least carve out a unique niche), you need to do your best to focus on keywords that will yield you the best return on investment. Too many travel website creators foolishly waste lots of time and money trying to succeed with keywords that are too competitive.
Finding Perfect Keywords with Google Adwords’ Traffic Estimator
Google Adwords’ Traffic Estimator is an invaluable tool for finding keywords that will offer you the best return on investment. For best results, you should brainstorm and come up with a large list of keywords (about 20 or 30 keywords is fine). Next, you need to enter each keyword in the Traffic Estimator tool and get an estimate of how much traffic each keyword generates each month. Write down these estimates.
Once you have the estimates you need, enter the keywords in Google Keyword Planner. This tool will give you an estimate of how competitive each keyword is. The keywords that offer the best return on investment will receive relatively large amounts of traffic each month while being relatively uncompetitive.
Of course, sometimes you can get a good return on investment from a relatively competitive keyword. But it depends on your budget. If you have a lot of money to spend on SEO professionals and Pay Per Click (PPC) advertising, you might be better off targeting relatively competitive keywords. However, if you have a moderate to small budget, it is in your best interest to target keywords that the people with big budgets are ignoring.
Understanding The Keyword Efficiency Index (KEI)
KEI is calculated by dividing the number of searches for a keyword over a certain period of time (usually 90 days) by the number of competing sites targeting that keyword. You can use a free website tool known as Wordtracker to help you find the data you need to calculate KEI for all of your chosen keywords. While the concept of KEI may seem a little intimidating at first, once you get used to using it, you won’t know how you ever got along without it.
While KEI is important, sometimes website owners have a tendency to overestimate its usefulness. There are keywords with good KEI scores that are not good keywords, and, conversely, there are keywords with bad KEI scores that are good keywords. There is, unfortunately, no way to make the process of choosing good keywords simple and effortless: It almost always involves some trial and error. Fortunately, after you have been working with keywords for a while, you will start to develop a feel for what a good keyword is.
Long Tail Keywords
Longtail keywords are an important part of a successful keyword strategy. Most long tail terms consist of at least two words and are more correctly known as “long tail key phrases” than “long tail keywords.”
Long tail keywords are typically used to target small volumes of visitors. They are especially useful if you aim to dominate a particularly small niche. That being said, long tailed keywords should be a peripheral part of your SEO strategy. Don’t end up focusing on long tailed keywords so much that you neglect your main keywords.
Keywords and Conversions
Part of the reason good keyword analysis is so useful is that without decent keyword analysis, you will not be able to create a website that efficiently converts visitors into sales. Some keywords convert better than others. Choosing good keywords will help you to convert an attractive percentage of your website’s visitors into sales or leads. Bad keywords may help you attract visitors to your site, but you will never make much money from targeting them.
Keyword analysis is as much of an art as it is a science. Do your best not to get bogged down in mathematical formulas, and find what works for you. For best results, you really should consider hiring an Travel SEO expert to help you with your keyword analysis and research.