Question to Ask Yourself When Analysing SEO Data for Your Travel Site
SEO data, as amazing as it is, can be insufficient if you don’t know how to use it correctly. I you want to make the most of all the data you have to improve your web presence and business you need to get it right. It can tell you a lot about how you are doing and where there is room for improvement. Here are a few questions that you need to ask yourself when analysing the data captured for your travel site.
Do I understand the data to fully analyse what I need?
This is the first question you should ask yourself when beginning to analyse your SEO data. If you don’t really know what you are looking at then you may want some help or at least consult with someone who knows what they are talking about. In order for your SEO analysis to work for you and your business you either need to learn how to read this data and analyse it yourself or to employ a professional in travel digital marketing who will be able to do this for you. There is no point spending lots of time analysing data that you don’t understand. It wont help you or your business. That being said if you know what you are looking at by doing it yourself you may save yourself some money. It’s up to you.
Where are my top sources of traffic?
This one is pretty interesting. You will want to know where your traffic is coming from and how often. This will tell you a lot about what is working within your SEO strategy and what is not. You will see if your link building exercises have been successful and generated traffic from the blogs you have approached. You will also see if your social media pages are generating traffic and which posts or shares have been the most successful in doing that. Knowing your top sources of traffic will help you develop your next marketing strategy, where you can use the results to keep doing what works well and improve on the posts that are not working so well for you.
What search terms have resulted in visits?
This is really important for your keyword strategy. You will find out what terms people are using which result in your page being shown in results and ultimately clicked by the searcher. By analysing these search terms, you can further optimise your pages in order to further improve your ranking. It also gives you an idea of what your visitors are looking for when they are searching. Top things to do, cheap flights, family friendly destinations, there are so many different reasons someone could visit your travel agency, so this analysis will give you a good idea of who your customers are.
Which are my top pages and why?
You may have some pages that have been visited more than any others and that stand out in your analysis. Find out why that is. Is it a trend or has there been a singular reason for this page’s popularity? It may be that you’ve had a popular share on social media or maybe you have been consistently high ranking when it comes to search engine results. Once you know why the page or post is the most visited or best ranked you can use this information and expand this to other pages and posts too.
And the bottom ones?
Is there a reason why certain pages or articles are getting little or no traffic? Compare your page results to the most popular pages and see if you can follow suit and improve on the SEO for the future. Perhaps you need to rearrange your keywords adding more relevant ones or update your images. There is always something you can do to improve your SEO or certain pages.
Where are your visitors located and what are their demographics?
When you analyse your SEO data you will be able to see where most of your visitors are located when they visit. Look at these demographics and see if there are any places that are more popular than others. This is really important as a travel agency because you can provide a better product and service for your customers by looking at where they are located. For example, if your customers are mostly located in the UK you may want to concentrate on promoting deals and trips from airports in the UK which your customers are more likely to purchase.
Knowing the demographics of your customers will help you in future marketing strategies so you can target the people who are most likely to visit your website. Identifying this target audience from your SEO analysis will help to improve and grow your business through marketing.
What is my conversion rate?
Your conversion rate is the number of visitors that complete a desired action. Whether that be completing a booking, subscribing to your website or blog, or agreeing to be added to your mailing list. For travel agencies the ultimate goal is to turn your visitors into customers making a purchase. Your SEO analysis will show you how many visitors you have had and how many of these visitors have converted to customers. This is usually a percentage, and of course the higher the percentage the better.
What are the main points to remember?
So, in overview when analysing your SEO data, you need to remember the following:
- Check the sources of your traffic and find which websites, social media platforms or search engines are providing the most.
- When traffic is coming from search engines find out what the search terms are that lead to you featuring in the results.
- Identify your top visited pages and the not so popular ones.
- Analyse the demographics of your visitors.
- Check your conversion rate.
What should you do next?
Once you have analysed your data over a certain time period you should then evaluate your findings. Ask yourself what has been done well and what needs some improvement. Use the data and decide what you are going to do next. If you have found your conversion rate is low, devise a strategy to improve and monitor over a set time period. If you find you have pages that are not performing, improve your keywords and re-evaluate them. From the results of your findings, set a plan of changes you are going to make and a review date. Then you can compare your results and see how the changes you have made have improved your SEO.
Now you know what questions to ask you are ready to analyse your SEO
Are you confident enough to analyse your SEO data. Knowing the right things to look for and the correct questions to ask will help you on your way to SEO analysis. But don’t worry if you are still not ready to do this alone. There are many tools and professional help you can get to make your job a little easier. The more SEO analysis you complete the easier it will become, and your travel website and business will continue to grow.