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The Keys to Optimize your Travel Content to Max...

The Keys to Optimize your Travel Content to Maximize SEO Success #TBEXPuertoRico #TBEX

Learn how to optimize your travel content to avoid rankings drop while maximizing organic search growth.

Aleyda Solis

July 12, 2024
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  1. ¡Hola! I’m Aleyda Solis, 
 SEO Consultant, Speaker & Author

    KEYS TO TRAVEL CONTENT SEARCH OPTIMIZATION BY @ALEYDA FROM @ORAINTI I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * SEOFOMO & MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder
  2. Since last year, many travel sites have been negatively affected

    by Google's Updates https://www.webintravel.com/travel-industry-urged-to-diversify-organic-traffic-flow-amid-google-seo-leaks/ 
 https://www.phocuswire.com/google-seo-search-travel-blogger-ota-core-update-march
  3. HOW DID WE GET HERE? 1. HOW TO IDENTIFY YOUR

    OWN SPECIFIC CONTENT ISSUES AND SEARCH OPPORTUNITIES 2. WHAT CAN YOU DO TO GROW YOUR CONTENT SEO RESULTS AND AVOID GETTING HIT 3. Let’s go through it
  4. This is Google’s reaction to industry trends and tactics used

    by sites to manipulate or monetize search while not always giving the best experience
  5. Sites publishing content targeting queries for the sake of growing

    and monetizing traffic without real topic expertise or experience
  6. This is why Google initially released their product reviews system

    in 2021 https://developers.google.com/search/docs/appearance/reviews-system
  7. But as an outcome, big brands & UGC grew to

    unprecedented visibility across sectors Advanced Web Rankings & SimilarWeb
  8. At the same time, many independent publishers have been losing

    visibility vs less deserving sites, without recovery so far
  9. Google has answered addressing the difficulty of getting updates “right”

    for all at scale, while asking for patience and feedback
  10. However, this doesn’t mean it’s not worthy to fix issues

    in case you have them and take all what has happened into account within your SEO strategy
  11. Start by establishing your content organic search performance, especially increases/decreases

    correlated with the latest updates https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history
  12. Google Search Console & GSC Guardian Analyze your Google Search

    Console clicks & Position Trends along with updates
  13. Compare the before & after of the affected period to

    assess the gap in queries & pages Google Search Console & Google Search Console Enhanced Analytics
  14. Identify those with actual rankings drops/ increases, rather than SV

    or CTR changes The goal will be to Identify issues on pages targeting affected queries to fi x and avoid from now on The goal will be to Identify characteristics on pages targeting improved queries to learn and expand further RANKINGS DECREASE RANKINGS INCREASE
  15. Sistrix, Semrush, Ahrefs, SE Ranking You can also use SEO

    tools to identify affected queries & pages by ranking drops
  16. Sistrix, Semrush, Ahrefs, SE Ranking Context is important: Identify the

    pages 
 that increased while yours decreased
  17. Advanced Web Rankings You can do this in bulk to

    identify those Websites & pages outranking yours for a group of queries with AWR
  18. Similarweb As well as to identify where the clicks go

    in bulk for a group of queries with SimilarWeb
  19. https://www.aleydasolis.com/en/seo-flowcharts/#2 Once you’ve identified that there has been an actual

    drop and affected queries and pages, you need to assess if it’s relevant to optimize further
  20. https://www.aleydasolis.com/en/seo-flowcharts/#2 Don’t do anything. 
 
 The queries that dropped

    are not really meant to rank queries for your site, and not bringing any business value. You shouldn’t have ranked for them Create and optimize from a technical, content and experience perspective the pages that will ful fi ll the need of the relevant queries that dropped, making sure they provide a more comprehensive, authoritative and higher quality experience than the best ranked ones Optimize from a technical, content and experience perspective the pages that will ful fi ll the need of the relevant queries that dropped, making sure they provide a more comprehensive, authoritative and higher quality experience than the best ranked ones Don’t do anything. 
 
 If you are really already providing a better quality, comprehensive, authoritative experience than the best ranked pages with well optimized ones that are the relevant to ful fi ll the need and rank at that stage of the search journey… they should regain their rankings soon. Let’s go through the main scenarios Rankings dropped for non relevant queries for your site to rank You don’t have pages to ful fi ll the user search needs of meaningful queries You have pages to ful fi ll the user search needs of meaningful queries at that stage of the journey but they’re not optimized You have pages to ful fi ll the user search needs of meaningful queries at that stage of the journey and they’re fully optimized
  21. https://www.aleydasolis.com/en/seo-flowcharts/#2 Don’t do anything. 
 
 The queries that dropped

    are not really meant to rank by your site and are not bringing any business value. You shouldn’t have ranked for them in the fi rst place. 1. Rankings dropped for non relevant queries for your site to rank
  22. https://www.aleydasolis.com/en/seo-flowcharts/#2 Create and optimize new pages from a technical, content

    and experience perspective that will ful fi ll the need of the relevant queries that dropped, making sure they provide a more comprehensive, authoritative and higher quality experience than the best ranked ones. 2. You don’t have pages to fulfill the user search needs of meaningful queries
  23. https://www.aleydasolis.com/en/seo-flowcharts/#2 Optimize the existing pages from a technical, content and

    experience perspective that will ful fi ll the need of the relevant queries that dropped, making sure they provide a more comprehensive, authoritative and higher quality experience than the best-ranked ones. 3. You have pages to fulfill the user search needs of meaningful queries at that stage of the journey but they’re not optimized
  24. https://www.aleydasolis.com/en/seo-flowcharts/#2 Don’t do anything. 
 
 If you are really

    already providing a better quality, comprehensive, authoritative experience than the best ranked pages with well optimized ones that are the relevant to ful fi ll the need and rank at that stage of the search journey they should regain their rankings soon. 4. You have pages to fulfill the user search needs of meaningful queries at that stage of the journey and they’re fully optimized
  25. Let’s start with a good base: avoiding automated, non- unique,

    thin or spammy content that goes against Google spam policies https://developers.google.com/search/docs/essentials/spam-policies#thin-affiliate-pages
  26. You can use AI for ideation, outline and 
 the

    optimization process… Frase
  27. Your content -text, images, videos- should be unique, useful, up-to-

    date, fluff-free, clearly showcasing your experience and USP as a creator Original Photos Original Video Helpful Related Content Trust Elements User Generated Content Helpful Insights Unique descriptive content Unique Offering
  28. https://docs.google.com/spreadsheets/d/12-F9Z4NzDADOFRQtOiN-CtjY2aaqj-R5CcrJNCuTha4/edit?gid=0#gid=0 These will help to assess your content beyond relevance

    and popularity Helpfulness and People Satisfaction Quality Expertise and Experience Presentation and production Page Experience
  29. Assess your content as Google Quality Raters do following the

    rater guidelines https://chatgpt.com/g/g-WxhtjcFNs-content-helpfulness-and-quality-seo-analyzer
  30. Remember Google is Mobile First and Quality raters assess the

    mobile versions of the site and take page experience into account, make your pages easy to read and browse despite ads
  31. It’s time to look at the SERPs to assess how

    you’re targeting users search needs vs top ranked pages: From content type, format, freshness, comprehensiveness Advanced Web Rankings
  32. Target topics you have actual expertise and first hand experience

    for which you can feature unique, useful insights and advice
  33. Identify relevant questions to address with your content via PAAs

    and social platforms AlsoAsked & Keyword Insight
  34. Assess your own branded queries, 
 and your top competitors

    ones: What are the top topics that are relevant for you to address? Semrush, Ahrefs, Sistrix, SimilarWeb
  35. Clearly disclose your criteria to advertise and refer affiliate products

    while following Google’s Product Reviews Guidelines, adding value to the user https://developers.google.com/search/docs/specialty/ecommerce/write-high-quality-reviews
  36. Semrush, Ahrefs, Sistrix Grow your brand authority by developing free

    helpful resources, checklist, newsletter and tools, that attract backlinks and increase branded searches
  37. Need inspiration? Take a look at the top pages attracting

    backlinks from your major competitors and best performing industry sites Semrush, Ahrefs, Sistrix
  38. https://zyppy.com/seo/google-update-case-study/ Showing fixed ads in footer and fixed video ads,

    stock images, a high number of ads, notification and missing logo with mega menus, are correlated with losers
  39. It’s also important to not only fix, but also build

    while avoiding recurrent SEO issues to maximize your resources
  40. That’s how you’ll be able to be competitive FIXING IMPROVING

    BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech and content debt to avoid crawlability, indexability and page experience issues SEO SUCCESS
  41. SEO ACTION PLAN ONGOING SEO EXECUTION SEO QUALITY ASSURANCE FRAMEWORK

    EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching 
 SEO Errors MONITORING 
 To catch SEO incidents fast Set an SEO quality framework through 
 the whole SEO process
  42. Establish an SEO configuration checklist to validate when doing any

    blog update or release. Copy this one to start. https://docs.google.com/spreadsheets/d/1TSu_h9Hw-U0rLv0xO46jeV0w3o_LmIsRWMLI7WhLfNM/
  43. PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING

    SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Set a release validation workflow, before/ after launch, taking “what-ifs” into account
  44. Continuously monitor SEO configuration of the different pages types to

    ensure status https://docs.google.com/spreadsheets/d/1bU7yt3RnOAQ_FfhFidJgcaFKOnEaRm1bVvAF3UQzJE8/
  45. ContentKing Little Warden SEO Radar Use real-time SEO crawlers to

    be alerted 
 of unwanted SEO changes fast ContentKing, Little Warden and SEO Radar
  46. Set the alerts for them as well as for rankings,

    search features, visibility, market share shifts for your key queries
  47. WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC &

    CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS MENTIONS & BACKLINKS ALERTS MENTIONS & BACKLINKS ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS MENTIONS & BACKLINKS ALERTS This is how you say goodbye to continuous SEO issues that hold your execution back
  48. https://learningseo.io/ Access more free SEO resources for Google Core Search

    Updates Analysis & recovery, and other SEO scenarios in LearningSEO.io
  49. https://hub.seofomo.co/ Keep updated with the latest news in SEO for

    free with my weekly SEOFOMO newsletter, join +34K SEOs
  50. Do you think it's too much work? 
 It’s about

    prioritizing impact vs effort Recommendation Impact Effort To Prioritize Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize
  51. To help you assess this, you can use 
 my

    SEO prioritization template https://www.aleydasolis.com/en/search-engine-optimization/seo-recommendations-prioritization-presentation-templates/
  52. But what about AI Overviews? Don’t worry! 
 I got

    your back. Check this presentation https://speakerdeck.com/aleyda/the-impact-of-ai-in-seo-ai-overviews-june-2024-edition
  53. Thanks! Questions? KEYS TO TRAVEL CONTENT SEARCH OPTIMIZATION BY @ALEYDA

    FROM @ORAINTI I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * SEOFOMO & MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder