How To Double The Traffic And The Number Of Reservations From Your Travel Agency’s Website?

SEO process & procedures

As the SEO procedure dictates, we first talked to the client to find out as many details as possible about the business. Through this interview, we defined the target audience and keywords for which the client wants to be indexed and visible on Google search (SERP – search engine result pages). After that, we were able to start with the analysis of the market, the competition, the volume of keyword searches, the current state of indexing, and the position on Google. At the same time, we detected parts of the website which needed optimization. In addition to the usual on-page SEO works (URL, Meta description, Title, H Tags, Keyword Decoration, List Formatting, Image Optimization, etc.), we also made small corrections on the static pages, especially on the front page. 

We also added two new text blocks, a block of testimonials, a blog block, and a news feature that will allow Google better indexing, recognition, and eventual positioning of this website. It then possessed a rich and optimized text and overall fresh content directed at the target audience.

Last but not least, these corrections improved the user experience and reduced the rate of site departures (bounce rate), which is a strong positive signal for Google.

Optimization results

We started doing SEO on 1st November 2018.  For the first few months, we retained the existing domain https://estee.hr/.  However, when we completed the changes in design and the general structure of the website in line with SEO, we recommended the client to buy country domains.

SEO Tip for domains: this page was on a .hr domain and had a multilingual structure.  In addition, the cover page was in English which made little sense given that the target markets are primarily Germany and Italy, with the domestic Croatian market in third place.  English is convenient for guests from countries such as Slovenia, Poland, the Czech Republic, Hungary, etc., but this whole group of countries was not a priority for our client. Allow us here to give a brief comment on the history of the WorldWideWeb. 

In the years when it was much smaller, Google had one search page – Google.com. However, since the ‘90s, WWW has grown significantly so Google decided to make localization by country (language).  In other words, it began to give priority in search results to “domestic” pages with the domain of that particular market and country. Today, multilingual domains only make sense if a website addresses a multilingual market such as Canada, Switzerland, California, etc. In all other cases, it is practically unnecessary.

At the beginning of April 2019, the following corresponding country domains were purchased:  estee-krk.com, estee-krk.de, estee-krk.it

The same approach in optimization was applied to all new domains just as it was done to the “old” domain, respecting the specific features of each language and the market. In that same year of 2019, the results were already showing. Comparing the end-of-season results, which for Croatia is the end of September, a growth of organic traffic of 75% could be seen, compared to the previous year 2018.