Link Building for your Travel or Lodging Business
Link building is one of the most important and effective strategies you can use to improve the online presence of your hotel, resort, or vacation rental business. However, it’s also a challenging and time consuming one as well. For those in the travel industry who are new to the practice, all the details involved with this strategy can be overwhelming and even intimidating. If you’re wondering why building links is so useful, read on. We’ve put together a quick guide that covers the benefits of link building as well as how you can make the most of it for your travel or hospitality related business.
The Benefits of Link Building
The two most important factors that Google uses to rank your website are link building and content.
High quality links to your site will increase its ranking in search engines and provide more traffic.
Link building is not only useful for establishing your brand’s authority, but for building relationships with other businesses in your specific destination.
What is Link Building?
To understand link building, you need to understand a little bit about how Google works. When Google is looking for quality content to rank at the top of the search results for a keyword, it is looking for the most “popular” page. It can tell how popular your page is by seeing what other sites are already talking about you, essentially which sites link back to your site. The more that popular sites link back to you, and say things related to the search term you want to rank for, the better. This is where link building comes into play.
We reach out to high authority websites related to your travel niche/industry and pitch them to put a link back to your website. This will help you build authority, which will help you rank higher for your search terms. The links we get will drive additional traffic to your site as well. Link building is an art, so while we can’t get into the all the nitty gritty details on this page, you can learn more about how to build quality links for your travel company from Moz.
Why is Link Building Important?
When you have a high number of quality sites that are linking to your website, this tells search engines that your site is valuable. If a search engine determines that your site is legitimate and worthwhile, it will rank higher in search results. In addition, a higher search results ranking will bring more organic traffic to your site. While the process does take time, it helps to build your brand and domain authority. And, as these two factors continue to increase, you’ll see even more referring traffic to your site, which will serve to boost it even more.
Why Choose Vacation Rental Marketers for Your Link Building Needs?
We pride ourselves on being one of the best white hat link building companies in the travel industry and we’ve worked extremely hard to be able to say that. Our unique approach and in-house systems make this the best link building service for your money. We pride ourselves on transparency and while most SEOs may not show their clients their links, well, we have nothing to hide. Our clients get a full report on the links we’ve been built for them each month. Since we are only looking for long-term clients, we work with one client per location and industry. We’ve found that this way, our clients are not competitors and we can focus on each client’s goals and success.
Below, you’ll find even more information on exactly what you can expect when you get started with our link building services.
Getting the Process Started:
1. Complete Our Getting Started Form. This gives us all the information we need to determine whether you’re a good fit for our Link Building Program. Begin Filling Out the Form Now.
2. We’ll Reach Out to You if we think you’re the right candidate. We’ll provide you with a custom strategy and then we’ll sign a letter of understanding, discuss payment for services, and we’ll get to work.
3. Complete the Custom Onboarding Form. This form includes a ton of information about your business, including items like login info. The more information you give us here, the better – we want to make sure we’ve got a good understanding of your company.
Setup & Analysis
We Create a Branded Email Account and we reach out on your behalf. Using your persona is the most effective way for us to get as many links as possible per month. Link targets are more receptive when they believe they’re working with the business owner as opposed to a third-party marketing agency.
Using Your Google Analytics and Search Console Accounts, we’ll analyze your website and your current online presence. This information will help us to determine the best content on your site, how we’ll create your link building strategy, and if there are any other small tweaks that can help to give your site some quick wins. In addition, we’ll be able to determine how visitors get to your site, what visitors do after they get to your site, and the keywords that are bringing the most traffic to your site.
Link, Content & Website Audits
We Check Your Anchor Text using a variety of online SEO and SEM tools. All of the links pointing to your site won’t necessarily reflect the keywords that you’re trying to rank for. But they should all look natural, which means that there should be some out there that are your company name, your website’s URL, or even phrases like “Click Here.”
Auditing Your Online Content will give us a good idea of what we have to work with. We’ll want to know whether you have a content creator on your staff and if you’re regularly creating content. We’ll also look at if your content pieces have gotten any online attention and your means of distributing your content.
We’ll find all the best content you have on your site and select link targets based on that content. If you need to add content to your site, we’ll work together to create a plan to create content based on our link targets.
If you have a content creator who’s able to put these pieces together, that’s wonderful. But if not, we have writers on our staff who can provide you with what you need.
We’ll Perform a Complete Audit of All Your Incoming Links. We want to ensure that your website is clean and that there aren’t any spammy links. We’ll also check to ensure your anchor text ratio isn’t over-optimized.
Using Website Metrics and Other Statistics, including trust flow (TF), domain authority (DA), citation flow (DF), and page authority (PA), we’ll make sure that everything on your site is relevant and that all links are being used to their full potential.
Using the Keywords We Previously Discovered, we get to work making a huge list of search operators. These search operators allow us to find very niche-specific websites that we will target to add your links to their site. There are different types of search operators we use for different goals. But we essentially type something like “vacation rental inurl:resources” into Google.
Google will then provide us with a bunch of results and we go through one by one to find the best opportunities for the highest quality links. We literally go through hundreds of search operators per keyword. There are other tools we may use from time to time depending on the project, but typically we do this ALL manually. Although this is very time consuming, we’ve found that it’s the best way to get the best results.
Based on the Content We Have and Your Budget, we start finding the types of links that will be most beneficial to your site. If you don’t already have a lot of content on your site, we may work toward creating links that involve placing content on other sites or connecting with local bloggers and other local establishments.
Tracking Our Progress
A Custom Project Tracker will keep you in the loop every step of the way. We update our tracker daily so you know the progress we’re making on all of your projects. When we build you a new link, you will hear about it! Unlike a lot of SEOs out there, you don’t have to just trust that your success is our primary goal, you can actually see it.
Your project tracker will show you the project plan, the live links we’ve acquired for you, your target content pages, additional citations you’ve gained, as well as a list of the links we’re planning on pitching. You’ll be able to take a look at this document whenever you’d like to get real time updates on what we’ve been doing for you and what we plan on doing.
Below is a sneak peak of the link building project tracker you’ll get when you sign up.
With All the Basics Set Up, knowing that you have a healthy site, the keywords you need to rank for, and the content we can pitch to prospective targets, we can start prospecting. We make sure we have as much information about the person to whom we’re prospecting. This helps to make our efforts that much more effective.
We Reach Out to Targets Using a Personalized Approach. Each email will be customized and use the individual’s name and information regarding the type of link we’re requesting. This interaction is just the first step in building a relationship with the target that mutually beneficial and can be used in the future. In addition to getting a link, it’s quite common for targets to share your information on their social media accounts, which is just another added benefit.
Follow Up: Have you ever heard the phrase, “Fortune is in the follow-up?” Well, I think that’s one of the most important aspects here, and a part of our system we take seriously. Since people receive a lot of emails every day, we need to follow up to separate ourselves from the clutter.
We send to up to 4 points of contact. Since we’re tracking the emails, we can tell if they’re getting opened or not, and then we follow up based on what they’ve clicked on or not. Also, we’re not scared to get on the phone. So if we need to negotiate a link over the phone, or call a prospect to get the deal done, we’ll do it!
The Results: Our main goal with SEO and link building is to get you more exposure on Google to your target market. You should expect to see three indicators of the search marketing campaign’s performance:
- Growth in organic traffic
- Growth in referral traffic
- Greater trust and more interactions with your customers
Those who click on the links that we’ve built for you are extremely interested in what we’ve presented to them. This highly targeted traffic that comes to your site tends to have a higher conversion rate than other audiences.
All these new incoming links will be from sites that not only have authority but those that are relevant to yours. These types of links increase your site’s authority and relevance in the eyes of search engines, which means that your organic ranking will increase. A higher search results ranking also suggests to potential customers that you’re a trustworthy business.
How Many Links Will I Get a Month? (What You Should Expect.)
This is dependent upon a few factors. It will depend on the type of content we have to link to and what you’re selling. It will also depend on the interactions we have with the targets we’ve contacted. But we tend to get around 8-20 links per month.
The more value-packed content you’re willing to provide will play a big role when getting links back to the site in certain scenarios. Remember – if you need content marketing services we can help with that in conjunction with your SEO strategy.
Monthly Reports and Tracking
As previously mentioned, we track all of your progress and our efforts in a sheet we call your project tracker. This tracker shows what we’re implementing in your plan and the results you’re seeing from our efforts. At the end of every month, we’ll also provide you with a monthly report that identifies exactly what we’ve accomplished during the month as well as important information, like organic and referral traffic to your website, the number of links we’ve created for you and traffic that’s come from those links, and much more.
What’s the Cost?
The cost completely depends on what your goals are and what you’ll need from us. Check out our chart below that shows what you can expect at different investment levels.
Like what you hear?If link building sounds like something you’d like to take advantage of as part of your SEO strategy, and want us to help. Just reach out…
What Type of Links do You Use?
Below is a list and description of the different types of links we use for our clients:
White Hat SEO Link Types:
Resource Pages + Broken Link Building – Resource pages are one of our favorite links to go after, because if you have a quality article on your page it should be on a resource page.
Guest Posts – Guest posts are great to utilize especially when you don’t have much content on your site. We reach out to websites in your niche, write or create content for their site, and in return link back to your site. This is so powerful because we can literally control the anchor text that is pointing back to your site.
Link Roundups – A link roundup is when a website has a specific page dedicated to showing a target audience the best resources for which they’re searching. These are highly undervalued.
Sponsored Posts – You will have to pay for these, but it can be well worth it.
Link Reclamation – Link reclamation should be taken as a two-tiered approach. We reach out to websites that have linked to you in the past, remind them that you’re still around, and they can still link to you. We also find websites that are talking about your brand but are not linking, and ask them to link to you.
Local Business Outreach – A partnership with local businesses in your destination can make it easy for you to get backlinks to your site. This relationship may also result in you being able to provide your guests with certain discounts for the local businesses in question.
Niche Business Outreach – This can be useful especially if your destination is well-known for specific activities, events, or points of interest. Guests who are interested in these topics will then be more likely to find your site.
Press Releases – Press releases give you the opportunity to get your information in front of a large audience as they’re often picked up by news distribution services. These types of links can be valuable, but only when used in the right circumstances.
Local Blogger – There are probably a number of local blogs dedicated to providing information on your destination. Depending on their quality, they can be wonderful sources for links.
Competitor Link Discovery – We’ll take the time to examine your competitors and get all the necessary information on their backlink numbers. These details help us level the playing field and can also help you pull ahead of your competition.
Other Links for Anchor Text Diversity:
Video Links – Most video sharing sites such as YouTube and Vimeo all give you a link back to your website when creating a profile and adding videos. Video links are a great way to to boost your site for relevant terms.
Social Networking – When you have a strong presence across the most popular social networks, this makes it easier for Google and other search engines to determine which sites are credible and reputable sources of information.
Blog and Forum Commenting – Commenting can be a good way to get links and traffic to your site but it has to be done in the correct way. We’ll ensure that you and your brand are represented with quality comments on relevant sites.
Wikipedia Links – Wikipedia is a very trusted website in Google’s eyes.
Event Links – A lot of times when you are speaking or attending a conference or event, you are able to get a link back to your site.