You know that map that appears in Google Search results? The one that appears at the top of the search results – the one you may have seen if you’ve been typing a location-based search, for example: ‘Dog Groomer near me’, ‘Best restaurant London’ etc.
We’re often asked by clients “How do we get into that space in the top 3 slots?” It’s a great question!
In this article, we are going to try and help you out with some nuggets of information. First off, let’s start by imagining that you are a local travel agent called: Adventure Escape Travel. There are several key factors that can give you a boost. Just like a restaurant competing for visibility on Google Maps, your business needs to optimise its presence in various ways. Here’s a breakdown of the steps you can take to ensure your travel agency is appearing prominently in local search results.
1. Optimise Your Google My Business (GMB) Listing
To rank well in Google Business listings, the first and most important step is ensuring your Google My Business (GMB) profile is fully optimised. For Adventure Escape Travel, this means:
- Verify your GMB listing: Ensure your travel agency is verified with Google, so it can appear in search results.
- Complete all business details: Fill out every section of your profile, including your address, phone number, website, and opening hours. Make sure your business is clearly listed as a travel agent, and include categories like “Travel Agency,” “Tour Operator,” or specific services like “Holiday Planning.”
- Add relevant keywords: In your description, include keywords such as “bespoke holidays,” “luxury travel planning,” or “adventure tours” to ensure you appear in relevant searches.
2. Focus on Relevance to the Search
Google prioritises listings that are most relevant to the search query. If someone searches “best travel agent London,” your GMB profile should clearly communicate that Adventure Escape Travel specialises in that service. Here’s how:
- Use specific categories: Make sure your business category is set to “Travel Agency” and consider subcategories that match the services you offer (e.g., “Luxury Travel” or “Adventure Tours”).
- Include keywords in your business name and description: If possible, incorporate terms like “Travel Agent” or “Holiday Planner” into your description or tagline to improve relevance.
3. Location Matters
When someone searches for a travel agent in your area, Google looks at proximity. Adventure Escape Travel, based in East London, should make sure that:
- Your address is accurate: Ensure your exact location is up-to-date in your GMB profile.
- Utilise local SEO: On your website, include your location (East London) in the page titles, meta descriptions, and blog content. This will help Google connect your business with local searches.
- Encourage location-based reviews: Ask customers to mention your location when leaving reviews, such as “best travel agent in East London.”
4. Build Prominence Through Reviews
Google gives preference to businesses that have strong reviews. To improve your chances of appearing higher, focus on getting more positive reviews for Adventure Escape Travel:
- Request reviews from happy clients: After booking a successful holiday, kindly ask clients to leave a review mentioning the service they received, such as personalised travel itineraries or expert advice on destinations.
- Respond to reviews: Engage with both positive and negative reviews. This shows Google that your business is active and attentive to customer feedback.
- Highlight top services: Encourage customers to mention specific services like “tailor-made holidays” or “luxury honeymoon planning” in their reviews, which will help when people search for those terms.
5. Improve Website SEO
Having a well-optimised website linked to your GMB profile will help you rank higher in Google searches. For Adventure Escape Travel, you should:
- Ensure your website is mobile-friendly: Many users search from mobile devices, so make sure your site is easy to navigate on a phone or tablet.
- Optimise for local keywords: Use phrases like “East London travel agency” or “bespoke holiday planning” throughout your website.
- Add relevant content: Consider starting a blog that highlights travel tips, destination guides, or client testimonials. The more useful content you provide, the more Google will recognise your expertise.
6. Stay Active on Google My Business
Google rewards businesses that keep their GMB profile up to date. Adventure Escape Travel can maintain an active presence by:
- Posting regular updates: Share news about seasonal offers, new travel packages, or updates on destinations. This can be done through GMB posts.
- Add new photos: Upload high-quality images of recent travel experiences, destinations you specialise in, or even behind-the-scenes shots of your team planning a client’s holiday.
- Respond to questions: If potential customers ask questions via GMB, reply promptly to show that your business is engaged.
7. Consider the Searcher’s History and Preferences
Google personalises search results based on a user’s behaviour. If someone regularly searches for adventure holidays, Adventure Escape Travel will be more likely to appear if you have a strong presence in that area of interest. Make sure to:
- Tailor your GMB profile to your niche: If you specialise in luxury travel or adventure tours, make this clear in your GMB description and categories.
- Target specific customer interests: Include detailed descriptions of the types of holidays you offer, like “bespoke luxury holidays” or “adventure trekking tours,” to ensure you are targeting your ideal client base.
8. Boost Local SEO with Citations
Citations are mentions of your business across the web, and they help strengthen your online presence. For Adventure Escape Travel, this means:
- Ensure consistent NAP: Make sure your Name, Address, and Phone number (NAP) are the same across all online directories, like TripAdvisor, Yelp, or local travel websites.
- List in local directories: Register your business with local tourism boards, travel forums, and directories like Visit London or Trustpilot.
- Encourage external reviews: Ask clients to leave reviews on other platforms, not just Google. More mentions across different platforms will help strengthen your local SEO.
Conclusion
Ranking higher in Google Business listings is crucial for businesses like Adventure Escape Travel. By optimising your GMB listing, encouraging reviews, staying active, and improving your local SEO, you can significantly improve your visibility and attract more customers. Following these practical steps will help your travel agency appear higher in search results and stand out among the competition.