Expedia SEO Campaign

The American travel company Expedia wants to conduct SEO Campaign. Expedia will organize tours to the US, Canada, UK, and Asia. They want to perform SEO but need guidance on how to go about it. Expedia will provides Fast Booking Confirmation, Unbeatable Offers on Hotels, Flights, and More. Make the Most of Your Vacation by Using Packages. Look Into Exciting Activities for Your Visit.

Project Description

Company Name: Expedia

Goals: A travel booking company is releasing its online portal, and it organizes tours to the US, Canada, UK, and Asia. using SEO. Our goals are:

• Research keywords that potential customers are searching for when looking for a travel Booking Company.
• Optimize the website for these keywords (On-Page Optimization).
• How would backlink generation help them and how would they generate these links?
• Understand Our Competitors Backlinks Strategy.
• Additionally, we want to know what other SEO efforts we should implement to attract more customers.

Company Products: Expedia Company typically provides pick-up, accommodation, tour guide services and transportation, holiday packages, and honeymoon packages.

SEO Campaign Components

1- Create Customer Persona

To create a customer persona we need reliable & relevant data like Customer data for Analytics tools, Surveys from clients, interviews with our employees & sales team, and more. 

We will create 3 Personas (One for Every Product)

For Family Holidays        ———————-          Name: Peter

Demographics:                       Pain Points:
Age: 30 – 35 Years                  – Peter is a full-time engineer who would like to spend some family time. 
Location: UK                            – Cost is a big concern for Peter.
Gender: Male                         – Peter cares about his family’s safety.
Family: 4 Members
Job: Engineer                           Needs:
Status: Married                       – Peter Needs to go to quiet places with green & natural views.
Income: 70K – 85K                  – Peter wants a good deal travel package with a reasonable cost.  

Behaviors:
– Mona follows Traveling blogs like The World Travel Guy.
– Peter watches news channels TVs every night.
– He also follows YouTube Car Reviews channels like Motor Trend.

For Honeymoon Package           ———————-    Name: Ali

Demographics:                       Pain Points:
Age: 25– 30 Years                   – Ali is a young man who has recently got married. 
Location: US                            – He spent a lot of money on the wedding party.
Gender: Male                          – He loves historical & ancient places.
Family: 2 Members
Job: Financial Analyst              Needs:
Status: Married                        – Ali needs a low-price honeymoon package.
Income: 60K – 80K                  – He wants to visit historical places.

Behaviors:
– Ali follows Finance blogs like Cash Crashers.
– He also follows YouTube Travel channels like Drew Binsky.
– Ali is very active on Instagram.

For Business Trip             ———————-          Name: Maya

Demographics:                       Pain Points:
Age: 40 – 45 Years                  – Maya always gets nervous when riding the plane. 
Location: Canada                    – She cares a lot about cleaning & comfortability.  
Gender: Female                      – She likes to save time while traveling.
Family: 5 Members
Job: Brand Owner                   Needs:
Status: Married                       – Maya Needs good quality service, clean seats & fast trip.
Income: 250K – 300K              – Maya also cares about the full package including traveling & hotel reservations.  

Behaviors:
– Maya follows Business blogs like Forbes.
– She is very active on LinkedIn & Instagram.

2- Keywords Research

After conducting Keyword Research, these are the top keywords for every product.

This is an Example for Footwear Keywords Sheet

To know more about keyword research, You can check this post How to Do a Keyword Research.

3- Blog Post Topics

Using Our Keywords we can find some trending Blog Topics. Here are some Topics we can write about:

4- Perform On-Page Optimization

We will start our SEO journey by creating high-quality content taking into consideration On-Page Factors like:

• Title Tag – Using your Primary Keywords in the blog title (Length 50 – 60 characters).
• URL – URL should be concise, descriptive & contain some main keywords.
• Meta Description – Create a Descriptive snippet with some keywords to increase CTR (Length 150 characters).
• Header Tags – Use headers wisely for optimum page navigation with useful keywords inside them.
• Keywords – Use your keywords in the content in a natural way (Keywords Density = 1-3 %).
• Internal Links – Use Internal links to guide visitors to useful information or products on your website.
• External Links – External Links will enhance user experience.
• IMG Alt Tag – IMG tag & Caption are useful for both Humans & Search Engines.
• Sitemap – Sitemap makes website navigation easy for both Humans & Crawlers.
• Robot.txt – This text file gives permission for crawlers & directories to be indexed.

Web Page Example

URL Example: www.Expedia.com/cheap-honeymoon-packages  
< Title              Top 10 Cheapest Honeymoon Packages        Title>
< Meta Description
The honeymoon represents a special time in everyone’s life. Here are the cheapest packages yet including luxury hotels & resorts>


<h1                  Top 10 Cheapest Honeymoon Packages                    h1>
< Paragraph —————Keywords———Keywords——————– Paragraph>

< h2                 Maldives Packages                  h2>
< Paragraph —————Keywords———Images with IMG Alt Text Tag————————————
Maldives Packages on Sale (Internal Links to our Products)  Paragraph>

< h2                 Europe Packages                     h2>
< Paragraph —————Keywords——— Images with IMG Alt Text Tag———————————–
Europe Packages with Offers  (Internal Links to our Products)  Paragraph>

< h2                 Mexico Packages                    h2>
< Paragraph —————Keywords——— Images with IMG Alt Text Tag———————————–
Mexico Packages on Sale (External Links to other  Products)  Paragraph>

5- Perform OFF-Page Optimization

OFF-Page includes creating High-Quality Backlinks & improving the brand’s popularity online. There are many Tactics to do this. If we take our Women’s Shoes Post as an Example then our tactics will be:

• Create High-Quality content that people will love to Read & Share.
• Proactively Participate in Off-Site relations so people will know & trust you. We can answer people’s questions on websites like Quora, and Reddit. We also can leave comments on other related blogs like The World Travel Guy.
• Improve our brand presence on social media profiles by posting fresh, informational & entertaining content like Quizzes to generate more traffic, increase shares & improve brand visibility.
• We should utilize our offline relations. Friends & Families can easily become our best Customers.
• Generating Backlinks by Many Ways like:
  – Guest Blog Sites Like:
  https://theplanetd.com/write-for-theplanetd/
  https://www.onlyinyourstate.com/contribute/
  – Directories – Like TripAdvisor Yelp, Yellow Pages & Google Business Profile.
  – Influencers – We can ask the market influencers to give us backlinks using some incentives like Product Discounts. Some Traveling influencers are Murad Osman & Louis Cole.
  – Blog Comment – Leaving comments with backlinks on relevant blogs like The Blonde Abroad but in a legal way.
• Fix any Broken Links we have because these Links can harm user experience. We can use the Ahrefs, Google Search Console or SEMrush Tool to detect these links.

This is a Screen for Using Ahref for detecting Broken Links

• We should Analyze our competitors linking schemes using tools like Moz, SEMrush or Ahref.

This is a Screen for using SEMrush for analyzing our competitor “Booking Holdings”.

6- Perform Technical SEO

Technical SEO includes improving website infrastructure & technical issues. Technical SEO Top Factors are:

• Security – We need to have an SSL Certificate for the website.
• Speed – We can use Google Speed Insights to find any Issues

• Responsive Design – Using code to perform well on different screen sizes.
• Detect Duplicate content – fix Duplicate Content either by Remove It, Using the Canonical Tag, or Using the Noindex Tag.
• Fix Broken Links – Using tools like Ahrefs or Screaming Frog.
• Schema Markup – We can add Schema using Google Scheme Generator or Scheme.org

If you need a Help in your project, I will be happy to guide you. Just Contact Me.