Google has offered tips to the travel industry so that companies can improve their search engine optimisation and search engine marketing strategies.

The search engine giant has recently been involved in building a team to support the travel industry in Australia and Claire Hatton, head of the team, told that the sector is beginning to see the importance of a strong web presence.

She advised that a search engine optimisation campaign that targets both paid and organic links is important, while sites that use intuitive navigation and unique content tend to perform the best in search engine listings.

"One thing we’ve been seeing is sites adding more valuable content to pique more interest and create more links," she said.

"Sites that create something that grabs readers’ interest and that engages with them will do well in natural rankings."

Earlier this month, Google launched a new performance measuring system – called the Placement Performance report – for its online marketing offering AdSense.

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