Kısa süre önce Just Ben ve kıdemli bir meslektaşından oluşan küçük bir dijital pazarlama ekibiyle bir seyahat şirketine katıldım. Benim yaşlılarım öncelikle platformlar arasında reklamları yönetiyor ve çevrimdışı lojistik görevlerini ele alıyor. Şirketin son blog yazısı geçen yıl Aralık ayında yayınlandı. Şu anda düşük otoriteye sahip yaklaşık 10 geri bağlantıları var ve şirket şimdilik ücretli geri bağlantılara yatırım yapmaya istekli değil. SEO ile nereden başlayacağınız konusunda rehberliğe ihtiyacım var. Şirket, 2 günlük, 3 gecelik geziler gibi havaalanı toplama ve bırakma hizmetlerine ve taksi paketlerine odaklanmaktadır. Bir havaalanının yakınında bulunan pazarımız rakiplerle son derece doymuş.
I worked with a company like this. We used a programmatic SEO approach to build landing pages for every airport they serviced. You’ll need some programmers and a database of information to make this work well.
Since your senior handles offline logistics, add assassinating competitors to the list of tasks 🙂
Competitor research. There is no way to know what exactly you need to do to win in a competitive market without looking at what your competitors are doing. You only have to do better than them.
And since it’s local, I’m going to guess you need to prioritize their Google Business Profile and getting lots of reviews. Check your competitors there too (in the map pack).
Why arent they willing to invest in backlinks? Is ranking on Google or getting business through search not their main objective? Or are they just doing SEO because their competitors are doing it? Or maybe they don’t want to wait too long to see results? First figure that out.
As a local business, your primary goal should be to rank in top 3 of GBP for your main commercial KWs
And if you’re already running ads profitably, then either use some of that money for backlinks or reinvest it to scale the campaigns further, if there’s room to scale.
Your strategy should be aligned with business KPIs and long term growth. Educate your management. Goodluck!
Collaborate
Collaborate
Collaborate
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Interview other existing travel folks, shop owners, travel folk with audiences and view this as audience acquisition (newsletters, socials, youtube)
Make sure you go horizontal yourself and use medium, substack and build your newsletter. Leverage emails captured to make make lookalike audiences on social ads, aimed at more email capture (and social audience)
Google organic should be at best a “nice” extra outcome, but it will NOT pay the bills.
You could blog about easy keywords around your airport and how your company can assist in getting you there.