A Hiking and Backpacking Tour Company offering adventures in America’s Southwest (which we will refer to as, ‘Guides’) called SEO Essential Solutions to increase their booking and AdWords conversions under new ownership. The new owner, previously a guide with Guides, had a goal of doubling tours within one year.
After conducting a complete digital audit for Guides, including SEO, Content and Social footprint, the most prominent initial findings by SEO Essential Solutions included the following:
*The Google AdWords account was generalized for Hiking Tours and Backpacking Tours, not specific to area, season, price, etc.
*The Facebook account was being used, but the Facebook Pixel was not being utilized to segment audiences, re-target or sequence ads to lead potential guests down the buying funnel from awareness to booking.
*There were several website code errors including that of some pages being secure (https), while others were not (http). Many pages were not indexed by Google, missing a large segment of traffic and lowering organic rankings.
*Many site visitors were not getting a ‘feel’ for what the tour truly encompassed from start to finish. Content and information was not being provided for those just starting to research their potential adventures.
*Images were not being optimized for use within Google Images or Social platforms.
First, the SEO Essential Solutions team designed display re-marketing campaigns for potential guests who did not book a tour with Guides, but visited the website. We then recreated brand new AdWords campaigns focusing on pre-season bookings per location. Some ads were crafted to pre-qualify potential buyers, by adding a price range, while others targeted those just getting interested in a hiking or backpacking tour – and doing their due diligence via researching potential companies.
SEO Essential Solutions next worked on the foundation of the website, making sure all URLs within the site were the same, and broken or un-indexed pages were amended and/or indexed. We optimized each page of the website, including each image within the site itself. This, alone made a huge impact in increasing targeted traffic to the website.
The SEO Essential Solutions team then set up the Facebook Pixel to craft a number of audiences to target, given past buyer demographics and what we believed to be un-tapped market share. We re-targeted those who visited specific pages of the site, offering them specific ads related to those pages. We then built a sequence of Facebook ads that guided potential leads down the sales funnel, from brand awareness to a conversion.
Lastly, we began creating quality, optimized content regarding specific tours, destinations, packing lists, seasonal information, backpacking safety and more – to draw targeted audiences back to the site. We optimized each piece of content for a specific page within the website, dependent on the content topic or focus. This not only increased traffic and conversions, but also organic rankings in search.
We continue to work with Guides, and have for the past several years. Each year breaks a new record of sales, and this year is already set to break another sales record for the tour company. Last month Guides called to ask if we would ‘ease our efforts’ as the bookings were coming in too fast and they needed to make sure they had the man-power to operate the tours.