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Your online presence is crucial for generating sales. Your organic ranking on Google is where your website stands in the Google search results for a specific search term. How can you optimise your online visibility and get potential customers visit your website? How can you improve your organic ranking? The answers are SEM and SEO.

Search Engine Marketing (SEM) is a digital concept that allows you to drive better-qualified traffic to your activity business website. On the other hand, Search Engine Optimisation (SEO) is about optimising the ranking of your website in search engine listings. SEM generates leads and sales with Pay-Per-Click Advertising and Social Media Marketing while SEO improves your organic presence in the market. In this post, we give some tips and tricks to tap into both SEO and SEM.  

1. Pay-Per-Click Advertising

Running a PPC campaign can be imperative for your business. Google AdWords is the most popular paid search platform for businesses, followed by Bing Ads. Finding success with PPC goes beyond a keyword list and a budget. It requires strategy, experimentation along with regular monitoring of overall conversions.

2. Refine your Keywords

Pick the right keywords for your target market. These keywords will be the ones you want your website content to show up for. The easiest way to get started is with Google Keyword Planner, a free tool that can give you knowledge on popular search terms. Make sure you also research keyword competition with free tools like Google Trends.

3. Website Content

Use unique descriptions for your tours and activities.  Provide testimonials and detailed descriptions of what the customer might experience. One of the best ways to rank higher in Google results is to populate your website with relevant content such as blog posts that contain your target keywords. Design a compelling landing page for your PPC advert. Your homepage and landing page should clarify who you are, what you do, and what the visitor should do – make a booking!

4. Invest in Video

It's a proven fact that videos capture much more traffic (and conversions) for activity operators. Why? Well, often there is a lot of information to share about your business and the traditional approach is to segment this into small chunks of text with some imagery.  These days when travellers go online, they seek an interactive experience of what is in store for them. Videos offer the best display of your product while consuming less time to communicate business information.   

5. Social Media Strategy

Market your website content across various social media platforms such as Facebook and Twitter. Create engaging headlines and descriptions that are relevant to your content. These external links shoot up the organic ranking on Google search results.