Executive Summary for Paradise Vacation Travel Site
Objective: To perform comprehensive research
for 3 vacation travel sites (fictitiously identified as Paradise Vacation Travel)
with the purpose of identifying keyword phrases to use in achieving high search engine rankings
in Google, MSN, Yahoo, and ASK. High search engine rankings are Top 30 rankings (in the first
30), but are not guaranteed rankings.
Client Supplied Data:
Description of Business: Up-scale vacation
travel for individuals, groups, and corporations. Particular emphasis on all-inclusive travel
arrangements, luxury travel, luxury river cruises, and adventure travel. Has numerous
affiliate relationships in the travel industry.
Main Competitors: Not provided
Target Audience 1: luxury
cruises (including river cruises) and luxury all-inclusive vacation packages
Target Audience 2: adventure
travel such as guided safaris or backcountry (outback in Australia) in places like Africa, Nepal,
China, and Borneo
Target Audience 3: group
vacation travel will cater group and corporate travel
Strategic Findings: This industry is dominated by web sites that have a lot of pages
indexed, have a lot of content, have well established back links, and have many sites that performed
search engine optimization. It will be difficult to compete for rankings against well
established sites for the most popular search phrases. Nevertheless, there is still plenty of
opportunity in niche phrases and in providing content that is related, but not necessarily competing
with the big sites.
Keywords/Keyword Phrases Identified: Stated as follows and as summarized on
Keyword Research Results
In spite of heavy competition, Paradise Vacation Travel should optimize for these
keyword phrases: adventure travel (1 page); all inclusive vacation
and all inclusive vacations - but not all-inclusive vacation (s) (1 page for both
phrases); all inclusive vacation package and all inclusive vacation packages
(1 page for both); group travel and group travel packages (1 page for
both); luxury cruise and luxury cruises (1 page for both), river
cruise and river cruises (1 page for both). The following is a screen
capture of those phrases.
The second type of keyword phrases should be niche
phrases as suggested the Keyword Research Results. For example "all inclusive
vacation 'place'", "river cruise 'place'", and "luxury cruise
'place'". Select as many 'places' as you can that are in-line with your ability to do
business on those phrases. Those phrases are listed on the spreadsheets included with the
details of this report.
The third type of keyword phrase should be from the
peripheral phrases in a demographic areas such as "adult 'whatever'" provided they are
not offensive, international travel, overseas travel, etc.
The fourth area of keyword phrases that will drive
traffic to vacation site are educational phrases. Examples are "how to pack for
vacation", "travel tips", etc. A list of frequently search phrases are
on the spreadsheet. Those phrases will get visitors to your site, and then the site content will
keep them there if the content is what they are looking for.
Search Optimization Strategy:
The recommended strategy for Paradise Vacation Travel travel/vacation sites will be to develop content rich pages
for highly targeted niche phrases, and to write educational content pages that will bring visitors
to the site. It is estimated 500 back-links will be a good target to obtain within 12 months of
site launch. Links from high traffic affiliate sites should be utilized as well.
- pages should be informative, but not too heavy in text.
Visitors will not take time to read voluminous text.
- employ highly descriptive title meta tags and description meta
tags as per the Top 10 PDFs in this report.
- Keep the content short and sweet with lots of images that
describe the vacation paradise to the visitor.
- due to the competitive nature of this business and the
maturity of sites out there now - it will be difficult to get high Google rankings in anything
less than 12 months. That may extend to 18 months if back-linking is not addressed shortly
upon launch of the sites.
- back-links from *.edu sites would be extremely beneficial.
- Pay-per-Click (PPC) should be considered to develop short term
traffic, and to test the long term effectiveness of the organic keyword phrases selected.
- a web analytics program should be considered to monitor site
visitor data, and mine marketing data from the server.
Possible Domains: A number of possible domains were
checked. My suggestion's are:
group-travel-4you.com. See full suggestions researched by
clicking on the image below.
Adding Page Content and Site Maintenance:
Paradise Vacation Travel will want to expand pages to more than 50
total for all 3 sites based on the findings of the keyword research. The more content, the
more the search engines will consider it a "worthy site". Content should be added on a regular
basis 3 to 5 pages at a time. We recommend a schedule of every 2 weeks or so for page
The more back-links to the sites, the higher the ranking potential
in Google! Therefore, Paradise Vacation Travel must create a back links programs where others
link back to your site. The back links must be generated in such a way that the link includes
the keyword search term (called link-back text). To spread potential page rank throughout the
site, avoid linking to the home page of each site. Instead, distribute the linking so that it
covers 6-10 keywords for each site, and link back to the page that is optimized for that keyword.
This is a technique that will ultimately pay dividends in higher rankings because the page rank is
more evenly distributed.
Thank you for the opportunity to present this
Internet Marketing Analysis!