It has been estimated by Search Engine Land, that 1 in 3 customers will conduct a local search on a smartphone device before visiting a shop or a store. So if your travel brand particularly has different branch locations, this is something you need to prioritise in order to be found by your mobile users locally.
Make sure your local listing is filled out correctly
From choosing both specific and accurate business categories to making sure all your information is consistent across all your listings including your business name, address and phone numbers (NAP). You want to make sure that the listing is being shown to the most relevant people, so the more accurate the information, the better chance you’ll have at appearing in front of those who conduct a highly relevant search. In terms of the consistency throughout your business information, the more consistent this is to your website details and your Google+ page, the easier Google will be able to read what your site is about and where you’re based etc.
Try and gather Google reviews
The more reviews the better. Particularly in the travel industry where customer experience means everything the new customers. If you’re competing with two other large travel companies in your area, but next to your business’s name you’ve got more Google reviews than the others, the chances of the user clicking on your travel brand over the two is much higher.
Competing can be exhausting, so by reminding your current customers to leave a review can help you secure new customers without having to shell out budget.
Identify keywords searched for locally
Using your preferred keyword tool, start to research suggested keywords around your local area. Carrying out this research will help you understand the kinds of keywords you need to be optimising your local contact page for, or ad copy if you’re planning a PPC campaign to increase local bookings. Checking through your Google Analytics data to see which keywords users have typed into the search engine to find your site is also a great way to identify these keywords.