Before the mobile audience became so large, businesses could get away with lumping the two SEO strategies together as there wasn’t a big enough market to dictate completely separate strategies, it would have just been a waste of time and resources!
But now? It was reported in March 2017 that one of Europe’s large online travel companies, eDreams ODIGEO, said that mobile is now a bigger source of traffic than desktop for them in both the UK and Italy, with the gap closing in almost all the markets it operates in.
So, if your travel brand has already separated its mobile and desktop SEO strategies, then you’re already in a great position to increase your travel bookings cross-device.
If you’re not, here’s why you should conduct separate mobile keyword research…
Even though you might think it’s saving you time bundling all your keyword research into one, you’re doing your campaign a disservice before it’s even started!
You need to treat your mobile SEO strategy as entirely new and separate keyword strategies for your travel brand. Did you know? 69% of keywords rank differently across mobile and desktop – as reported by Search Engine Land, so don’t dismiss a separate keyword strategy.
Think about yourself, if you’re looking for the best flight details, for example, you might choose different keywords to type in on your mobile phone versus if you were searching on your desktop. You might be on the move with your mobile and want some quick answers so your search query might not be remotely comparable with your desktop search query.
It’s important that you invest the time into building out your strategies as if they are each built for two different audiences because even if they overlap slightly, they are two different audiences!
Read 4 more mobile SEO tips for travel brands here.