SEO case of a certain travel website

Project background

XXX Travel Network was founded in 1999 and is headquartered in Shanghai, China, with more than 30,000 employees. Currently, the company has established branches in 95 domestic cities including Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Nanjing, Xiamen, Chongqing, Qingdao, Wuhan, Sanya, and Nantong, and 22 overseas cities including Singapore, Seoul, and Hong Kong, and has set up service contact centers in Nantong, China, and Edinburgh, Scotland.

In 2010, XX Travel Network strategically invested in Taiwan's Easy Travel Network and Hong Kong's Wing On Travel to achieve interoperability among the three places across the Taiwan Strait. In 2014, it invested in Tufeng Travel Network and extended its reach to North America.

In 2015, XX strategically invested in eLong Travel Network and reached an equity swap transaction with Baidu to complete its control of Qunar.com. In the same year, XX was rated as China's largest tourism group for the first time and ranked among the top ten Internet companies in China.

In January 2016, XX strategically invested in MakeMyTrip, India's largest tourism company, and established the Southeast Asia regional headquarters in Singapore. In October of the same year, XX increased its investment in North America and reached cooperation with Zongheng, Haiou and Tufeng. In November, XX invested in Skyscanner, a British air ticket search platform, completing its layout in the overseas air ticket market. Since then, XX has completed its global business layout.

As China's leading comprehensive travel service company, XX has successfully integrated the high-tech industry and the traditional travel industry, providing more than 300 million members with a full range of travel services including wireless applications, hotel reservations, air ticket reservations, travel vacations, business travel management and travel information. It is known as a model of the seamless integration of the Internet and traditional tourism.

With stable business development and excellent profitability, CTRIP was successfully listed on Nasdaq in the United States in December 2003. On the day of listing, it set a record for Nasdaq's highest opening day increase in three years. Its current market value exceeds US$23 billion.

Today, XX is a leader in the online travel service market. It has been rated as China's No. 1 travel group for four consecutive years and is currently the second largest online travel service company in the world by market value.

Project goal:

Project challenge:

> In the traditional tourism industry, there are relatively few user groups, so it is difficult to obtain high traffic;

> In recent years, the tourism industry has begun to shift from offline to online, and has begun to vigorously promote online, ranking traffic, etc. It is difficult to be the first in the industry;

> There is a big difference in the business itself between tourism sales and fast-moving consumer goods retail B2C, which poses challenges to inquiries and order conversions;

Project execution:

Website diagnosis is an important preparatory work in the early stage of website optimization. Only by knowing what problems currently exist on the website can we prescribe the right medicine and quickly and targetedly improve the website.

(1). Keyword selection

Based on the core words provided by customers: travel, booking hotels, booking air tickets...; extend and expand secondary keywords, third-level keywords and related long-tail words, etc.

(2) SEO keyword layout implementation steps:

1. Keyword grouping
2. Keyword URL matching
3. Create a new landing page
4. Planning for a new landing page
5. Compilation of TDK for the landing page

(3) SEO external link strategy and external link soft copy editing

(4) Other measures

To obtain a large amount of traffic in the short term, the solutions are as follows:

1. Add 50,000 to 80,000 pages in a short period of time and gain rankings through a large number of long-tail words.
2. Core keyword strategy
2.1. Product word expansion, taking "tourism" as an example:
2.2. Book air tickets and hotel bookings into list columns
3. Expand from tourism to booking air tickets

Project effects:

(1) Keyword ranking:

The number of Baidu TOP10 rankings increased from 10 to 150;

(2) Traffic increase:

Weekly traffic continues to increase, from a low of 2191 per week to 12321 per week.

(3) Inquiry situation:

The average number of inquiries per month on the website is around 165, and the transaction rate is very high!

(4) Baidu Index:

It initially included more than 900 items, and the number increased to nearly 9,000, a 10-fold increase.