Travel agents ‘fail to boost web visibility’

A study of 60 small and medium sized UK agents has found more than 75% are not using basic e-commerce strategies to boost traffic and web visibility.

The group, mostly ABTA members, was put under the microscope by Internet marketing company LeadGenerators to evaluate if traffic-boosting measures had been incorporated into the design of websites.

Most online experts swear by using links pages to increase a site’s profile among other travel sites, and can push a company up the search engine rankings.

But the survey revealed 77% of the websites had no links pages and almost all failed to include link text pages – a summary of the site required by linking partners.

LeadGenerators chief executive Frank Orman said: “Many firms splash out on short-term solutions, while neglecting long-term traffic solutions from a links campaign and other SEO strategies.”

Higher positions on search engines, alongside strong content and creative, give websites the chance to snap up quality traffic, LeadGenerators said.

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