The adventure travel industry is a fascinating one– it’s a very competitive environment dominated by some big players (National Geographic Expeditions, for instance) and countless fish. With heaps of special niche markets and countless boutique experience destinations, it’s absolutely crucial that your site stands out from the audience and that your excursions are seen from the search engines.
When I got involved in the adventure travel business, I was a software marketing man from the Seattle boom times. I’d worked with some of the largest and the very best in web development and applications marketing, and that I was used for a good product in a fair (though comparatively high) cost.
My initial foray to the experience travel marketing business floored me. The smaller “mom and pop” travel suppliers have been in many cases getting fully taken advantage of by unscrupulous “specialists” at SEO/SEM and web site marketing. I’ve seen those fighting, low margin firms paying high dollar for completely poor sites and services, and only accepting it because they don’t have the specialized understanding to assert the point.
One of our customers was spending tens of thousands of dollars each month for a static HTML site with an amateur layout and nominal search engine optimization services. They have been used to waiting months, or even months for their supplier to upgrade the website for them, crucial variables when you’re adding or eliminating excursions and destinations or gearing up for a fresh year. Although they expressed great confidence in the search engine optimization experience of the supplier, I discovered that they had likely been taken for a ride they’d equal meta descriptions and oftentimes, meta tags on each page of the website, and their “adviser” had shot small, if any thought regarding the material of the webpage.
So– by following this blog, you may be asking yourself “Well, what should I expect as a small-to-midsized adventure travel company who only wants a commendable and functional web presence?”