Section 1: What is SEO?
What is SEO?
SEO, or Search Engine Optimization, is the practice of enhancing the visibility and ranking of your website in search engine results.
Why is SEO Important?
- Increased visibility and traffic: SEO helps improve the ranking of a website on search engine results pages. Most users tend to click on one of the top results, making high rankings crucial.
- Credibility and trust: Websites that appear at the top of search results are often perceived as more credible and trustworthy by users.
- Local search optimization: SEO is particularly important on a local scale for businesses with physical locations. If someone is in destination, they will be searching for things they can find right now/near them. Optimizing local search helps attract customers in the immediate vicinity, increasing foot traffic and local sales.
Section 2: How Can I Optimize My Business Website?
Keyword Search
Importance of Keyword Research
Identify the words and phrases that potential customers use when searching for products or services in a search engine related to your business and incorporate these into your website. Search engines like Google will scan your website for these keywords and, if your website contains enough relevant keywords and information, it will generate your website as a search result.
How to perform a keyword search
Step 1: Start with a brainstorm
Create a list of words and phrases you associate with your business, products, and services. Tip: Think about the customer’s intent and understand where you fall in the user journey. Match your keywords to the intent.
Keywords can be:
- Informational: Seeking general information
- For example, “things to do in Canmore”, “things to do in Kananaskis”
- Navigational: Seeking specific information
- For example, “where is Quarry Lake in Canmore”, “how to get to the Canmore Nordic Centre”
- Commercial: Comparing products and services
- For example, “where to rent a paddleboard in Canmore”, “cross-country ski lessons in Kananaskis”
- Transactional: Ready to make a purchase or booking
- For example, “Travel Beyond Private Shuttle booking”, “Skyridge Glamping bookings”
Step 2: Use keyword tools
Expand your keyword list and gather data using online tools.
Online tools:
Important considerations:
- Relevancy and intent: Ensure keywords are relevant to your target audience’s interests and intent.
- Search volume: Look at each keyword’s search volume to ensure people are using this keyword to perform searches.
- Competition and difficulty: Assess the level of competition for each keyword. High-competition keywords are harder to rank – this doesn’t mean you shouldn’t use these words, but you should balance them with less competitive keywords. As your site gains authority and attracts more visitors, you may have a better chance of ranking difficult keywords. Long-tail keywords often have a lower competition rate, making them great for attracting website traffic.
- For example, “best hikes in Canmore” would be a difficult keyword. Something like “best family-friendly hiking trails in Canmore” or “easy hiking trails in Kananaskis for beginners” would be less competitive.
Step 3: Perform a content search
Try entering some of your keywords into Google and see what other links and pages come up. You can also look at the “People also ask” sections.
A content search will give you an idea of who your competitors are and what content you could be posting on your website to compete with these search results.
Tips and best practices:
- Avoid “stuffing” or overusing keywords into your website. You still want your writing to flow naturally. Read the examples below – keywords are in bold.
“Stuffing” example:
When traveling to Canmore, make sure you explore Canmore attractions. Accommodations in Canmore are great for all travelers visiting Canmore. You can find the best Canmore restaurants in downtown Canmore. Things to do in Canmore include hiking, biking, and skiing. Visit Canmore for an unforgettable experience.
Better version:
When travelling to Canmore, you’ll discover a charming town filled with exciting things to do in the Rocky Mountains. Stay in cozy accommodations that offer views of the Canadian Rockies and dine at local restaurants serving delicious cuisine. Enjoy a variety of outdoor adventures, from exploring the best hiking and biking trails in Kananaskis to visiting popular attractions like the Canmore Nordic Centre.
- Try to add more keywords in the first paragraph at the top of your website pages. However, you should continue to use them throughout the site.
On-Page and Off-Page SEO
On-Page: Meta Descriptions
A good meta description will clearly describe the contents of the page in a concise and engaging manner using compelling keywords.
Bad meta description example: Welcome to Canmore and Kananaskis. Find out more about what you can do here.
Good meta description example: Discover the best things to do in Canmore and Kananaskis, from scenic hiking trails and outdoor adventures to unique dining experiences and local attractions. Plan your perfect getaway to the Canadian Rocky Mountains.
On-Page: Heading Structures
Heading structure is important to help break down content into readable sections for the user and make it easy for search engines to understand the main topics of your page. Try to use keywords in the headers and sub-headers where possible.
On-Page: URL Structures
Including relevant keywords in your URLs can help search engines understand what content will be on the page. Best practice is to use hyphens between words as you won’t be able to use spaces. Try to keep URLs short while still being descriptive.
Bad url structure: explorecanmore.ca/%thingstodocanmore&kananaskis7
Good url structure: explorecanmore.ca/things-to-do
On-Page: Image Optimization
- Rename your image files to a more descriptive name using keywords.
- Use alt text when uploading images to your website and rename the image file to include relevant keywords.
- Note: providing alt text may not be possible with all website hosting platforms.
- Make sure image file sizes are not too big as they will take longer to load, slowing down your website.
- Appropriate file sizes will depend on your website. Look into image compression tools that are compatible with your website and can reduce file size without sacrificing quality.
Off-Page: Backlink Building
Backlink building means that a reputable source (like explorecanmore.ca) has a link to your website on their website. This signals to search engines that you are a credible source of information. Pages with backlinks tend to rank higher in search results.
*Members of Tourism Canmore Kananaskis automatically get their business websites listed on the explorecanmore.ca website. With over 1 million visits every year, having a listing on the TCK website offers unmatched value for businesses and provides backlinking for your business website.
Social Media
Business Information
Creating and maintaining one or several social media accounts is connected to a website’s visibility and credibility.
Social media is a great method for communicating information such as your business name, website link, address, contact information, and business hours.
Awareness and Reach
Social media is a great place to promote your products and services, making it easier for users to discover your business and more likely for them to seek out your website.
Backlinking and Referral Traffic
On your social media account, you can add a backlink to your website, acting as a referral source to increase the credibility of your website.
Google My Business
Business Information
If you don’t have one already, create a Google My Business (GMB) account. This is especially important for businesses with a physical brick-and-mortar location. GMB will appear on local search results and on Google Maps. You can also optimize your listing with keywords for better search performance.
Fill out all relevant sections of your GMB listing, including business name, business category website, address, phone number, and hours of operation. Update your hours on holidays or confirm that your hours will stay the same to make the user experience seamless. Post high-quality images of your business, products, and services.
Customer Interactions
Encourage reviews from satisfied customers and respond to reviews promptly and professionally. This also builds trust and engagement with your audience.
Become a Member of Tourism Canmore Kananaskis
Benefits of Membership
Members of TCK are entitled to a business listing on explorecanmore.ca, the official marketing website for Canmore and Kananaskis. Our website receives over 1 million users every year – great exposure for your business!
It’s no secret that tourism has become a vital economic driver in Canmore and Kananaskis. As a member, your investment in TCK contributes to a higher marketing spend for our destination, building a stronger economy for everyone. When one of us prospers, we all prosper.
For more information on becoming a member, visit www.explorecanmore.ca/industry or contact us at [email protected].
Section 3: More Resources
While this handbook is a great place to start, there are many other factors to consider when optimizing your website for online searchability. SEO is an ever-evolving field that requires ongoing research and updates to keep your business website up-to-date. By staying informed about the latest trends and best practices, and continuously refining your strategy, you can ensure sustained visibility and engagement in the digital landscape.
More information and resources:
For more information on SEO and online searchability, contact Leia Cathro, Marketing Manager, at [email protected].