How are sites ranked in the “Tourism” topic? / Hebrew

How are sites ranked in the “Tourism” topic? / Hebrew

Tourism is a competitive niche in which it is more important for sites to gain exposure than to occupy specific tops. This is a broad topic with specific demand patterns and page quality criteria. Noticing anomalies in output, we decided to conduct this study. In the article, we will consider the features of search engine algorithms, as well as bugs and features of pages from the top 10. The bugs mentioned in the material are given in order to show how the sites can be improved.

For the study, Ingate.Organic specialists took a sample of 1200 requests with a total base frequency of 14725623 (average frequency per year). Then they selected 50 leading sites that dominate the top 10 in terms of the number of requests (published in Yandex).

Peculiarities of user demand

Here you can see many seasonal requests:

Issuing features

Global leaders in this topic are large aggregators. Most of them overlap in Yandex and Google:

At the same time, the positions in the top charts of Yandex and Google differ. In this way, competition is well manifested.

For some projects, the SEO work and experiments carried out affect the result in Google itself.

Some issue leaders for new:

https://www.ozon.ru/category/oteli-sankt-peterburga/

https://www.kp.ru/russia/otdykh-na-more-v-rossii/. They are ranked due to the fact that informational aspects are well covered.

There are also sites that work with subdomains for verticals: https://hotel.tutu.ru/c_russia/saint_petersburg/ and

https://www.tutu.ru/geo/turkey/kurort/antalya/.

There are pages of tours departing from Moscow. However, not all sites create full-fledged pages for individual cities and regions – only 40-50%. This is a good growth point for many resources.

For example, consider issuing in Tula:

And for queries with the city of departure, other sites, which are not the absolute leaders of the issue, are in the top:

In this regard, the site is well optimized https://tours.tutu.ru/spain/iz_goroda/5744_tula/.

Most often, folders for cities of departure are displayed, there are very few subdomains. This doesn’t offer any ranking benefits, but most sites find it more convenient to manage folders. With them the transition to the new version can be carried out as smoothly as possible.

For local requests, other sites may be included in the delivery:

Users read the texts on the listings, which works well for promotion. Even Yandex uses them:

A group of mixed-intent information sites with powerful host features and quality articles has formed. It:

There are small sites that are included in the tops irregularly, perhaps due to manipulation of behavioral factors. Example:

The sites of tour operators are not ranked as well as before. They probably stopped developing at the same pace as aggregators do.

Sometimes aggregators rank even higher than hotel hotel sites. However, according to the requests of specific hotels, individual sites will always have ranking advantages.

There are cases of output of clone sites:

That is, someone under the guise of official sites can advance to the top, which threatens extradition. Therefore, you should send complaints to such pages.

Conclusions

Tourism is a competitive niche with its own characteristics, in which it is more important to get coverage than specific tops, but the opportunities for promotion are there and should be used. As a result of the research, our experts reached the following conclusions:

  1. In the “Tourism” topic, sites reach the top of Yandex and Google mainly due to the number of pages, host factors and brand traffic.

  1. Anomalies and errors in output are rare, which indicates the stability of the search algorithms. They give the same type of results to all query clusters in a niche.

  1. Most of the tops are occupied by giants of the market: commercial sites and large information portals. Individual random sites are rare.

  1. Minimalist sites do not make it to the top. One direction “Tourism” is not enough, it is necessary to expand the query index as much as possible.

  1. Commercial factors are more significant, first of all it is the assortment/request index, i.e. the total number of inquiries to which the site responds. Ranking potential depends on a wide assortment.

  1. There are problems with hotel clone sites. They can only be resolved by complaints to the hosters, and they will remove the pseudo-official pages from the issue.

  1. It is necessary to constantly improve the structure and functionality of the site, analyze competitors on the Internet and abroad.

  1. It is necessary to develop all types of listing pages, if possible adding informational pages for the greatest coverage of the subject.

  1. In Yandex and Google, the leaders practically coincide.

  1. Promotional work is primarily based on commercial factors and assortment (pages with all departure cities).

  1. It is necessary to constantly look for non-standard solutions for site optimization and growth points.

We hope that the article will be useful for seoshniks, and for site owners, and even for search engines themselves.

Research materials based on Ingate.Group.

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