Predictive SEO for Tourism Websites Through Transformer Keyword Identification

Agisilaos Konidaris (), Ourania Stellatou, Spyros E. Polykalas and Chrysopigi Vardikou
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Agisilaos Konidaris: Ionian University
Ourania Stellatou: Ionian University
Spyros E. Polykalas: Ionian University
Chrysopigi Vardikou: Ionian University

A chapter in Transcending Borders in Tourism Through Innovation and Cultural Heritage, 2022, pp 897-912 from Springer

Abstract: Abstract The selection of appropriate keywords is a basic task to any search engine optimization (SEO) and search engine marketing (SEM) effort. Keyword selection can be influenced by several factors and is always a dynamic process that needs to be reiterated frequently. In this paper we present an innovative keyword selection technique by defining a novel category of long tail keywords that we call “transformer keywords”. We introduce the concept of transformer keywords as a way to enable travel websites to get the chance to appear in top search engine results through SEO or SEM quite fast. Our concept is especially beneficial to new websites or websites that experience low domain authority. We show that these keywords are of great importance especially to the travel industry and businesses that operate in seasonal destinations. After presenting the theoretical framework of transformer keywords, we analyze a six-step algorithm/procedure for identifying them with the use of Google Trends. Finally, we use Google Keyword Planner to measure and quantify the benefits of using transformer keywords. Our research case study is based on real data from the well-known tourist destination of Kefalonia in the Ionian Islands, Greece. We conclude that the use of transformer keywords can be especially beneficial if targeted correctly during the appropriate timeframes that we propose. All our key findings are formulated into a straightforward transformer keyword usage best practice guide for the travel industry.

Keywords: Search engine optimization; Keyword targeting; Search engines; Tourism websites; Travel industry; Transformer keywords (search for similar items in EconPapers)
JEL-codes: Z33 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-92491-1_53

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DOI: 10.1007/978-3-030-92491-1_53

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