Get new guests with Google Search – SEO and SEA in the leisure industry

Online growth May 20, 2022
Get more guests with SEO and SEA for leisure

As a leisure business, you want your website to appear high in search engines. Because the higher you are listed, the more people will see it. 

Google is worlds’ most used search engine, and therefore probably the search engine your guests use to find you. The highest position in Google is comparable to a highway billboard, which means it reaches tons of people.

Today, we’ll dive into the two main ways in which you can get guests to find you in Google, namely SEO and SEA. Both strategies can be valuable on their own, or integrated. Let’s look into both, define the differences, benefits, disadvantages and see when to use either strategy or both of them.

Rank high with SEO

SEO stands for Search Engine Optimization. In simple terms, this means improving your website to get a high position in search engines as Google. The goal is to make Google consider your website as high quality content, which will result in a high organic ranking.

There are many ways in which you can improve your SEO, such as by using the right keywords, creating great website content, improving your linking strategy and paying attention to your overall website health and the more technical parts of SEO.

In this example someone searches for “bowling in huntersville”. If your bowling center is located in Huntersville, you’d like to be the first that pops up in the results. You can achieve this with improving your website in terms of SEO.

SEO in leisure

Pros of SEO

  • You don’t need to pay for ads
  • Your efforts are more sustainable in the long run and your ranking doesn’t disappear when you stop paying, in contrast to SEA.
  • SEO helps PR, mostly through link building.

Cons of SEO

  • Results aren’t instantaneous. It can take weeks or even months before you reap the benefits of SEO.
  • Proper SEO strategies can be expensive.
  • Results aren’t guaranteed.

Get traffic with SEA

SEA is short for Search Engine Advertising, which basically means you’re paying a search engine such as Google to guarantee your website appears at the top of the first page of search results for your target keyword. 

You set up a PPC (pay-per-click) to bid on keywords or phrases that are relevant to your website. Your website only receives traffic as long as you keep paying for your Google Ads. You can minimize costs by setting up a maximum budget and carefully monitoring your expenses.

Discover 3 key tips for online advertising in the leisure industry.

In this example someone searches for “go karting in vegas”. If your go-kart track advertises on these words, your ad – and hence your website – appears on the first page of search results.

SEA in leisure

Pros of SEA

  • Immediate results in terms of traffic and ranking. Your ads will be displayed on top of the pages right away.
  • You can easily control your budget. You can set a fixed or maximum budget per day.
  • Search engines provide you with an array of metrics to track your performance. SEO can be harder to track.

Cons of SEA

  • Ads can be expensive if you don’t monitor and optimize your ads
  • SEA is highly competitive. Popular keywords require a large budget.
  • Ads require ongoing funding and maintenance

SEO and SEA as an integrated approach

SEO and SEA work best when integrated together and aligned to cover both short-term and long-term goals. 

For example, you can test keyword strategies and perform A/B tests in Google Ads and use this knowledge in your long-term SEO strategy. If your website is visible both organically and through paid advertising, it will increase awareness among potential guests. Your website will show up twice in Google.

Briq helps you with your online success

Do you need help with your online strategy? Briq helps you get more traffic to your website and grow your business online. Your own Customer Success Manager helps you set up your online strategy and you can follow customized courses in our Ecommerce Academy. On top of that, we can boost your traffic and revenue with our affiliate booking websites

Guests book your venue through a multi-activity booking system, which ensures a seamless guest experience and optimizes your revenue. Get in touch with us to learn more about Briq and what’s in it for you.

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