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Understanding the Online User Journey: How a Visitor Finds Your Business

Summary:

We’ll show you how customers search for tourism businesses in Scotland when they are planning and booking a holiday, and then give you advice on how to reach them.

2 min read, Article
A woman looks at laptop screen with a view of a Scottish loch in the window behind her.

If you want to be found by customers in today’s world, then you need to consider using a variety of channels and platforms. We’ll show you how customers search for tourism businesses in Scotland when they are planning and booking a holiday, and then give you advice on how to reach them.

You need to consider using multiple channels, or even them all, to ensure you’re maximising your chances of reaching more visitors considering Scotland as their next trip.

Search engine optimisation

This is the process of increasing the quantity and quality of potential customers to your website from “free” or “organic” results on search engines.

Follow our guide on on-page SEO advice for digital tourism businesses and watch the video for tips.

Social media

Social media platforms let you engage with customers using creative content, and direct conversations.

Find out more:

Online Travel Agents

Online Travel Agents require you to update the prices and availability for your business and will take a commission, but you will reach more visitors and potential customers.

Watch our DIY: Online Travel Agents video for more information on what an online travel agent is, why you should work with them, and how to pick the right one for your tourism business.

A man sits at a table and looks at content on his laptop about Scotland.

Reviewing online content about your business.

VisitScotland.com

Business listings on www.visitscotland.com are free to create and manage. Find out how to set up your listing or get more information on the VisitScotland corporate website.

Travel Trade

To take bookings through the travel trade, you need to be fully set up for groups and independent travelers. You can find out more about VisitScotland’s work on Travel Trade, and sign up for a listing on their Travel Trade website.

Mobile searches once here

It’s common for visitors to leave space within their holiday for additional activities, so they may look up ‘things to do near me’ once they are here. Your website needs to be mobile-first, so they can easily find you through search engines and browse and use your website.

You should also claim your Google My Business listing to be found through this search engine.

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