As we pointed out in a blog post yesterday, the travel industry is highly sophisticated in its use of digital marketing, and SEO in particular.
A report from Epiphany and Searchmetrics found that TripAdvisor dominates organic search rankings, but other travel sites are achieving high visibility in SERPs by targeting niche keywords and building high quality backlinks.
Another section of the report shows that a majority of sites are failing to make the most of videos and images to maximise their search visibility.
It has a big impact on traffic, as page one visibility in SERPs can often be achieved more quickly through good universal search rankings.
And good visual content is integral for the travel sector, with people keen to see pictures and video guides of places, tourist attractions and hotels.
So why is it so important, and which sites are getting it right?