How to compete against search terms that use geo-modifiers?

[Chook1]

I should start by saying we are new to SEO.

We are introducing new “cycling tours” in new destinations and we are looking for a strategy to combat geo-modified keyword searches.

When people search for “cycling tours” they will anchor their search with a geo-modifier such as “cycling tours France” or “cycling tours Italy”.

Based in Australia we are keen to communicate to Australians searching for international cycling tours there are new Australian options that they may wish to consider.

The geo-modifiers required to find our tours (“eyre peninsula” and “carnarvon gorge”) are currently not on the cycling communities radar.

For example to find one of our new tours you need to use “cycling tours eyre peninsula” or “cycling tours carnarvon gorge”.

Currently the only solution we have found to let people know about our new tours is by word of mouth.

Is there an SEO solution?

[MiriamEllis]

Glad the reply was helpful, Chook1. You're in a tough spot and I wish there was an easier answer to give you, but know that I'm wishing you good luck in this venture. May your as-yet-unknown beautiful places for bike tours become world-class destinations in the future!

[Chook1]

Thanks Miriam

You have a been a great help. You have understood our circumstances perfectly and your suggestions fall in with our general gut feelings. So there is a lot more networking ahead of us to build the awareness.

[MiriamEllis]

Hi Chook1!

From reading this thread, I'm understanding a couple of things. Please confirm that this is the scenario you are describing:

1. You offer cycling tours in parts of Australia that no one seems to be looking for.

2. You wish that when people search for something that they are looking for, like "cycling tours Italy", your pages about your tours in Australia would come up in the results.

If my understanding is correct then, in response to the above two points:

1. You have a demand problem rather than an SEO problem. Selling a product/service people aren't yet asking for (cycling tours in Carnarvon Gorge) means your initial focus has to be on creating awareness and a demand for this. It's like you've built a new invention that no one has ever heard of before. In order to turn your invention into a household word, you're likely going to have to advertise it via social media and other channels until the demand becomes real and people are actually searching for what you offer.

2. Google has no incentive to show Australian bike tours when people are looking for Italian bike tours. Anything outside of Italy would be irrelevant to the searcher, so this is not really a goal you should waste time on trying to achieve. Google Maps, mentioned in the ongoing discussion on this thread, will be of no help to you in Italy if your business and your tours are located in Australia. Google Maps is for local search marketing - not International marketing. So, rather, your best strategy is likely to be what I've described in #1 around building awareness/demand for what you offer. If you are trying to get Australians to take bike tours in little-known spots in the country, you will need to advertise in Australia. If you are trying to get travelers from other countries to come to Australia, you will have to advertise wherever those audiences congregate. As far as SEO goes, you'll likely want to try to develop relationships with whatever websites publish the most trusted info on bike tours for your target audience and see what you can do to start getting some press and links from them.

Does this help? If I've in any way misunderstood your scenario, please feel free to provide further details.

[Chook1]

Hi Nigel

Thanks for taking the time to answer my questions the page structure you describe is something we are currently working on.

It is a pity there is not a way to recreate the traditional brochure stand that you find in a Visitors Information Centre where sometimes you discover an experience you would not have thought of asking for before walking in the door.

You mention that maps help the pages rank. Are you talking about Google Places or the general use of a Google map on a page? Currently we use Google maps to display a .KMZ file that shows the route we will be taking. Is this the same?

Thanks again

Mark

[Nigel_Carr]

Hi Mark

If you are trying to get your Cycling Tours Carnarvon Gorge into SERPS for a Cycling Tours Italy search then you are barking up the wrong tree. Of course, they are going to add the place (Geo Modifier) because that is what they want.

I would have a drop-down menu which had a link

Cycling Tours South Australia>
                                                Queensland>
                                                                   Carnarvon Gorge
                                                                   Tambourine Mountains
                                                                    Etc

...and all of the other places in Queensland where you run tours. Then build out each page fully with photos and local information.

Don't create pages with links, to links - put them in a logical menu structure otherwise the pages will be too many clicks away & people won't follow them.

You cannot do this so forget it:

“cycling tour Carnarvon Gorge” which is in Australia into the SERP when someone searches for “cycling tour Italy”

MAPS on the tour pages will help them rank.

Regards Nigel

[Chook1]

Hi Joe and Nigel

I think I must be missing something.

Currently our tour to Carnarvon Gorge is near or at the top of the SERP if someone searches for “cycling tour Carnarvon Gorge”.

The problem we are trying to solve is that we are finding that no matter where a searcher is in the purchasing funnel for a “cycling tour” they seem to be adding a geo-modifier ie “cycling tour New Zealand” or “cycling tour South Australia”.

It would appear that people only search for cycling tours in locations that they have heard others have been to. As a result no one is looking for a cycling tour in Carnarvon Gorge or Australia as this location is nowhere near the usual cycling destinations.

If I understand you both correctly you are suggesting that if I am trying to get our “cycling tour” to “Carnarvon Gorge” into the SERP I should create a page about Queensland which has a link to another page about Carnarvon Gorge which then includes a link to our detailed tour page. Is this correct?

So what I do not understand is how creating the suggested page structure will help us get our “cycling tour Carnarvon Gorge” which is in Australia into the SERP when someone searches for “cycling tour Italy” which is in a completely different country. I do not think this is possible or am I missing something?

How will Google maps help with this?

As I mentioned previously currently the only solution we have found is to use word of mouth to let people know about our new tours.  Am I wrong and is there an SEO solution?

Thanks

Mark

[jasongmcmahon]

I would crate SEO locations pages siloed by state > location, take the effort to create unique content for each page.  As Nigel Carr highlighted - images & AV will help drive traffic & engagement, Google maps have worked well for me in that past; also.

[Chook1]

Thanks Nigel

Our issue is that we do not offer tours in the countries where people are looking.

Rather we are trying to open up new touring routes where both Australians and international travellers do not traditionally look. So our problem is that when people anchor their search with a geo-modifier such as "cycling tours England" we do not get a look in.

We run local tours in our home town and in this instance a local page  as you describe including the geo-modifier works perfectly.

The down side of geo-modified searching stops people from finding options they had never thought of and serendipitously finding our new offerings.

Regards

Mark

[Nigel_Carr]

Hi Chook1

I would set up 'City pages' or in your case 'Country Pages' which target the different places you offer cycling tours.

For example:

websiteurl/italy-cycling-tours

Then fill the page with highly detailed content and alt texted photos & maybe videos of the tours you offer in that country.

Make them local specific and you will see traffic. It works like a dream.

Simple to implement and highly effective.

Regards Nigel