Don't let them monologue. Interrogate them. You need to know if they can handle the heat.
1. 'How do you handle seasonality in your keyword strategy?'
Why it matters: This industry is cyclical. Planning for summer in January is mandatory.
2. 'Can you show me a case study where you improved direct bookings, not just traffic?'
Why it matters: Lowering OTA commission bills is the goal. Direct revenue wins.
3. 'What is your approach to entity-based SEO for a location-based business?'
Why it matters: Search engines connect entities, not just strings. Your brand needs to be a recognized entity.
4. 'How do you integrate with our existing booking engine or PMS?'
Why it matters: Some booking engines are SEO nightmares. They need a technical workaround plan.
5. 'How will you handle our legacy content vs. new content creation?'
Why it matters: Don't let them nuke high-traffic pages. Ask about their competitive content analysis processes.
6. 'What specific tools do you use for competitor analysis in the travel sector?'
Why it matters: Generic tools miss the nuance. They should mention travel-specific data sources.
7. 'How do you ensure our customer data handling in your reporting complies with privacy laws?'
Why it matters: You handle passports and credit cards. Their reporting must respect GDPR to keep you safe.
8. 'What is your crisis management protocol if our rankings tank during a core update?'
Why it matters: Algorithms change. You need a firefighter.
9. 'Do you use proprietary tech or off-the-shelf tools?'
Why it matters: Proprietary tech locks you in. Know the exit cost.
10. 'How often do you audit the technical health of the site?'
Why it matters: In hospitality, a broken booking link costs money instantly. Continuous monitoring is non-negotiable among the best SEO companies.
