An EAN search partner focuses on organic traffic from search engines but may also heavily rely on paid search traffic as well.
Besides considering quality content generation, get the most out of paid search investments and organic search conversions by following these best practices. They are emphasized to ensure landing pages are optimally targeted, search rankings and campaigns perform well week to week, and implementation loads quickly and seamlessly for maximum conversion.
Gzip all requests and accept compressed responses for minimal transfer time
As a search partner, delivering content and handling customer input as quickly as possible is critical to creating conversions from initial click-throughs.
Optimize performance with local content and light API responses
Speed up the loading times of landing pages by utilizing local databases and light API responses.
EAN offers a wide range of regularly refreshed databases for hotel information, images, and geographical information that can be used to make pages more data-efficient. When using this static data, use the content options in Version 3 of the Hotel API to request only dynamic information for pricing and availability.
- If targeting a specific property for a campaign, for example, decrease load times by retrieving images and descriptions for that hotel from a local copy of our databases while requesting only the Room Rate Details for that specific property from the API.
Combining dynamic and local data in this way is quicker and more efficient than loading 100% of your hotel content via API responses for every single page view.
Optimize page processing
Getting browsers to process pages as efficiently as possible will decrease load and response times. Follow these points as general guidelines while developing:
Define the stylesheet at the top of the page code.
This allows the browser to render the page progressively, since all CSS definitions are found as it renders the page. Placing the stylesheet at the bottom forces a blank page during processing.
Place scripts at the bottom of the page code.
This allows the page to display before scripts are processed and makes the entire page appear to load more quickly.
Properly locate the customer in global integrations
Ensure geo-location services locate the customer accurately and show market-appropriate data.
Account for different possible currencies, date formats, languages, and properties based on the geographical location of the user or their demographic. Obtain as much dynamic geolocation-based content as possible to present the most accurate and relative content.
Examples of good geolocation practices:
- Show the correct currency code for the locale. EX: Don't show users in Germany rates in USD.
- Show appropriate geographical date formats. EX: Don't show DD/MM/YYYY to US customers.
- Show appropriate language translations. EX: Don't request content in es_ES for customers in Japan.
An excellent resource for learning more about creating global friendly websites can be found at the UX Magazine: Select Country; Select Language: Developing a user-friendly global gateway.
Use of Specific Request Types
Track search engine campaigns
- Use additionalDataString values in all links and requests to identify traffic sources, demographics, and the most successful campaign strategies. They will appear in affiliate stats under the Temp1 and Temp2 columns whenever links containing the additionalDataString values are used.
- Itinerary requests support date ranges. Create live "up to the minute" stats by requesting itineraries created within a certain date range - these queries are accurate down to the hour, whereas Affiliate Center Stats are not available until the following day.
Learn more details about Tracking Bookings by reviewing the implementation of the additionalDataString.
Increase Sales and Conversions
Update local databases and SEO campaigns as recommended
Update local databases and SEO campaigns on a regular basis.
Keeping databases up-to-date prevents referrals to inactive properties and ensures sties display the latest and most accurate property information. Update SEO campaigns alongside database updates to make sure landing pages accurately reflect all campaign content and keep search engine rankings fresh.
Provide background and input-based workarounds for common errors
Error handling is critical for a successful search-based API integration.
Users who encounter an error at any point between arriving on landing pages to attempting a booking are likely to result in a lost sale.
Study the error handling documentation thoroughly. Most errors can be handled by resubmitting a request with corrected data or prompting the user for more information.
Include user input validation prior to submitting requests.
For example, on the booking input page, include scripting that verifies all required fields have been populated, and, validate the the data format of those fields (i.e. valid number of digits for zip code). Input validation is an easy way to avoid simple errors altogether