How to do the Best SEO for the Travel Industry


Bryan Reynolds, SEO Expert

The travel industry is highly competitive, and securing a spot on the first page of search engine results pages (SERPs) can be a game-changer for your business. This guide will walk you through effective SEO strategies to boost your site's visibility and traffic.

1. Audit the Website

"Where do we stand as of now?"

This is a question I always start with.

Start with a basic audit of your domain,, to gauge where you stand compared to other travel agencies.

You will needs tools to do this. Here is what we are looking for.

1), Pages where you rank well

2). You striking distances pages (rankings between spot #4 - #20)

3). Where you don't rank at all because you don't have any content properly targeting it.

Identify how much content is already on your site and how it ranks. You may find opportunities to refresh existing pages for quick wins. Also, look at what pages your competition has that you don't. Does it make sense for you to compete with that?

  • Conduct a basic audit to understand your current standing.
  • Identify potential content updates for quick improvements.
  • Understand your competition's content strategy.

This preliminary audit should provide actionable points for the first month or two. Meanwhile, conduct a more in-depth audit to uncover deeper insights.

an ahrefs tutorial on how to do content and SEO

YouTube Video Tutorial

Helpful Resources and Tutorial from ahrefs -> Free SEO Audit Template (With Video Walkthrough)

2. Refresh Content

"What is the best opportunity that we can achieve right away?"

Next, analyze your content using keyword research tools like SurferSEO, Ahrefs, SEMrush, and Google Search Console (GSC). These tools will help you identify the most relevant location-specific keywords and score your content.

  • Use SEO tools to identify high-potential keywords.
  • Improve content based on the scoring, making sure it's SEO friendly.
  • Optimize images, ensure fast page loading on both mobile and desktop, and add multimedia elements to enhance user experience.
  • Re-submit the URL to Google after refreshing.

Ensure your content is mobile-friendly and provides valuable information to users. This can improve search engine rankings significantly.

a graph that shows a content score from SurferSEO

Helpful Tutorial from SurferSEO -> How to Update Old Blog Content

3. Plan New Content

"Where do we want to be in 3 months, 6 months, 12 months?"

Creating new content is vital for a successful SEO strategy. Use tools like Ahrefs and Semrush to understand where your competitors stand. SurferSEO can guide you on what new content to create, such as case studies, infographics, or exclusive local secrets.

  • Use SEO tools to understand the competition and plan new content.
  • Consider various types of content like case studies or infographics.
  • Match your content with your website's purpose and potential keywords related to your domain rating.

Remember, your travel blog is not just about sharing experiences, but also a tool to perform keyword research and integrate SEO.

After my SEO consultation

4. Design the Page

"We got the click, don't scare them away."

Page design plays a significant role in on-page SEO. Ensure your page loads quickly, is easy to read, scannable, and includes relevant imagery or videos. Avoid lengthy introductions; users want information quickly.

  • Ensure quick page loading, readability, and scannability.
  • Include relevant visual content.
  • Keep the introduction concise and straight to the point.

In SEO for travel, user intent is crucial. Understand what your visitors want and design your page accordingly.

computer typing

Must-Haves for Tourism Sites

Most successful tourism sites have certain common features.

  • Google maps to exact locations.
  • Detailed information about the location, including facilities for kids, pets, parking, and accessibility.
  • Local secrets that only locals might know.
  • Takeaway
  • Incorporate Google Maps for exact locations.
  • Provide comprehensive information about the location.
  • Share local secrets to add value to your content.

You can build an effective SEO strategy for your travel company. Remember, SEO is not a one-time effort but a continuous process. Regularly update your site with fresh, quality content, gain quality backlinks from other reputable websites, and stay on top of SEO trends to maintain your search engine rankings. In doing so, you'll be well on your way to dominating the travel industry's search engine results.

SEO Glossary Terms, Ideas, Examples and FAQs

Keyword Research

seo image with computer

Keyword research forms the basis of any successful SEO campaign. It involves identifying the relevant keywords that potential customers are likely to use when searching for travel services on search engines.

Travel SEO keywords could be something like, if you're a tour operator in Italy, some relevant keywords might include "Italy tours," "best time to visit Italy," and "things to do in Italy."

  • Long Tail Keywords: These are more specific phrases that visitors are likely to use when they're closer to making a purchase or booking. For instance, "luxury wine tours in Tuscany" or "family-friendly activities in Rome."
  • Keyword Strategy: Use tools like Google AdWords and Google Trends to find out the search volume for different keywords and choose the right keywords for your website.
  • Meta Tags & Meta Descriptions: Incorporate your keywords into your page titles, meta descriptions, and content to improve your search engine ranking.

Quality Content Creation

Content marketing is a vital part of your marketing strategy. High-quality blog posts and other content can help improve your SEO rankings, drive organic traffic to your web pages, and engage your target audience.

  • Blog Posts: Regularly publish informative, engaging blog posts on your travel website. These could range from travel tips, destination guides, to reviews of local attractions.
  • Landing Pages: Create dedicated landing pages for specific search queries. For example, a landing page for "luxury wine tours in Tuscany" that provides detailed information and booking options.
  • Social Media Posts: Share your blog posts and other content on social media pages to reach a larger audience and drive more traffic to your website.

a person typing

Local SEO

Local SEO is especially important for travel agencies and other travel businesses that cater to tourists in a specific location.

  • Google Business Profile: Set up a Google Business Profile to appear in local search results and Google Maps. Make sure to include your contact details and encourage customers to leave reviews.
  • Local Directories: List your travel agency or business in local directories to increase your online visibility.

Link Building

Link building is an off-page SEO strategy and it means having another website link their website and content to your website. It is helpful if the content is relevant to what your website is about. For example, if you got a link from a Travel Magazine, that would be better than getting a link from a toy store, let's say.

  • Guest Post: Write a guest post for a travel blogger's site, providing valuable content in exchange for a link back to your website.
  • Internal Links: Include internal links in your web pages and blog posts to guide visitors to other relevant content on your site.
a mobile device on a table

Technical SEO

Technical SEO is like a mechanic looking under the hood of your car to make sure all of the components are working as they should. There are many aspects to tech SEO, but the main things are:

  • Page URL: Keep your page URLs short, descriptive, and include relevant keywords.
  • Site Speed: Ensure your website loads quickly to reduce bounce rate and improve user experience.

Monitoring Search Results in the Search Engines

To measure the success of your SEO efforts and identify areas for improvement, use tools like Google Analytics.

  • Track Organic Traffic: Monitor the volume and source of your organic traffic.
  • Keyword Performance: Check how your chosen keywords are performing in terms of search engine result pages (SERPs).

Effective travel SEO for the travel industry involves a combination of keyword research, quality content creation, local SEO, link building, technical SEO, and regular monitoring of your SEO efforts. By implementing these strategies, you can increase your travel website's visibility on search engines, attract more potential clients, and ultimately, secure more customers for your travel business.

seo logo

Frequently Asked Questions

How can Search Engine Optimization benefit my travel websites?

SEO can help increase your website's visibility on search engines, drive more traffic to your site, and attract potential customers who are looking for the travel services you offer.

Why is SEO Important for a Website?

SEO is important because it helps search engines understand what your website is about and rank it in the SERPs accordingly. Good SEO practices can also improve user experience on your site, boost engagement, and increase conversions.

What are some common SEO mistakes?

Some of the most common SEO mistakes include not doing proper keyword research, having poor website usability, and not creating quality content. It's also important to regularly monitor your SEO efforts and make changes if necessary.

Do I need an SEO expert for my travel business?

It is recommended that you hire an experienced SEO expert if you want to optimize your website for search engines effectively. An SEO specialist can help develop a comprehensive strategy tailored to your travel business needs and goals.

Good SEO Takes a While

But it's worth it.

Other websites tend to overlook this part, and other search engines may not care, but Google focuses heavily on this aspect. Your website traffic will be impressive if you focus on user experience. If you need to move faster, then paid search might be the solution you need for your digital marketing needs. Organic search takes time. You have to target keywords, do internal linking, and other important things. SEO takes time. So make sure you are in it for the long haul.

What is a good SEO strategy for a travel business?

A good SEO strategy for a travel business involves keyword research, content creation, local SEO, link building, technical SEO, and regular monitoring of your efforts. By implementing these strategies, you can increase organic traffic to your website and attract more potential customers.

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Anthony Adams
Anthony Adams
The guy knows his stuff. For all your optimization needs, Bryan is your guy. He's got a deep knowledge of the field and a top-notch attitude! Thanks for all your help!
Chris Thomas
Chris Thomas
Very professional and is very transparent with his process. Would recommend him to anyone needing help in SEO.
Eric Oshea
Eric Oshea
Look no further! You’ve found your guy! Bryan is one of the most skilled, detail oriented, crafty, educated, CREATIVE, people in the business! I have had had the honor of seeing him from early on, to now having become one of the biggest success stories when it comes to making your goals and dreams come true! My website, edits, and logarithmic strategy is now peaking because of Bryan and his skills! So grateful to work with him and be one of his clients! You will be as well! 🌟
Joe Stephenson
Joe Stephenson
Bryan has a deep knowledge of SEO, he does a great job, is very professional, and is easy to work with. I've enjoyed working with him in the past, and will be working with him again in the near future.
Nathan Shire
Nathan Shire
Bryan wasted no time identifying and targeting key areas to increase traffic to our website and help grow our music school. This was very important when COVID hit and we had to roll out an entirely new online program. Instead of losing business, our business grew!
Josh Kingsley
Josh Kingsley
You will be hard pressed to find a better SEO professional than Bryan. His knowledge of the process and pragmatic marketing application make him the correct individual for your job. If your goal is to increase traffic and leads for potential customers you must have rock solid SEO. Bryan can help you plan and execute what works for you and your organization. Highly recommend.