Are you looking to improve the SEO of your travel website and get it to rank higher on Google search results? As a fellow travel enthusiast with years of experience in the travel industry, I have gathered a wealth of knowledge on SEO for travel websites. I have spent countless hours analyzing data, testing theories, and learning from my mistakes. Allow me to share with you all the secrets I have learned so you, too, can improve the visibility of your travel website and attract more visitors.
Now, I want to pass that knowledge on to you, from one travel lover to another. Whether you’re just starting with your site or looking to improve your existing SEO strategy, I’ve got many practical tips, tricks and insights to share. By the time we end here, you’ll be armed with everything you need to start dominating that first page of Google for all your target keywords. How does that sound?
Why Should Travel Sites Care About SEO?
I know – all this SEO stuff sounds complicated and boring. As a creative travel blogger or tourism marketing specialist, you’d much rather spend your time creating inspiring content and gorgeous visuals. And who can blame you?
But here’s the deal: if readers and customers can’t find your site, all that hard work is useless. And in 2023, people find websites primarily through search engines like Google.
So, if you want people to benefit from the blood, sweat and tears you pour into your travel site, SEO is an essential ingredient these days.
Neglect it at your own peril!
See, the websites that rank on that precious first page of Google results get a crazy amount of web traffic. We’re talking millions of potential new visitors, customers and fans.
And not just any old visitors either: people actively searching for information related to your niche. Targeted, interested audiences intending to do something: book a trip, rent a vacation home, find a tour operator or download a travel app.
This is like internet gold dust, my friend!
But snagging those top spots is fiercely competitive. The travel industry has exploded in the past few years. There’s more dazzling content than ever before.
So, just having an awesome site is not enough anymore. You need to master SEO strategy to elbow your way onto page one and tap into that sweet, sweet search traffic.
And that’s exactly what I’m going to teach you!
Why Travel SEO Is Trickier Than Other Niches
Now, before we dive into the nitty gritty of strategy, it’s important to understand why SEO for travel websites comes with its own unique challenges compared to other industries.
The main reasons are:
Hyper-Competitive Keywords
The travel space is enormously competitive. For popular destinations and search terms like “Italy tours” or “Hawaii vacations”, you could be up against hundreds of thousands of web pages. Crazy, right?
Location-Based Searches
People often search for very specific locations like “hotels in downtown Austin” or “Bora Bora resorts”. So you need pages optimized for every region, city and neighborhood you serve domestically and internationally.
Low Search Intent
In the early planning stages, travelers typically have a low intent to book. They’re just researching options at this point. This makes conversion tracking difficult. You need to guide users further down the funnel with tailored content.
Complex Customer Journeys
Speaking of convoluted funnels…the travel booking path has a gazillion touchpoints across search, social, price comparison sites, review platforms and more. So strategic integration is crucial.
Seasonality Spikes
Travel search behavior fluctuates wildly between peak seasons and off-seasons. This rollercoaster makes forecasting and budgeting rather hair-raising!
Phew! No wonder so many newcomers find travel SEO overwhelming.
But now that you know what you’re up against, let’s talk strategy. The following tips consider these unique challenges so you can adapt accordingly.
Tip #1: Set Up and Integrate Google Tools
I know this first tip might sound boring. But it’s foundational!
Before revamping your content or link building strategy, you need accurate data to inform your decisions. The best way to do that is to tap into free Google tools.
Here are the essentials to set up:
Google Analytics: Of course, I have to kick things off with good ol’ Analytics! This should be the central brain of your entire website. Hook it up to start monitoring your site traffic – volume, sources, location, devices, behavior patterns and more.
Google Search Console: Formerly known as Webmaster Tools, this lets you see how Google itself views and indexes your site. Critical for diagnosing issues.
Google My Business: This is Google’s massive local business directory used across Google Search and Maps. Register your travel business here for increased visibility.
Google Tag Manager: Takes care of all your site tracking codes in one centralized container file. Use this to deploy everything else mentioned above.
Once connected, these tools will give you transparency into your website’s current visibility and performance benchmarks.
You’ll also gain insight on topics like:
- How people search for your services
- What content resonates
- Common user paths
- Conversions by source/medium
- Ranking positions etc.
This intelligence should directly inform your keyword research and content strategy moving forward!
Now, let’s talk about the almighty algorithm…
Tip #2: Optimize for Google’s RankBrain Algorithm
Google RankBrain is the AI machine learning algorithm Google uses in addition to other factors to interpret search intents and return the most relevant results.
So optimizing for RankBrain is key!
Here are 5 quick tips:
- Use Natural Language – Write conversational content using natural speech patterns, sentence structure and logical flow.
- Feature FAQs – RankBrain indexes questions to understand user intent. Feature common customer FAQs prominently.
- Fix Site Architecture – Clunky site structures with dead ends confuse algorithms. Create intuitive IA.
- Enhance Site Speed – Faster sites rank better in mobile first indexing. Compress images, minify code etc.
- Highlight Expertise – Blogs, press mentions, awards etc demonstrate your credentials to RankBrain.
Master those basics and you’ll be off to a great start optimizing for RankBrain!
But content is still king when it comes to organic search…
Tip #3: Map Out Your Keyword Strategy
Remember those hyper-competitive keywords I mentioned earlier that distinguish travel SEO?
You need an uber-strategic approach to target the highest intent and most relevant search phrases that align with your specific niche, geography and trips.
Start by brainstorming every type of traveler persona and trip style you serve. Do you cater to backpackers? Families? Adventure travelers? Luxury beach resort vacationers? All of the above?
Now drill down to map out associated search phrases, like:
- Family friendly all inclusive Mexico resorts
- Thailand itinerary 3 weeks
- Best hike Kilimanjaro guide service
- Affordable Alaska land tours
And don’t forget geographic keywords!
- Jamaica best beaches
- Hotels Times Square NYC
- Romantic getaways Bay Area
Use Google Keyword Planner and autocomplete to expand this list. Identify search volume and competition for each keyword.
Then pare down to a priority list of product/service-specific phrases with high volume and attainable rankings for your pages.
These become your primary targets moving forward.
Now…what type of content helps pages rank for those bad boys?
Tip #4: Create Optimized Landing Pages
Traditional keyword stuffing is long dead. However you still need to optimize landing pages for each of your target phrases strategically.
The Anatomy of an Optimized Page
For travel sites, I recommend using a simple formula:
- Introduce the destination
- Discuss trip details or product USP
- Cover pricing, dates etc
- Answer common questions
- Provide visual inspiration
- Close with an optimized CTA
Sprinkle your target keywords naturally throughout each section. And include related long-tail variances, too.
Then, summarize key selling points aligned to that keyword in a clear call to action.
Of course, tailor this framework across tour packages, destination guides, hotel pages, offer pages etc.
Let me give you a quick example…
Suppose I offer an Alaskan dogsledding adventure tour. My target phrase is “5 day Alaska dogsled tours”.
My intro would give a flavor of the Alaskan wilderness and then an overview of what the dogsledding trip entails. I’d highlight inclusive amenities and pricing details before addressing common FAQs.
After whetting appetites with gorgeous photos of racing huskies and snowcapped peaks, I’d conclude with something like:
“Our epic 5 day dogsledding adventure immerses you in Alaska’s stunning natural beauty while bonding with a pack of friendly, enthusiastic huskies. With overnight wilderness camping and days packed with excitement out on the trails, it’s a dogsledding dream! Contact us today to book your unforgettable Alaskan vacation!”
And voila! One artfully crafted, strategically optimized page is coming right up 🙂
Rinse and repeat for all your priority keywords.
Which brings me to my next tip…
Tip #5: Produce Link Worthy Travel Content
Now, links remain one of the strongest ranking signals for Google. So earning high quality backlinks from other travel websites is mandatory for climbing those SERPs.
But getting sites to link back to you is tough when the space is saturated with amazing content!
You need to produce truly unique, link-bait-worthy assets.
Start by brainstorming viral ideas like:
Trendjacking topics – Create content piggybacking on current events or news related to your destination.
Industry analysis – Provide original research and insights not found elsewhere.
Exclusive data – Conduct primary surveys and share proprietary data.
Interactive content – Build intriguing maps, calculators, quizzes etc.
Ultimate guides – Compile incredibly extensive guides that become “hub” resources on a particular topic.
Competitor comparisons – Create side-by-side reviews of leading options on any travel subject imaginable!
The goal is to produce something that makes sites think “Wow, this is amazing content I want to reference on my site!”
Ideally, focus on evergreen topics that will also interest travelers long into the future. That amplifies value.
Pop in your target links where relevant, of course!
And don’t shy away from some good old fashioned outreach once your asset is live. Identify sites focusing on that niche and politely suggest they check out or potentially feature your content if it is helpful for their audiences.
But never go overboard with link requests. Quality over quantity!
Speaking of quality over quantity…
Tip #6: Build Authoritative Links
Cranking out amazing assets alone isn’t enough. You need to land links from legitimately authoritative and relevant sites related to travel.
Why? Links act as “votes” that signal to Google: This site provides valuable info about this specific topic!
And not all links carry the same weight. A link from Lonely Planet or TripAdvisor conveys more trust than your buddy’s random blog.
So, where should you aim to secure coveted editorial links?
Start by compiling a spreadsheet of:
- Popular travel blogs
- Major newspaper travel sections
- Top review platforms like TripAdvisor
- Niche sites serving your specialty
- Related magazines/journals
- Influential travel personalities
Then, cultivate relationships with editors and journalists at those publications. Help them understand how your content could add value for readers.
Be patient and provide tons of value upfront through useful insights and interview commentary before ever suggesting any quid pro quo. Just focus on building genuine connections and being as helpful as possible.
Over time, you may receive requests for contributor posts or guest articles organically. That’s when you can drop a discreet link back to related pages on your website as payment.
For example, suppose I run an adventure tour company and provide expert commentary for a Backpacker Magazine piece on hiking the Appalachian Trail. In that case, I may include a link on phrases like “adventure hiking tours”.
And that’s link building folks! It’s all about relationships, trust and value.
Tip #7: Refresh Content Regularly
Travel trends evolve incredibly fast. Just look at how hot spots like Tulum have exploded almost overnight to keep pace.
That’s why you can’t just create content once, kick up your heels and call it a day!
Your website needs to stay relentlessly relevant to rank over time.
Set reminders to revisit existing content every 6 months or so.
Ask yourself:
- Is all information still fully accurate and up to date? If not update immediately.
- Can I incorporate newer trends related to this topic?
- Are there any broken links I need to fix or replace with better sources
- Do the keywords still align to search volume and difficulty?
- Can I add new visuals to freshen things up?
Make any required tweaks.
Then, reach back out to people who previously linked to that page close to the publishing date with a quick note:
“Just wanted to let you know I recently refreshed my ultimate guide on [X destination]. I’ve added newer information on [emerging topic] travelers need to know. Please check it out and let me know if you have any other advice for improving it further!”
Not only does this help you maintain link equity, but it also positions you as an authoritative site that stays on the pulse with the latest trends. So you may end up netting even MORE great links over time!
Tip #8: Redirect and Track Campaign Landing Pages
Paid advertising and email marketing remain essential channels for travel brands to supplement organic visibility.
But make sure you properly set up tracking and landing pages for each campaign.
For example, maybe you’re running a Facebook ad promoting last minute deals on Costa Rica surf retreats.
You’d create a specific landing page for that ad campaign only accessible via the Facebook clickthrough. This way, you can directly attribute any conversions to the Facebook ads in Google Analytics reporting.
Use UTMs, unique URLs and redirects to optimize all your promos accordingly.
Just avoid anything shady! Some brands try to manipulate rankings by funneling ads to powerful domains. Google will slap you with a penalty if caught!
You’re golden as long as you focus on legitimately driving qualified traffic from ads to enhance user experience.
Now, let’s chat reviews and local SEO…
Tip #9 Optimize Google My Business & Review Sites
Popping up in Google My Business listings can seriously increase the visibility of travel brands.
But you need to flesh out and optimize your GMB profile first with completely:
- Featured photos
- Contact details
- Opening hours
- Descriptions
- Services
- Pinpointed map location
The same goes for any third party review site like TripAdvisor or Yelp. Provide as many helpful details as possible across your listings for travelers searching.
Pro tip – auto-publish new blog posts to your GMB and Review profiles to keep driving fresh traffic to your website!
And don’t forget to prompt happy customers for reviews across channels. This strengthens credibility via social proof.
Tip #10: Take Mobile First Approach
Over 60% of travel searches happen via mobile devices. And with Google officially defaulting to mobile first indexing, optimizing for smaller screens is non-negotiable!
Start with a lightning fast hosting platform and clean, lightweight code. Leverage browser caching and lazy loading for swift page speeds.
Keep site architecture tight and intuitive. Eliminate unnecessary clicks between key pages related to core user journeys.
Speaking of user journeys…
Use Google Analytics to isolate your most popular booking funnels. Pay attention to abandonment touchpoints.
Then, optimize flows for higher conversions, especially across smaller devices.
Finally, focus design on readability, minimal taps and clear calls to action. Travelers bouncing around trains or touring overseas don’t want to squint and scroll!
Let’s Wrap Things Up!
Phew, I told you I would unload all my SEO for travel website secrets! If you made it this far, pat yourself on the back. Here’s a quick recap of all the tips we just covered together:
- Integrate key Google tools for intelligence
- Optimize content for RankBrain algorithms
- Map out your keyword strategy
- Craft optimized landing pages
- Produce viral worthy content
- Build links from authoritative domains
- Refresh old content
- Set up campaign tracking
- Flesh out listings and review profiles
- Take a mobile-first approach
If all that sounds like a lot of work…you’re absolutely right! SEO is no quick win.
But the payoff for persevering is very much worth the effort over the long haul. Just stick with it!
Local SEO for plumbers is the secret sauce to generate more leads, offering a proven blueprint to ascend the ranks towards travel influencer glory. Hopefully, these secrets provide a solid foundation, and you know I’m always happy to chat more tactics anytime.
For now though, I’m off to fine tune my own SEO strategy. Those Italian villas aren’t gonna promote themselves! Wishing you lots of Google love. Ciao for now!
Frequently Asked Questions
What are the most important on-page SEO factors for travel sites?
The most important on-page factors are:
- Page speed – Faster loading pages improve user experience and rankings
- Readability – Use heading tags, short sentences and paragraphs for better readership
- Media optimization – Properly size, compress and add alt text to images
- Internal links – Link out to related pages to improve clickthrough rates
- Target keywords – Include your focus terms naturally throughout content
Do I need separate landing pages for each campaign source?
Yes, having a unique landing page to direct traffic from each campaign allows you to accurately track conversions in Google Analytics. Use UTMs, redirects and custom URLs to set up dedicated pages.
What meta tags should I include on travel site homepage?
Some important meta tags for your homepage are title, description, keywords and open graph tags. Make your title tag descriptive and keyword rich. Use a compelling description meta tag. Add key themes as your keywords. And make sure open graph tags are populated so links render visual previews on social media.
What’s the ideal image dimensions and file size for travel sites?
For the web, standard image dimensions would be 1920 x 1080 pixels at 72 dpi. JPEG compression between 60-80 is recommended. For hero images, you may go up to 2560 x 1440 resolution. On page file sizes, try to keep photos between 100-300 kb. Anything above 500kb risks slowing page speeds.
How often should I publish fresh content for SEO?
For an active travel site targeting search traffic, you should aim to publish fresh, high quality content at least 2-3 times per month.
