Essential SEO Tips For Tourism Marketing

By Matthew | Google Ranking

Oct 31

Essential SEO Tips For Tourism Marketing

If there’s any industry out there today that has massive competition among competitors, then it’s undoubtedly the travel and tourism industry. Today, any well established travel company that has a strong online presence will understand the importance of online marketing and it’s ROI potential.

Many of these big name players in the tourism industry depend on search engine optimization (SEO) to fuel their marketing efforts so that they out reach out to potential customers finding them online, as well as creating brand awareness. In today’s online world, just about any company that is on the internet can benefit from SEO. So whether you are a new business on the market or even if you are a business that’s been relying and running on traditional off-line methods, consider implementing SEO to your website, of course if you have a website that is. I’m not saying that off-line methods are a thing of the past and not needed, but having a strong online presence will really benefit your business now and in the long-run.


SEO is one of those words that make most travel marketers cringe and wish that the internet had never existed! Although to be to be fair, it’s really not surprising that SEO causes so much panic among many.

Just about every SEO agency or individual personal usually has their own approach when implementing SEO by a daunting mix of many needed elements from keywords, phrases, backlinks, descriptions, titles, title tags, alt text, site code, and so on. On top of that, these important concepts continue to get more complex and confusing as Google continuously changes its algorithms to ensure updated and stronger search results. For many, staying on top of SEO can just be overwhelming and not knowing how to go about it.

So you there you have it, the word SEO can indeed be like hearing nails on a chalkboard! But before you whip your laptop out of a window like a frisbee or take a hammer to whatever computer device you are using, i’m here to tell you that SEO doesn’t need to be as confusing and complex as it seems.

So what are your options if you don’t hire an SEO expert or find an SEO Agency?

Or what if you simply don’t understand these constantly changing and complex Google algorithms? It’s as simple as this, you go back to the basics to understand how SEO works. One of the best sources to understand overall SEO is from and their downloadable PDF, Beginners Guide to SEO.

One of the problems many travel markers face is that they just get caught up in the technicalities of SEO and they end up optimizing their travel site for the search engines and not people. After all, your audience are real human beings that are reading your content, not just “robots” crawling and indexing web content. Most often when this happens, the quality of their brand, website, products, and reputation are often diminished in the efforts to over-optimize a site to suit the search engines.

SEO is not only for the search engines, it’s especially for those searching the content,such as your travelers.

When it comes to the travel and tourism industry, the travel planning process can be quite a lengthy process. So by providing useful information that they may be looking for at every stage of the travel planning process is very crucial. The intention of search engines are not meant to make your job harder but instead their purpose is to serve and benefit the traveler and the destination or business as they try to match the search terms of the user to the most relevant and highest quality search results possible.

Google for example, favours sites with fresh, quality content, active social media presence, and a good amount of inbound links coming to your website. The search engines value a site almost the same way a user would when determining if the site it good or not. So don’t get too caught up with SEO jargons or technical concepts and try to break it down into a simple way you best understand it.


Here are a few tips:

Quality Content and Keywords

Having a mix of keyword rich content will be vital to any inbound strategy. The is one of the important ways to build a connection with any prospective customers so that you can ultimately direct them to your site so that you turn them into customers.

Focus on what your audience is actually looking for every step of the way during the travel planning process and combine this with strategic keywords that resonate with your audience which they’d be searching for. Try not to stuff keywords into your content, believe it or not Google will notice this and it won’t benefit to your site ranking well.

Lastly, keep your site fresh and updated with engaging content so that you will have new and returning visitors. The best way to do this is to have a blog.

On-Site Backend Optimization

This is referring to more general content within the back end of your site, so for example title tags, alt tags, meta tags and make sure it’s optimized and makes sense to you and the searcher.

Having A Blog For Your Travel Site

If you don’t have a blog, consider starting one. As you create fresh and engaging content on a blog, it’s yet another page for the search engines to index, thus giving your site an opportunity to rank higher and for particular keywords in the search results. Not only does blogging give you a chance to engage with your audience and providing up to date information for travelers, it helps to showcase your brand, bring visitors to your site and or destination.

If you’d like to know more about blogging, check out a blog I wrote on blogging for business.

Getting Your Message Out There

As you connect with your audience, it’s important that your content is sharable. Make use of call-to-actions or buttons to prompt visitors what to do, i.e subscribe to newsletter, share, connect, “like”, “follow” etc. Having social media incorporated is an important part for your site and for shareable content to reach out further to your audience. Google also takes social media into account, the more your content is shared, the more Google will boost you in the search results, seeing that it’s valued content.

Also, select the most relevant social media platforms that suit the most to your site and content and make sure there is a visible “share button” on your site for your visitors to pass onto others.

Creating Brand Awareness

You may wonder how this might be relevant to SEO, but believe it or not, having a strong brand matters a lot to the search engines such as Google. Travelers often take to a reputable brand and is also usually connected with a product or travel experience. This leads to the importance of a travel business or especially a destination to ensure that an online branding strategy is prevalent.

Still stuck on SEO, optimizing your website, creating engaging content? No worries! Subscribe to our newsletter or check out our other blog posts for more insight. If you’re in need of consultation, just get in touch with us!

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About the Author

Co-founder at eTravelSEO, Matthew Roblin is a content creator, entrepreneur, and travel enthusiast. He has worked as a travel coordinator for UNU-WIDER and currently works as project assistant for ToolBox-Travel Marketing & Consulting. He has a University Bachelor’s degree in Tourism & Hospitality Management. Matthew is originally from Toronto, Canada and currently lives in Finland. He loves Jazz music, loves to travel and also has a slight obsession for marketing.

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