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SEO for Travel Websites – Best Practices for 2023

by : rajkishore Category : Marketing Date :
SEO for Travel Websites

Travel websites now need to differentiate themselves from the competition more than ever because the travel business is expanding at an unheard-of rate. And that’s where SEO, or search engine optimization, comes in. SEO is the secret to making your website stand out and bringing in more traffic.

Did you know that a search engine is the starting point of 93% of all internet experiences? Furthermore, did you know that 75% of people never browse past the first page of search results? Given these current statistics, it is obvious that investing in SEO for your travel website is essential.

What exactly is SEO then? To rank higher in search engine results pages (SERPs) for pertinent keywords and phrases, your website must be optimized. A travel website may rank higher in search engine results, get more visitors, and eventually generate more money with the correct methods in place.

Are doing SEO for travel websites and looking for the best Practices for 2023? We’ll delve deeply into the world of SEO for tourism websites in this blog. We’ll cover everything, from comprehending the fundamentals of SEO to putting advanced techniques into practice. So that you can take your travel website to new heights.

The importance of SEO for Travel Websites

Search engine optimization, or SEO, is essential for travel marketing because it enables companies to expand their visibility and connect with their target market. Here are some current statistics and facts that highlight the significance of SEO in the travel marketing industry:

  • In a recent survey, Google found that 77% of business travelers and 74% of leisure travelers use search engines to organise their travel. This emphasizes how crucial it is to use efficient SEO methods to be found on search engines.
  • The travel and tourism sector generated $9.2 trillion for the world economy, making up 5.5% of global GDP. Because the travel industry has such a big impact on the economy, it’s crucial for them to stay competitive by maximizing their internet visibility.
  • According to TripAdvisor research, 53% of tourists check a destination’s website before making a reservation. This means that in order for travel businesses to draw in and keep clients, they must have a strong online presence.
  • 75% of people who use search engines never scroll past the first page of results. This underlines the significance of having a high search engine ranking because customers are less inclined to visit the websites of companies that don’t show up on page one.
  • According to a Moz survey, 75.1% of all clicks on Google’s search results go to the first three results. This emphasizes how crucial it is for travel businesses to appear among the top three results in order to increase visibility and possible traffic.

SEO tips for the travel website or industry

1. SEO begins with a marketing strategy

Are you tired of the same old SEO strategies for your travel website? It’s time to shake things up! Rather than focusing solely on keywords and backlinks, start with a marketing strategy that begins with WHY. Why do you want to rank higher on search engines? 

Once you have a clear understanding of your WHY, create content that aligns with your purpose. And here’s an uncommon tip – prioritize user experience over SEO. When users enjoy your website, search engines will too!

Imagine you are the owner of a tourism company and you want to boost website traffic and reservations. To increase your website’s exposure in search engines, you might spend money on SEO strategies including keyword research, on-page optimization, and link building.

However, you might not get the outcomes you want if your marketing approach isn’t in line with your company’s objectives. For instance, you can find it difficult to develop content and choose keywords that resonate with your target audience if you don’t know who your ideal clients are or what distinguishes your company from rivals.

On the other hand, if your marketing plan is sound, you may employ SEO techniques to scale up your efforts and reach a larger audience. If your marketing strategy calls for you to target a particular niche demographic, for instance, you can use SEO to find and target pertinent keywords and develop content that speaks directly to that audience.

In this sense, SEO is but one component of the jigsaw; the actual importance is in the strategy employed. You may develop a more successful and comprehensive strategy for SEO and attract qualified traffic to your website by concentrating on fundamental marketing concepts like identifying your target audience, differentiating your company, and enhancing the customer journey.

2. Audit your existing presence

SEO audit for a website is a crucial step to knowing your current SEO strength or current or performance status. Let’s imagine that you are the proprietor of a small business in New York that sells pastries and coffee. You run a website but aren’t getting the sales or traffic you want. You make the decision to evaluate your website and content in order to strengthen your online visibility.

You concentrate on four key topics during the audit:

  • On-page SEO involves evaluating how effectively each page of your website is optimized for search engines. You might check the page titles and meta descriptions for pertinent keywords, the header tags for significant keywords, and the alt text for the images for descriptive keywords, as examples. Your audit reveals that some of your pages are missing crucial components like header tags or meta descriptions.
  • Off-page SEO involves examining external links that lead to your website. You determine which backlinks are good or match Google quality guidelines. Which you may build and which you should remove. Additionally, you look into chances for guest posting and social media distribution. You learn from the audit that you’ve been ignoring off-page SEO and that you need to start constructing more high-quality backlinks. You’ll also know which SEO backlink creation strategies will work for your website.
  • Technical SEO: There are numerous technical SEO factors in 2023. You examine your website’s technical aspects to make sure they are search engine optimized. You look at crawlability, site structure, mobile responsiveness, and website speed. You discover that some of your pages aren’t mobile-friendly and that it takes too long for your website to load. You choose to compress your photographs to increase site speed and optimize your website for mobile devices. Don’t let a slow website hold you back. Boost your website’s performance and improve your bottom line with our speed optimization services.
  • Local SEO: You assess how effectively your website is optimized for local search using local SEO. You should verify your website’s use of local keywords, your Google My Business profile, and the consistency of your company’s information across directories. You learn that your Google My Business profile isn’t optimized and that your website doesn’t use enough local keywords.

You can find areas that need improvement to get a competitive advantage by conducting an audit of your website and content. 71% of marketers claim they have the most success with SEO when they undertake a site audit, according to a study by Search Engine Land.

3. Know your keywords

Recognize the user’s search intent: People use Google with a certain intent in mind while looking for something. Knowing their goal will enable you to produce content that satisfies their wants and increases your chances of ranking highly.

For instance, if someone types in “best hotels in New York City,” they want to learn more about hotels there. You can increase your chances of ranking highly for that search term by producing content that speaks to that goal, like a list of the best hotels in New York City. 

Choosing the appropriate (longtail) keywords for your expertise in tourism: Long-tail keywords are more precise, lower search volume yet they are simpler to rank for phrases. You may drive more qualified visitors to your website by focusing on long-tail keywords that are relevant to your tourism niche. Rather than focusing on a general keyword like “hotels,” for instance, you can choose to target a phrase like “boutique hotels in Miami Beach.” Long-tail keywords make up 92.42% of all terms on the internet, according to a study by Ahrefs, thus it’s crucial to incorporate them into your SEO plan.

A couple of keywords research tools are available to help you find long-tail keywords in your niche.

Implement your selected keywords: Incorporate your target keywords strategically into your text after you’ve determined which ones they are. This involves incorporating them naturally into your blog posts and other material, as well as adding them to the meta descriptions, URLs, and online profiles of your website. The practice of “keyword stuffing,” which can potentially harm your SEO, must be avoided. Pages with a high keyword density (greater than 6%), per SEMrush research, typically rank lower than pages with a lower keyword density.

Overall, for effective SEO, knowing your keywords and employing them intelligently is essential. You may increase your chances of ranking well and bringing in targeted traffic to your website by comprehending the user’s search intent, selecting the ideal keywords for your niche, and strategically using them in your content.

4. Create and use great landing pages

To turn website visitors into leads or customers, it’s essential to create and use effective landing pages. A landing page is a separate page created specifically to draw visitors from one particular source, such as a pay-per-click advertisement or email campaign. 

A powerful call-to-action, a clear and captivating title, and a user-friendly design are essential components of a good landing page. Businesses with 10-15 landing pages experience a 55% increase in leads, claims HubSpot.

Furthermore, landing pages can boost conversion rates by as much as 300%. As a result, spending money on developing and optimizing landing pages can greatly enhance a company’s total marketing success.

5. Build local landing pages

Building local landing pages is a successful marketing tactic for companies with various physical locations. A local landing page is a stand-alone website that targets particular geographic regions and offers details about the company’s goods or services there. Businesses may make sure that potential clients are directed to the right page by designing unique landing pages for each location. These sites can also include location-specific details like the address, phone number, and operating hours.

Additionally, local landing pages can increase a company’s visibility in local search results, which is crucial as more and more customers use search engines to find local companies. 72% of customers who conduct a local search visit a store within 5 miles of their current location, and 46% of all Google searches are for local information. Additionally, there is a 347% higher chance that local search results would turn up for firms with accurate and consistent local listings online.

Building local landing pages can therefore help a business become more visible in local search results and boost the possibility that local customers will come to their location or store.

6. Keep your website structure easy to access

For your website’s SEO to grow, it’s essential to maintain an accessible website structure. In fact, a Backlinko analysis found that the best-performing websites have a distinct structure with an average of 12.3 internal links leading to different pages on the website.

Structured data can help you enhance click-through rates and increase page visibility. By including schema markup, you may give search engines more information about your material, increasing the likelihood that it will appear in rich snippets. According to a Searchmetrics study, websites that use schema markup typically appear four positions higher in search results than those that do not.

There are numerous sorts of structured data that can be utilised, including price schema for product pages, video schema for making video material more crawlable, review schema for product pages, and FAQ format for blogs. Using these structured data types can boost your website’s exposure and rankings in the SERPs and offer more insights.

7. Update your Google business profile

Improving your local SEO requires updating your Google Business Profile. It’s among the simplest and best techniques to improve your ranking in local search results.

Make sure all of the information in your profile—including your company name, address, phone number, operating hours, and website URL—is accurate, up-to-date, and full. To give potential clients a better understanding of what you provide, include pictures and videos of your company, including your products and services. You may also think about giving virtual tours.

Businesses with complete profiles, according to Google, are twice as likely to be thought of favorably by customers. Additionally, companies with photographs in their profiles often get 42% more Google Maps driving directions requests and 35% more website clicks than companies without photos.

To make the most of this effective local SEO strategy, take the time to update and optimize your Google Business Profile. Local SEO becomes more beneficial for small business owners or startups to grow their businesses organically. See our relevant blog on SEO for small business owners in 2023.

8. Use event schema

You may increase the exposure and marketing of your tourism events in search engine results pages (SERPs) by using event schema markup. Search engines can display more specific information about your event, such as the date, time, place, and ticket prices, in the search results thanks to event schema markup, which gives them extra context.

By utilising event schema, you can make it easier for users to find your events, drive more traffic to your website, and sell more tickets. This is crucial for tourist firms because they depend on events to draw customers.

In research by Eventbrite, 40% of participants claimed to have found events via search engines, and 70% of them claimed to have been looking for particular event categories.

You may increase your events’ exposure and accessibility in search engines and draw more customers to your tourist company by utilising event schema markup.

9. Maintain your reputation

In the tourism sector, where word-of-mouth and internet evaluations can make or break a firm, maintaining your reputation is essential. A single unfavorable review might scare away potential clients and damage your internet reputation.

Monitor customer reviews, both favorable and negative, and respond as soon as possible to preserve your reputation. Thank them for their positive comments and deal with any complaints or problems in a friendly and professional way. By doing this, you may show that you are dedicated to providing excellent customer service and perhaps even making a bad situation better.

93% of consumers agree that online reviews have an influence on their shopping decisions, and 97% of consumers read evaluations of local businesses online. Furthermore, companies with more favourable reviews and better ratings typically appear higher in search results.

You may not only enhance your online reputation but also potentially attract more consumers and raise your search engine results by prioritizing reputation management and responding to client comments.

Don’t let negative reviews damage your reputation. Make a positive impact with our reputation management services.

10. Create Quality Content

Any effective SEO plan must include the creation of high-quality content. It is crucial to create worthwhile, educational, and interesting material that is pertinent to your audience. Your travel company can become recognised as an authority in the field, build brand recognition, and rise in search engine results by producing high-quality content.

Consider the scenario where you run a travel blog. In that scenario, you may write a number of blog pieces offering insider advice and suggestions for the top nearby landmarks, eateries, and events in the regions you cover. You may also create long-form material like travel guides, which offer comprehensive details on locations and suggestions for things to do, places to stay, and modes of transportation.

You might produce content other than blog entries and tutorials, such as infographics, films, and podcasts. These kinds of content can spread quickly, boosting your visibility and bringing more visitors to your website.

The ultimate aim of producing high-quality content is to benefit your audience, foster brand loyalty, and raise engagement. You may raise your search engine rankings, draw in new clients, and eventually increase sales for your travel agency by continuously creating top-notch content. Also, make sure you’re writing SEO friendly content that drives results for your efforts.

11. Repeatedly optimize your site for improvements

Regularly reviewing and optimizing your website for enhancements is crucial for long-term SEO performance. This entails continuously assessing the performance of your website and making modifications to raise both its user experience and search engine ranking.

Regularly updating and revising your content to keep it current and relevant is one strategy to optimize your website. To improve the user experience and SEO, this may entail updating keywords, enhancing headlines and meta descriptions, and adding internal and external links.

In order to pinpoint areas that require improvement, it’s also critical to routinely analyze the traffic and interaction metrics of your website. For instance, you might need to speed up page load time or streamline the navigation to make your site more user-friendly if you see users leaving it soon.

You can keep one step ahead of the competition and make sure that your website is constantly operating at its peak performance by continually optimizing it for enhancements.

For instance, a vacation blog can experience significant visitor growth over time if it refreshes its content frequently and makes technical SEO changes. The top 10 sites on Google receive 91% of all search traffic, according to a study by Ahrefs, emphasizing the significance of continual optimization efforts to obtain and keep a top-ranking position.

12. Focus on link building

Any effective digital marketing plan must include link building. You can use the following techniques to attract high-quality connections to your website:

  • Guest posting: To get links back to your website, write educational content and publish as a guest on trustworthy websites.
  • Producing incredible content: Write high-caliber, educational material that inevitably draws links from other websites.
  • Use eye-catching photos: Use eye-catching graphics to make your material more shareable and enhance the likelihood that other websites will link to it.
  • Link roundups: Get in touch with bloggers and website owners who compile weekly or monthly lists of the best articles in your field and recommend that they include your work.
  • Creating broken links: Look for broken links on other websites and contact the webmaster to ask that the broken link be replaced with a connection to your pertinent material.
  • Promote tourism To get the Best Backlinks: Offer them original content, like a travel guide, in exchange for a connection back to your website by getting in touch with local tourist bureaus or travel websites.
  • List in prestigious web directories: To gain trustworthy links and raise your website’s search engine rankings, submit your website to reputable web directories.

When creating SEO friendly backlinks to your website make sure you’re not participating in link schemes that are against the Google quality guidelines.

If you’re not aware of backlinks that are the most important for your website to boost domain authority and worst that can hurt your website ranking if you’re not creating meaningful links. I will recommend trying white label link building services to acquire quality backlinks.

13. Optimize images

Any website would be incomplete without images, but they can also increase load times. According to research, even a one-second delay in load time can cause conversion rates to drop by 7%. Furthermore, 39% of visitors will quit interacting with a website if the photos take too long or don’t load at all. You can boost user experience, increase website efficiency, and ultimately increase traffic and conversions by optimizing your photos. 

According to research, image optimization can boost organic traffic by up to 35%. You can help search engines better comprehend your content and raise the ranking of your website in search engine results pages by adhering to best practices, such as compressing images and using relevant alt text and tags.

14. Utilize social media

Social networking is an effective tool for marketing your travel agency and connecting with potential clients. Social media sites like Facebook, Twitter, Instagram, and LinkedIn can help you promote your business, interact with your audience, and increase website traffic. Additionally, you may utilize social media to post user-generated content, advertise special offers and promotions, and promote your travel-related goods and services.

An effective social media marketing strategy can help your business to grow and build brand awareness.

15. Manage a blog page and promote your services internally

A blog is a fantastic platform for educating your readers, showcasing your knowledge, and promoting your travel services. You can publish travel advice, trip guides, reviews, and business news on your blog. You may also enhance traffic to your website and audience engagement by internally advertising your blog.

Blogging is also very important to promote your existing content through interlinking.

16. Keey eyes on top players in the travel industry space to get helpful ideas

Keeping an eye on the major players in the travel sector might give you useful information about what works and what doesn’t in your market. You can see trends and use effective strategies for your own company by keeping a watch on their marketing techniques. It can save your research time and energy.

18. Advantages of SEO marketing in the travel industry

For companies in the tourism sector, search engine optimization (SEO) marketing has become a crucial instrument. Travel agencies need to differentiate themselves from their rivals and connect with their target customers in light of the market’s growing rivalry. SEO marketing has shown to be a successful and affordable strategy for achieving this objective. In this article, we’ll go over the benefits of SEO marketing for the tourism sector and provide data to support our arguments.

A. Produce quality leads:

Travel agencies can produce quality leads interested in their goods or services with the aid of SEO marketing. Potential clients are more likely to click on websites that are included on the first page of search engine results when they use search engines like Google to look up travel-related keywords. According to a survey, the first five results on Google receive 67.6% of all clicks, and the first page of results receives 91.5% of all clicks. This means that a travel company’s website has a better chance of getting visitors and generating leads if it is listed on Google’s first page.

Additionally, SEO marketing enables businesses to target clients who are particularly interested in their goods or services. For instance, a travel agency that specializes in luxury tours may want to optimize their website for terms like “luxury travel” or “luxury tours” to draw in clients seeking these services. In contrast to outbound leads (such as those obtained through direct mail or print advertising), which have a close rate of just 1.7%, SEO leads have a 14.6% closure rate.

B. Compared to other digital marketing channels, they are more affordable

Compared to other digital marketing strategies like paid advertising or social media marketing, SEO marketing is more cost-effective. Inbound marketing, which includes SEO, costs 62% less per lead than outbound marketing (such as paid advertising), finds a Hubspot study. This is due to the fact that, as opposed to broad audience marketing, SEO marketing concentrates on recruiting clients who are already interested in the goods or services provided by a travel company.

A travel company’s website can continue to produce traffic and leads without incurring further expenses once it has been optimized for search engines. SEO marketing offers long-term advantages as opposed to paid advertising, which needs a constant budget to retain its outcomes. The average lifespan of a web page is 2-3 years, so a travel company’s optimized web pages can continue to produce traffic and leads for years to come, according to a Moz study.

C. Growth is assured if you place an emphasis on quality

If a travel company concentrates on offering high-quality content and a positive user experience, SEO marketing in the travel industry ensures growth. Search engines like Google give priority to websites that offer their readers useful and pertinent material. This means that a travel agency’s website is more likely to show up on the first page of search engine results if it creates high-quality material that is pertinent to its target market.

Additionally, user experience is a crucial component of SEO. A travel company’s website is more likely to draw and keep customers if it is simple to use, loads quickly, and is mobile-friendly. If a site takes longer than three seconds to load, 53% of mobile site visits are abandoned, according to a Google study.

SEO marketing is a successful and economical strategy for the travel industry to boost their online presence and produce qualified leads. Travel companies may ensure long-term growth by optimizing their websites for search engines and concentrating on offering high-quality content and a positive user experience.

D. Enhanced Web Visibility

By optimizing a travel company’s website for search engines, SEO marketing increases that company’s online visibility.  The average click-through rate for the first organic search result on Google is 31.7%, whereas the average click-through rates for the second and third results are 24.7% and 18.3%, respectively. This demonstrates that a travel company’s website is more visible to potential clients the higher it appears in the search engine rankings.

E. A better user interface

In SEO marketing, the user experience is a crucial component. The user experience and engagement can be enhanced if a travel company’s website is simple to use, loads quickly, and offers useful material.  Sites that load in less than five seconds have sessions that are on average 70% longer and have bounce rates that are 35% lower than slower-loading sites. As a result, by enhancing the user experience, travel agencies may encourage customers to stay on their website longer and lower bounce rates.

F. Specific traffic

By making their websites optimized for important keywords, SEO marketing enables the tourism industry to target particular audiences. Research by Search Engine Journal found that just 10% of website traffic comes from paid advertising and that 40% of website traffic comes from organic search results. This demonstrates that SEO marketing is a successful method of bringing relevant traffic to a travel company’s website.


What is SEO in tourism?

Search engine optimization, or SEO, is the process of making adjustments to your website and content to raise your position in search engine result pages (SERPs). Because it enables travel businesses to be found by potential customers who are searching for travel-related information, goods, and services on search engines like Google, Bing, and Yahoo, SEO is essential in the tourism sector.

Why is SEO important for the travel industry?

The fact that a sizable portion of travellers use search engines to research and plan their journeys demonstrates the significance of SEO for the travel industry. You are losing out on a sizable amount of potential business if your travel agency is not included on search engines. Additionally, SEO can raise brand awareness, enhance revenue, and drive targeted traffic to your website.

How can I do SEO for a travel business?

You must adhere to a few best practices unique to the tourist sector if you want to perform SEO for a travel company. Here are a few pieces of advice:

Conduct keyword research: Find relevant, high-traffic terms that your potential clients may use to look up travel-related information using tools like Google Keyword Planner, Ahrefs, and SEMrush.

Improve your website: Make sure your website is user-friendly, quick to load, and mobile-friendly. Use evocative and keyword-rich meta descriptions, and give your photographs alt tags.

Produce informational content: Produce informational content that provides answers to your potential clients’ inquiries as well as insightful and practical advice. Ensure that the material you create is optimized for the keywords you’ve chosen.

Build high-quality backlinks: To increase the authority of your website, you should guest blog, take part in online forums, and get in touch with other travel bloggers and influencers in your industry.

How VOCSO can help?

If you’re looking for a reliable SEO agency to help optimize your travel website in 2023, I highly recommend VOCSO. With years of experience in the industry, VOCSO has a proven track record of helping businesses improve their online visibility and drive more traffic to their sites.

VOCSO’s team of SEO experts stays up-to-date on the latest trends and best practices in the industry, ensuring that their clients receive the most effective and comprehensive SEO services. From keyword research and on-page optimization to link building and content creation, VOCSO offers a wide range of SEO services to meet the unique needs of each client.

In addition to our expertise, VOCSO is also known for its exceptional customer service and dedication to client satisfaction. We work closely with our clients to understand their goals and develop customized strategies to help them achieve success.
If you want to take your travel website’s SEO to the next level in 2023, I highly recommend partnering with VOCSO. VOCSO proven digital marketing services track record and commitment to excellence make us a top digital marketing company for any tourism agency looking to improve their online presence and drive more traffic to their site.

Raj Kishore About Raj Kishore A digital marketing consultant at VOCSO. I've been working in digital marketing since 2010 and I am an expert at generating leads online via SEO, Paid Marketing, Social Media Marketing, Email Marketing, Site/Landing Page Testing and Optimization, and Display and Remarketing.

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