SEO is vital in the travel industry as travelers often turn to search engines like Google before making a purchase. In June 2024, travel was ranked as the fifth largest industry on the web in terms of organic visibility, according to Kevin Indig. To help travel businesses improve their SEO strategies, I interviewed seven experienced travel SEO experts and gathered valuable insights that can make a difference in your SEO efforts.
Unique Challenges in Travel SEO
While the basics of SEO remain the same across industries, the travel sector faces some unique challenges:
– The travel industry comprises various sectors such as online travel agencies, hotels, airlines, tour operators, and more, making it highly competitive.
– Google itself is a major player in the travel space, dominating search results with its travel product and various SERP features that answer travel-related queries.
– Popular keywords are often dominated by big international brands like TripAdvisor and Booking.com.
– Many travel businesses, like tour operators, cater to specific local areas.
– Travelers often prefer booking through platforms like Skyscanner or Booking.com rather than directly through a business website.
– Search visibility in the travel industry can be affected by seasonality and real-world events like pandemics and natural disasters.
Effective Travel SEO Strategies
1. Focus on Keywords with High Conversion Potential
Instead of targeting high-competition keywords dominated by big players, focus on keywords that drive actual business. Look for middle- to bottom-of-the-funnel topics with high commercial relevance and search intent to increase conversions.
Utilize tools like Ahrefs’ Keywords Explorer to find relevant keywords and assess their business potential using metrics like search volume, click-through rate, conversion rate, and revenue per transaction.
2. Target Less Popular Destinations
To avoid competing with major brands, target keywords related to less popular destinations. By creating content around these destinations, you can attract a specific audience interested in unique travel experiences.
Use tools like Keywords Explorer to find low-competition keywords for less popular destinations and incorporate them into your content strategy.
3. Create Content Around Trending Topics and Events
Stay updated on trending topics and events that can influence travel decisions. By creating content around popular events like concerts, festivals, or sports events, you can attract relevant traffic and capitalize on current trends.
Utilize tools like Google Trends to identify trending topics and events in your target locations and align your content strategy accordingly.
4. Build Topic Clusters Around Travelers’ Journeys
Organize your content into topic clusters based on different stages of a traveler’s journey. By mapping out content that guides travelers from initial destination research to trip planning and booking, you can create a comprehensive resource for travel enthusiasts.
Identify key topics related to travel destinations, activities, accommodations, and local experiences to build informative and engaging content hubs.
5. Infuse First-Hand Travel Experience into Your Content
Incorporate personal travel experiences into your content to add authenticity and credibility. Whether through in-person visits to destinations or hiring experienced freelance writers, sharing genuine insights and recommendations can enhance your content’s value.
Vet freelance writers carefully by reviewing their portfolios, requesting real-world photos, and verifying their expertise to ensure high-quality and trustworthy content.
6. Build Links Through Digital PR Campaigns
Leverage digital PR strategies to earn backlinks from authoritative media publications. Utilize internal data, trending topics, and hyper-local angles to create link-worthy content that attracts media attention and generates valuable backlinks.
Engage with journalists and pitch multiple angles to secure coverage in local and national publications, driving traffic and improving your site’s authority.
7. Optimize Page Speed for Better Rankings
Optimize your website’s performance by improving page load times and Core Web Vitals metrics. Since travel websites often feature media-heavy content, fast-loading pages are crucial for enhancing user experience and boosting search rankings.
Use tools like Ahrefs’ Site Audit and Google PageSpeed Insights to analyze your site’s performance and identify areas for improvement in speed and user experience.
8. Retarget Organic Visitors with Paid Marketing
Combine organic SEO efforts with paid marketing strategies like retargeting campaigns to convert visitors into customers. By targeting users who have engaged with your organic content, you can drive conversions and maximize your ROI in the competitive travel industry.
Retarget visitors with relevant offers and promotions based on their browsing behavior to increase bookings and affiliate income for your travel website.
In Conclusion
Travel SEO presents unique challenges and opportunities for businesses looking to improve their online visibility and drive bookings. By implementing effective SEO strategies tailored to the travel industry, you can outperform competitors, attract targeted traffic, and boost conversions. Stay informed about industry trends, create valuable content, and engage with your audience to establish a strong online presence in the competitive travel market.