{"id":12149,"date":"2025-01-23T13:02:29","date_gmt":"2025-01-23T13:02:29","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/"},"modified":"2025-01-23T13:02:29","modified_gmt":"2025-01-23T13:02:29","slug":"how-to-improve-your-travel-seo-in-10-steps","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/","title":{"rendered":"How To Improve Your Travel SEO In 10 Steps"},"content":{"rendered":"<p>Travel SEO is about turning strangers into guests.<\/p>\n<p>But it\u2019s no small task competing with major sites like Booking.com, TripAdvisor, and Expedia.<\/p>\n<p>With so many players in the market, standing out in search engine results can feel impossible.<\/p>\n<p>Yet, small players can still succeed.<\/p>\n<p>Live Oak Lake, a boutique resort in Texas built a strong direct booking website that ranks No. 1 for search terms like \u201cwaco cabins.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Waco cabins\" alt=\"Google SERP \u2013 Waco cabins\" data-aspect-ratio=\"0.94\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-serp-waco-cabins.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>They made $1.1 million in their first year and <a title=\"Selling a Micro-Hotel for $1M per Key - Isaac French - Founder of Experiential Hospitality\" href=\"https:\/\/www.youtube.com\/watch?v=2tGEU3ugDns\" target=\"_blank\" rel=\"noopener\">sold the business for $7 million in 2024<\/a>.<\/p>\n<p>In this guide, you\u2019ll learn exactly how to implement an effective travel SEO strategy, including:<\/p>\n<ul>\n<li>How to optimize for travel-specific search intent<\/li>\n<li>10 proven strategies to outrank major OTAs<\/li>\n<li>Technical fixes that boost rankings fast<\/li>\n<\/ul>\n<p>No generic tips. Just proven strategies you can use to increase organic traffic and bookings.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#The_Travel_SEO_Playing_Field\" >The Travel SEO Playing Field<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_1_Define_Your_Travel_SEO_Strategy\" >Step 1: Define Your Travel SEO Strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Diagnose_the_Challenge\" >Diagnose the Challenge<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_2_Conduct_Keyword_Research\" >Step 2: Conduct Keyword Research<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Start_Broad\" >Start Broad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Define_Commercial_Opportunities\" >Define Commercial Opportunities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_3_Create_a_Keyword_Map\" >Step 3: Create a Keyword Map<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_4_Form_a_Content_Strategy\" >Step 4: Form a Content Strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Target_Commercial_Keywords\" >Target Commercial Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Build_Topical_Authority\" >Build Topical Authority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Create_a_Topic_Map\" >Create a Topic Map<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Tap_Into_the_Travel_Content_Loop\" >Tap Into the Travel Content Loop<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_5_Establish_a_Content_Creation_Process\" >Step 5: Establish a Content Creation Process<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#To_AI_or_Not_AI\" >To AI or Not AI?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_6_Set_Up_Tracking_and_Measuring\" >Step 6: Set Up Tracking and Measuring<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_7_Optimize_Your_Google_Business_Profile\" >Step 7: Optimize Your Google Business Profile<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Set_Up_Listings_for_Each_Location\" >Set Up Listings for Each Location<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Select_the_Appropriate_Category\" >Select the Appropriate Category<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Complete_All_Profile_Information\" >Complete All Profile Information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Write_a_Compelling_Business_Description\" >Write a Compelling Business Description<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Upload_High-Quality_Photos_and_Videos\" >Upload High-Quality Photos and Videos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Utilize_the_Q_A_Section\" >Utilize the Q&amp;A Section<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Create_Regular_Updates\" >Create Regular Updates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Encourage_and_Respond_to_Reviews\" >Encourage and Respond to Reviews<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_8_Ensure_Your_Content_Gets_Indexed\" >Step 8: Ensure Your Content Gets Indexed<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Check_for_Partial_Indexing\" >Check for Partial Indexing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Prevent_Duplicate_Content\" >Prevent Duplicate Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Use_Structured_Data\" >Use Structured Data<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_9_Optimize_UX_with_a_Mobile-First_Approach\" >Step 9: Optimize UX with a Mobile-First Approach<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Leverage_User_Data\" >Leverage User Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Make_Loading_Times_a_Priority\" >Make Loading Times a Priority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Optimize_Landing_Pages_for_Mobile\" >Optimize Landing Pages for Mobile<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Step_10_Strengthen_Your_Backlink_Profile\" >Step 10: Strengthen Your Backlink Profile<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Leverage_Existing_Relationships\" >Leverage Existing Relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Use_Digital_PR_for_Industry-Wide_Authority\" >Use Digital PR for Industry-Wide Authority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Target_Commercial_Pages_with_Guest_Posts\" >Target Commercial Pages with Guest Posts<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/23\/how-to-improve-your-travel-seo-in-10-steps\/#Turn_Strangers_Into_Guests_with_Travel_SEO\" >Turn Strangers Into Guests with Travel SEO<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Travel_SEO_Playing_Field\"><\/span>The Travel SEO Playing Field<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the travel industry, the SEO landscape is crowded.<\/p>\n<p>Online travel agents (OTAs), airline websites, and meta-travel platforms dominate search results.<\/p>\n<p>You also have travel blogs, tourism boards, accommodation sites, and tourist attraction websites.<\/p>\n<p>All are fighting for visibility among millions of travel-related searches.<\/p>\n<p>Just look at the 89.3 million monthly searches for keywords containing the word \u201cflights\u201d in the U.S. alone:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Flights \u2013 Phrase Match \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 Flights \u2013 Phrase Match \u2013 Keywords\" data-aspect-ratio=\"0.88857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-flights-phrase-match-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But that\u2019s not the only challenge\u2014the playing field itself is constantly evolving.<\/p>\n<p>SERP features for travel-related searches are more diverse than ever. This includes Google\u2019s recent addition: AI Overviews.<\/p>\n<p>These new features reduce clicks on traditional blue links.<\/p>\n<p>As a result, <a title=\"What Is Click-Through Rate (CTR)?: And How To Improve It\" href=\"https:\/\/backlinko.com\/what-is-ctr\" target=\"_blank\" rel=\"noopener\">click-through rates (CTRs)<\/a> drop each year.<\/p>\n<p>Here are key <a title=\"SERP Features: What They Are &amp; Why They Matter\" href=\"https:\/\/backlinko.com\/hub\/seo\/serp-features\" target=\"_blank\" rel=\"noopener\">SERP features<\/a> to keep in mind:<\/p>\n<p><strong>AI Overviews:<\/strong> Concise summaries from Google\u2019s AI for research-based queries<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AI Overview \u2013 Cost of a trip to Japan\" alt=\"AI Overview \u2013 Cost of a trip to Japan\" data-aspect-ratio=\"0.42142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-ai-overview-cost-of-a-trip-to-japan.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Featured Snippets:<\/strong> Quick answers for informational or question-based searches<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Best time to visit Mexico City \u2013 Featured snippet\" alt=\"Google SERP \u2013 Best time to visit Mexico City \u2013 Featured snippet\" data-aspect-ratio=\"0.74857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-serp-best-time-to-visit-mexico-city-featured-snippet.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Google Flights &amp; Hotels:<\/strong> Direct flight and hotel listings within the search page<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 Flights to Barbados\" alt=\"Google \u2013 Flights to Barbados\" data-aspect-ratio=\"0.90153846153846\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-flights-and-hotels-flights-to-barbados.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Top Sights, Top Experiences, &amp; Popular Destinations:<\/strong> Popular attractions based on reviews and Google Maps data<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Top sights \u2013 Experiences \u2013 Popular destinations \u2013 Collage\" alt=\"Top sights \u2013 Experiences \u2013 Popular destinations \u2013 Collage\" data-aspect-ratio=\"1.55\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/top-sights-experiences-popular-destinations-collage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>People Also Ask &amp; People Also Search For:<\/strong> Related questions to your query<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"People also ask \/ People also search for \u2013 Collage\" alt=\"People also ask \/ People also search for \u2013 Collage\" data-aspect-ratio=\"0.89142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/people-also-ask-people-also-search-for-collage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Forums:<\/strong> Discussions from trusted sources like Reddit, TripAdvisor, and Quora<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 Discussions and forums\" alt=\"Google \u2013 Discussions and forums\" data-aspect-ratio=\"0.57142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-discussions-and-forums.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Some features, like People Also Ask, offer ways to capture organic traffic.<\/p>\n<p>Others, like Google Flights and Google Hotels, keep users within Google\u2019s ecosystem. These limit opportunities for third-party sites.<\/p>\n<p>As these features evolve, staying ahead of the curve is key.<\/p>\n<p>Navigating this shifting landscape requires expertise. Much like guiding travelers through new destinations.<\/p>\n<p>Here\u2019s how to take control of your travel SEO strategy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_1_Define_Your_Travel_SEO_Strategy\"><\/span>Step 1: Define Your Travel SEO Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Creating a solid strategy is essential when tackling SEO for the travel industry.<\/p>\n<p>It helps identify challenges, set clear guidelines, and outline actionable steps.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Diagnose_the_Challenge\"><\/span>Diagnose the Challenge<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Every website faces unique SEO challenges.<\/p>\n<p>Start by analyzing the current performance of your travel website.<\/p>\n<p>How?<\/p>\n<p>By checking your key metrics.<\/p>\n<p>These include organic search traffic, revenue, and user engagement.<\/p>\n<p>Also, examine mobile usability, loading speed, keyword rankings, and your backlinks.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC \u2013 Performance report\" alt=\"GSC \u2013 Performance report\" data-aspect-ratio=\"0.48142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/03\/gsc-performance-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, analyze the competition in the SERPs.<\/p>\n<p>Identify competing websites by evaluating which sites rank for the keywords you\u2019re targeting.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 Best hotels in Paris\" alt=\"Google SERP \u2013 Best hotels in Paris\" data-aspect-ratio=\"1.06\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-serp-best-hotels-in-paris.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also use <a title=\"Keyword Gap: Find New Ideas From Competitor Keywords\" href=\"https:\/\/www.semrush.com\/analytics\/keywordgap\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Keyword Gap tool<\/a>.<\/p>\n<p>It finds keywords your competition ranks for, but you don\u2019t.<\/p>\n<p>Here\u2019s how to do it:<\/p>\n<p>Add your website and the URLs of up to four competitors to the tool. Click \u201c<strong>Compare<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Gap \u2013 Booking \u2013 Compare\" alt=\"Keyword Gap \u2013 Booking \u2013 Compare\" data-aspect-ratio=\"0.72285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/keyword-gap-booking-compare.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Click the \u201c<strong>Missing<\/strong>\u201d tab.<\/p>\n<p>It shows terms that Expedia, Trivago, and Tripadvisor rank for, but your site doesn\u2019t.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Gap \u2013 Booking \u2013 Details for \u2013 Missing filter\" alt=\"Keyword Gap \u2013 Booking \u2013 Details for \u2013 Missing filter\" data-aspect-ratio=\"0.69285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/keyword-gap-booking-details-for-missing-filter.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once you know your competitors\u2019 performance, it\u2019s time to take the next step\u2014keyword research.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_2_Conduct_Keyword_Research\"><\/span>Step 2: Conduct Keyword Research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google advises creating content for users, not solely to rank for keywords.<\/p>\n<p>But if your content isn\u2019t based on keyword research, it won\u2019t rank well or drive SEO traffic and bookings.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Start_Broad\"><\/span>Start Broad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your keyword research will be the base of your SEO content strategy for the coming year(s). So, aim to make it as comprehensive as possible.<\/p>\n<p>Search trends in travel do evolve. But core keywords stay consistent.<\/p>\n<p>If you\u2019re selling a destination like The Bahamas, use all related keywords with its name.<\/p>\n<p>One of the most effective approaches is to use paid tools like <a title=\"Keyword Generator by Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Keyword Magic Tool<\/a>.<\/p>\n<p>It provides data and insights that will help you target the right keywords for your audience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 The Bahamas \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 The Bahamas \u2013 Keywords\" data-aspect-ratio=\"0.80571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-the-bahamas-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>More data isn\u2019t always better.<\/p>\n<p>So, focus on the key metrics: search volume, keyword difficulty, and <a title=\"Search Intent and SEO: A Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/search-intent\" target=\"_blank\" rel=\"noopener\">search intent<\/a>.<\/p>\n<ul>\n<li><strong>Search Volume:<\/strong> The average monthly searches for a keyword<\/li>\n<li><strong>Keyword Difficulty (KD%):<\/strong> A measure of how hard it is to rank for a keyword. It\u2019s based on the link profiles of the top 10 ranking pages.<\/li>\n<li><strong>Search Intent:<\/strong> The purpose behind a user\u2019s search query. It\u2019s categorized as transactional, informational, commercial, or navigational.<\/li>\n<\/ul>\n<p>Stick to these essentials to guide your keyword strategy effectively.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Define_Commercial_Opportunities\"><\/span>Define Commercial Opportunities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The commercial value of a keyword varies for each business.<\/p>\n<p>What may be a high-value commercial keyword for a competitor might not be for you.<\/p>\n<p>For example, let\u2019s say you have top-rated resorts in Mexico. You might see \u201call-inclusive resorts in Mexico\u201d as a valuable keyword.<\/p>\n<p>Now, imagine you manage one outdated, overpriced resort there. Your chance to profit from this keyword is likely much weaker.<\/p>\n<p>When evaluating a commercial opportunity, ask: Will this page convert visitors?<\/p>\n<p>Categorize each keyword into the following:<\/p>\n<ul>\n<li><strong>0. Not Likely:<\/strong> We don\u2019t offer anything related to the user\u2019s intent<\/li>\n<li><strong>1. Unlikely:<\/strong> We offer something related to the user\u2019s intent, but it doesn\u2019t directly address the user\u2019s needs<\/li>\n<li><strong>2. Potential:<\/strong> We offer a solution that could meet the user\u2019s intent<\/li>\n<li><strong>3. Likely:<\/strong> We provide the best solution for the user\u2019s intent<\/li>\n<\/ul>\n<p>This approach helps focus your efforts on the most commercially valuable keywords.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Before using a keyword, check its intent. Analyze the top-ranking content in the search results. A keyword like \u201cMexico vs. Ecuador\u201d might seem perfect for a travel site selling flights to both. However, a quick Google search may reveal that the user intent is related to soccer, not travel.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>By knowing what users want, you can avoid irrelevant keywords. This will ensure your content matches user intent.<\/p>\n<p>It also increases your chances of ranking and converting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_3_Create_a_Keyword_Map\"><\/span>Step 3: Create a Keyword Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you\u2019ve gathered your keywords, the next step is to build an SEO keyword map.<\/p>\n<p>Here\u2019s how:<\/p>\n<ul>\n<li><strong>List existing pages:<\/strong> Use an SEO spider tool like <a title=\"Screaming Frog SEO Spider Website Crawler\" href=\"https:\/\/www.screamingfrog.co.uk\/seo-spider\/\" target=\"_blank\" rel=\"noopener\">Screaming Frog<\/a>. It will list all existing pages.<br \/>\n<figure class=\"backlinko-image__screenshot mt-1 backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"ScreamingFrog \u2013 Dashboard\" alt=\"ScreamingFrog \u2013 Dashboard\" data-aspect-ratio=\"0.68428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/screamingfrog-dashboard.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/li>\n<li><strong>Filter irrelevant pages:<\/strong> Remove any pages that won\u2019t serve as SEO landing pages. Focus only on those that have the potential to drive organic traffic.<\/li>\n<li><strong>Pair pages with keywords:<\/strong> Use <a title=\"Google Search Console: The Definitive Guide\" href=\"https:\/\/backlinko.com\/google-search-console\" target=\"_blank\" rel=\"noopener\">Google Search Console (GSC)<\/a> to find queries that generate the most clicks for each page.<\/li>\n<li><strong>Assign target keywords:<\/strong> Assign one keyword from your research to each relevant page.<\/li>\n<li><strong>Avoid <a title=\"Keyword Cannibalization: Why Avoid It and How to Fix It\" href=\"https:\/\/backlinko.com\/keyword-cannibalization\" target=\"_blank\" rel=\"noopener\">keyword cannibalization<\/a>:<\/strong> Target each keyword with only one page. This prevents competition between your own pages for the same search query.<\/li>\n<\/ul>\n<p>SEO for travel websites often involves optimizing destination-specific and service-related keywords.<\/p>\n<p>These efforts help drive organic traffic to your site.<\/p>\n<p>By mapping keywords to pages, you\u2019ll have a clear strategy. It\u2019ll help you optimize existing content and find gaps for new content.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_4_Form_a_Content_Strategy\"><\/span>Step 4: Form a Content Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With your keyword research and keyword map in place, it\u2019s time to create an <a title=\"How to Create an Effective SEO Strategy\" href=\"https:\/\/backlinko.com\/seo-strategy\" target=\"_blank\" rel=\"noopener\">SEO content strategy<\/a>.<\/p>\n<p>To maximize organic revenue, prioritize content targeting bottom-of-the-funnel keywords.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"tofu-mofu-bofu\" data-aspect-ratio=\"0.58\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/tofu-mofu-bofu.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>These are high-intent keywords where users are closest to making a booking decision.<\/p>\n<p>By focusing on this stage first, you\u2019ll drive more immediate conversions and revenue.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Target_Commercial_Keywords\"><\/span>Target Commercial Keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In your keyword sheet, filter for keywords with commercial scores of two or three.<\/p>\n<p>This filter will give you keywords with high commercial intent. They\u2019ll match what you offer.<\/p>\n<p>Think \u201cCancun resorts,\u201d \u201cflights to Hawaii,\u201d \u201cLas Vegas hotels,\u201d or \u201cPunta Cana excursions.\u201d<\/p>\n<p>For each keyword:<\/p>\n<ul>\n<li>If a <a title=\"Landing Page Guide: Create Pages That Convert Super Well\" href=\"https:\/\/backlinko.com\/landing-page-guide\" target=\"_blank\" rel=\"noopener\">landing page<\/a> is ranking, optimize its content to boost performance<\/li>\n<li>If none of your pages are ranking, decide whether to create a new landing page or optimize an existing one<\/li>\n<\/ul>\n<p>Finally, create a timeline and roadmap for implementing these optimizations.<\/p>\n<p>This helps ensure steady progress toward your content goals.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Build_Topical_Authority\"><\/span>Build Topical Authority<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>After covering your commercial keywords, it\u2019s time to move up to the middle of the funnel.<\/p>\n<p>Focus on keywords like \u201cthings to do in Miami,\u201d \u201cbest time to visit Japan,\u201d and \u201cbest beaches in Puerto Rico.\u201d<\/p>\n<p>These keywords are primarily informational and have lower conversion rates.<\/p>\n<p>But they\u2019re crucial for SEO for travel websites.<\/p>\n<p>Why?<\/p>\n<p>Because they help build <a title=\"What is Topical Authority? (+ How to Build It)\" href=\"https:\/\/www.semrush.com\/blog\/topical-authority\/\" target=\"_blank\" rel=\"noopener\">topical authority<\/a>.<\/p>\n<p>Cluster these topics to help search engines understand your content.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Topic clusters\" alt=\"Topic clusters\" data-aspect-ratio=\"0.86285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/10\/topic-clusters.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll signal to search engines that your site is a trusted travel resource.<\/p>\n<p>Blog pages often cover these topics best. But you can use landing pages if they fit your strategy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Create_a_Topic_Map\"><\/span>Create a Topic Map<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Up to this point, your SEO content strategy has been based on keyword data.<\/p>\n<p>Now, it\u2019s time to explore new topic ideas by leveraging topic maps.<\/p>\n<p>To do this, use an AI tool like Claude or Chat GPT to uncover relevant topics for specific destinations.<\/p>\n<p>Here\u2019s an example of a prompt you can use:<\/p>\n<p>\u201cPlease provide a table listing the key topics related to travel in Mexico. The table should have three columns: categories, subcategories, and subtopics. Each subtopic should have its own row.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"ChatGPT \u2013  Prompt \u2013 Topic map\" alt=\"ChatGPT \u2013 Prompt \u2013 Topic map\" data-aspect-ratio=\"0.92857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/chatgpt-prompt-topic-map.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, copy your topic map to a sheet. Use a ChatGPT plugin like <a title=\"ChatGPT - Whimsical Diagrams\" href=\"https:\/\/chatgpt.com\/g\/g-vI2kaiM9N-whimsical-diagrams\" target=\"_blank\" rel=\"noopener\">Whimsical Diagrams<\/a> to visualize it.<\/p>\n<p>Use the following prompt: \u201cGenerate a mind map from this table: {paste table}.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"ChatGPT \u2013  Whimsical plugin \u2013 Mind map\" alt=\"ChatGPT \u2013 Whimsical plugin \u2013 Mind map\" data-aspect-ratio=\"1.3157142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/chatgpt-whimsical-plugin-mind-map.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Repeat this process for each destination you serve.<\/p>\n<p>Add any new topics to your content roadmap.<\/p>\n<p>Cover a wide range of content that appeals to search engines and your audience.<\/p>\n<p>This approach fills gaps in your strategy. It keeps your content fresh and competitive.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tap_Into_the_Travel_Content_Loop\"><\/span>Tap Into the Travel Content Loop<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The travel experience is cyclical.<\/p>\n<p>Here\u2019s how the journey typically unfolds:<\/p>\n<ul>\n<li><strong>Inspiration:<\/strong> \u201cThat\u2019s beautiful, where is that place?\u201d<\/li>\n<li><strong>Education:<\/strong> \u201cTell me more about this place\u201d<\/li>\n<li><strong>Booking:<\/strong> \u201cLet\u2019s go there\u201d<\/li>\n<li><strong>Inspiration again:<\/strong> After the trip, the traveler dreams of new adventures. This sparks the loop once more.<\/li>\n<\/ul>\n<p>Travelers constantly seek beauty, adventure, and new connections.<\/p>\n<p>Your content strategy should reflect this ongoing loop.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Let\u2019s book\" alt=\"Let's book\" data-aspect-ratio=\"0.56\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/lets-book.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>To build a successful travel content strategy off the back of this loop, think beyond SEO. This is especially true for inspiration, where social media is vital.<\/p>\n<p>SEO is about fulfilling a need for information.<\/p>\n<p>So, focus on education and answering users\u2019 specific questions.<\/p>\n<p>Inspiration, however, often comes to people when they\u2019re not actively searching for it.<\/p>\n<p>That\u2019s why inspirational content must be:<\/p>\n<ul>\n<li>Visual and destination-focused<\/li>\n<li>Pushed to users, igniting wanderlust<\/li>\n<\/ul>\n<p>Once the audience is captivated by a destination, they might seek more information. That\u2019s where SEO comes in to guide them further down the funnel.<\/p>\n<p>When planning content, ensure synergy between inspirational and informational content.<\/p>\n<p>For example, let\u2019s say you publish an SEO-optimized article like \u201cThe Best Time to Visit Costa Rica.\u201d<\/p>\n<p>Coordinate with your social media team to release visual, inspirational content.<\/p>\n<p>This integrated approach keeps your audience engaged at every stage of their journey. Whether they\u2019re exploring on social media or searching for information online.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_5_Establish_a_Content_Creation_Process\"><\/span>Step 5: Establish a Content Creation Process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your content strategy is ready.<\/p>\n<p>Now it\u2019s time to establish a streamlined content creation process.<\/p>\n<p>Here\u2019s how that might look:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Content Creation Process\" alt=\"Content Creation Process\" data-aspect-ratio=\"0.56\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/content-creation-process.png\" loading=\"lazy\" \/><\/p><\/figure>\n<ol>\n<li><strong>Keyword selection:<\/strong> Choose primary and secondary keywords based on your content calendar<\/li>\n<li><strong>Writer briefing:<\/strong> Provide clear, detailed briefs for high-quality content<\/li>\n<li><strong>Write:<\/strong> Focus on comprehensive, unique content that goes beyond top-ranking pages<\/li>\n<li><strong>Edit:<\/strong> Align with the brand\u2019s tone and ensure scannability<\/li>\n<li><strong>Optimize:<\/strong> Fine-tune for SEO\u2014headings, body content, internal links, and meta<\/li>\n<li><strong>Add photography:<\/strong> Use images that follow guidelines and enhance user experience<\/li>\n<li><strong>Publish and promote:<\/strong> Share across social, email, and other channels to maximize reach<\/li>\n<li><strong>Translate:<\/strong> Expand reach by targeting non-English keywords<\/li>\n<\/ol>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> After headlines, image captions are the most read by users. Add a commercial message or a call to action to your image captions. It will help boost engagement.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"To_AI_or_Not_AI\"><\/span>To AI or Not AI?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When it comes to your content creation process, a key question is how much of it should involve AI.<\/p>\n<p>The answer depends on your goals.<\/p>\n<p>One thing is certain\u2014it\u2019s tough to stand out in a sea of mass-produced AI content by just publishing more AI content.<\/p>\n<p>Craftsmanship and authenticity are what make content truly stand out.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/wesley-van-der-hoop.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cTo beat AI, become more human.\u201d<br \/>\n<strong>\u2013 Wesley van der Hoop<\/strong>, PPC + SEO at Unique Vacations Ltd. <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/wesley-van-der-hoop.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For example, let\u2019s say you\u2019re writing about \u201cthe best restaurants in Amsterdam.\u201d<\/p>\n<p>Instead of simply copying the list from TripAdvisor, go beyond the surface:<\/p>\n<ul>\n<li>Experience the destination firsthand<\/li>\n<li>Talk to locals and uncover hidden gems that aren\u2019t widely covered<\/li>\n<li>Engage with restaurant owners. Try their signature dishes. Share deeper insights than current online articles.<\/li>\n<\/ul>\n<p>AI should play the role of an assistant, not the solution.<\/p>\n<p>That said, AI can still assist in the content creation process.<\/p>\n<p>It can help create content briefs, structure the content, and suggest data points.<\/p>\n<p>This lets writers focus on the human elements. They can craft unique, authentic content that AI cannot replicate.<\/p>\n<p>In this hybrid approach, AI handles repetitive tasks.<\/p>\n<p>Meanwhile, your team focuses on insights, experiences, and personal connections.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_6_Set_Up_Tracking_and_Measuring\"><\/span>Step 6: Set Up Tracking and Measuring<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Begin by measuring your current performance to understand where you stand.<\/p>\n<p>Define and track both macro and micro conversions. Use your travel site\u2019s analytics tools (e.g., <a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics 4<\/a>).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Traffic acquisition\" alt=\"GA \u2013 Traffic acquisition\" data-aspect-ratio=\"0.98142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ga-traffic-acquisition.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For most travel websites, the macro conversion will be bookings and revenue.<\/p>\n<p>Micro conversions may include actions like account creation or requests for more information.<\/p>\n<p>They can also involve newsletter sign-ups, brochure requests, and travel guide downloads.<\/p>\n<p>Once tracking is set up, integrate SEO tools like Google Search Console (GSC).<\/p>\n<p>Use a rank tracker to gain deeper insights into what\u2019s happening on the SERPs.<\/p>\n<p>For example, <a title=\"Position Tracking: Keyword Rank Tracker Tool | Semrush\" href=\"https:\/\/www.semrush.com\/position-tracking\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Position Tracking tool<\/a> tracks keyword rankings over time.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Position Tracking \u2013 Rankings Overview \u2013 Keywords\" alt=\"Position Tracking \u2013 Rankings Overview \u2013 Keywords\" data-aspect-ratio=\"0.37571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/position-tracking-rankings-overview-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Finally, create easy-to-understand dashboards that blend different data sources. They let you track progress and show results to stakeholders at performance meetings.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_7_Optimize_Your_Google_Business_Profile\"><\/span>Step 7: Optimize Your Google Business Profile<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Local SEO is essential for improving visibility.<\/p>\n<p>It\u2019s particularly important for attractions, restaurants, bars, and accommodations at popular destinations.<\/p>\n<p>Optimizing your <a title=\"Google Business Profile: How to Use It to Get More Customers\" href=\"https:\/\/backlinko.com\/google-business-profile-guide\" target=\"_blank\" rel=\"noopener\">Google Business Profile<\/a> (GBP) can lead to quick wins.<\/p>\n<p>Here\u2019s how to do it:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Set_Up_Listings_for_Each_Location\"><\/span>Set Up Listings for Each Location<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Let\u2019s say your travel company operates in multiple locations.<\/p>\n<p>You should create and optimize a Google Business Profile for each location.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Business Profile \u2013 Viceroy Rivera Maya\" alt=\"Google Business Profile \u2013 Viceroy Rivera Maya\" data-aspect-ratio=\"1.695\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-business-profile-viceroy-rivera-maya.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Select_the_Appropriate_Category\"><\/span>Select the Appropriate Category<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Choosing the right primary category (e.g., \u201cHotel,\u201d \u201cTourist Attraction,\u201d \u201cRestaurant\u201d) is vital.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GMB \u2013 Enter business category\" alt=\"GMB \u2013 Enter business category\" data-aspect-ratio=\"0.75428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/gmb-enter-business-category.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Why?<\/p>\n<p>Because it impacts how your listing appears in search results and Google Maps.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Complete_All_Profile_Information\"><\/span>Complete All Profile Information<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ensure your profile is fully completed, including:<\/p>\n<ul>\n<li>Business name<\/li>\n<li>Address<\/li>\n<li>Phone number<\/li>\n<li>Website URL<\/li>\n<li>Hours of operation<\/li>\n<li>Business attributes (e.g., \u201cFree Wi-Fi,\u201d \u201cPool\u201d)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Write_a_Compelling_Business_Description\"><\/span>Write a Compelling Business Description<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Custom descriptions aren\u2019t allowed for accommodation and attraction listings.<\/p>\n<p>However, you can still write compelling descriptions for restaurants and bars.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 From Per Se\" alt=\"Google \u2013 From Per Se\" data-aspect-ratio=\"0.5\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-from-per-se.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Use relevant keywords to improve search visibility. Ensure it accurately reflects the experience you offer while adhering to Google\u2019s guidelines.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Upload_High-Quality_Photos_and_Videos\"><\/span>Upload High-Quality Photos and Videos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>High-quality photos and videos of your business can boost engagement.<\/p>\n<p>They help customers see what you offer and connect with your brand.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google \u2013 De L\u2019Europe \u2013 Photos\" alt=\"Google \u2013 De L'Europe \u2013 Photos\" data-aspect-ratio=\"0.71\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-del-europe-photos.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>These visuals provide potential customers with a more immersive experience. It helps them get a better sense of what you offer.<\/p>\n<p>Be sure to consistently update your media to keep the listing fresh and relevant.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Utilize_the_Q_A_Section\"><\/span>Utilize the Q&amp;A Section<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Proactively manage the \u201cQuestions &amp; Answers\u201d section by addressing common guest inquiries.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Questions &amp; Answers \u2013 Restaurant\" alt=\"Questions &amp; Answers \u2013 Restaurant\" data-aspect-ratio=\"1.0492307692308\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/questions-and-answers-restaurant.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Post frequently asked questions yourself.<\/p>\n<p>Cover topics like services, booking policies, or amenities.<\/p>\n<p>Make sure to answer them thoroughly.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Create_Regular_Updates\"><\/span>Create Regular Updates<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use GBP updates to share offers, events, or new services.<\/p>\n<p>These can improve engagement and keep your audience informed.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GBP updates \u2013 Sandals Negril\" alt=\"GBP updates \u2013 Sandals Negril\" data-aspect-ratio=\"0.71\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/gbp-updates-sandals-negril.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Encourage_and_Respond_to_Reviews\"><\/span>Encourage and Respond to Reviews<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Actively encourage guests to leave reviews, especially after a positive interaction.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google reviews \u2013 Laurel Philadelphia\" alt=\"Google reviews \u2013 Laurel Philadelphia\" data-aspect-ratio=\"0.62\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-reviews-laurel-philadelphia.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Respond promptly to both positive and negative reviews.<\/p>\n<p>This shows engagement and demonstrates excellent customer service.<\/p>\n<p>Reviews and responses also boost credibility and influence search rankings.<\/p>\n<p>By following these steps, you can significantly improve your business\u2019s local visibility.<\/p>\n<p>This boosts engagement with potential customers looking for travel services in your area.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_8_Ensure_Your_Content_Gets_Indexed\"><\/span>Step 8: Ensure Your Content Gets Indexed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A technical SEO audit is one of the cornerstones of your travel SEO strategy.<\/p>\n<p>The reason is simple.<\/p>\n<p>If the copy of a web page isn\u2019t indexed, that page is unlikely to rank in Google\u2019s search results.<\/p>\n<p>In other words, it won\u2019t drive organic traffic and bookings.<\/p>\n<p>So, when auditing a travel website for the first time, use a web crawler like Screaming Frog. It\u2019ll check whether your pages are indexable.<\/p>\n<p>For a more detailed approach, use Semrush\u2019s <a title=\"Site Audit: Improve the SEO of Your Website | Semrush\" href=\"https:\/\/www.semrush.com\/siteaudit\/\" target=\"_blank\" rel=\"noopener\">Site Audit tool<\/a>. It can help identify technical issues with your site.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013 Backlinko \u2013 Overview\" alt=\"Site Audit \u2013 Backlinko \u2013 Overview\" data-aspect-ratio=\"0.77428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/site-audit-backlinko-overview-nov-2024.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For individual page checks, use Google Search Console. It shows when Googlebot last visited the page and if it\u2019s indexed.<\/p>\n<p>To (re)index the page in GSC, simply click the \u201crequest indexing\u201d button.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC \u2013 URL inspection button\" alt=\"GSC \u2013 URL inspection button\" data-aspect-ratio=\"0.67571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/gsc-url-inspection-button.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Alternatively, use the \u201csite\u201d operator in Google. Enter this query in the search bar:<\/p>\n<pre>site:www.website.com\/landing-page<\/pre>\n<p>If the page appears in search results, it\u2019s indexed. If not, it isn\u2019t.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Check_for_Partial_Indexing\"><\/span>Check for Partial Indexing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Even if a page is indexed, not all content may be.<\/p>\n<p>Content that needs JavaScript to load, like a slider or hidden text, is at risk of not being indexed.<\/p>\n<p>To check, use the <a title=\"Web Developer - Chrome Web Store\" href=\"https:\/\/chromewebstore.google.com\/detail\/web-developer\/bfbameneiokkgbdmiekhjnmfkcnldhhm\" target=\"_blank\" rel=\"noopener\">Web Developer Chrome extension<\/a>. It will disable JavaScript and reload the page.<\/p>\n<p>Compare it to the original version to identify content not loading\u2014this content is at risk.<\/p>\n<p>You can also use the <a title=\"View Rendered Source - Chrome Web Store\" href=\"https:\/\/chromewebstore.google.com\/detail\/view-rendered-source\/ejgngohbdedoabanmclafpkoogegdpob\" target=\"_blank\" rel=\"noopener\">View Rendered Source Chrome extension<\/a>. It shows the difference between the raw code and the rendered page.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"View Rendered Source \u2013 Chrome extension\" alt=\"View Rendered Source \u2013 Chrome extension\" data-aspect-ratio=\"1.93\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/view-rendered-source-chrome-extension.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Headings and paragraphs not in the raw code, but in the rendered code, might not be indexed.<\/p>\n<p>If you suspect specific copy isn\u2019t indexed, use the \u201csite\u201d operator in Google with a query like:<\/p>\n<pre>site:www.website.com\/landing-page\/ \"insert copy at risk here\"<\/pre>\n<p>If the copy shows up where you\u2019d normally find the meta description, you should be good!<\/p>\n<p>If Google returns no results, that content and its links may not be indexed.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Prevent_Duplicate_Content\"><\/span>Prevent Duplicate Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Duplicate Content and SEO: The Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/duplicate-content\" target=\"_blank\" rel=\"noopener\">Duplicate content<\/a> can negatively impact your rankings.<\/p>\n<p>How?<\/p>\n<p>Google can struggle to determine which of your pages to prioritize.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Three duplicate pages will all struggle to rank\" alt=\"Three duplicate pages will all struggle to rank\" data-aspect-ratio=\"0.88857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/three-duplicate-pages-will-all-struggle-to-rank.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It can also lead to crawling, indexing issues, and loss of link equity.<\/p>\n<p>In severe cases, it can also trigger manual penalties.<\/p>\n<p>The seven most common types of duplicate content on travel websites are:<\/p>\n<ul>\n<li><strong>Destination descriptions:<\/strong> Frequently reused descriptions of popular travel destinations across multiple accommodation pages<\/li>\n<li><strong>URLs with filtering parameters:<\/strong> Filtering options (e.g., \u201c?sort=price\u201d) generate different URLs. These may show similar content.<\/li>\n<li><strong>Pagination:<\/strong> Ensure paginated lists of destinations or accommodations are distinct or canonicalized<\/li>\n<li><strong>URLs with UTM parameters:<\/strong> Parameters like \u201c?utm_source=social-media\u201d track traffic. But they can also create duplicate content issues.<\/li>\n<li><strong>Split URL tests:<\/strong> A\/B testing may create duplicate content. It does this by generating alternative versions of the same page.<\/li>\n<li><strong>Dynamic URLs with session IDs:<\/strong> When indexed, they can cause duplicate content issues<\/li>\n<li><strong>M-dot URLs:<\/strong> They\u2019re rare today. But if used, link them to their desktop versions.<\/li>\n<\/ul>\n<p>Use Semrush\u2019s Site Audit tool to identify duplicate content. Mitigate it by implementing <a title=\"Canonical URLs: A Comprehensive Guide for SEOs\" href=\"https:\/\/backlinko.com\/canonical-url-guide\" target=\"_blank\" rel=\"noopener\">canonical tags<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013 Issues \u2013 Duplicates\" alt=\"Site Audit \u2013 Issues \u2013 Duplicates\" data-aspect-ratio=\"0.95384615384615\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/site-audit-issues-duplicates.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Use_Structured_Data\"><\/span>Use Structured Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Schema Markup 101: Boost Your SEO &amp; Improve Search\" href=\"https:\/\/backlinko.com\/schema-markup-guide\" target=\"_blank\" rel=\"noopener\">Structured data<\/a> helps search engines better understand and display your content.<\/p>\n<p>For travel websites, this can lead to rich results like pricing and star ratings.<\/p>\n<p>These features can help boost click-through rates.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Structured data lead to results\" alt=\"Structured data lead to results\" data-aspect-ratio=\"0.31571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/structured-data-leads-to-results.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Structured data can also improve your site\u2019s rankings.<\/p>\n<p>How?<\/p>\n<p>By providing search engines with clearer context for your content.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> To further enhance SEO, implement structured data using the LocalBusiness schema. This helps search engines understand and validate your business information. It includes key details like category, location, and operating hours. Properly structured data can positively impact your rankings in local searches.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_9_Optimize_UX_with_a_Mobile-First_Approach\"><\/span>Step 9: Optimize UX with a Mobile-First Approach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Users have been living in a mobile-first world for some time, and Google was quick to follow.<\/p>\n<p>Travelers may book on desktop. But they often make the <strong>decision<\/strong> to book on mobile.<\/p>\n<p>Focus on quick load times and ensure strong <a title=\"Core Web Vitals: Essential Guide to Better Site Performance\" href=\"https:\/\/backlinko.com\/hub\/seo\/core-web-vitals\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a> performance.<\/p>\n<p>Search engines like Google favor fast-loading content.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC \u2013 Core Web Vitals\" alt=\"GSC \u2013 Core Web Vitals\" data-aspect-ratio=\"0.99571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/gsc-core-web-vitals.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s how to get started:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Leverage_User_Data\"><\/span>Leverage User Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Analyze your website using <a title=\"PageSpeed Insights\" href=\"https:\/\/pagespeed.web.dev\/\" target=\"_blank\" rel=\"noopener\">Google PageSpeed Insights<\/a>.<\/p>\n<p>Look at the \u201cCore Web Vitals Assessment.\u201d<\/p>\n<p>It\u2019s essential for understanding how your website performs in real user environments. This data can help you optimize speed and user experience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PageSpeed Insights \u2013 Backlinko\" alt=\"PageSpeed Insights \u2013 Backlinko\" data-aspect-ratio=\"0.70571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/pagespeed-insights-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can see the performance metrics for a site\u2019s Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS).<\/p>\n<p>These are key indicators of how well your site loads and provides a smooth user experience.<\/p>\n<p>For example, the LCP score here shows 3.8s, which is above the recommended threshold. Meaning there\u2019s room for improvement.<\/p>\n<p>Improving these metrics will boost your site\u2019s performance.<\/p>\n<p>It\u2019ll also make your site more search-engine friendly and enhance the user experience.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Make_Loading_Times_a_Priority\"><\/span>Make Loading Times a Priority<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can\u2019t do it alone.<\/p>\n<p>You\u2019ll have to get IT resources to improve the loading time of your landing pages, which are likely to be scarce.<\/p>\n<p>If fast loading times aren\u2019t a priority for the business, they won\u2019t be for IT either.<\/p>\n<p>Simply submitting a ticket won\u2019t solve the issue.<\/p>\n<p>Instead, foster a culture where speed is continually measured and improved.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Optimize_Landing_Pages_for_Mobile\"><\/span>Optimize Landing Pages for Mobile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ensure the most important content is visible on the first screen users see.<\/p>\n<p>For travel, this often means starting with an engaging visual to capture attention.<\/p>\n<p>It helps users imagine being at their dream destination.<\/p>\n<p>Additionally, highlight your unique value proposition, and provide a clear call-to-action.<\/p>\n<p>Reinforce your credibility with reviews, awards, or endorsements.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Optimize landing pages for mobile\" alt=\"Optimize landing pages for mobile\" data-aspect-ratio=\"1.3714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/optimize-landing-pages-for-mobile.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Step_10_Strengthen_Your_Backlink_Profile\"><\/span>Step 10: Strengthen Your Backlink Profile<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Content demonstrates relevance, while links signal authority.<\/p>\n<p>Both are essential to rank well in Google search results.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Leverage_Existing_Relationships\"><\/span>Leverage Existing Relationships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Improving SEO for travel agencies means building relationships.<\/p>\n<p>It also means getting links from trusted business partners.<\/p>\n<p>Leverage existing relationships with tourism boards, suppliers, and partners to earn backlinks.<\/p>\n<p>Like this:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Leverage existing relationships\" alt=\"Leverage existing relationships\" data-aspect-ratio=\"0.73571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/leverage-existing-relationships.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Use_Digital_PR_for_Industry-Wide_Authority\"><\/span>Use Digital PR for Industry-Wide Authority<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In the travel industry, digital PR campaigns are one of the best ways to establish authority.<\/p>\n<p>They aim to boost your brand\u2019s visibility and credibility.<\/p>\n<p>How?<\/p>\n<p>By earning high-quality backlinks from reputable websites.<\/p>\n<p>Digital PR campaigns are typically built around link-worthy assets, such as:<\/p>\n<ul>\n<li>Data-driven travel insights and reports<\/li>\n<li>Unique tools or calculators<\/li>\n<li>Interactive maps<\/li>\n<li>Comprehensive travel guides<\/li>\n<li>Sweepstakes<\/li>\n<\/ul>\n<p>Work with your PR team. Create campaigns that resonate with your target audience and the media.<\/p>\n<p>For example, Sandals Resorts ran a campaign to find a <a title=\"Dream Job Alert: Sandals Resorts Seeks Caribbean Cocktail Critic | TravelPulse\" href=\"https:\/\/www.travelpulse.com\/news\/hotels-and-resorts\/dream-job-alert-sandals-resorts-seeks-caribbean-cocktail-critic\" target=\"_blank\" rel=\"noopener\">professional cocktail critic<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Digital PR Campaign\" alt=\"Digital PR Campaign\" data-aspect-ratio=\"0.81428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/digital-pr-campaign.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>One person was \u201chired\u201d to collaborate with Sandals\u2019 expert mixologists. Together, they tested and refined a range of cocktails.<\/p>\n<p>This unique and engaging story captured the attention of numerous high-authority travel publishers.<\/p>\n<p>As a result, it drove significant backlinks to their site.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Target_Commercial_Pages_with_Guest_Posts\"><\/span>Target Commercial Pages with Guest Posts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To build links to your commercial pages, try guest posting on travel sites.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Guest posting on travel sites\" alt=\"Guest posting on travel sites\" data-aspect-ratio=\"0.29428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/guest-posting-on-travel-sites.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This method lets you target specific keywords. It also generates referral traffic from relevant audiences.<\/p>\n<p>Use internal linking, partnerships, digital PR, and guest posting.<\/p>\n<p>This will help build the authority needed to compete in Google\u2019s search rankings.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Turn_Strangers_Into_Guests_with_Travel_SEO\"><\/span>Turn Strangers Into Guests with Travel SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mastering travel SEO is about more than ranking for keywords.<\/p>\n<p>It\u2019s about connecting with travelers at every stage of their journey. From inspiration to booking and beyond.<\/p>\n<p>The travel industry is always changing.<\/p>\n<p>But one thing is constant: Travelers want connections, experiences, and reliable information.<\/p>\n<p>Many companies use travel SEO services to rank higher. But the tips in this guide will help you get similar results on your own.<\/p>\n<p>Use creativity and data-driven strategies. Be authentic. Transform your travel website into the top resource.<\/p>\n<p>It can help turn strangers into loyal guests.<\/p>\n<p>Ready to take your travel SEO strategy to the next level?<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Download our <a title=\"Step-By-Step Content Marketing Plan Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/content-marketing-plan\" target=\"_blank\" rel=\"noopener\">content marketing template<\/a> to map out your content. <\/p>\n<\/blockquote>\n<div class=\"media\">\n                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>The tool will help you organize and execute your plan for optimal results.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/travel-seo\" target=\"_blank\" rel=\"noopener\">How To Improve Your Travel SEO In 10 Steps<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Travel SEO is about turning strangers into guests. But it\u2019s no small task competing with major sites like Booking.com, TripAdvisor, and Expedia. With so many players in the market, standing out in search engine results can feel impossible. Yet, small players can still succeed. Live Oak Lake, a boutique resort in Texas built a strong direct booking website that ranks No. 1 for search terms like \u201cwaco cabins.\u201d They made $1.1 million in their first year and sold the business for $7 million in 2024. In [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-12149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/google-serp-waco-cabins-zHEdye-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/google-serp-waco-cabins-zHEdye-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=12149"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12149\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/12150"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=12149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=12149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=12149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}