Travel and tourism industry is one of the worst affectees from COVID-19. According to statistics, the travel industry generated $712 billion in terms of revenue in 2020 but it was slashed to $447.4 billion in 2021, which translates into a 37% decline. In four months, travel industry lost 1.5% of its contribution to global GDP and if that trend continued, it could lose 4.2% of its continuation to global GDP, which is equal to the loss of $3.3 trillion
Thankfully, that did not happen and everything started opening back up. As the world started opening and things started to normalize, the travel industry started to blossom again but the damage was so huge that it might take them a few years to fully recover from the impact of COVID-19. According to Mckensey, the travel and tourism industry can fully recover from the jolts of the pandemic after 2024.
Are you a travel agent who wants to increase travel bookings? Are you a tour operator who wants to close more deals through your travel website? If yes, then you should master the art of tourism SEO. That is exactly what this article will help you achieve.
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Tourism SEO is a process of optimizing your tourism website so it can rank higher on search engine result pages and show up when a prospective user searches for travel packages, tours and activities.
A study conducted by Google looked at the behavior of travelers and found that 60% of leisure travelers and 55% of business travelers use search engines for travel planning. Whether they have to book tickets, rent a car or finalize their hotel accommodation, travelers are using search engines before travel apps or websites for trip planning.
Alexa report showed that more than half,(54.9%) of all website traffic to travel and tourism websites comes through search engines. With most travelers using search engines for trip planning and a large chunk of website traffic to travel and tourism website coming from search engines, you can not afford to ignore tourism SEO.
Some of the advantages of doing SEO for tourism and travel website are::
It is important to understand different types of tourism SEO to optimize your travel website effectively.
Tourism SEO can be divided into four major types.
Let’s look at each one in more detail.
To optimize your home page for higher search engine visibility, it should contain the following:
Here are some of the best practices you need to follow to optimize your category and destination pages for SEO.
Here is what your tourism website structure should look like.
When it comes to property pages, include specific information about properties instead of giving them generic information. Here are some of the elements your property page must have.
Local SEO can increase the chances for your tourism website to show up in search results when someone searches for it from your own country, state, city or area.
Here is a step by step process to do SEO for travel agents.
The first step to successful tourism SEO is to find SEO keywords for tourism. Start off by analyzing your competitors’ keywords. Which key phrases are they targeting? This will give you a better idea about what’s already working in your industry. Next, find location-specific keywords to target. This allows you to target local customers.
Don’t forget to analyze the search intent behind every keyword. Look at what’s already ranking for that particular keyword. If it is a video, you should create a video. If it is a how to guide, you should create a how to guide. There is also a seasonality element attached to the travel industry and you can take advantage of it by targeting the keywords that are in demand during a particular time period.
Search engines like Google have started putting more and more emphasis on user signals. If your website visitors are hitting the back button and going back to search results a few seconds after landing on your travel website, this sends a clear message to search engines that users are not getting what they are looking for or had a worse experience. Search engines can use these cues to demote your website in search engines.
That is why it is important for your website to load quickly, have simple navigation and provide visual cues to guide new users through their buyer’s journey. The more time users spend on your website, the better it is for your search engine rankings. Make sure your tourism website is optimized for core web vitals and is mobile responsive.
When creating content for your tourism website, you should think like a traveler. Put yourself in the shoes of a traveler who is planning their next trip and look at your website content from that perspective. What information you might be looking for? What problems might you encounter?
Your content should provide solutions to these problems. Include your target keywords in the title, meta title and subheadings of the content and break down your content into easily digestible bits with white spaces.
Once you have crafted the content, it is time to build backlinks to increase your chances of ranking higher on search engines. When it comes to backlinks, focus on quality instead of quantity. Relevancy and authority of the backlinks you build can have a huge impact on your search engine rankings. The higher the authority and relevance of the source you are getting backlink from, the more beneficial it will be for your tourism and travel business.
How do you optimize your Tourism website for search engines? Share your SEO process with us in the comments section below.