Who doesn’t love a holiday?
With weather in the UK starting to lose its winter chill, and the “what I eat in a day at an all-inclusive resort” TikToks filling our FYP pages, booking your next holiday has become more of a focus than ever.
And that’s why it’s even more important for travel websites to invest in a strong SEO strategy to ensure that they are right at the forefront of that booking decision. Join me as I break down the why and how of setting your website apart in the highly competitive travel landscape.
Why is Travel SEO Important?
In a nutshell, Travel SEO is important as it enables businesses to stand out in a crowded market, by appearing higher in search results, across multiple features and expanding their reach in the where users often plan their trips [we’ll also be covering other places they search later on in this article!].
Whether it’s finding the best travel agency, uncovering a hidden gem, or discovering local tips, travellers rely heavily on search engines to guide them through the vast expanse of information available online.
With the introduction of AI Overviews and ever-expanding SERP features, there’s now multiple ways in which a travel company can make themselves visible to prospecting holiday-makers.
Travel-related searches have become more and more saturated with new ways of presenting information to users, beyond Google Hotel & Flights features for transactional keywords.
Appearing for as many of these key touchpoints as possible, through a finetuned SEO approach, is imperative for brand building, getting eyes-on-site and, ultimately, conversion.
SEO Strategy Tips for Travel Websites
1. Conduct Comprehensive and Considered Keyword Research
Keyword research is the foundation of any effective SEO strategy, and in the travel sector, it’s critical to understand the intent behind search terms.
For example, someone searching for “holidays in Venice” will be looking for different information than the user searching for “things to do in Venice “ and even “[your brand] Venice”.
By considering intent and mapping your keywords against every stage of the customer journey, you will have a full funnel SEO approach – versus only targeting those that are already willing to convert.
2. Utilise content to target every stage of the travel customer journey
Travel decisions aren’t made in a single search or click. Today’s travellers move through a complex decision-making process, often spanning weeks or even months. After the uncertainty of last-minute cancellations and difficult refunds post-pandemic, trust has become a critical factor in their choice of providers.
To capture and nurture potential customers, travel brands must create content that aligns with every stage of the customer journey funnel:
- Awareness Stage (Inspiration & Discovery) – Users begin with broad searches like “best summer destinations in Europe” or “family-friendly holiday ideas.” Informative, engaging content—such as travel guides, listicles, and interactive quizzes—can help attract these top-of-funnel visitors.
- Consideration Stage (Research & Planning) – As travelers narrow their choices, they look for details on accommodations, transport options, and itineraries. Content like detailed comparison guides, expert reviews, and insider tips can position your brand as a trusted authority.
- Decision Stage (Booking & Conversion) – At this point, users are ready to commit but may need reassurance. Customer testimonials, transparent pricing breakdowns, flexible cancellation policies, and trust signals (such as safety certifications or verified reviews) can help eliminate hesitation.
By strategically aligning content with these touchpoints, travel websites can build long-term trust and engagement, increasing the likelihood of conversion when users are ready to book.
3. Don’t forget the blog!
Your website’s blog can be one of the most powerful tools, if used correctly. As we covered above, the top of the funnel can be a gold mine for any travel SEO strategy. Getting in front of holiday-makers when they are in their planning and discovery phase is a great opportunity to raise your brand awareness, build trust and ultimately throw your hat in the ring [or floaties in the pool!] as a potential provider.
Strong informational content can also be used to build valuable internal links into your core commercial pages, feeding into topical authority and guiding users when they are ready to book.
Top Tip: For hotel chains or transportation companies, consider itinerary content! This is a great way to target high demand keywords whilst also advertising multiple locations, offers or transport options.
Once again, it’s all about getting in front of your target audience as early on as possible. Someone planning a big trip is going to be doing a lot of research and planning – so why not be their go-to hub of knowledge!
4. Implement Local SEO for Better Visibility
For any travel website, a strong localisation strategy is essential for driving tourism-related traffic. By optimising for local keywords like “things to do in Florida” or “best restaurants in Miami” you can attract users planning visits to those areas – right at the top of the funnel.
Utilise and optimise Google Business Profile (GBP) listings for local credibility, including address, business hours, and customer reviews. This helps businesses stay visible to users who know what they need and where they need it but haven’t yet decided on a provider.
5. Build High-Quality Backlinks
Backlinks from authoritative websites in the travel industry can significantly boost your site’s SEO. Reach out to reputable travel blogs, tourism boards, and relevant websites to secure links that enhance your domain authority.
When pitching content for backlinks, focus on value—create guides, insights, or unique perspectives that other sites will want to share. Building a network of high-quality backlinks not only improves search rankings but also helps establish your site as a trusted resource.
6. Don’t Forget other Channels!
We all know that Google is no longer the only search engine that we need to consider. TechCrunch reports that 40% of Gen-Z prefer using TikTok and Instagram over Google to search – and the travel industry is no different!
TikTok can be especially powerful in converting the unconvinced traveller. According to TikTok global app data, the platform inspires 74% of unplanned purchases of travel-related products or activities. A multi-channel approach is a great way to target your entire audience group, at each stage of the customer journey funnel.
Emerging as a front runner in search and UGC, we can also utilise TikTok as a way to discover unique content opportunities that we can utilise for both search and targeting that in-app demand.
A well-executed travel SEO strategy can transform your website into a go-to resource for travellers, driving traffic, engagement, and conversions. By focusing on keyword research, full-funnel content, local SEO, and multi-channel visibility, you can stay ahead in a competitive market. Need expert help with SEO for travel websites? Contact us today to start optimising your strategy.
