SEO For Tourism Brands: How To Rank Content

SEO For Tourism

Travel marketers should invest in a new SEO strategy in the tourism and travel industry.

We all know that the past two years have been extremely difficult for tourism and travel, both from large corporations to small local businesses.

Most people’s focus was on survival and profit from brief periods when others were able to travel beyond their locality.

The tourism and travel industry is resilient, and brands have no better time to invest in an SEO strategy.

Consumers are already planning their next trip. How can you ensure that your business is seen first by customers?

What’s next for DMOs?

Destination marketing organizations (DMOs) have found that attracting out-of-town guests to large metropolitan areas has been their most significant revenue driver.

Due to state-based lockdowns, organizations like Visit Philadelphia and Destination DC decided to change their approach to marketing in early 2021. They focused their attention on local customers who had been largely ignored in previous marketing efforts.

DMOs celebrated everything local and turned an otherwise disastrous situation into pride and revenue. Local tourists searched for ways they could staycation closer to home.

DMOs can still optimize content for keywords like “what to see in [city] this weekend” or “best things for kids in [city].” This is a great SEO tactic.

The activity-based terminology allows for the emphasis to remain on the individual attractions and experiences that drive traffic both to the DMO site and those of their partners, such as museums and restaurants.

This content is easily reusable and can rank well across many audiences and query sets for a long time.

Young families are looking for activities close to their homes, and individuals may be looking for fun nights out at new bars or restaurants, especially if they are city-based.

Tourists don’t have to come from far away. It’s smart to adopt a local SEO strategy, especially when we don’t know what’s next in pandemic-related travel.

Long-term SEO results will be significant if you focus on your local audience and create content relevant to travelers from faraway places.

Improving Rankings as a Tour or Experience Brand

You may wonder how a tour or experience company can create content around popular activity-based keywords without promoting their competitors.

Solution-focused searches are the answer.

These two approaches may sound similar and have some overlap. However, the real difference lies in the end user’s actual goal.

The breakdown can be viewed as follows:

  • Activity-based- This is a more general expression that the user isn’t sure of what they want and is looking for suggestions.
  • Solution-based is more narrow and specific. Users are looking for an answer to a particular question or problem.

No matter how big or small your company is, it’s likely that the experiences and products you offer to travelers are tailored towards a particular group.

Your business might offer tours to different locations in one city, but each time is tailored towards a specific interest, such as wine tasting or an intimate look at a particular period.

Optimize for each of these audiences and needs. Rather than trying to reach everyone with general phrasing, like a DMO, be as specific as possible using keywords such as “best ways to visit historic Savannah homes” or “see Philadelphia’s art museum with an expert guide.”

Integrate your content experience with Google Tag Manager to view search terms and provide last-minute content to interested users.

Experiences and tours are often booked spontaneously, sometimes less than 24 hours before the event. It’s essential to keep your content adaptable and flexible as you work on your SEO.

More prominent travel brands will need to ensure that their enterprise search engine optimization keeps up with the latest developments in search and changing consumer behavior.

Multi-location travel agencies will need to ensure that their local SEO is consistent across the entire organization.

SEO for Travel Ecommerce Businesses

It is easy to forget that if no one is traveling, no one uses travel-focused products.

A recent report showed that 40% of consumers plan to travel before the end. This means that sales of luggage, packing accessories, and other essentials for road trips are expected to see significant growth in 2020.

Optimizing your content using the solution and product keywords is a great way to remind your audience of what your product does and its problems.

Such phrases as “best suitcases to cross-country road trips” or “packing cubes to carry a small bag” are clear indicators of a consumer’s problem or need, which you can address in your website copy.

You might consider creating content specifically for travelers on the move, last-minute planners, and those already on vacation.

Cadence, a travel capsule company, does this well. They optimize for phrases such as “best leak-proof traveling capsules.” No one wants to arrive at their destination and find their shampoo all over their clothes.

Consider how you can incorporate this approach in your marketing. Where else could your users be looking for accessories for their travels or solutions to a specific problem?

Your content optimization efforts should be more targeted.

In conclusion

Travel and tourism brands have many opportunities to reach users and solve their problems.

Combining SEO efforts with additional digital opportunities via social media advertisement or digital PR, tourism and travel brands can attract customers from all angles.

We have learned that agility and flexibility are key to success in business, particularly in volatile industries.

This approach can be integrated into your SEO strategy and help you weather any storm.

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