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Insights How to optimise your SEO for travel and hospitality brands

Andre Wilkinson
Andre Wilkinson
Performance Strategist

03 Jun 2024

3 minute read

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Ah, summer! The season of sun, sand, and a whole lot of searching. If you're in the travel, tourism, or hospitality industries, you’re no doubt gearing up for a busy season ahead. While we can’t predict the weather (but we’re very much hoping for sunshine!), we can predict a demand for travel experiences. But how do you make sure your travel brand stands out in the crowded digital space? By optimising your SEO. Let’s jump into how best to do this so you’re ready for the busy summer season.

1. SEO agency: your best friend in the digital space

First things first, if you're not already partnered with an SEO agency, you could be missing out on vital insights. An SEO agency can be your guiding star in the ever-evolving digital landscape. They can help you navigate complex algorithms and ensure your website is not just visible but irresistible to search engines.

But why does it matter? I’m glad you asked…

Any SEO agency worth their salt knows the ins and outs of search engine marketing, so they can tell you not just the dos and don’ts but also help you look forward and get ahead of the competition. Agencies are also able to tailor strategies specifically for your travel brand, so you’re not just doing the same thing as your competitor. 

2. Keyword research: the foundation of SEO

Now, let’s talk keywords. These are the bread and butter of SEO. For travel brands, it's crucial to understand what potential customers are searching for. Summer 2024 is going to see a surge in searches like "best summer destinations," "family-friendly resorts," and "budget travel tips." 

Top tip:

  • Use tools like Google Keyword Planner or Ahrefs to find relevant keywords.

  • Don't forget long-tail keywords like "best beaches in Basingstoke for families" – okay, maybe not beaches in Basingstoke, but you get the idea.


3. Content is king

We know you've heard it a million times, but content really is king. At the end of the day, your content needs to be top-notch. This means informative, engaging, and optimised with those keywords we talked about. If you’re struggling for ideas, detailed travel guides for a variety of destinations or blog posts with your top travel tips or recommendations are always good options. 

4. Local SEO: don’t forget your backyard

While global reach is fantastic, don’t underestimate the power of local SEO. No matter where you’re based, make sure you’re the go-to option for locals and tourists searching for travel services in your area. But how do you do this? First off, make sure to claim your Google My Business listing – this is super important. We’d also recommend that you use local keywords, like “SEO in [LOCATION]” for example, throughout your content. It’s also worth getting listed in local directories and engaging with local travel forums to cast your net wider.

5. Mobile optimisation: because everyone’s on their phone

In 2024, if your website isn’t mobile-friendly, you might as well be invisible. Whether you like it or not, travellers are constantly on their phones, searching for destinations, booking hotels, and planning itineraries. You might already be optimising your content for mobile, but in case you’re not we’d recommend you do the following at the very least: 

  • Ensure your website loads quickly on mobile devices.

  • Use a responsive design that adapts to different screen sizes.

  • Simplify navigation and make booking processes seamless.


6. User experience (UX): make it smooth

User experience (UX) is a critical component of SEO. If visitors find your site difficult to navigate, they’ll bounce faster than you can say "holiday." The best ways to optimise your UX is to keep your website design as clean and clutter-free as possible and to make all the important (or most sought after) information as easy to find as possible. If you fancy reading more about UX check out this insight

7. Backlinks: the SEO secret sauce

Backlinks, or inbound links from other websites, are like gold in the SEO world. They signal to search engines that your site is credible and valuable. Creating high-quality, shareable content is the first step in getting backlinks. If you don’t have content people want to repost then it’s a bit of an non-starter. Once you have your content down, reach out to travel bloggers, influencers, travel directories and other online publications to see if they would be interested in collaborating. 

8. Social media: the unsung hero of SEO

Social media might not directly impact your SEO, but it sure helps in getting your content out there. Platforms like Instagram, Facebook, and Twitter are excellent for engaging with your audience and driving traffic to your site. Social media is a great place to share your blog posts, travel guides and videos, as well as providing the ideal opportunity to engage with your followers. 

9. Analytics: measure, adjust, repeat

Last but not least, it’s super important to always measure your efforts. If you don’t, you won’t know what’s working and what’s not, which is no good for anyone. You can use tools like Google Analytics to track your website’s performance to see how it’s all going and adjust your strategies accordingly. Some key metrics to track are:

  • Organic traffic

  • Bounce rate

  • Conversion rate

  • Keyword rankings


There you have it – your ultimate guide to optimising your travel brand for SEO in preparation for summer 2024. Remember, SEO is not a one-time task but an ongoing process. Stay updated with the latest trends, keep tweaking your strategies, and most importantly, be patient. The results will come, and when they do, you'll be basking in the glory of higher rankings and more bookings.

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If you would like to find out more about how we can help you connect strategically, creatively or digitally, then call us or get in touch. We’d love to hear from you.

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