As the tourism industry continues to evolve towards a more technologically-driven sector, Search Engine Optimization (SEO) for tourism websites becomes an essential element in driving increased engagement with your target audience and achieving higher conversion rates.

In this article, we’ll uncover the basics of SEO in tourism and how you can develop an SEO strategy that will boost your online visibility and attract more customers to your tour and activity business.

1. What is SEO?

SEO for tour operators

Search Engine Optimization (SEO) is the process of increasing a website’s visibility in search engine results pages through the use of key search terms on a particular topic.

An SEO website optimization is often achieved through fine-tuning or creating content that caters to the algorithms used by search engines. Existing web pages can be optimized with tweaks to the copy itself, structural changes to the page, or alterations to on-page elements such as images or videos.

New pages should be designed to incorporate SEO content, with optimized copy, headings, images and links.

SEO for tour operators is about more than just incorporating keywords to drive higher search rankings. The content needs to have value to the end user in terms of both copy and design. This means it needs to fit a variety of devices and be written in a way that promotes its visibility in search engine algorithms.

2. Is ranking for Bing and other search engines worth it?

Ranking for Bing and other search engines may seem redundant in the shadow of Google’s dominance, but they could be important parts of your website SEO optimization. While Google dominates the search engine market, Bing users can provide your site with a different demographic that may suit your target audience more.

Niche search engines also have relevance to SEO content, as they may target visibility in specific market segments missed by Google’s broad approach.

Developing a multi-platform SEO optimization strategy helps broaden the reach of your tourism business, encourage business from all segments of your target market, and diversify the sources of your conversions.

3. Conducting keyword research

Keyword research is a critical first step in developing an SEO website optimization strategy. The aim of keyword research is to identify the terms and phrases that are most commonly used when searching for products or services on a particular topic.

While it may be tempting to include only the highest ranking terms as many times as possible in your content, this can be detrimental to your website’s SEO performance. Instead, it is best to find a balance between a few high-traffic keywords and some with lower search volume to give your content an edge over your competitors.

An effective tourism SEO strategy helps drive relevant traffic to your website and increase conversion rates.

Types of search intent

There are four main types of search intentions for tourism businesses. Each requires a slightly different strategy that you should be aware of when creating your SEO content.

  • Informational: Queries from users that seek more information about a place or activity. Your content should provide detailed guides or blog posts to assist customers in their research process.
  • Navigational: Users are interested in finding a specific website or page for a particular activity. Having a strong brand reputation and high-ranking website are crucial for navigational searches.
  • Transactional: Consumers are searching with the sole intention of making a purchase. Ensure your booking pages are optimized for search engines and that calls to action are included.
  • Investigative: Visitors to your site are researching the best option for their tour and comparing results from a range of pages. Testimonials from past customers, positive reviews and attractive content are important considerations.

4. Optimizing your website

A website optimized for technical SEO has increased visibility across a range of search engines.

SEO content should be structured under logical subheadings and be accompanied by relevant keywords, images and internal links. The website itself should load quickly and be easily adapted for use on mobile devices.

There are a number of other elements of SEO content that should also be used to enhance the rankings of your website.

Metadata optimization

Metadata includes the title tag and meta description of your web page, both of which provide a snapshot of its content. Ensuring your page title is descriptive, concise, and optimized for SEO will improve the page’s rankings. Similarly, meta descriptions should be compelling, and relevant and include a call to action for maximum reach.

Internal linking

Internal links connect one web page to another page on the same website. This process helps search engines discover other pages on your website, and improves the navigation experience for users. Internal linking also provides users with additional information relevant to their search query.

Website performance/site speed

The speed of a website is important in both its search engine rankings and the overall user experience. In addition to algorithms prioritizing fast-loading websites, consumers are less likely to bounce or click away from a web page that loads quickly.

Image/media optimization

There is now a greater emphasis on visual content and media files being used on websites. Files should be compressed as much as possible without compromising quality and uploaded in the appropriate format. They may also feature alt-text tags that utilize SEO keywords. Images should also adjust to the size of the device they are being loaded on.

Black hat SEO: Is it worth it?

SEO is known for providing trustworthy, ethical content to inform and guide consumers. It enhances product sites while promoting healthy and informative engagement. Engaging in black hat SEO practices, such as keyword stuffing, may offer short-term gains in search rankings, but can have long-lasting impacts on a brand’s reputation. You should ensure that your online content is optimized both organically and ethically to drive long-term results.

5. Understanding local SEO

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Local SEO aims to attract traffic in the same geographic area as your business. Local business can be an advantage for tour operators, providing a new stream of income from those most likely to share your business online or by word of mouth. There are a number of local SEO tactics, including using video, that can enhance your business’ rankings.

Google My Business optimization

Optimize your Google My Business (GMB) profile by displaying current information about your business. Include your phone number, address and website, and update these fields if and when they change. High quality photos and prompt responses to reviews ensures high ranking across all Google tools, including Search and Maps.

Managing online reviews and ratings

Online reviews can significantly boost your local SEO rankings. Encouraging your customers to leave a review on a site such as Google, Yelp or TripAdvisor, and then managing and responding to these reviews promptly signals to Google that your business is active on its platform.

Local link building

Acquiring backlinks from reputable websites in your area tells locals that your business is a reputable operation. News sites, community newsletters and popular local businesses can boost the popularity of your site, promoting it as reputable to search engine algorithms.

6. SEO content creation

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Creating web content optimized for SEO is another important tool in your website optimization strategy. There are a number of different types of web pages you may wish to incorporate keywords into.

Optimizing evergreen/product pages

Evergreen and product pages remain relevant over a long period of time. Ensure the content is always up to date with product descriptions, FAQs and customer reviews. Use SEO keywords in product titles and high-resolution images that can be viewed on both desktop and mobile devices to enhance the rankings of your evergreen content.

Blog posts

Longer blog posts are an important way of demonstrating you understand key issues in your industry. Make sure the content is of value to your target audience, and that you post regular content. Blogs are a good opportunity to use longer keywords, as well as internal and external links.

Pillar Pages

Pillar pages provide comprehensive information on a particular topic. They can include clusters of links to related content pages. Pillar pages should be updated regularly, and optimized with keywords for easy navigation.

Link building can further the reach of your website and improve visibility to search engines. Acquiring backlinks is generally done through contacting the owner of another website to request a link to their site. You should research sites of similar audiences and topics to ensure the backlinks are relevant. The communication style should be personal, and the end result should offer high quality content to both parties.

8. Coordinating SEO with other marketing channels

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SEO is just one component of a comprehensive tour marketing strategy. Combining optimized content with other tactics creates a complete campaign that can yield a competitive advantage for your business.

Social campaigns

Social media marketing on platforms such as Facebook, Instagram, and TikTok can increase the visibility of your brand. These type of social campaigns offer targeted advertising to your target market and provide insights into the preferences of these audiences.

Email marketing

Email marketing promotes direct communication with an engaged audience. It is a cost-effective addition to SEO content, designed to retain customers through brand loyalty. With increased control, you can drive traffic to your website and measure results.


Pay-per-click (PPC) advertising offers immediate visibility to a relevant audience. PPC allows greater flexibility in terms of budget, duration and placement of your company’s advertising, and provides a wealth of data on the keywords and content used in your ads.

9. Tracking SEO performance

Tracking the effectiveness of an SEO campaign helps to measure short- and long-term improvements to your website and reveal any refinements that need to be made. You can use analytics from a range of platforms to help boost the performance of your SEO content.

Webmaster tools

Webmaster tools like Google Search Console and Google Analytics provide information on the overall performance of your website and any PPC campaigns you may have run.

SEO tools

Platforms like SEMrush and Ahrefs analyze the effectiveness of your website from an SEO perspective, including the use of keywords and how they have been implemented.

Key metrics

Data from your own website, such as traffic, clicks, rankings, impressions and conversions, can help you analyze your content marketing internally.

10. How a tour operator platform like Rezdy can boost SEO

In conclusion, mastering SEO for tour operators is essential for driving engagement and increasing conversion rates. It involves understanding the intricacies of search engine algorithms, conducting keyword research, and optimizing various aspects of your website, including metadata, internal linking, and media. While Google may dominate the search engine market, ranking for other platforms like Bing can also be beneficial for reaching different demographics. Local SEO tactics, such as optimizing Google My Business profiles and managing online reviews, can further enhance visibility within specific geographic areas.

Additionally, creating SEO-optimized content, including evergreen pages, blog posts, and pillar pages, is crucial for establishing authority and attracting organic traffic. Link-building and coordinating SEO efforts with other marketing channels, such as social media and email marketing, can amplify the impact of your strategies.

To streamline these efforts and maximize results, consider leveraging a tour operator booking software like Rezdy. With features like one-click website plugins and advanced booking widgets, Rezdy can seamlessly integrate with your SEO-optimized website, providing a comprehensive solution to help your tourism business thrive.

Ready to boost your online visibility and attract more customers? Start your FREE 21-day trial with Rezdy or book a demo today.

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