Tag: keyword-research

Introduction

In the competitive world of travel, your website needs to stand out to potential travelers who are searching for the very services you provide. Whether you’re a luxury hotel in Paris, a local tour company in Bali, or a destination-focused travel agency, your SEO strategy is crucial for visibility and success. One of the cornerstones of an effective SEO campaign is keyword prioritization and strategy.

In this article, we will explore the concept of keyword prioritization and how travel companies can build an SEO strategy that attracts more visitors, engages potential clients, and ultimately leads to increased bookings. If you’re looking to elevate your online presence and rank higher for the most relevant searches in the travel sector, Wanderlust Keywords can guide you every step of the way.

What is Keyword Prioritization and Strategy?

At its core, keyword prioritization refers to the process of determining which keywords are the most valuable to your business and then focusing your efforts on ranking for those keywords. Keyword strategy, on the other hand, is a broader approach that involves identifying, grouping, and targeting keywords that align with your business goals. Together, keyword prioritization and keyword strategy form the foundation of an SEO campaign that is both targeted and effective.

Keyword Prioritization

Prioritizing keywords means choosing the right keywords that will deliver the highest return on investment (ROI) in terms of traffic, conversions, and brand visibility. You can’t go after every keyword out there. Instead, you should focus on keywords that:

• Have significant search volume
• Align with user intent
• Are achievable based on your website’s current authority (keyword difficulty)
• Are most relevant to your niche or specific travel services

For example, if you’re a boutique hotel in Venice, you might want to prioritize terms like “luxury hotels near Rialto Bridge” over broad terms like “Venice hotels.” The latter is highly competitive, whereas the former offers a more specific, targeted audience who is looking for exactly what you offer.

Keyword Strategy

Keyword strategy is a comprehensive plan that defines how you will use prioritized keywords throughout your website and content. Your strategy should cover:

• Keyword Research: Finding the right keywords to target based on search volume, intent, and competition.
• Keyword Mapping: Assigning specific keywords to pages of your website (e.g., homepage, blog, landing pages).
• Content Creation: Crafting blog posts, product pages, and other content pieces around these keywords.
• On-Page Optimization: Using the keywords effectively in your meta tags, headings, body content, and URLs.
• Link Building: Getting high-quality backlinks to improve your rankings for the selected keywords.

A solid keyword strategy ensures that your efforts are focused and organized, maximizing the impact of your SEO campaigns.

How to Do Keyword Prioritization and Strategy?

Now that we have a clear understanding of what keyword prioritization and strategy are, let’s dive into how to implement them effectively, especially for travel businesses.

Step 1: Understand Your Audience and Business Goals

Before diving into keyword research, it’s important to understand your target audience and business objectives. As a travel company, your target audience may vary widely depending on the services you offer. Are you targeting solo travelers, family vacationers, adventure seekers, or luxury travelers?

You should also define the goals of your SEO campaign. Are you trying to increase:

• Brand visibility?
• Direct bookings?
• Traffic to your blog or landing pages?
• Engagement with your social media or reviews?

By aligning your SEO strategy with business goals and customer intent, you will be able to identify keywords that are more likely to drive traffic and conversions.

Step 2: Perform Comprehensive Keyword Research

Once you’ve defined your audience and objectives, it’s time to conduct keyword research. This involves using keyword research tools like Google Keyword Planner, Semrush, or Ahrefs to find keywords that are relevant to your business.

Here’s how to approach it:

1. Start with seed keywords: Begin by thinking of broad terms related to your business. For example, “private tours in Rome” or “family vacations in Costa Rica.”
2. Expand your list: Use tools to generate variations, long-tail keywords, and related terms. For example, “best private tours in Rome for families” or “Rome city tours with kids.”
3. Consider user intent: Look at the search intent behind each keyword. For travel companies, user intent can be categorized into three main types:
   • Informational (e.g., “What are the best things to do in Rome?”)
   • Navigational (e.g., “Rome private tour company”)
   • Transactional (e.g., “Book private tour in Rome”)
   • Commercial (e.g., “The best private tours in Rome”)

Prioritize keywords that align with the specific action you want users to take—whether it’s booking a service or researching your offerings. For more about search intent, check out our post: Mastering Search Intent.

4. Analyze keyword difficulty and competition: You need to know how competitive a keyword is before deciding to target it. Tools like Semrush or Ahrefs give a difficulty score based on how hard it is to rank for specific terms.
5. Consider seasonality: Travel is highly seasonal, so make sure to research and track trends over time to understand which keywords peak during specific seasons. For example, “summer vacation in Paris” may be more relevant during the months leading up to the summer travel season.

Step 3: Organize and Prioritize Keywords

Now that you have a list of potential keywords, the next step is to prioritize them.

We do that based on the following criteria:

1. Search Volume: Higher volume keywords may bring more traffic, but they are also more competitive. Balancing high-volume keywords with long-tail, lower-volume keywords can yield the best results.
2. Relevance to Your Services: Choose keywords that reflect the specific services you offer. If you specialize in small group tours, prioritize terms like “small group tours to Italy” over broader terms like “Italy tours.”
3. Competition and Keyword Difficulty: Weigh the keyword difficulty against the authority of your site. If you’re just starting out or have a relatively low domain authority, it may be best to prioritize long-tail keywords or keywords with lower competition.
4. Conversion Potential: Focus on keywords that have the highest potential for conversion. For example, “luxury beach resorts in the Maldives” has a high conversion potential for someone ready to book their trip.

Step 4: Implement the Strategy Across Your Website

Now that you’ve prioritized your keywords, it’s time to implement your strategy across your site.

Here’s how to do it:

1. Create Optimized Pages: Optimize your homepage, landing pages, and blog posts with your selected keywords. Be sure to include them in title tags, headers, URLs, and meta descriptions. Make sure your content remains engaging and readable to users, rather than just being stuffed with keywords.
2. Optimize for Local SEO: For travel companies targeting specific destinations, be sure to incorporate location-based keywords into your content. For example, “family-friendly tours in London” or “best hikes in Colorado.”
3. Build Content Around Long-Tail Keywords: Long-tail keywords are less competitive and easier to rank for. Use these keywords in blog posts, FAQ pages, or resource guides. For instance, a blog post titled “10 Best Things to Do in Rome with Kids” could target long-tail phrases like “family activities in Rome.”
4. Track and Measure Performance: After implementing your strategy, use tools like Google Analytics and Google Search Console to track your keyword rankings, organic traffic, and conversions. Be prepared to adjust your strategy based on the results.

For more about Long-Tail Keywords, check out: Mastering Long-Tail Keywords.

Why is Keyword Prioritization and Strategy Important for Travel Companies?

For travel companies, keyword prioritization and strategy play a pivotal role in driving qualified traffic and boosting conversions.

Here are a few reasons why this approach is so important:

1. Increases Visibility in Search Results

Properly prioritized keywords help your business appear at the top of search engine results pages (SERPs), making it easier for potential travelers to find you. When you optimize for the right keywords, you’ll show up in front of customers who are actively looking for what you offer, whether it’s a luxury resort, an adventure tour, or a cultural excursion.

2. Aligns Your Content with User Intent

Travelers use search engines to find information, plan trips, and book services. By prioritizing keywords that align with their search intent, you can craft content that answers their questions and provides valuable information. This increases your chances of driving traffic and earning trust, which can lead to conversions.

3. Attracts More Relevant, High-Converting Traffic

By targeting long-tail keywords and location-specific terms, you can attract traffic that is highly relevant to your business and services. For example, someone searching for “honeymoon packages in Bali” is more likely to convert than someone searching for “vacation packages.” The more targeted your keywords, the higher your conversion rates will be.

4. Improves ROI

Prioritizing the right keywords means you’re focusing your efforts on those that have the best chance of driving real business results. This leads to better return on investment (ROI), as you’re not wasting time or resources going after highly competitive, low-converting keywords.

Get Started with Wanderlust Keywords

If you’re ready to take your travel company’s SEO strategy to the next level with expert keyword prioritization and strategy, look no further than Wanderlust Keywords. Our team of SEO experts will help you identify, prioritize, and optimize the best keywords to boost your search engine rankings, increase visibility, and drive more bookings.

With Wanderlust Keywords, you’ll receive:

• Initial Keyword Discovery: Top 5 Current Keywords: + position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords & Top 5 Rising Keywords:+ position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords
• Long-Tail Keyword Identification: 20+ Long-Tail Keywords, divided into Search Intent: Informational, Navigational, Transactional, and Commercial
• Local Keyword Focus: 20-30 Local Keywords, including Search Volume and Keyword Difficulty
• Keyword Prioritization and Strategy: Local Keywords will be prioritized into Search Intent, 15 + Suggestions for new content (blogs, articles…) based on Keyword Research

If you’re ready to start attracting more travelers to your website, don’t wait—contact us today and let us help you craft an SEO strategy that works for your business!

Introduction

For travel companies, one of the most powerful SEO strategies is the ability to target local search intent. Whether you’re a boutique hotel in Bali, a family-owned tour company in Paris, or a local travel agency offering day trips in New York City, focusing on local keywords can give your business a competitive edge. In this article, we’ll dive into local keyword focus, explain why it’s crucial for travel businesses, and provide actionable steps on how to implement it successfully with our Wanderlust Keywords package.

If you want your travel business to stand out in local searches and attract tourists who are searching for specific, location-based experiences, then it’s time to pay attention to local SEO. Let’s take a closer look at this concept and how it can skyrocket your bookings.

What is Local Keyword Focus?

Local keyword focus refers to the practice of incorporating location-specific keywords into your SEO strategy in order to attract visitors who are searching for travel services or experiences in particular geographical areas. These keywords not only include the city or region you’re based in but also add variations based on tourist attractions, destinations, and local experiences travelers are searching for.

For example, if you’re running a tour company in Rome, instead of just targeting broad terms like “Italy tours,” you would focus on specific, location-based phrases like:

• “Rome city tours”
• “Best Rome walking tours”
• “Private tours in Rome”
• “Rome sightseeing tours for families”

By using location-based keywords, you can make sure your content ranks higher in searches from people looking for services in your specific area, improving your visibility and attracting travelers who are interested in your offerings.

Why Local Keywords Matter

Local keywords are highly effective because they match the search intent of users looking for businesses, activities, or services nearby. Today, local search is a dominant force in consumer behavior, and more than 75% of mobile searchers visit a business within 24 hours of making a local search.

For travel companies, this means the potential to increase foot traffic, bookings, and brand awareness among travelers who are already in the area or planning to visit. By focusing on local keyword optimization, you can ensure that your business shows up in searches by travelers who need local services or recommendations—whether it’s hotels, guided tours, transportation, or dining experiences.

How to Do Local Keyword Focus?

To implement local keyword focus successfully, you need a well-planned approach that includes research, on-page SEO, and the use of the right tools to track and optimize local search.

Here’s a step-by-step guide to help you get started:

Step 1: Understand Your Location and Audience

The first step in local keyword focus is understanding your target location and the types of travelers who visit or plan to visit that location. Key factors to consider include:

• Geographical location: Identify the city, region, country, or specific tourist attractions where your business operates. You may even want to focus on neighborhoods or landmarks in your area to capture searchers who are specifically looking for services near those locations.
• Type of travelers: Consider the types of tourists your services attract. Are they luxury travelers, families, adventure seekers, or cultural tourists? Tailoring your keywords to these demographics will help you target the right audience.
• Seasonality: The location and the time of year also impact keyword searches. For example, “best ski resorts in Aspen” may peak in winter months, while “summer vacation spots in Florida” will be more popular in the warmer months.

Once you have a clear understanding of your location and audience, you can identify local keyword opportunities that will resonate with potential customers.

Step 2: Perform Local Keyword Research

Next, you need to conduct thorough keyword research. There are several tools you can use to find location-based keywords, and these will help you build a list of local long-tail keywords to target.

Here’s how you can conduct local keyword research:

1. Google Keyword Planner: Use Google’s Keyword Planner tool to find local keyword suggestions based on your region. Google Keyword Planner allows you to set your location and get keyword suggestions relevant to your target area.
2. Google Trends: Google Trends is a great tool to find out what’s trending in specific locations. This can help you spot seasonal shifts and tailor your content and keywords based on the most popular searches.
3. Local Listings & Google My Business: Use Google My Business (GMB) to optimize your listing and see which keywords are bringing traffic to your local page. By analyzing your GMB insights, you can identify the search terms your audience is using.
4. Competitor Research: Use tools like Ahrefs to analyze the keywords your competitors are ranking for. This will give you ideas on how to tweak your own strategy, discover new keyword opportunities, and differentiate your travel business.
5. Question-Based Keywords: Often, travelers will search using question formats like “What to do in Paris?” or “Best restaurants in Venice.” Use tools like Answer the Public to uncover these question-based keywords that your audience is asking.
6. Leverage Local Terms: Use terms that reflect the local culture, language, and landmarks. For example, if your company offers tours of Paris, consider keywords like “Eiffel Tower private tours” or “Louvre Museum guided tours.”

Step 3: Optimize Your Content for Local Search

Once you’ve identified a list of local keywords, the next step is to optimize your website content. Here’s how you can do that:

• On-Page SEO: Use local keywords in your title tags, meta descriptions, headers, and body content. Make sure to include them naturally so that your content reads well, without keyword stuffing. (You might be interested in our post: On-Page Keyword Optimization).
• Google My Business (GMB): Ensure your business is listed in Google My Business with accurate location information, a detailed description, and relevant keywords. This is critical for improving local search rankings.
• Local Reviews: Encourage your customers to leave reviews on Google and other platforms like TripAdvisor. Reviews with location-specific keywords will help improve your local rankings.
• Local Landing Pages: If your travel company operates in multiple locations (e.g., different cities or regions), create dedicated landing pages for each one. Use local keywords relevant to each page, and include local attractions, places to visit, and other location-based details.
• Mobile Optimization: With many travelers searching on mobile devices, ensure that your website is mobile-friendly and optimized for local search. Google prioritizes mobile-friendly websites in its rankings, especially for local queries.

Step 4: Build Local Backlinks

One of the most powerful ways to improve your local SEO ranking is by acquiring local backlinks. These are links from other local websites, businesses, or blogs that point back to your site.

You can build local backlinks by:

• Partnering with local influencers and bloggers
• Getting listed in local directories
• Collaborating with local tourism boards, hotels, and restaurants
• Getting involved in local community events and sponsoring them

By earning backlinks from authoritative local sources, you can boost your website’s credibility and ranking in local search results.

Why is Local Keyword Focus Important for Travel Companies?

For travel businesses, local keyword focus can be a game-changer for several reasons.

1. Increase Visibility Among Nearby Travelers

Local keywords ensure your business ranks well when tourists or travelers search for services in your area. For example, a search for “best day trips from Edinburgh” will lead travelers to your business if you optimize your content accordingly. This helps you attract nearby customers who are actively looking for things to do in the local area.

2. Appeal to Visitors and Locals Alike

Local keyword focus doesn’t just cater to tourists; it can also help you attract local customers who may be seeking weekend getaways, day trips, or local tours. Optimizing for “local experiences” makes your business appealing to both tourists and residents who might be looking for experiences they can enjoy close to home.

3. Higher Conversion Potential

Local searchers are often further along in the decision-making process, which means they are more likely to book or purchase. When someone searches for “private tours in New York,” they are likely looking to book a tour for the very next day or week. Ranking for location-specific keywords can help you capture these high-intent customers.

4. Stay Competitive in Your Region

For travel businesses, local keyword focus gives you a competitive advantage by helping you rank higher in local search results. As more businesses adopt local SEO, it’s important to stay ahead by optimizing for local keywords to avoid getting lost in the shuffle.

Get Started with Wanderlust Keywords

We created our mini keyword package with travel companies in mind. With Wanderlust Keywords, you’ll receive:

• Initial Keyword Discovery: Top 5 Current Keywords & position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords & Top 5 Rising Keywords & position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords
• Long-Tail Keyword Identification: 20+ Long-Tail Keywords, divided into Search Intent
• Local Keyword Focus: 20+ Local Keywords, including Search Volume and Keyword Difficulty
• Keyword Prioritization and Strategy: Local Keywords prioritized, 15 + Suggestions for new content based on Keyword Research

If you’re ready to take your travel company to the next level with local SEO, Wanderlust Keywords is the perfect solution to drive more bookings, higher traffic, and stronger visibility for your business. Contact us today to get started!

Introduction

As the travel industry continues to rebound and evolve post-pandemic, so does the world of SEO. The landscape is no longer just about ranking for “best beaches in Europe” — it’s about understanding user intent, leveraging AI, optimizing for voice and local search, and adapting to how travelers search today. If you’re a travel brand or tour operator, the ability to stay ahead of SEO trends could mean the difference between a page-one ranking and being invisible.

Here are 10 key SEO shifts travel businesses must embrace, complete with current data, real-life examples, and actionable insights.

1. AI-Generated Search Results (Generative AI in SERPs)

• Stat: By 2026, traditional search engine volume will drop by 25%
• Example: Google’s Search Generative Experience (SGE) now delivers full travel summaries before organic results, answering queries like “best solo travel destinations for women in 2025” directly.
• Insight: Traditional blue links are getting pushed lower. Travel brands must focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trust) and optimize content for AI-generated snapshots. Structured data, FAQs, and authoritative content are key.

Generative AI is reshaping how search engines display results, favoring AI-generated summaries over traditional listings. This has a profound impact on how travel companies need to craft content. Real-time answers to search queries reduce visibility for traditional SEO tactics, making it essential for travel websites to focus on E-E-A-T principles and structured markup. For instance, Google SGE might display a complete answer about “safe solo destinations for women” before any blog or booking site appears.

For travel companies, this means investing in highly informative and trustworthy content written by subject-matter experts, enriched with structured data to improve discoverability. Consider embedding FAQs, location-specific schema, and expert interviews to strengthen your content’s authority. Companies that adapt will continue to show up in AI summaries and featured results.

Responsible Travel revamped their destination pages with expert content and schema markup, helping them stay visible even as AI reshaped the SERPs. They now consistently appear in AI-generated answers for queries like “small group eco tours in South America.”

For more about AI, read our post: AI overviews SERP integration.

2. Voice Search Is Changing Keywords

• Stat: 71% of users now prefer voice search over typing when planning travel
• Example: Users are now asking “Where can I go on a beach vacation under $1000 with kids?” instead of typing “cheap beach vacations family.”
• Insight: Optimize for natural language and question-based keywords. Tools like AnswerThePublic and Semrush’s Keyword Magic Tool can help capture long-tail, conversational phrases.

Voice search has fundamentally altered how people look for travel information. Instead of fragmented keywords, travelers now speak in full, natural sentences when using digital assistants. This means your SEO strategy should pivot to accommodate question-based content and long-tail keyword phrases that reflect conversational search patterns.

For example, instead of optimizing solely for “Italy family vacation,” travel sites should include headers like “What are the best family-friendly destinations in Italy?” and answer them in a conversational tone. Including FAQs on your pages is a simple but powerful tactic to capture this traffic.

Kayak launched a voice search integration with Amazon Alexa, allowing users to inquire about travel information such as hotel bookings and flight statuses. This integration aimed to provide users with a hands-free way to access travel information.

3. Local & GEO SEO Are Rising in Value

• Stat: “Near me” travel-related searches have grown over 900% in the last two years
• Example: “Hidden beaches near Barcelona” or “best hikes near Innsbruck” are outperforming generic queries.
• Insight: Travel businesses must optimize Google Business Profiles, add geo-specific landing pages, and focus on hyperlocal keywords to attract spontaneous and mobile travelers.

Location-based SEO has seen explosive growth, especially with mobile and last-minute travelers looking for options near their current location. Search phrases such as “best cafes near Eiffel Tower” or “affordable hotels near Grand Canal Venice” are increasingly common.

To take advantage, travel businesses should create location-specific content and landing pages that target hyperlocal keywords. Complete and maintain your Google Business Profile, encourage reviews, and use local schema markup to improve your visibility in local search results.

Pilote Consulting implemented a comprehensive SEO strategy for a hotel client, working on location-based and experience-based keywords resulting in a 38% increase in booking volume.

Read more in our ultimate guide to local SEO.

4. Search Intent Drives Content Strategy

• Stat: 80% of consumers rely on AI-generated summaries that interpret search intent to answer queries.
• Example: Queries like “family-friendly resorts in Mallorca” imply transactional intent, while “things to do in Mallorca with kids” is informational.
• Insight: Travel companies must match content to intent—creating blog posts for informational searches and optimized landing pages for transactional ones.

Matching content type to search intent has never been more critical. Travelers today expect highly relevant and tailored content when searching for information. Misaligned content can lead to poor user engagement and lower rankings.

To serve each user stage, travel businesses should categorize keywords as informational, navigational, transactional, or commercial and tailor content accordingly. Informational queries deserve blog-style content; transactional keywords should land on booking pages.

VisitScotland created separate landing pages for “romantic Scotland getaways” and blog articles for “best places in Scotland to propose.” As a result, their site traffic increased for both transactional and informational terms.

5. Content Velocity and Freshness Influence Rankings

• Stat: 50% Increase in click-through rates for updated content.
• Example: A blog updated monthly about “summer festivals in Europe 2025” stays more visible than a static list.
• Insight: Regularly updating and publishing content is vital. Google prioritizes fresher, regularly maintained pages.

In the fast-moving world of travel, static pages go stale quickly. Google’s freshness algorithm rewards websites that update and add content frequently, especially around seasonal topics, trending destinations, or recent travel policies. Travel businesses should create a content calendar that aligns with peak travel seasons and emerging trends.

Freshness isn’t just about publishing new posts — updating old ones can give a major SEO boost. Add new statistics, improve readability, and refresh images. This signals relevance to Google’s algorithms.

The Travel Team experienced a remarkable 7.5x increase in organic traffic over a year by implementing a comprehensive content optimization strategy. This approach focused on updating existing content and creating new, relevant articles aligned with travelers’ search intent.

6. Core Web Vitals and Page Speed Still Matter

• Stat: Sites that load in 5 seconds vs 19 seconds were observed to have 70% longer average sessions.
• Example: A slow-loading photo gallery of Bali beaches drives users to bounce before viewing tours.
• Insight: Optimize mobile performance, image sizes, and interactivity to meet Google’s Core Web Vitals standards.

Core Web Vitals continue to be a ranking factor. Fast-loading, mobile-optimized pages improve user experience and SEO. Travel websites with heavy visuals must especially ensure their image-heavy galleries don’t drag down load times.

Improvements like lazy loading, compressing images, and eliminating unused scripts can drastically improve speed. Google’s PageSpeed Insights and Semrush Site Audit are useful tools to monitor and optimize performance.

TourRadar cut homepage load time by compressing hero images and deferring non-essential scripts, which led to a rise in page views per session.

Check out our post on website speed optimization.

7. Video Content Boosts Engagement and Rankings

• Stat: Pages with videos are 53 times more likely to rank on Google’s first page
• Example: Travel vlog-style content like “A Week in the Dolomites” garners more engagement than text-only itineraries.
• Insight: Embedding optimized video content improves SEO, increases dwell time, and appeals to visual learners.

Video content resonates with modern travelers seeking immersive, real-world experiences before they book. Whether it’s a cinematic destination guide or a walkthrough of a resort, video can drastically improve engagement, boost time on page, and contribute to stronger SEO metrics.

To leverage this, travel brands should embed YouTube-hosted videos on their site with keyword-rich titles, captions, and schema markup. Platforms like Vimeo and YouTube also drive external traffic, while video snippets can appear directly in SERPs.

United Airlines used video to inspire wanderlust and in just one month noticed a 52% increase in conversions.

8. Zero-Click Searches Are on the Rise

• Stat: Over 65% of Google searches now result in no clicks
• Example: Google displays full answers to queries like “currency in Croatia” or “visa rules for Thailand.”
• Insight: Optimize for featured snippets, FAQs, and schema markup to capture attention in zero-click environments.

With more searchers getting their answers directly on the results page, traditional click-through rates are declining. This trend is especially relevant for travel companies providing quick answers on safety, weather, or visa requirements.

To remain visible, optimize your content with structured markup, concise headers, and FAQ schema. Even if users don’t click, branded exposure in zero-click boxes builds trust and authority.

Rome2Rio dominates SERPs for “Paris to Amsterdam ways to travel” with their snippet-optimized route summaries, even when users don’t click through.

Read our post: AI Overviews & SERP integration.

9. Image SEO and Visual Search Are Expanding

• Stat: 67% of users prefer visual search over text-based search.
• Example: Users search “pink beach Bali” and click directly through from Google Images.
• Insight: Use high-quality, optimized images with descriptive file names, alt tags, and geotags to increase discoverability.

Images are becoming powerful entry points to websites. Travel is inherently visual, so optimizing imagery is no longer optional—it’s foundational. Google Lens and image SERPs can now drive considerable organic traffic.

To take advantage, use original, high-res images and add alt text, descriptive filenames, and geotags. Compress without compromising quality and organize media galleries with SEO in mind.

AirBnB optimized listings with location-tagged photos and saw higher visibility in image-based searches for “treehouse stays in Tuscany.”

10. Mobile-First Indexing and UX Are Non-Negotiable

• Stat: over 70% of travelers use smartphones at some point during their travel journey.
• Example: A slow or unresponsive mobile site can tank bookings from international users on the go.
• Insight: Prioritize mobile design, streamlined UX, and cross-device compatibility to capture today’s travel planner.

Google has fully transitioned to mobile-first indexing, meaning your mobile site is the primary version used for ranking. For travel companies, this underscores the need for lightning-fast, easy-to-navigate mobile experiences.

Simplify mobile booking flows, ensure responsive design, and eliminate intrusive pop-ups. Mobile SEO is now table stakes—not a bonus.

TravelPass Group undertook a comprehensive optimization of their site, focusing on enhancing the mobile user experience. As a result of these optimizations, TravelPass Group experienced a 14% increase in phone call conversion rates from mobile users. Over the course of a year, continuous testing and refinement led to the doubling of their overall website conversion rates.

By adapting to these evolving SEO trends, travel companies can position themselves for long-term visibility and engagement. Whether you’re a boutique agency or a global OTA, understanding and implementing these tactics will future-proof your digital presence.

Need help future-proofing your travel brand’s SEO?

Contact us today to explore tailored packages designed for growth in 2025 and beyond.

Introduction

In today’s competitive travel blogging space, beautiful imagery and engaging storytelling are essential, but they’re not enough to get your blog noticed. To attract more readers organically, travel bloggers must embrace search engine optimization (SEO) strategies—specifically, the use of location-based keywords. These keywords help your content appear in front of people searching for travel tips about specific places. This guide walks you through six key steps to optimizing your travel blog using location-based SEO techniques, complete with practical examples, relevant statistics, and real-world insights.

Step 1: Conduct Comprehensive Keyword Research

Keyword research is the process of finding and analyzing terms that people enter into search engines when looking for travel-related content. For location-based SEO, the goal is to find keywords that include specific destinations, such as “backpacking Bali,” “things to do in Lisbon,” or “family vacation in Banff.”

Targeting the right location-specific keywords ensures that your blog posts appear in front of users searching for exactly what you offer. It aligns your content with user intent and drives qualified traffic to your site.

WordStream highlights that 46% of all Google searches are seeking local information, and 28% of local searches result in a purchase within 24 hours. These statistics underscore the importance of optimizing your content with location-specific keywords to enhance visibility in local search results.

“The Hawaii Vacation Guide” blog ranks highly for terms like “best time to visit Maui” and “Oahu travel tips” because it may use targeted keyword research tools such as Google Keyword Planner and Ubersuggest to pinpoint what travelers are searching for.

Step 2: Optimize On-Page Elements

On-page optimization refers to the practice of tweaking individual web pages to rank higher in search engines. This includes placing keywords in strategic areas such as titles, meta descriptions, headers, image alt text, and URLs.

These elements help search engines understand the topic and relevance of your content. They also improve the user experience, encouraging more clicks and longer time spent on your site.

According to a recent study by BrightLocal, 78% of local mobile searches result in an offline purchase, and nearly 60% of users click on the top three local search results.

“Spotted by Locals” includes destination names in their H1 tags, meta descriptions, and slugs (e.g., /athens/local-guide). This targeted use of keywords helps the blog appear in search results for specific cities.

Step 3: Create High-Quality, Location-Specific Content

This involves writing in-depth blog posts, guides, itineraries, and personal stories centered around specific destinations. The content should include natural mentions of the location, helpful tips, and experiences relevant to the region.

Quality location-based content provides value to your audience, which increases dwell time, engagement, and the likelihood of being linked to by other websites.

For instance, a study by BrightLocal revealed that 94% of high-performing brands have a dedicated local marketing strategy, compared to 60% of average-performing brands.

“Salt in Our Hair” is a travel blog that creates exhaustive guides such as “10-Day Sri Lanka Itinerary” or “Ultimate Guide to Nusa Penida.” Each post is full of local insights, maps, and tips—and ranks well because of its depth and relevance.

Step 4: Leverage Internal and External Linking

Internal linking connects related blog posts within your website, while external linking references reputable sources elsewhere on the web. Both enhance the authority and SEO structure of your blog.

Linking helps search engines crawl your site more effectively, keeps users engaged by pointing them to related content, and boosts your blog’s credibility.

Inbound links to Google Business Profile (GBP) landing page URLs from locally-relevant domains have increased by 257%, according to a study by whitespark. While overall link quantities are declining, local and industry-relevant links are becoming more valuable for boosting rankings.

“Nomadic Matt” uses internal links to guide readers through related posts (e.g., linking from “Things to Do in Bangkok” to “Bangkok Budget Guide”). He also links to trusted sources like Lonely Planet, reinforcing the credibility of his content.

Step 5: Utilize Local SEO Strategies

Local SEO involves optimizing your blog for search queries that include geographic location, such as city names, landmarks, or regions. Techniques include creating Google Business profiles (for tour services), embedding maps, and using structured data.

Local SEO makes your blog more discoverable by users planning trips to specific places. It increases your chances of appearing in “near me” or geo-targeted search results.

Locally.net.au emphasizes the importance of creating localized content and optimizing for local SEO to enhance visibility and engagement. Implementing strategies such as geotagging images, writing about local events, and crafting blog posts specific to each area can help boost engagement with potential customers and increase visibility on localized searches.

“Travel HerStory” optimizes her destination posts with embedded Google Maps, regional tags, and FAQs that reflect common local queries, such as “Is Santorini safe for solo female travelers?”

Step 6: Monitor Performance and Adjust Accordingly

Performance monitoring involves tracking key SEO metrics such as keyword rankings, bounce rate, average time on page, and click-through rates using tools like Google Analytics and Search Console.

Regular analysis allows you to identify which strategies are working and which ones need adjustment. It ensures your SEO efforts are continuously aligned with your audience’s needs and current search trends.

Search Engine Journal emphasizes the importance of regularly updating and improving existing content to boost traffic. This includes cataloging content, scoring its performance, and making necessary improvements to enhance its effectiveness.

“Dan Flying Solo” uses performance data to revise underperforming posts and boost top-performing ones with additional details, new keywords, or fresh photos—keeping content evergreen and competitive.

By applying these six SEO strategies consistently, travel bloggers can significantly improve their organic visibility, attract more engaged readers, and establish themselves as go-to sources for location-specific travel advice. SEO is not a one-time effort but a continuous process of research, optimization, and refinement.

Wanderlust Keywords: Your Keyword Solution

We created our mini keyword package with travel companies in mind. With Wanderlust Keywords, you’ll receive:

• Initial Keyword Discovery: Top 5 Current Keywords & position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords & Top 5 Rising Keywords & position in SERPs, Monthly Search Volume, Organic Traffic and Competition of these Keywords
• Long-Tail Keyword Identification: 20+ Long-Tail Keywords, divided into Search Intent
• Local Keyword Focus: 20+ Local Keywords, including Search Volume and Keyword Difficulty
• Keyword Prioritization and Strategy: Local Keywords prioritized, 15 + Suggestions for new content based on Keyword Research

Need help with your SEO strategy? Check out our packages!

Contact us to see how we can help your travel brand soar!