When it comes to succeeding in today’s digital landscape, search engine optimization (SEO) is a must-have tool for any website. But when you’re in the travel and tourism space, SEO isn’t just a checklist—it’s a whole different ballgame. The industry is fast-paced, seasonal, and super competitive. So if you think you can “set it and forget it,” think again. That approach won’t fly here.
SEO for tourism entities is dynamic, fun, and packed with unique challenges, like:
Navigating seasonality
Standing out in a crowded field
Making local SEO your secret weapon
Leveraging visual content to attract dreamers
Guiding users through a more complex customer journey
Building trust and authority
Managing a neverending list of events
Keeping up with trends and external factors (hello, wellness travel boom!)
Constantly maintaining and updating your website
For destination marketing organizations (DMOs), the challenge is even more specific. No two DMOs are alike, so no two DMO SEO strategies are alike—some tourist boards are all about filling hotel rooms (getting those heads in beds), while others focus on broader goals. Some are run by county governments, others by business groups or chambers of commerce. Knowing these nuances is key to nailing a tourism SEO strategy.
Let’s dive into what makes travel SEO special and why it takes a hands-on, always-adapting approach.
It’s All About Timing
In travel, timing is everything. Searches for terms like “beach vacations” or “ski resorts” surge during specific times of the year. If you’re not riding those waves (or hitting those slopes), you’re missing out.
That’s why staying ahead of seasonal trends is a must. Got a travel blog? Don’t just post new winter event content early—refresh older, relevant posts too. Updating past articles with current information and optimizing them for new keywords can boost their visibility and keep them competitive. Running a travel guide site? Start showcasing ski packages before the first snowflake falls. Giving Google ample time to index and show your content ensures you’re ready when the season peaks. Keeping your site fresh and aligned with seasonal demand isn’t just a best practice—it’s how you stay ahead of the competition.
The Competition is Fierce
Travel-related keywords are some of the toughest nuts to crack. When you’re up against global giants like Expedia and Airbnb, ranking can feel like an uphill climb. The trick? Don’t try to beat them at their own game. Focus on long-tail keywords, local searches, and niche queries instead. In other words, prioritize specific and less competitive phrases that cater to targeted audiences or geographic areas, as these often yield higher conversion rates and relevance.
For example, instead of going after “hotels in San Francisco,” target something like “family-friendly boutique hotels in the Mission District.” It’s all about finding your corner of the market and owning it.
If you’re working with platforms like Simpleview (a favorite for DMOs), you’ll want to double down on strategies that are both effective and sustainable for your niche.
Location, Location, Location
Local SEO is a make-or-break factor in travel. Think about it: travelers are constantly searching for things like “best pizza near me” or “top-rated guided tours in Nashville.” If your site isn’t optimized for these kinds of searches, you’re missing out on a huge slice of the pie.
Here’s what to focus on:
Keep your Google Business Profile accurate and up-to-date.
Use location-based keywords throughout your site.
Manage and respond to customer reviews (good or bad).
If you’re a small organization or local operator, nailing these basics can make all the difference. Keep in mind that the Google Business Profile algorithm differs from the organic search algorithm, so it's crucial to optimize for both to maximize visibility and attract local customers.
Travel is a Visual Experience
Let’s face it—travel is as much about what we see as it is about where we go. Stunning photos and engaging videos can inspire wanderlust, but they also need to be SEO-friendly.
Here’s how to make your visuals better boost SEO for tourism websites:
Write descriptive alt text for your images.
Use schema markup to help search engines understand visual content.
Optimize videos with keywords and transcriptions.
Pair great visuals with equally great text.
When done right, your visuals won’t just wow your audience—they’ll boost your visibility, too.
Content for Every Step of the Journey
Every traveler is on a journey, and your content needs to meet them wherever they are:
Inspiration: Dreamy blog posts like “Top Places to Visit in Austin.”
Planning: Practical guides such as “The Best Time to Visit Alaska.”
Booking: Actionable pages optimized for “Affordable Rafting Packages.”
By covering all the bases, you’ll keep potential travelers engaged no matter where they are in their decision-making process.
Trust is Everything
When people plan trips, they want to feel secure. That means your site needs to scream “trustworthy.” Verified reviews, secure payment options, and clear, honest descriptions go a long way.
Building trust also means earning backlinks from reliable sources, like travel blogs or news outlets. Not only do these help your credibility, but they also give your domain a serious boost.
Trends and the Unexpected
The travel industry is always shifting and so is SEO for tourism sites. Maybe wellness tourism is having its moment, or a global event is turning the tide (remember the surge in searches for “safe travel destinations” during the pandemic?).
To stay relevant, you’ve got to stay nimble. Create content that reflects what’s happening right now, refresh older pages to fit the moment, and be ready to pivot as trends emerge.
Keep the Engine Running
Travel and tourism SEO is never a “set it and forget it” deal. To stay competitive, you need to regularly update your site. That means:
Adding fresh content.
Fixing broken links.
Adjusting keywords as seasons and trends change.
Keeping your site fast and user-friendly.
A well-maintained site doesn’t just help with visibility—it also creates a better experience for your visitors.
It’s All About that Journey
At the end of the day, travel SEO is all about the long game. It’s about embracing the unique challenges of the industry and committing to continuous improvement.
With the right strategy and a willingness to adapt, your tourism site can get found more easily, connect with your audience, and turn their travel dreams into reality. Because in the world of travel SEO, the journey really is the destination.
About the Author
Adam McCarthy is an SEO Specialist at Rooted Rock Marketing. With over 20 years of marketing experience, Adam loves diving into data analysis, especially when it leads him to some unexpected results.
About the Editor
Shelly Cihan is Founder and Lead Strategist at Rooted Rock Marketing. For over a decade she has dedicated her professional career to learning, executing, and speaking about SEO and Digital marketing.