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How Travel Agents Benefit from SEO to Get More Clients and Sales?

November 29, 2023
10 mins

SEO Value for Tour Operators

Search engine optimization (SEO) is shaping the digital marketing performance of tour operators, so its utilization is high on today’s travel agenda. 

Promodo SEO experts prepared a bunch of the finest tips for you to know how to get leads as a travel agent.

SEO for travel agents is the process of obtaining traffic from free, organic, editorial, or natural search results on search engines. On top of search engine results pages (SERPs) are the websites that best match search intent, aka. the most popular user queries.  

Essentially, SEO for tour operators depends on user behavior while you have a mere 15 seconds to capture the attention of your webpage visitors.

SEO Advantage

The art of SEO for the travel industry lies in creating a seamless and enticing online experience for your potential customers. 

SEO Structure
SEO Architecture

As an independent travel agent, your success hinges on demonstrating the unique value you bring to clients. Essentially, your personalized services mean much more to a client, so be sure to prove your worth.

Travel Keywords

The foundation of any SEO endeavor lies in understanding the concept of a keyword phrase. Whenever someone initiates a search on Google or another search engine, they input text to commence their search. In SEO terms, this entered text is referred to as a keyword or a keyword phrase.

Establishing a keyword strategy should be your prime focus. Clearly define your goals, particularly if you are a tour operator serious about the SEO journey. Opt for keywords that align with travel and the tours you offer.

By selecting appropriate keywords and adhering to effective SEO practices, you will ensure better visibility of your pages across search engines.

To facilitate this process, leverage insights from various tools like Google Trends, Ahrefs, and Semrush that will help you assess keyword competition. 

On-page Optimization for Travel Sites

On-page optimization will help you improve your website’s position in the search rankings. That’s the case when you place keywords on your text or optimize the headers and your site code.

On-page SEO

Optimizing page URLs: Your page URL should incorporate your chosen keyword or keyword phrase, with words separated by hyphens if it's a phrase. Utilize plugins to eliminate stop words from the URL/permalinks.

Utilizing SEO plugins: Minimize the use of stop words in the permalink, especially if you're using WordPress for your website. Yoast, a premier plugin will assist you in creating SEO-compliant content.

Prioritizing meta descriptions: While meta descriptions no longer directly impact search engine rankings, placing keywords there remains beneficial for user relevance. Keep your page title under 55 characters and meta description under 150 characters, both easily manageable through Yoast.

Betting on strategic content integration: represent your search query in your H1 heading and further H2, H3, and H4 headings as applicable. Include it in the opening paragraph and repeat its variations 2-3 times within the remaining body copy. Make sure your content remains relevant to the immediate travel needs and custom preferences of your target audience and reads coherently.

Organic Search Conversions

Content Optimization for Your Travel Site


Strategically bet on a homepage with content that succinctly conveys your:

🔴 Brand identity

🔴 Mission

🔴 Value proposition

🔴 Core services

🔴 Location

🔴 Contact details

🔴 Call-to-action buttons (CTAs) to book a tour.

Our expert says: The better you know your potential clientele, the more likely people will book tours from you. So, as part of your SEO homework, be sure to craft your ideal customer portrait. Kateryna Husachenko, Lead Strategist at Promodo.

Customer Segmentation in Travel Industry

Landing Pages

While your prime question is how to get clients as a travel agent, the win-win SEO scenario is to create and optimize landing pages on your tour website. Nobody likes to navigate through your website extensively to find what they need. 

Creating robust landing pages with compelling headlines and a clear call to action is imperative. The content on your pages should effectively communicate your business value. 

Make sure your pages are well-titled and fit in a logical layout to secure a user-friendly experience.  

Local Pages

Create web pages designed to attract local travel searchers. This will allow users to find you whenever they search for tours with location-specific key phrases. Validate and optimize your Google My Business Page by providing accurate business information and location details. Google prioritizes showcasing the best local content in search results.

News Articles

For a news article to be indexed, it is crucial to ensure your site is included in Google News. Follow the specified guidelines for submitting a dedicated news sitemap.

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Google incorporates video matches from popular platforms like YouTube and Vimeo in its search results. Optimize your video filename using relevant keywords. Make the video public, and ensure the title includes pertinent keywords.

Craft detailed, keyword-rich video descriptions, strategically placing essential information in the first 22 words, while these are visible on the query page. Add relevant keyword tags to your video, avoiding excessive tag usage.


Within Google's top menu, there's a dedicated tab for 'Images' that enables users to specifically search for visuals relevant to their queries. Maximize visibility in this section by optimizing the alt text of your images with relevant keywords that will help Google understand your image content.

It's also highly advisable to save images with the names containing keywords and upload them to the server using the same name for consistency and enhanced search relevance.

Quality Content

When answering the question of how to market yourself as a travel agent, the authenticity of your content is paramount. Generating content that is both compelling and valuable holds significant sway over your website's impact compared to other factors. 

Users will discern sound content and will share it through various channels such as blog posts, social media, emails, and forums among other possible options. 

The Power of Blogging

Organic, word-of-mouth buzz generated by quality content plays a crucial role in shaping your site's reputation with users and search engines like Google.

Still asking how to get clients for travel agency? Ensure your content is easily readable, user-friendly, and resonates with travel preferences shared by your target audience. 

Integrating blogs into your website not only maintains a conversational tone but also keeps your content up-to-date and relevant. This is how you’ll create a positive online presence and foster wider engagement over time.

Internal Links

Integrate internal links within your tour pages to align your blog content with actual tours and supplementary travel services you offer. Seamlessly embed your tours into blog content with detailed insights into the best travel spots, sightseeing tours, restaurants, and attractions. At this point, we suggest incorporating short video interviews with tour guides to enhance user experience.

Mobile-Friendly Travel Search Experience

While it may seem like common sense, the reality is that users are frequently confronted with desktop-oriented screens when searching on their smartphones. In the highly competitive travel industry, it's crucial to acknowledge that visitors are likely to abandon websites that are not mobile-friendly.

To mitigate this, adopt a responsive website design. Make sure that your website layout is highly functional for desktop users and optimized for a smooth and user-friendly experience on mobile devices. Mobile responsiveness is the best way to retain visitors and enhance their lifetime value (LTV).

Online search

As part of your webpage SEO audit, focus on on-page optimization and off-page optimization.

Quality Backlinks for Your Travel Site

Building quality backlinks is your top priority. You may opt for like-minded businesses and listing pages to place your links. You may also write guest posts for high-authority websites in your niche, or comment on posts or forums related to your site content.

Quality link-building is among the top-ranking factors. Ask them to include a link to your site on their partner page or within a relevant blog post. Networking with influencers across the travel niche will expand your online reach.

Social Media Strategy to Boost Your Travel Services

Market your content on various social networks and media. Try various titles and descriptions that can engage users with your content. 

Target Facebook, Twitter, LinkedIn, Instagram, and Reddit. Google is now giving more importance to social media signals to rank websites. It is high time you used social media platforms to your fullest.

Harness the potential of social media as a cost-effective and widespread digital marketing channel. Consistent and active engagement is crucial to staying on the radar of potential clients. 

Regular posts, interaction with comments, and addressing queries will bolster your social media presence. This explains how to find clients as a travel agent. Consider utilizing free digital marketing resources for travel agents to optimize your efforts.

Consistency is key to establishing a professional and reliable image, regardless of your experience level as a travel agent. 

Define your brand image thoughtfully and maintain a consistent message across all platforms. Once you specialize in a particular niche, focus your messaging to attract clients interested in travel services. 

Travel SEO Performance Tracking

Utilize web analytics to measure and monitor your search performance. The tracking practice will provide you with informed SEO decisions based on website traffic and conversion data. 

Reliable online tools like Google Analytics are right at hand. You may also dive into in-depth analysis with paid options like Semrush.

Analytics Tools
SEO Analytics Tools

For further inspiration on excelling in your travel agency business, explore the success stories of your closest competitors and see how do travel agents get clients. 

Promodo SEO experts are right at hand to show you how to boost travel SEO and get more clients and sales.

ensuring your site is included in Google News is crucial

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Written by
Taras Bereza

Content Marketing Manager at Promodo

Taras has 16 years of hands-on copywriting experience overseas with 3000+ unique copies.

Accredited with Certificate of Proficiency in English (C2 level) by Cambridge University. Studied at Writing Launch Academy (United States) and owns an Academic Writing Certificate from Oregon University. Author of 12 dictionaries with Apriori Publishers.

Written by
Kateryna Husachenko

Marketing Strategist at Promodo

Expertise: agricultural market, fintech, SAAS, automotive products, children's products. 10+ years of experience in strategic marketingIn the area of ​​my competences:conducting qualitative and quantitative research of consumersdetermination of brand growth pointsformation of UTP of the brandpositioning development.

November 29, 2023
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