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SEO for Travel Agencies: Tips to Generate More Leads

November 21, 2023
10 mins

In an era where online presence can make or break a business, the travel industry is no exception. As the digital landscape continues to evolve, travel agencies are finding themselves in a competitive space where visibility is key. 

According to stats, the global online travel agent industry is responsible for a substantial portion of global GDP, contributing $432 billion to the world's total economic activity in 2020. This number is expected to rise to $690.71 Billion In 2026.

With such significant economic impact, the importance of effective online strategies cannot be overstated. In our previous article we covered how to use Paid Search for travel businesses. In this one we’ll dive into travel SEO. 

What Makes SEO Crucial for Travel Agencies?

Travel SEO statistics

Search engines are the go-to resource for modern travelers seeking information, inspiration, and booking options. Recently, there have been countless discussions about Search Engine Optimization(SEO) losing ground in the digital marketing realm due to the dominance of AI-driven search and Paid Advertisement. However, the numbers tell a different story. Currently around 30.7% of website traffic in the travel industry comes from organic search. 

As long as people use search engines to look for things, SEO services for travel industry will remain relevant. And despite the undeniable results that come from PPC, studies keep showing that people still have more trust in organic results. 

Here are key reasons why SEO is crucial for travel agencies:

  • Visibility: With the travel industry being highly competitive, standing out from the crowd is essential. Effective SEO strategies ensure that your travel agency ranks prominently in search engine results, increasing visibility among potential clients.
  • Trust and Credibility: Users tend to trust websites that appear at the top of search results. By optimizing your travel agency's website, you not only enhance visibility but also build credibility and trust among users, encouraging them to choose your services.
  • Targeted Traffic: SEO enables travel agencies to target specific keywords and phrases related to their services. When it comes to the travel industry, people google services and destinations they are actually interested in. This targeted approach ensures that the traffic directed to your website is more likely to convert into actual bookings, thereby maximizing the return on investment (ROI).
  • Mobile Optimization: Given the rise of mobile device usage, optimizing your travel website for mobile is crucial. Google's algorithms prioritize mobile-friendly websites, making it imperative for travel agencies to ensure a seamless experience for users across all devices.
  • Integration with New Technologies: SEO professionals are quick to integrate new technologies into their strategies. Voice search and visual search, for example, can be optimized for, ensuring that SEO remains relevant in the face of technological advancements.

When Do We Recommend Starting SEO for Your Travel Website?

The answer to when to start SEO for travel website is simple: the sooner, the better. Establishing a strong online presence takes time, and SEO is a long-term strategy that yields cumulative benefits. However, here are specific scenarios that signal it's time to prioritize SEO for your travel agency:

  • Launching a New Travel Business: If you're venturing into the travel industry with a new agency, implementing SEO strategies from the outset is essential. This helps in establishing your brand and gaining traction in the highly competitive online space.
  • Rebranding or Redesigning: If your travel agency undergoes a rebranding or website redesign, it's an opportune time to integrate SEO best practices. This ensures that your revamped online presence is not only visually appealing but also optimized for search engines.
  • Declining Website Traffic: If you notice a decline in your website traffic or a drop in search engine rankings, it's a clear sign that your current SEO strategies may need a revamp. Timely intervention can help in reversing these trends and regaining lost visibility.

The best case scenario is when you start to work with a SEO specialist while developing the website. They can help you configure everything correctly from the beginning.

If you already have a website, your very first step in SEO for travel industry should be getting an audit.

Article about SEO audit
↑ click to read about SEO audit

SEO Tips for Travel Agency

SEO infographic

Now that we understand the importance of SEO for travel agencies, let's delve into the key steps to craft a successful SEO strategy tailored to the travel industry:

Local SEO for Travel Agencies

When it comes to travel SEO, putting in effort in appearing on Maps doubles your chances to get noticed. When your business appears both on the map search and on the first page of a search engine result page(SERP), that both adds to your credibility in the eyes of the customers, and grows visibility. While getting to the first page of SERP requires SEO optimization of your website, in order to be visible on maps you’ll have to work on your Google Business profile. 

Google Business: Google Business is a free tool that allows businesses, including travel agencies, to manage their online presence on Google. This includes displaying information such as business hours, location, and customer reviews, crucial for local SEO. Here are the steps you’ll need to take:

  1. Claim Your Google Business Listing: Ensure your travel agency is listed on Google Business with accurate information. Accuracy is crucial, because showcasing let’s say, wrong phone number, or open hours equals lost customers.
  2. Local Keyword Optimization: Incorporate location-specific keywords in your content, meta tags, and headers. This helps in targeting users searching for travel services in your particular area.

For instance, Airbnb utilizes local SEO effectively by optimizing property listings with location-specific keywords. This ensures that users searching for accommodations in specific areas find relevant listings easily.

  1. Encourage Reviews: Positive reviews on platforms like Google and Yelp contribute to local SEO rankings. Encourage satisfied customers to leave reviews and respond promptly to any negative feedback. The first thing people look at while looking up local businesses on Maps is the number of stars the place got. Have you got low rankings and bad reviews, consider online reputation management services

Google search or travel agency


Good writing will make your website or blog a trusted place for information. Check out what your closest competitors are doing and try to offer something they don't have. Share detailed information about popular travel spots, including secret places, local suggestions, and useful tips. To get more people to see your content, think about asking famous travel bloggers to write posts for your site. Content is a big part of SEO for travel company, since it shows your expertise and builds trust.

Some content ideas for your website:

  • Destination Guides: Create comprehensive guides for popular travel destinations, offering insights into attractions, local culture, food, and travel tips.
  • Travel Itineraries: Share sample travel itineraries for different types of travelers, such as family vacations, solo adventures, or romantic getaways.
  • Customer Stories: Highlight real-life travel experiences from your customers, complete with photos and testimonials.
  • Packing Tips: Offer packing lists and advice on what to bring for different trips and climates.
  • Travel Trends: Write about the latest travel trends, such as sustainable travel, off-the-beaten-path destinations, or emerging travel technologies.
  • Travel Blogs: Regularly update articles about destinations, travel tips, and personal experiences.
  • Interactive Content: Consider creating some fun quizzes or tests like “what type of vacation suits you best”. Such activities keep customers on your website longer, which is a good sign for search engine algorithms. 

Keyword Optimization

In the realm of SEO, keyword optimization involves strategically incorporating relevant keywords and phrases into website content to enhance search engine visibility. For a travel agency, this includes targeting keywords related to destinations, travel services, and customer needs. 

Start by using keyword research tools like Ahrefs or Serpstat to identify frequently searched queries related to your travel business. Incorporate these keywords strategically in your content to improve search engine rankings.

For more insights check our article about top SEO keyword tips and tricks.

Technical SEO Tips for Travel Website

Optimize Website Speed

A slow website can lead to high bounce rates. Optimize images, leverage browser caching, and use Content Delivery Networks (CDNs) to enhance website speed.

Mobile Optimization 

Ensure your travel website is responsive and mobile-friendly. Google prioritizes mobile-friendly websites, making this crucial for SEO success.

Secure Website 

Switch to HTTPS to ensure a secure connection. Google considers website security as a ranking factor, and a secure site builds trust with users.

Link Building 

Backlinks are links from external websites that point to your travel agency's website. Quality backlinks from authoritative sources contribute to your website's credibility and improve rankings.

  • Quality Backlinks: Build quality backlinks from reputable travel websites, blogs, and directories. High-quality backlinks contribute to your website's authority and improve search engine rankings.
  • Internal Linking: Strategically link relevant pages within your website. Internal linking improves user experience and helps search engines understand the structure of your site.
  • Social Media Integration: Share your travel content on social media platforms. Social signals contribute to SEO, and social sharing can increase the visibility of your travel agency.
  • Guest Posting: Offer to write an article for a travel blog, in exchange for placing a link to your website.

Takeaway Message

In the dynamic world of travel, it's crucial for travel agencies to be good at SEO for lasting success. This means using smart strategies like making sure people nearby can find you easily (local SEO), creating interesting content, making your website work well (technical optimization), getting other reputable websites to link to yours (link building), and keeping an eye on how well things are going with analytics. To make the job easier for yourself and maximize your budget, consider SEO services for travel industry.

Doing all this helps travel agencies show up more online, gain trust, and get more people interested in what they offer. It's an ongoing process that needs flexibility and a dedication to sharing helpful and interesting stuff that today's travelers want. 

Looking to boost your travel business?
Enhance your online visibility and attract more customers with digital marketing services!

Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

November 21, 2023
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