How to find the right tourism keywords for your travel business

How to find the right tourism keywords for your travel business

There are estimated to be 5.6 billion Google searches every day. As potential tourists search through prospects, exploring travel ideas, and learning about new adventures, it would help if your business appeared in the top results. 

If you’re hoping your tourism company’s website will end up on the top of those results then you’ll have to put in some work.

Many tourists use Google, Bing, and other search engines to find the best hotels, great destinations, travel restrictions, weather, transport, guides, history, and general travel advice, and it is always essential that your business ranks among the top results.

To effectively market your travel site, you will need to know how to employ Search Engine Optimization (SEO). It is one of the biggest search engine drivers for organic traffic and can help you rank your business for popular travel keywords if used strategically.

In short, instead of having to pay high fees for advertising, you can employ a long-term, budget-friendly approach that will drive traffic to your site consistently.

And where travel-related keywords are common, it is the intention behind them that makes them valuable. Every client has an end goal and knows what they want; your goal as a marketer is to be what they pursue. 

Therefore, keywords aren’t random gibberish. Instead, they are target words to get the target tourist closer to your business, driving up traffic and improving your bookings in return.

What tourism keywords can do

Every time a client punches words into the search engine, results are mainly generated based on keywords. Every website designer and SEO professional looks for the magical combination of Google first place and correct keyword. The goal is always to expose your business more to potential clients and drive up sales in the long run. 

Therefore, optimizing your business website to rank in Google’s first positions is essential. Your customers likely don’t know how keywords work; instead they just know what they want when they turn on their computer. With the right strategy, you can help to meet their questions with answers.

Three helpful tools to help you find the right tourism keywords

There are so many valuable tools to help you choose the right keywords. Some of the tools are paid; however, Google has its tools free of charge and can point you in the precise direction about which terms you must consider for your website. These include Google Search Box, Google Search Console, and Google Keyword Planner.

  • Google Search Box

The Google Search Box is simply Google’s home page and can be very helpful in planning the appropriate keywords for your site. Google will show suggestions similar to your query as you type in that panel. Those suggestions are the most searched keywords.

  • Google Search Console

It is imperative to link your website with Google Search Console when you finish designing it. The free tool is essential for monitoring your website’s health and ranking performance. You can also use it to see the list of keywords shown.

  • Google Keyword Planner

The Google Keyword Planner can be found inside Google Ads and helps marketers find keyword suggestions for their paid campaigns on the platform but can be a great help for SEO purposes. However, you will need to have opened a Google Ads account to access this tool. To find the relevant keywords for your website, click the “Discover new Keywords” option.

Number of tourism your website focus on

Think of sorting through a billion documents for a specific line; that is what the Google algorithm does when a person uses the search option. Typically, one would go with the highest search volume, and the best way is by sorting the search volume column from the highest to lowest, whereas the local keyword list is sorted lowest to highest. 

For small businesses, the trick is to go for low-volume keywords to stand a chance of ranking. These range around 10-100. 

When you collaborate with an SEO professional or website designer, their primary task is to ensure your business returns in the top searches. And doing some research on the appropriate keywords may prove helpful if you are to rank.

  • High search volume

As an SEO professional or website designer, your goal is to rank well in Google’s first positions to make a sale. First, you must know what keywords to use. The best keywords are those with a high search volume. A high search volume means more traffic to your travel site.

  • Low competition

However, high search volume alone may not yield the results as you must account for competition. In addition, the chances are high that competitive websites are using a similar keyword, making it hard for your website to rank on Google’s top positions. 

  • The intent of the client

There are three types of intent, and you must keep understanding all of them to help you best rank in Google’s search results.

  1. Transactional intent
  2. Navigational intent
  3. Informational intent

“Top things to do in Berlin” search is more likely to have someone book a trip with you as compared to “Travel in Berlin” or “Where Berlin is.” The first statement has transactional intent, whereas the second is informational intent, and the third is navigational. 

How to check that the your tourism keywords are working

Now that you successfully found your keywords, the last step is to ensure that they effectively work as intended to boost your business. As most SEO professionals might recommend, you have a higher chance of making it to the top search if you place the keywords in several high-attention areas of your site, such as the title, body text, URLs, Meta tags, and image file names.

While SEO results require patience, there are ways to ensure that the keywords are working for you in the meantime. One of the easiest ways is Google Analytics. First, you will go to your Search Console and click on “Search Results” on the left of your menu. Here you will see a graphical illustration of your total clicks, average click-through rate, impressions, and position. Then, if you scroll down to the Queries table, you will find the top Google Keywords people can use to find your website. 

However, there are other potent tools to check if the keywords are working. However, these may require you to spend some money to access them. These include Ahrefs, SEMrush, Raven Tools, and MarketCloudFX.

With that, you have what you need to begin finding and utilizing the right keywords for your tourism or travel site. Want a helping hand? Get in touch with the team at Passport Creative for a keyword strategy you can start using today.

About the author

Alex Jeffries is the founder of Passport Creative. An award-winning producer and writer, he is now dedicated to tourism communication and development. He is based in Paris, France.