How to position your tourism products on Google?

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Depending on which aspect of the tourism sector we want to address, there are several methodologies for working on SEO positioning in the travel and tourism sector. Let's look at some tips to improve your organic positioning on Google. In reality, it's relatively simple. Let's go!

How to position tourist destinations
Typically, neither destinations nor tourist resources are marketed directly, but rather indirectly, through the services provided by on-site tourist companies . So you don't need to do any juggling to position them.

Congratulations! You have just eliminated the competition that tourism companies represent.

Now, naturally, the first thing you need to position the website of your tourist destination is to have a website to position.

Ready? Got it? Let's attack!

If you are looking to position a destination and its tourist attractions, there is hospital contact email database nothing as effective as including articles and posts on blogs . Use search formulas and patterns such as What to see/what to do in + destination .

Improve your SEO!
A true classic. They never fail. Here are a couple of examples:

SEO positioning, what to do pattern
SEO Positioning, Pattern to see
Oh, and don't forget to design a good web architecture . For example, the South African tourism website is very well built. Below are a couple of screenshots of the website, so you can see that it is almost perfect:

SEO positioning, copywriting
SEO positioning, user experience
However, as you can see in the screenshot below, you can still further optimize your organic positioning. In this case, for a search for the keyword “tourism in South Africa,” the official tourism website of the Republic of South Africa appears below other results that are blogs and travel guides.

SEOSouth Africa
Therefore, a good line of work to position South Africa on Google as a tourist destination would be to try to cover both with a combined strategy : website + articles on the same topic and get, for our tourist destination, the highest number of first snippets on Google. It is also very useful to include videos of the destination .

blog
How to position tourism companies
Now the rules of the game change a bit. As there is a marked transactional component, the objectives become more evident. In other words, if you are a tourism company, you want the user to buy what you offer.

So now your concern is to attract and retain the user when they visit your result on Google.

The mechanics for attracting users (although we are talking about users, don't forget that they are people) are the same as in the previous case: a well-maintained website and articles to position by keywords in a semantic way.

To do this, I recommend two things:

Work on the content and the linking. Both on your website ( internal ) and external ( linkbuilding strategies ).
Avoid competing in SEO with multinationals, OTAs* and metasearch engines. We will see why later.
* It will probably take a long time for physical travel agencies to disappear completely (if they ever do). But what is clear is that the online presence of travel agencies is becoming increasingly important. That is why OTAs are gaining ground on physical agencies. And with them, metasearch engines.

Once you have attracted the user to your website, it is time to retain them.

How do you do it? Easy.

Pay attention, because it is very simple but few companies in the tourism sector put it into practice: Through a careful user experience (UX) and design and good SEO-copywriting . Be it on the home page, on a landing page or at any other point in your architecture.

After all, if you treat a person well, they'll probably stay, right?

Improve your SEO!
So far so good? Yeah? Well, let's raise the difficulty level a little bit.

Once these basic pillars are well established, we move on to the more complex part.

In the case of accommodations, you could use patterns again. In this case, of the type accommodation in + destination . The only thing you have to do for it to take effect is to be as specific as possible . Remember that we are working in a very competitive sector.

So, play with long-tail searches and the differentiating attributes you have. You can be a pet-friendly hostel or a luxury five-star hotel with a private beach on the premises. Whatever you have or are, take advantage of it. Make that differentiation and position yourself.

I repeat, in case it 's not clear: specific things are usually easier to position.

The problem with being too generic is clear: you will compete with OTAs and metasearch engines. Let's look at another example:

Let’s say you’re trying to rank by location. For example, for the keyword “hotel in El Escorial”. As you can see, for this search, Booking.com, Kayak.es and hotel chains such as Eurostars predominate.