Is it worth creating search engine optimized blog content for a travel and tourism business, and will you gain more bookings? These days, it is worth it for any type of business, including travel and tourism businesses. According to HubSpot, companies with blogs get 67% more leads than companies without them. By increasing your leads by 67%, you’re increasing the number of people that could convert into customers.

Blogging in the travel and tourism industry is about both the destinations and the things to do in those destinations. Instead of selling your services directly to the customer, you can sell the customer on the destination and then convince them with a call to action that you’re the right company to book it for them.

Tourism marketing strategies can’t be implemented overnight, and they need to be done the right way on the first attempt. An expert partner can help you with your tourism marketing planning and your DMO marketing. Keep reading to get blog optimization tips to start your new marketing journey.

How Will Blogging Attract More Traffic to My Website?

SEO and Organic Traffic

Blogging will help you get more traffic to your website using search engine optimization and by building a trusted reputation and brand through the information you provide to your customers.

Search engine optimization works by including certain keywords in your blog posts. Relevant keywords that your customers are searching for are scanned by search engines, and relevant search results are put at the top. Your goal is to be above your competitors’ information.

The better your placement, the more organic website traffic you are likely to have. Therefore, writing a Blog that is SEO-optimized means that organic website traffic will be directed to your website for more information. This gives you the opportunity to convert that traffic into sales naturally and without extra cost.

Blogging Motivators

Blogs help you gain trust and build authority about a topic. Fifty percent of travelers are uncertain about a destination when they start their search, meaning your blog can help them decide whether to book the vacation or not. Additionally, you become the authority on the subject, and it builds trust with your target audience.

Influence

Sixty-five percent of travelers are influenced by the content they read from travel brands and destinations, which means if you have customers interested in a particular destination but are unsure about booking, your blog may be the thing that pushes them to make the booking. Since they’re already on your site and they trust you due to your helpfulness with destination information, they are more likely to use your travel and tourism services.

Will Blogging Help Me Sell More Tours or Book More Rooms?

Your blog post promotes itself as long as it is optimized for search engines. Your blog will help you gain more bookings in two ways:

  1. Raw numbers and statistics: By having more viewers on your content and therefore more potential customers on your website, you have a higher chance of turning some of them into sales.
  2. Your authority on the subject will grow as you update regularly: Regular travelers who like to book unique experiences or prefer a streamlined experience will continue to come back for repeat business, visiting your blog for more information about future destinations.

Be Disciplined in Your Blogging

By creating a content calendar and having regular releases, you will build a loyal following for your blog and the content you post on it. Regular content will bring more customers back to your website, sell more tours, and help you book more rooms.

Developing Your Content

Travel and Tourism Marketing SEO Matters

Sixty-two percent of travelers get travel inspiration online. Fifty-seven percent of leisure travelers and 64% of business travelers go to online search first to research their upcoming trip. This market is only growing, and online travel search will only grow year over year. Getting in now means that you won’t be left behind in the future.

Where to Find Clients

Typically, there are four stages for your travel business to be discovered while someone is planning a trip:

  1. The dreaming phase
  2. The planning phase
  3. The booking phase
  4. The experience phase

The Dreaming Phase

The dreaming phase is the moment where one starts to dream up their trip and imagine how it might be. There’s no planning at this point, but maybe they’ve read something important. Your blog should be part of their inspiration.

The Planning Phase

Once they have their inspiration, it’s time to plan the moments that they’re going to have either with their family or on their own. Once they’re planning, they should start looking at more serious, relevant content, and by having those long-tail keywords for the specific experiences they’re looking for, your blog can get the right attention.

The Booking Phase

Then they’ll book their trip, and since they’re already on your website, it’s more convenient to use you to book their experience than anybody else. Getting them onboard and gaining more bookings from the beginning is the key to all of this.

The Experience Phase

It’s finally time for them to experience their trip. You will be there for every step of the process as your tourism or travel company guides them through the experience and lets them enjoy what they’ve been dreaming and planning this whole time.

What Other Tips Should I Be Keeping in Mind?

Have a Flexible Plan

Keep a plan and keep developing that plan. If you have a plan, you can be more consistent with your blogging. Create the plan, and then once you have it, stick to that content calendar you originally made.

The Customer Comes First

Focus on your customers in the blog and adapt your topics to the evolving trends in search topics. Choose the topics that are searched for the most and those that are the most relevant to your target audience to help them make decisions about their trip.

Answer FAQs

You already have the ideas at your fingertips. Your customers keep coming back to you with the same questions, and you can repurpose those questions into blog posts. The most frequently asked questions often make the greatest blog posts because many people are asking them repeatedly over time.

Promote Yourself

Self-promote even when it’s not fun. Self-promotion is a necessary element of all of this. By posting on social media, sharing it with your email newsletter subscribers, and guest blogging on other websites, you will get more visibility and get your content discovered by more potential clients.

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Research and Presentation

Although blogging isn’t difficult, it’s not easy either, and doing it right means paying attention to the details. It starts with the research and then moves to how you present that information.

Research

Research your topics well to find out what content is working and use it as inspiration and a jumping-off point for what you want to write about. Topics that are important to your audience are already being written about, but if you can do it better than someone else, then you should know who is writing it and what they’re writing about. Do not write anything without doing proper research.

Presentation

How you present that information is also extremely important. It’s important to both users and search engines. So, by using easy-to-read language and organizing your content in a simple and visual way with headers, paragraphs, lists, and of course visual elements like images and other media, you can break down longer articles to make them feel less dense and easier to read for those people that don’t have enough time.

Keywords

No matter which industry you’re in, the keywords you use matter. When you’re talking about tours and accommodations, local SEO and phrases related to the locations you’re speaking about are the most important.

Location, Location, Location

Hotels and destinations are specific to the reader, and people often search for hotels in a specific location instead of just hotels in general. Especially once you’ve given them a destination to visit, the information in the keywords in that information must relate to the location-specific keywords that are trending in that area.

Long-Tail Keywords

Your competition will be using ad space as well as long-tail keywords, which means that their key phrases are extremely specific. Getting more specific means less competition and higher rankings. If you can hone in on what your users are searching for as specifically as possible, you’re more likely to get those views and rank higher in search results.

The Big Leagues

By competing with long-tail keywords, you can compete with the giant agencies that sap up most of the market share. While other people are just Googling travel destinations and taking on the first result from the biggest company, your long-tail keywords will allow anyone searching for information on a destination or a way to book their vacation with more specific and relevant information.

Show, Don’t Tell

By including images and other interactive content, your blog post can attract more readers and keep them engaged longer. Visual content is extremely popular and holds people’s attention better. Visual content is continuing to grow every day; just take a look at Instagram if you need any proof.

Promote Your Content

Tourism Marketing Blog Promotion Best Practices

Blogging can be helpful for any business, but the tourism industry and the travel industry in particular can leverage the power of search engine optimized blog articles for their own benefit. Being a huge industry with thousands of clients every single month, the travel and tourism industry needs to find ways to differentiate within the market.

Stand Out

Standing out against the competition means more than a great logo and slogan. So, how might you make sure your blog articles get found in the travel industry?

Discoverability

Discoverability is key to the success of your blog. Ensuring that the right keywords specific to your clientele are being included in the right places means that your content will rank higher in search results.

Keywords

Using keywords in your content means that it’s more relevant to people searching for it and will be discovered more easily. Potential clients and people looking for information on destinations often go to the first results on the first page of a search. Use keywords in your blog posts to put your posts on the first page of your future clients’ searches.

Get Specific

First, get the right keywords for the industry and your business. Use Google Trends to find out what people are searching about most in the travel and tourism industry; then find out which topics and destinations you might write about that are trending around the world. If your agency is local, then you should find what locals are searching for about those destinations and where they’re traveling to most.

Copy Well

Mimicking other brands’ strategies and their keyword optimization is also a good plan. Check out their blog posts for the themes and keywords that other brands are using. If you can do a better job at optimizing your content with those words, you’ll rank higher than them in the search results.

Be Unique

Discoverability is also based on the uniqueness of the content. Make sure that you’re not copying anything. Check your work on websites that can check whether something is plagiarized like Copyscape. Unique content ranks higher even if it is talking about the same theme.

Structure and Organize

Different structures and reordering your content can also help with the unique ranking of that content. Don’t follow lists in the same order and make sure that when you do a list, the answers to the questions are clearly outlined in a linear fashion.

Social Media

Having a blog is great, but you need to get the word out. So how often should you be sharing your content as social media posts?

Social media advertising is a critical component to building a successful blog because content can be shared easily, and it is a great way to promote the long-form content that you’re building. You should be sharing your content as you publish it and refreshing viewers and readers with an idea of what’s available every once in a while.

Don’t Overdo It

It’s best not to inundate your readership with too much content, just like it’s not wise to flood those same readers and followers with posts about your content. If they’re interested, they’ll keep clicking, and the same strategies apply when it comes to keywords and hashtags.

Hashtags

A good hashtag strategy means that people searching on social media for those topics will also have the resources to find you and your travel and tourism blog. While search engines will be the primary point of discovery for clients searching for long-form content, posts organized by hashtags that denote the subject are a great way to organize your content as well.

Organize Your Hashtags

Organize your hashtags by theme or destination to get the best results. Using hashtags is a way to filter irrelevant content and make your content more relevant to users. Be specific about locations and try to use local hashtags that will help local travelers find you. Organizing by destination or by theme is effective, and if there’s a list of top tens or top fives,  then your hashtag should include that.

Synchronize Calendars

Your social media content calendar should mimic your blog content calendar, and there should be supplemental posts about other things in the meantime. Links to other resources or other content on your website are also good to post in between blog posts. Your Twitter account or Instagram account shouldn’t just become a bullhorn for your blog alone; you should fill it out with other content that readers might be interested in.

Other Ways to Promote Your Blog

Promoting your blog is as simple as making sure it’s optimized for searches. Nobody wants to spend thousands of dollars on pay-per-click ads that may or may not be helpful. You want to reach the target audience that’s relevant to you and find travelers who want your services before start posting or using paid search (PPC).

Blog Everywhere

Promoting your blog on social media is a great way to start, but you can also contribute to other blogs that link back to your own blog. In those posts, it’s best not to promote a competitor service, but if you create content on another blog or co-author something, you might be able to branch out and reach another audience beyond what you’ve already established.

Use Links and a Call to Action

It’s important that your call to action is clear and some of the links within the blog post are linked back to your website, especially when contributing to someone else’s blog. You don’t want your readers to find the rest of the information on their own or to book their tour or their room for their next vacation with one of your competitors.

Get Started Now

Your tourism marketing plan is essential to your success as a tourism agency or company. A good travel marketing or tourism marketing company can help you get started with a blog, search engine optimization, and all of the things we discussed above. Leaving it in the hands of the experts means that you don’t have to worry about doing it the wrong way, and you can get started on the right foot.

Find an Expert

Putting all of these tips into action is essential, and the final piece of advice that you might take away is that having an expert to guide you along this new path will eliminate the margin of error and increase the effectiveness of your tourism marketing. Contact us today and schedule a discovery meeting to figure out what you can do for your tourism business and how we can take your tourism marketing to the next level.

Meet the Author:

Scott Rehnberg

Scott Rehnberg, Outreach & Content Strategist

Scott comes to the table with extensive experience in Content Marketing and Digital PR. His passion for Digital Marketing has afforded him insight into the buyer's journey and how to best reach targeted audiences on behalf of our clients. He specializes in Off-Site SEO, Content Marketing, and Link Building, closely monitoring new opportunities for our clients to speak into. When he’s not at work or researching new SEO trends, Scott can be found enjoying time with his wife and children, as well as pursuing new musical ventures.