Tips to optimise travel content for website ranking

To optimise travel content, or SEO, can sometimes appear to be a dark and elusive art to tourism and hospitality business owners.
Liam Alexander
, Head of Online and Digital for Quivertree, sheds some light on simple ways to boost your travel content for better online ranking.

1. Balance catchy headings with functional search phrases

When creating website offers it is vital to consider to optimise travel content (SEO) when writing your headline, balancing a catchy offer heading with a functional search phrase. As an example, a “Sizzling Summer” or “Winter Warmer” offer may sound catchy, but it’s highly unlikely that a client looking to book a vacation would hunt for this heading.

Balancing the catchy phrase with popular search phrases will improve the ranking of a suggestion landing page substantially. So, a “West Coast Christmas Accommodation Special” would be an accurate example of a functional heading that will rank a landing page highly.

2. Content Preparation Template to keep SEO front as a top priority

Providence Hospitality’s development team recently introduced a Content Preparation Template. We now require that content written for any of the websites that we manage is designed using the template which prompts the author to always keep SEO front of mind during the content planning phase. We encourage our copywriters to think about which key phrase a client would use to go looking for the offer or post that’s to be loaded.

Once the key phrase has been determined the template prompts copywriters to incorporate the keyword or phrase within the WordPress title, the SEO title, the meta description, the permalink, and therefore the content.

3. Consider character length in key areas

Adhering to character length in key areas can contribute to raised Google ranking:

  • Permalink length shouldn’t exceed 75 characters. This is often the length of the landing page’s URL like in this example, https://quivertree.agency/contact-us/.
  • The SEO title of an article should be a maximum of 60 characters.
  • The meta description should be a maximum of 160 characters long.

4. Content is King

Google’s search algo-rhythm relies on keywords to make matches and rank your site. It’s therefore vital that the knowledge within the content of the page aligns with words commonly applied in search phrases that are used repetitively. Additionally, Google ranks sites that make use of lots of unique content about a selected subject highly so a “more is more” approach is effective.

This is often an explanation why blogs work so well to rank a travel-themed website because the copywriter can create multiple articles using common keywords that the website has prioritized to not only improve the site’s SEO ranking but also to create a more interesting and informative experience for their website visitors.

Guests travel not just to sleep in a specific hotel bed but to experience a specific area, so it is important to write content for your travel or hospitality website that promotes offerings and markets specific destinations. For this reason, posts that are 600 words or longer will rank above shorter posts.

5. Label your images correctly

Google also ranks a site consistent with the relevance of the pictures displayed on the website. It is important to always optimise and to  include your key phrase within the title, the alt text, and the URL of images that you upload on your site.



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