Background
A travel planning website offering destination guides, itineraries, hotel suggestions, and travel tips partnered with our SEO agency to grow organic traffic and reduce reliance on paid channels. The brand targets travellers searching for trip ideas, city guides, and practical advice on where to stay and what to do.
Starting Point
Before the SEO campaign, the website had a handful of ranking pages but lacked a clear structure and content strategy. The site was competing in a crowded travel search market without a defined topical focus.
Destination pages were thin and did not properly target high intent queries such as best places to visit, things to do, or where to stay in specific cities.
Blog posts were inconsistent in quality and were not grouped into clear topic clusters for regions or travel styles.
Internal linking was weak, leaving many valuable articles orphaned or several clicks away from the home page.
Meta titles and descriptions often missed important keywords and did not encourage a strong click through from search results.
No structured process existed for researching new travel topics based on search demand and seasonality.
SEO Strategy
We built an SEO strategy focused on three goals: strengthening destination authority, improving user experience on key pages, and capturing more long tail search demand for specific itineraries and travel questions.
Create destination and region hubs that grouped guides, itineraries, and hotel recommendations for each major location.
Optimise existing pages to align with high intent search phrases such as things to do in, 3 day itinerary in, and where to stay in.
Launch new supporting content around transport tips, budget breakdowns, and seasonal travel advice to capture informational searches.
Improve internal linking between destination hubs, itineraries, and supporting guides so users and search engines could follow a clear path.
Refresh titles and meta descriptions to include primary keywords while highlighting unique angles such as local tips and curated experiences.
Execution Highlights
Implementation focused on improving both the depth of information on key pages and the overall crawlability of the site.
Expanded the top destinations with detailed sections covering attractions, food, neighbourhoods, and hotel areas.
Created itinerary style posts such as weekend trips, 5 day routes, and city combinations for popular regions.
Added internal navigation blocks on each guide to link to related content such as where to stay, transport tips, and packing advice.
Standardised on page elements including headings, summaries, FAQs, and call to action boxes to improve readability and engagement.
Regularly reviewed Google Search Console data to identify rising queries and opportunities to refine headings and titles.
Performance Snapshot (Last 3 Months)
Within the latest three month period, the travel site has seen steady organic activity and stronger visibility in search results. The figures below are taken directly from Google Search Console.
Daily traffic now consistently ranges in the dozens of organic clicks, with regular peaks as new guides are indexed and begin to rank. The stronger click through rate reflects more appealing titles and descriptions for core travel searches.
Impact on the Travel Brand
Travellers are landing on deeper destination pages rather than only the home page, resulting in longer session durations.
More users are following internal links through multiple guides within the same region, increasing overall engagement.
The site now appears for a wider variety of long tail travel queries, including itineraries, specific neighbourhoods, and seasonal tips.
Overall, the website has shifted from a loose collection of travel articles to a more structured travel planning resource that better matches how users search and plan trips.
Key Takeaways for Travel Websites
Destination hubs and topic clusters help search engines understand your authority for specific regions.
Itineraries and practical travel tips capture users who are closer to booking their trips.
Consistent internal linking keeps both users and crawlers exploring your most valuable content.
Small refinements to titles and meta descriptions can significantly improve click through rate even when positions stay similar.
Call to Action
If you operate a travel blog or planning website and want to turn it into a reliable source of organic traffic, a structured SEO strategy built around destination hubs, itineraries, and long tail travel queries can unlock meaningful growth. Reach out to our team for a free review of your current search performance and a customised travel SEO roadmap.
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