9 Steps on Publishing SEO Friendly Content for your Tourism Website


The Importance of SEO Friendly Content Writing for Websites in Tourism

When writing content for your tourism website, it is no longer simply enough to just create nice, readable copy. SEO friendly content writing (search engine optimization) is absolutely tantamount to the copy itself, as this is what makes your content visible to your audience. SEO writing is the process of designing and adhering to structured keyword based systems of creating content. This article will outline the foundations of how you can learn to write SEO content and use it to optimize your tourism business’ online presence.

For practical purposes, it may help you to create a list and actually write out the answer to each of the sections below. Being able to visualize the outcome is much easier once you have an answer to these key questions, and after a few tries, writing according to these principles will become second nature.

1. Page Aims on your Tourism Site

First you must identify what your goal is (if you think it isn’t necessarily, then read this article). Try to answer each of the following questions in as much detail as you can.

1.1 What consumer search behaviors are relevant to what you are writing? What might a consumer type into the search engine when looking for a tourism business like yours?

1.2 When a visitor reaches your page, what is the main message you want them to receive?

1.3 What single action do you want a visitor to take when they reach your page?

Identify Keywords Related to Your Tourism Website

Based on your answers to section one, you should already have a good idea about what your goals are; keywords can be pulled from these goals. Imagine you are a consumer searching for a product or service like yours: what do you type into your search engine? These are the keywords you need to include in your article. Depending on the length and purpose of your article, it may be useful to identify several variations of your keywords; we will refer to these as your primary, secondary and tertiary keywords.

2.1 Primary Keywords are the phrases or words you choose to emphasis the most. They should be used in your article title, headings and in the first few sentences of your copy, as well as scattered naturally throughout the body of your text. E.g. “cheap luxury holiday”

2.2 Secondary Keywords are emphasized less than primary, but when used in conjunction they will increase the effectiveness of your SEO writing. These can be synonyms of your primary keywords, and can be used in subheadings and throughout the body of your copy. E.g. “good value holidays” or “cheapest holiday 2017”

2.3 Tertiary Keywords are less important again than primary and secondary, but can still be worked into the body where possible. E.g. “stylish and inexpensive vacations”

3. Choosing a Document Name to Compliment your Tourism Site

The search engine will allocate more relevance to a document that contains the right keywords. This is the time to utilize what you have identified in section 2, use your primary keywords in your document title. Remember also, if someone else in the future writes a post and includes a link to your document, it may be the name you choose that appears here. Adhere to keywords, be clear, concise and relevant. E.g. “Complete Guide to Cheap Luxury Holidays in 2017”

4. Title Tags for Tourism

Like the document name, title tags are your opportunity to use your keywords to hook visitors. Search engines pay a lot of importance to your title tags, so this is where your primary keywords should come into play. E.g. “Finding the cheapest luxury holiday”

5. Meta Tags

Many will now argue that meta tags are irrelevant for SEO, since Google places little to no importance on them when creating rankings, however other search engines do give some credit to meta tags (although still pretty low). In many cases the content of your meta tags will appear in the description on the SERP (search engine results page) so best practice to include them anyway, as the right description will encourage a positive CTR (click through rate).

6. Body Content

It’s important to create a balance when writing with keywords. Include too few keywords and your copy will not be optimized for the search engine. Include too many keywords (known as “keyword stuffing”) and your copy will sound unnatural, and can actually be detected by search engines which in turn will have a negative effect on your rankings. In summary, ensure you use keywords efficiently and naturally throughout your text.

7. Heading Styles

If you are not using headings and subheadings, you should be. This is an excellent opportunity to optimize your text, and use your keywords. It also improves the scannability of your document, hence improving the user experience. A good rule of thumb is to use your primary keywords in the headings, and secondary/tertiary keywords in the subheadings.

8. Optimizing Hyperlinks

Creating an internal linking strategy is another way to encourage users to engage more with your site, and creates a call-to-action for visitors. Embed relevant links throughout your document wherever feels right to do so. Top tip: don’t worry about where you will include your links until after you finish writing. Once you read over your document, look for natural breaks in segments where you can link other relevant pages from your site. Doing this at regular intervals throughout your text helps to break up longer documents.

9. Optimizing Images

Make sure all images include a caption and Alt text. Alt text doesn’t show up on your site, but it is part of the invisible data that the search engine will use to judge relevance- another wonderful opportunity to employ your keywords.


  • Be clear about your page goals
  • Identify primary, secondary and tertiary keywords
  • Choose clear, relevant titles
  • Employ use of headings and subheadings (and include keywords)
  • Use keywords naturally and consistently throughout the body
  • Use an internal linking strategy
  • Include images with captions and alt tags

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