SEO FOR DESTINATION MARKETING

Let’s start by clarifying why you should find this important.

Quite simply, the first thing most people will do to when planning travel is a Google search (or a search on an alternative search engine of their choice - let’s not forget that Google is not the only search engine out there!).

SEO, short for Search Engine Optimisation, is the process of ensuring your website appears at, or near, the top of the results produced by Google after a user implements a search.

When a user performs a Google search what they are actually doing is asking a question. If a user types ‘best attractions peak district’ into a search engine it’s a short form of the question ‘What attractions do you recommend in the Peak District?’. The websites which provide the most relevant answer to this question will be shown at the top of the results returned by Google.

The results at the top get clicked more than the results further down. So, the higher up your website appears in search engine results is directly related to how many people visit your destination website. The more people who visit your website is directly related to how many people take a trip to your destination.

For those who are familiar with how SEO works the sentences above probably sound like teaching grandmother to suck eggs. All very obvious. However, those involved in the world of SEO often have a habit of over complicating things, talking technically and making what they do seem like some kind of black magic that only a few very talented people can do. Our view is that good SEO can be performed by anyone. However, it is essential that you keep in mind what the ultimate aim is - more people spending time and money in your destination.

When put in those terms, what you should be looking to achieve with SEO for your destination website is finding a way to showcase all the great things your destination has to offer, and then inviting people who like what you have to offer to come and visit. In our experience, those who work in destination marketing are always passionate about the destination they are trying to promote and are normally a font of knowledge about the best ways to spend time and money in the area. Good SEO harnesses that knowledge and puts it to work.

• START WITH RESEARCH - The most effective SEO strategies begins with keyword research and analysis. This is easier than it sounds, as all it really is, is identifying which terms and phrases people are typing into search engines (i.e. the questions they are asking). There are a number of free to use tools such as Semrush, Google Keyword Planner and Moz which are easy to use and will guide you through the process of keyword research. If you don’t want to bother with a tool then use your own good sense to make a list of the questions people could potentially ask about your destination which you could provide detailed and persuasive answers for.

• AUDIT YOUR CONTENT - Once you know which terms and phrases people are using in search engines you then need to make an assessment of the content on your site. Is it answering the questions people are asking? During this process try dividing your existing content into three broad categories (A) Content to keep as is (B) Content which can be improved (C) Content which should be deleted.
• CREATE NEW CONTENT - After you’ve audited your current create a fourth category (D) Content I need to create. Remember - this isn’t just about adding more content, it’s about ensuring your website provides valuable, engaging information that resonates with users and therefore search engines alike. The most important thing to consider here is to craft user-focused content that answers the questions potential visitors are searching for. In general well researched guides on "things to do in [destination]" or inspiring travel blogs, and even the good old ‘top 10 lists’ style blog posts are great at helping to build keyword-rich, engaging content to ensure your website ranks well.
• REFINE EXISTING CONTENT - Regularly updating your content through the lens of the output from your keyword research is key to maintaining relevance. This not only helps engage repeat visitors but also ensures that both new and returning users find up-to-date and useful information every time they visit your site.
• THINK LOCAL - To help user find things in your destination you’ll need to ensure that you include the name of areas and regions in your copy. It sounds obvious, but it is easy to overlook. Doing this positions your destination prominently in search results for relevant local queries. By optimising for localised keywords and creating content that highlights the unique experiences and attractions within individual areas within your destination, you can attract tourists who are seeking authentic, nearby experiences. This is very useful for people using mobile phones when they are already in your destination who might perform a search for something like ‘restaurants near me’.
• REVIEW REGULARLY - User behaviour changes over time, as do trends and what’s fashionable at any given moment in time. To ensure you stay relevant keep doing the process of researching, auditing, creating and refining on a regular basis. Good SEO is not just a one and done process.

To answer this question we asked a few of our clients (they are after all the ones writing new content on a regular basis. They provided some great answers:

“Forget the search engine, write naturally for the reader. Make the structure clear, easy to interpret with relevant section headers. When you review with an SEO lens you’ll find you’re just refining good content that actual humans will get value from. Writing for SEO first risks repelling the human with forced sentence structures and clumsy syntax.”
JOHN LIGHT, DIGITAL MANAGER, VISIT NORTH YORKSHIRE

“Focus on including key search terms in your title and introduction to help your content reach the right audience. Capturing relevant keywords early on enhances visibility in search results, making it more likely that your target audience will find your content. Additionally, using strong and descriptive images can boost engagement, as Google increasingly prioritises visually rich content in its search displays.”
OWEN BROWN, CONTENT CREATIVE, VISIT WORCESTERSHIRE

“It may seem like a cliche but write for humans not robots. What I mean by this is that writing good copy for SEO goes beyond stuffing copy with repetitive keywords but instead genuinely trying to add something new to the conversation. So if it’s an article about top 10 things to do in your destination, don’t parrot what 20 other blogs have written, try to get a new take and add something new to the conversation.”
TIM WEBSTER, DESTINATIONCORE SEO TEAM

“Focus on creating high-quality, relevant content that genuinely meets the needs of your audience. Search engines prioritise content that provides value, answers questions, and engages users – giving them everything they’re looking for in one place (or page!). By carrying out thorough keyword research, you can discover what topics your audience is searching for and create in-depth blogs, guides, or itineraries to address those queries. Additionally, regularly updating your website content to keep it fresh and relevant helps pages maintain their ranking and keeps visitors coming back for more.”
AMY NOTON, PR & DIGITAL CONTENT MANAGER, VISIT PEAK DISTRICT & DERBYSHIRE