Having an eye-catching website is great and really important. But let’s face it. If it’s not getting traffic, it’s like owning a beautiful little shop on a deserted island.
It can look as pretty as you want. Unless someone comes to visit the island, there’s no one coming by to see it.
The solution? A travel agent blog.
Blogging isn’t just a creative outlet. It’s a smart strategy for boosting your SEO (search engine optimization). You know, the thing that makes it easier for people to find you online!
With every blog post you write, it’s like you’re leaving a trail of digital breadcrumbs that lead people to your website. The more you have, the easier it is for people to find you.
You’re thinking to yourself “Ok, I get what you’re saying but I still don’t know how it works.”
Let’s dig a little deeper.
If you missed the first post in this series, check out A Travel Agency Blog Isn't Just for Fun: It's Smart Marketing for Travel Advisors.
Disclosure: This post may contain affiliate links, meaning I may get a small commission if you decide to make a purchase through my links, at no cost to you.
What is SEO and Why Does It Matter for Travel Advisors?
Search Engine Optimization, or SEO, may sound intimidating. But it’s simpler than you think.
It’s a fancy way of saying “How can I help Google find my website?”
SEO is the process of optimizing your website so search engines like Google can understand it and show it to people who are looking for info on a particular topic.
Most people start their travel planning journey online. And a lot of people don’t click past the first page of Google.
If your site doesn’t appear when someone searches for what you do - think “destination wedding in Mexico” or “European family vacation” - you’re missing out on potential clients.
Your blog plays a huge role in SEO because it gives you more opportunities to use those relevant keywords your audience is searching for. And it adds fresh content to your site regularly. BTW, Google loves fresh content!
If you don’t know how people are finding your site, or what keywords they’re using, there are tools that can help.
Tools like Google Search Console can help you understand the traffic you’re getting from Google, your position in Google search, and which searches are sending traffic your way.
Ubersuggest shows you organic traffic (not ad-driven traffic) coming to your site, but the most valuable tool is their Keyword Research tool. You can see how much traffic a specific keyword is getting, including how easy or difficult it is to rank for. And it gives additional keyword suggestions based on the keyword you entered.
When it comes to figuring out what keyword you want your blog post to be optimized for, Ubersuggest is a huge help. In other words, it helps you know what keyword you want to use in your post. So when someone types in that keyword, your blog post is more likely to come up. It’s great for rewriting your website copy too!
When you have a niche or specialty (you need one!), it’s especially important for people to be able to find you when they’re looking. Using good keywords on your site and in your blog posts makes it more likely that you can be found.
Want to know more about keyword research? Check out this blog post on the Beginner’s Guide to Keyword Research.
How a Blog Helps People Find Your Travel Agency Website
A blog can significantly boost your online visibility. Each blog post is an opportunity to target a specific search term like “family-friendly resorts in the Mexican Riviera” or “what to expect on a Danube river cruise”.
These search terms are called keywords, and they’re the foundation of SEO. Short-tail keywords are short and broad (travel advisor, Walt Disney World, slow travel, etc.). These aren’t what you want to try to rank for.
Long-tail keywords are longer, specific phrases or questions that people type into Google. They’re generally easier to rank for because they’re less competitive. But they often have a higher conversion potential once someone gets to your site.
When you target a different long-tail keyword in every blog post, you’re increasing the number of phrases someone may type into Google and potentially land on your site.
If someone searches for “best travel destination in South America for solo travelers” and you have an optimized post written on that topic, you’re more likely to be ranked higher in search results for that long-tail keyword.
But if you write the same post and optimize it for “best destination for solo travelers”, you’re less likely to come up in that search. It’s not as specific and you’re competing with larger companies that specialize in solo travel. Which means you’ll rank lower and have less chances for people to find you.
Your Travel Agent Blog Showcases your Niche
If you have a niche (and I hope you do!), your blog is the perfect place to highlight it. You've chosen a part of the travel industry to go deep in, so show it in what you write about.
If you specialize in destination weddings, you could write about:
How to choose the perfect destination wedding location (keyword “perfect destination wedding location”)
5 things to know before booking a destination wedding (keyword “booking a destination wedding”)
Why you should think about using a travel advisor for a destination wedding (keyword “using a travel advisor for a destination wedding”)
Your blog is the perfect place to drop in those long-tail keywords that your ideal client is searching for. Each of these posts lets you optimize for a different long-tail keyword, although all are about destination weddings.
When you’re ready to write, pick one keyword to focus on. Your next post should focus on a different keyword. The keywords in each post can be related, but don’t repeat them word-for-word.
If you optimize multiple posts for the same keyword, you could end up competing with yourself (via another blog post) to get traffic for the same keyword! And that’s a pickle you want to avoid.
Every blog post you publish is another chance to target a new keyword and draw in traffic. And every post you write is another page on your site that can be indexed by Google.
More pages indexed = more chances to appear in search results
Sometimes Google will drop pages and you’ll have a blog post that isn’t indexed. It’s important to have your main site pages and blog posts indexed. The other ones (privacy policy, etc.) aren’t important to index.
But don’t let non-indexed pages get you down. It’s an easy fix with Google Search Console! Simply submit it to the queue to be crawled and indexed.
Your Blog Keeps Visitors Engaged
Driving traffic to your site is only half the battle. Once people land on it, your blog helps keep them engaged. The more time people spend, the more Google loves it.
When your blog answers people’s questions - especially the ones they didn’t know they had - they’re more likely to stick around and explore your site.
Blog posts can guide readers to other parts of your travel agency website. It may be a different post, your services page, or your contact form. This is done through “internal linking”. Internal linking isn’t hard. It’s simply posting a hyperlink in your blog post to another related page on your site.
A well-written blog positions you as an expert in your niche. Which makes readers more likely to reach out to you for help in planning their trip.
Regular blog posts not only show your readers that you’re an expert, they tell Google that your business is alive and well. Search engines love fresh content and blogging is an easy way to keep your website up-to-date.
Try to publish at least one blog post each month to keep your site fresh and appealing to visitors and search engines. And if you can do more than one a month? It’s even better.
Tips for Writing SEO-Friendly Blog Posts
Not every blog post will automatically boost your traffic, and that’s ok! In fact, you don’t have to optimize every blog post for a keyword in hopes that it will boost traffic. Sometimes there’s something you just want to write about and the SEO is irrelevant. There's nothing wrong that.
To make the most of your efforts when you want it to matter, follow these tips:
Choose keywords carefully: Use tools like Ubersuggest to find phrases your audience is searching for. Choose one main (long-tail) keyword and sprinkle it naturally throughout the post.
Write for people, not just search engines: Your blog should be engaging and helpful, not stuffed with keywords. Search engines don’t like keyword stuffing and it’s not friendly to read. Keywords should enhance your writing, not dominate it.
Use headings and subheadings: These make your post easier for readers to skim (let’s face it, no one reads every word anymore) and easier for Google to understand.
Include meta descriptions and title tags: These are the short snippets that appear in search results, so make them enticing (and use your keyword).
Add images and Alt Text: Photos make your posts more engaging and alt text helps with SEO.
Use Clear CTAs (Call to Action): Don’t forget to guide your reader to the next step! Use internal links to connect to other parts of your website like reading a related blog post, getting a free download, joining your email list, or contacting you.
The bottom line
A travel agent blog isn’t just a creative outlet or way to share your expertise. It’s a tool to boost your SEO and drive traffic to your website. By creating helpful, keyword-optimized content, you’re opening the door to more visitors.
More visitors = more opportunities for leads and growing your travel business
Ready to make your website work harder for you? Start brainstorming travel blog ideas and topics that match what your ideal client is searching for.
If you're ready to start your blog, read the next post for steps to get you going: Starting Your Travel Advisor Blog.