Standing out in the tourism industry: keywords and SEO strategies

How to Find and Use Keywords that Attract Travellers and Tourists

Keywords are essential for SEO, as they act as a bridge between user searches and the results provided by search engines. By identifying and using the right keywords, you can improve your website's ranking on search engine results pages. Furthermore, well-chosen keywords attract high-quality traffic—people who are genuinely interested in your products or services.

This is because algorithms use keywords to index and rank pages. However, it is important not to overuse them, as doing so could result in penalties. Keywords should be integrated naturally and coherently within the content.

To find the most relevant keywords for your business, it’s crucial to conduct an ongoing research and adapt them to current trends.

1.  Keyword research

You can use tools such as:

• Google Keyword Planner: A free tool from Google Ads that provides data on search volume, competition, and estimated cost-per-click.

• SEMrush: A comprehensive digital marketing platform offering SEO tools, including keyword research, website audits, and competitor analysis.

• Ahrefs: Provides detailed insights on a website's links, organic traffic, and competitors' content strategies.

Look for terms related to your specific products or services (e.g., "sushi in Gracia, Barcelona," "wine tasting in Ávila").

2. Competitor analysis

Study the keywords used by your competitors. This will give you a benchmark of the terms that are most prominent in the tourism sector. Be inspired, but aim for differentiation and originality. To uncover your competitors' strategies, you can use tools such as:

• SpyFu

• SimilarWeb

3. Content optimisation

Integrate keywords naturally into titles, descriptions, and website content. Create high-quality content that appeals to potential customers, such as articles, promotional videos, and positive reviews.

4. Local SEO

Optimise your website for local searches by including the name of your neighbourhood, town, or region. It’s essential that your business is registered on Google My Business and appears on Google Maps to make it easier for customers to find you.

5.  Using Long-Tail Keywords

Long-tail keywords are more specific phrases that typically have less competition and help attract a targeted audience (e.g., "vegan restaurants in Valencia").

Using the right keywords is crucial for enhancing your visibility in the tourism industry. With ongoing research, content optimisation, and the use of local SEO and long-tail keywords, you can attract the right audience and effectively position your website.

By leveraging these strategies to stand out, businesses grow. It’s time to attract more customers!