Boost bookings by harnessing SEO

Timing is everything. No, not just for those will-they, won’t-they relationships, but for travel and hospitality brands looking to boost bookings. From day-dreaming to disembarking at their destination, today’s travellers begin their journey online. And whether you're a boutique hotel, an eco-tour operator or a local experience provider, your ability to show up in search can make or break a booking.

Search engine optimisation (SEO) isn’t just about shoehorning keywords into your content. It’s about truly understanding how your audience thinks, searches and books so you can tailor your website to them. Search engines are the digital compass that helps people find you at the exact moment they’re ready to make plans - and optimising for them is one of the most powerful tools in your marketing mix.

So, how do you make SEO work for your travel or hospitality brand? Here are the strategies that drive real bookings, not just page views.

Start with search intent

To attract the right visitors, you first need to understand what they’re searching for and, crucially, why. There’s a difference between someone Googling “best places to stay in Cornwall” (researching) and “book dog-friendly cottage in Cornwall” (ready to act). Aligning your content with different stages of the holiday planning journey - dreaming, researching, booking - is key.

Use tools like Google Search Console, AnswerThePublic and SEMrush to uncover what your audience is already searching for, then get crafting content around it. Consider writing articles such as destination guides, seasonal travel tips and location FAQs. Booking-related terms such as “last-minute stays” or “pet-friendly B&Bs” are also a great foundation for content that fuels conversions.

Pay attention to all your pages

Of course your homepage is important, but it’s far from the only place that visitors land. Often searchers will discover you through blog posts, location pages or accommodation listings as they browse. So don’t spend all your efforts optimising your home, make sure all your pages are SEO-ready by:

• Using clear, relevant page titles and meta descriptions

• Structuring content with H1s, H2s and bullet points for readability

• Including internal links to related pages (like your booking form or current deals)

• Adding alt text to images for accessibility and visibility

And don’t forget your compelling calls to action. Whether it's to book now, reserve your spot or get in touch, ensure your CTAs are easy to find and encouraging to click (on both mobile and desktop).

Be found in the right places

Local SEO is your travel and hospitality brand’s secret weapon. Claim and optimise your Google Business Profile with up-to-date info, strong imagery and regular reviews. Use schema markup (a type of structured data) to help Google understand your property, prices, availability and even guest ratings. And make sure your name, address and phone number are up-to-date and consistent across your website, directories and listings.

Optimise for people, not algorithms

Search engines want users to have a great experience. That’s why good SEO isn’t just about pleasing algorithms, it’s about helping humans. If your site takes too long to load or is confusing to use, people will bounce - and Google will notice. That means your website needs to be fast-loading (especially on mobile), easy to navigate (with intuitive menus) and secure (HTTPS is a ranking signal).

Create compelling content

Search engines love fresh, helpful content. And so do travellers. So invest in a solid content strategy that aligns with your brand and booking goals. Think: coming up with, creating and scheduling a year-round supply of blogs with insider tips, Q&As with hosts and user-generated pieces from past guests. Content like this helps to position your brand as a supportive, inspiring expert. All while driving organic visitors who are ready to book.

Build backlinks

Think of backlinks as digital word-of-mouth. When other reputable sites (like travel blogs and local tourism boards) link to yours, it signals trust to search engines. To build your backlinks, pitch to travel writers, get listed on high-authority directories and collaborate with similar brands for cross-promotions. But bagging the backlink alone isn’t enough. You’ve got to make sure the content you’re creating for these sites is strong enough that people genuinely want to reference it - it’s a long game, but a worthwhile one.

Measure what matters

You’re probably already tracking your performance using tools like Google Analytics and Google Search Console. But are you monitoring the right metrics? Pay careful attention to which pages drive the most organic traffic, what keywords bring people to your site and where visitors drop off in the booking journey. Then use these insights to refine your strategy, focus your efforts and keep climbing those rankings.

SEO is the journey, not the destination

SEO isn’t a one-off project, it’s a continuous effort that grows over time. But from higher visibility to more relevant traffic and conversions that don’t rely on paid ads, the payoff is huge.

If you're ready to turn searches into sustained bookings, start with small, strategic changes and keep building from there. Need a helping hand? Then you’re in the right place. We’re the B-corp certified brand and digital agency dedicated to helping Good Brand do great things. Check out our SEO services to see how we can help more guests to find (and book) you online.