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Having a website is just the beginning; the next crucial step to get sales from your website is attracting visitors. A proven strategy to increase website traffic is leveraging the search engine of Google. The more valuable content you have indexed by Google, the more visitors it will sent to your website.
Having your content found on Google can provide a sustained flow of visitors for years, unlike social media which requires constant posting to maintain visibility.
2025 became a turning point and more traffic started coming from AI systems. Google is still big chunk of your traffic, the technology is changing fast, but human habits change much slower. It certainly is a very good idea to shift a lot of your attention to be visible in AI Assistants, and the good news is, creating valuable content, that truly inspires and helps audiences that was so important to rank high in Google will still be the backbone of your strategy.
Key Strategies for Improving Google Rankings
1. Deliver Value to Your Audience
To rank high, your content must be valuable. This means sharing expertise, offering useful tips, and providing unique experiences. The more valuable your content across your website, social media, and YouTube, the better your visibility. Helping your customer to have enough confidence to know they will have a good time in your destination and with your experiences.
2. Enhance Website Discoverability
Ensure Google and your audience can find you. This involves having incoming links from social media, online magazines, directories, and more.
3. Optimize Content for Readability and Engagement
Focus on creating a website and content that's loads fast and easy to read and navigate on desktop as well as mobile phones and is engaging for your personas. Regular updates, at least bi-weekly, can maintain interest and value.
The Content Framework: Inspire, Help, Proof, Sell
To be valuable I love to use the framework Inspire, Help, Proof & Sell which make sure visitors are guided with my content through a customer journey.
Inspire: Wow visitors with the best experiences you have; the are searching if the destination and your company is something they like. You need to fulfil their intent for a great next or upcomming holiday.
Help: Provide actionable advice and solutions. Visitors will have tons of questions that need to be answered before they can choose with confidence.
Proof: Showcase testimonials and endorsements.
Sell: Clearly present your offer.
E-E-A-T - Experience, Expertise, Authoritativeness, and Trustworthiness
E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. Showing these elements on your website boosts traffic from both search engines and AI assistants. The idea is that real humans that offer the tourism services have first-hand knowledge of the destination, the experiences and the local culture and share this in the content.
This means you can't have a generic description of your tours and experiences, you have to weave in your expertise from your guides and service providers, A way to automate this is, by looking into the debriefing reports from your guides.
Focus on the right keywords
Focus on keywords people are searching on to buy your experieences. Think again about inspire, help, proof and sell each step of the customer journey has different keywords. Make sure you create content for all those different steps.
A great tool to find keywords is Ubersuggest. Which suggests you more keywords based on a topic or keyword.
Install Googles Search console so you know which keywords are already driving traffic, combine it with Google Analytics, to understands which keywords convert. If you have money try to validate that with Google Ads.
Also have a look at how you build your own Google Trends Dashboard.
One of the best and easiest tools to work with to get the right amount of keywords and right content on your website is SurferSEO
Which provides really handy insights like for example which pages you still need to optimize
Optimizing Page Data for Clarity and Attraction
Search engines reward a clear structure of a website. You can do this by:
Optimize Titles and Meta Tag Descriptions
Your titles and meta descriptions describe what your page is about and should contain the keywords you want to be found on and be compelling enough to encourage clicks to your site.
The title and meta tag description together should make clear what the text is about, for who its interesting and why you should read it.
Enhance Page Content for Easy Scanning
- Optimise Heading & Sub headers: Use clear, descriptive subheadings, always have an opening header (H1) and have subheading the describe what is in the underlaying paragraphs, nest headings and remember you can only have one h1 heading. -> H1, H2, H3
- A clear opening paragraph: that states what the reader can expect, for who it is and why they should read it.
- Short paragraphs: Break up the text in short easy to read paragraphs that discuss one topic.
- Optimize Media: Ensure images, PDFs, and videos are relevant and high-quality and you add captions and alt tags to describe what the visual is about.
- Optimize Internal Linking: Create links to other parts of your website to keep readers engaged.
- External Links: Prove that you are not the only one claiming that your destination is fantastic and or easy ways for travellers to learn more about an attraction, city etc.
- Optimize Content: Structure your content for easy reading and engagement.
Blogging
The no 1 solutions to get more visitors to your website is through blogging. Blogs help to guide travelers through a customer journey and therefor have value. When you keep blogging about a certain topic and get more and more content on your website. It becomes clear to Google what your website is about, the niche you are serving and the value you create to people send to your website. Which helps Google to send the right visitors to your website.
All companies i worked with that started blogging regular (for example weekly or biweekly) saw their traffic go up significantly.
Authority
Search engines and AI systems only want to display trustworthy and reliable information to their customers. You have to proof that your website is a good source of information. You can do this by clearly demonstrating who you are, what the company has done, that you are connected with social medias and review sites.
Proof claims with external links, reviews etc and or write in text that the information you provide comes from field visits, guides and or other experts of your destination.
But also that you regularly update your website.
Being up to date
Having fresh new content on your pages and websites not only helps to stay relevant for your readers its also an essential part of ranking high in search enginges as they prefer pages that not only have autority but also have regular updates of their content.
SEO in Practise:
1) Pick 1 audience
Choose a page you want bookings/inquiries from (tour, hotel, destination landing page).
Write down:
- Offer: (e.g., “3-day guided safari”, “boutique hotel”, “community homestay”)
- Destination: (e.g., “Arusha”, “Lisbon”, “Bali”)
- Persona: (families / couples / backpackers / birdwatchers / etc.)
2) Map keywords to your journey (Inspire → Help → Proof → Sell)
Use your Inspire/Help/Proof/Sell framework, create 3–5 keywords per stage:
- Inspire keywords (dreaming): “best things to do in [destination]”, “itinerary [destination]”
- Help keywords (planning): “how to get to [destination]”, “best time to visit [destination]”
- Proof keywords (trust): “reviews [brand]”, “is [tour] worth it”
- Sell keywords (booking): “book [tour]”, “[tour] price”, “[hotel] availability”
3) Build a simple “topic cluster” (this is what Google understands best)
Create:
- 1 pillar page: “Complete guide to [destination/experience]”
- 6–10 supporting posts answering the Help + Proof questions
- Internal links from every supporting post → pillar page → money page
Use descriptive anchor text (not “click here”) so Google clearly understands what each linked page is about.
4) Upgrade your title + meta to win more clicks
Use a clear format Google can confidently use as the title link:
- Title formula:
Primary keyword + outcome + (tourism audience)
Example: “Trekking in Nepal for Families: Visit Communities, Explore Nature & Mountains”
Google rewrites titles sometimes, but clear page titles/headings help it choose correctly.
5) Add Structure
If you have tours/experiences/products with clear attributes (price, reviews, availability, etc.), add structured data where appropriate so Google can better understand the page and potentially show richer results.
6) Track what works, then double down
In Search Console: find pages gaining impressions but low CTR → rewrite titles/meta.
Find queries you’re ranking 8–20 for → expand the section that best answers that query.
Mini example
Tour operator in Kenya selling “3-day Maasai Mara safari”
- Sell page: /3-day-maasai-mara-safari/
- Pillar: “Maasai Mara Safari Guide: Best Time, Costs, Itineraries”
- Support posts:
- “Best time to visit Maasai Mara (month-by-month)”
- “Maasai Mara safari cost breakdown”
- “What to pack for a 3-day safari”
- “Is Maasai Mara safe? What to know”
Each post links to the pillar + the safari booking page with descriptive anchors.
An easy way to optimise your page is copying the source code in your favorite AI tool and ask what to change
A simple prompt already works
"Give me a all SEO recommendation for this page - Content & Technical- I use webflow as my tool"
If you add in context like your strategic documents, the url of the page and the goal of the page, the answers will become better.
