Let’s face it—your travel agency probably has a ton of content on its website. Between destination blog posts and specialized pages for travel packages, your site should be a magnet for new customers.

But is it?

If you’re wondering how to get customers for a travel agency through your existing content, it’s time to make some strategic changes. With a few simple updates (no new content needed for now!), you can drive more traffic, get more leads, and ultimately, book more clients.

Let’s dive into the step-by-step process of optimizing your content to make it work for you.

Step 1: Find Out What Content Is Already Getting You More Customers for your Travel Agency

This is the “Low-Hanging-Fruit Technique” in SEO. Before making changes, you need to identify what’s working—and what’s not. This is where Google Search Console becomes your best friend. If you haven’t set it up yet, follow this guide to get started in just a few minutes.

1. Log into Google Search Console and navigate to the Performance tab.

2. Check the box for Average Position above the graph.

3. Scroll down to the Queries section. These are the search terms people are using to find your content.

Identify High-Potential Travel Keywords

Sort your results by position, focusing on keywords ranking between positions 5 and 15—this is your "low-hanging fruit." These are terms you’re already ranking for but not yet in the top spots.

For example, if you see a search query like “best Italy tours for families” in position 8 with high impressions, this is a great candidate. It’s already getting noticed, and with a little optimization, it could jump into the top results.

Step 2: Optimize Your Travel Agency’s Destination Blog Post to Get More Leads

Once you’ve chosen a primary keyword (e.g., “best Italy tours for families”) and a few secondary keywords, it’s time to optimize the blog post they’re tied to. If you didn’t watch the video above, watch it now. it demos how to choose the right keyword and walks through where to place these keywords. Remember, your changes need to be both SEO-friendly and reader-friendly. Here’s how:

Place Keywords Strategically

• URL: Ensure the keyword is in the URL. If you need to edit it, set up a 301 redirect to avoid broken links. It’s okay to skip this one if you don’t know how! Best not to mess this up!

• Title (H1): Revise your blog post title to include the primary keyword naturally.

• Headings (H2, H3): Incorporate your primary or secondary keywords where it makes sense.

• First 100 Words: Use your primary keyword early in the introduction.

• Image Alt Tags and File Names: Rename image files (e.g., “family-italy-tour.jpg”) and write descriptive alt text that includes keywords.

• Meta Description: Create a compelling meta description that includes your primary keyword and entices clicks. (Quick Hack: Use AI to generate 3–5 meta description options in your voice and choose your favorite.)

Step 3: Increase Clicks and Conversions to Your Travel Agency

It’s not enough to rank well; your content needs to convert visitors into customers.

Add a Clear Call-to-Action (CTA)

At the end of your blog post, include a strong CTA, such as: "Ready to book your dream trip to Italy? Check out our packages now!"

Sprinkle CTAs throughout the post to guide readers to your services.

Link Related Content

Help readers (and Google) navigate your site by linking to related blog posts or tour pages.

For example, link to “Top 10 Family-Friendly Destinations in Italy” within the post about Italy tours.

Step 4: Keep Destination Content Accurate and Engaging

Up-to-date content builds trust and keeps readers engaged.

• Update Information: Verify that details like museum hours, prices, or tour links are still correct.

• Add Visual Elements: Include videos, infographics, or additional photos to keep readers on the page longer. For example, embed a virtual tour of a popular Italian landmark.

• Encourage Backlinks: Share your updated content with travel partners, influencers, and on your social channels to increase backlinks—a key ranking factor.

Step 5: Index and Monitor Your Content

After updating your post, go back to Google Search Console and request reindexing of the URL. This speeds up the process of Google recognizing your changes.

Over the next few weeks, monitor the post’s performance. If impressions and clicks start increasing, you’re on the right track!

How to Optimize a Destination Blog Post that isn’t Currently Performing

Once you have optimized all of your low-hanging fruit (your best performing blog posts), pick related, linkable blog posts that you want to optimize next. The keyword selection process will look different, but the optimizations will look the same.

But first, you need to determine why your article isn’t performing. It could be that:

• It’s not indexed on Google (watch my video right above about this!)

• It’s irrelevant to your audience.

• It’s not targeting the right keyword (or any keyword).

To identify a good keyword for a blog post that isn’t performing for you at all, you’ll need to start fresh with keyword research. Google Search Console can’t help you here if you aren’t getting any impressions. So instead, go to this article about How to do Keyword Research for Free and walk through the steps to pick the right keyword for your article.

Then follow steps 2-5 from this article to optimize your post.

Keep working at this until you have optimized all of your blog posts! And don’t forget to track your progress.

Get More Customers to Your Travel Agency by Optimizing Your Content Today

You don’t always need to create new content to see a boost in traffic and leads.

By optimizing the blog posts and pages you already have, you can improve your rankings, attract more visitors, and turn them into loyal customers.

Ready to make your travel agency website work for you?

Start optimizing today, or reach out for expert help. Let’s chat and get your agency front and center in search results!

For even more guidance on how to attract more customers to your travel agency, download my free guide!

Frequently Asked Questions

How do you get people to book travel with you?

To get people to book travel with you, focus on showcasing your expertise and building trust. Optimize your content to answer travelers' questions, highlight your unique offerings, and include clear calls-to-action like "Book Your Trip Now" on every relevant page. Using targeted keywords like “eco friendly tours in Italy” can also help attract the right audience.

How do you convert visitors to leads?

Convert visitors to leads by offering value at every stage of their journey. Use lead magnets like free travel guides or itineraries in exchange for email addresses. Include strong CTAs on your pages and make it easy to contact you. Optimizing your site for local SEO and answering specific travel-related queries will also attract qualified visitors.

What is the best marketing strategy for a travel agency?

The best marketing strategy for a travel agency is a mix of social media, content marketing, SEO, and building relationships. Optimize your website and blog to rank for travel-related keywords, create engaging content that inspires action, and maintain a strong presence on Google Business Profile. Consistently nurture your leads with email campaigns and personalized offers. And make sure to always ask customers for reviews.

What are the best keywords for travel?

The best keywords for travel are specific to your niche and audience. Terms like "affordable travel packages," and "luxury tours in Kenya" are effective. Use tools like Google Keyword Planner or Ubersuggest to find keywords with high search volume and low competition.

How do you research keywords?

Research keywords by using tools like Google Search Console, Keyword Planner, or SEMrush. Start by identifying search terms your target audience uses, focusing on those related to your services or destinations. Look for keywords with high search volume, moderate competition, the correct intent, and relevance to your travel agency. Read this article for more information on how to do keyword research.