How do you plan travel SEO and conduct keyword research?

When planning travel SEO, first identify your audience and your website’s problems, then research keywords and check search intent. Finally, prioritize content based on whether your offerings can meet those needs. The examples below focus on accommodation and resort websites serving travelers who are researching destinations, comparing places to stay, or preparing to book. The goal is not to collect as many popular keywords as possible, but to identify questions travelers search for that your website can answer and that relate to your services.

Diagnose your website first rather than copying competitors’ topics

Backlinko’s 2025 travel SEO guide recommends checking organic search traffic, revenue, and user engagement first, then reviewing mobile usability, loading speed, keyword rankings, and backlinks. Every website has different problems, so traffic levels alone should not determine which articles to add.

Next, analyze the search results for your target keywords to identify which websites actually rank. Keyword gap tools can find terms that competitors rank for but you do not. These terms are only candidates, however; not every one deserves investment. Just because a competing website can profit from a particular need does not mean your accommodation offerings can meet that same need.

Build a keyword list around the destination, then check intent against search results

Early in your research, gather a broad range of destination-related terms. For example, if you promote travel services in the Bahamas, use the destination name as a starting point for finding related search terms rather than repeatedly writing about a single popular keyword. Start by evaluating three things:

• Search volume: Understand the average number of monthly searches for a keyword.
• Keyword difficulty: Refer to a tool’s estimate of how difficult it is to rank.
• Search intent: Identify whether users are looking for information, comparing options, seeking a specific website, or preparing to make a transaction.

A phrase that appears travel-related does not necessarily mean the searcher wants to travel. The guide uses “Mexico vs. Ecuador” as an example: it may seem suitable for a website selling flights to both countries, but the search results may primarily concern soccer. Before using terms like this, review the top-ranking content. If the main intent is not travel-related, do not force the term into a destination comparison article.

Prioritize by how well your services meet the need, not just search volume

Once you have identified a keyword with traffic potential, ask another question: can a page targeting this term help visitors find an appropriate service? The guide uses “all-inclusive resorts in Mexico” as an example. An operator with high-quality resorts and one that runs only a single aging, relatively overpriced resort do not have the same business opportunity for that keyword.

You can organize candidate keywords using the guide’s four-level scale:

• 0: You do not offer a service relevant to the search intent.
• 1: Your service is relevant but cannot directly meet the need.
• 2: Your offering may meet the need.
• 3: You can provide the best option for that need.

This scale helps you assess which content is worth investing in; it does not predict conversion rates. First, select keywords that align with your services and reflect needs your offerings can meet. Then decide which pages should target those keywords, keeping content centered on travelers’ needs. Choosing the right keywords does not guarantee rankings or bookings.

At Procrustes, our content services turn the questions our clients truly care about into articles, with ongoing planning, writing, and updates.