SEO essentials for online publishers

Search engine optimization (SEO) is crucial for content creators and affiliate marketers aiming to enhance their online presence and drive traffic to their websites. This guide will walk you through the essential steps and strategies to optimize your content and site structure effectively.

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icons8-1-64.pngWhat is SEO?

SEO (Search engine optimization) is the technique of organizing your site’s content to be easily found by search engines like Google, which helps increase visibility to your readers. By targeting specific searches, you can attract more potential customers who are likely to make purchases.


icons8-2-64.pngThe importance of SEO in travel

In the travel industry, SEO is vital for engaging potential customers at every stage of their journey, from initial inspiration to post-trip nostalgia. Understanding these phases helps in optimizing your content:


  1. Trigger: Initial motivation and excitement to explore a topic or plan a trip.
  2. Planning: Researching options and destinations, often through search engines and social media.
  3. Booking: Simplifying the booking process with clear information and user-friendly interfaces.
  4. Journey: Providing support and guidance during travel to enhance customer satisfaction.
  5. Experience: Engaging customers post-trip with shareable content and memories.
  6. Nostalgia: Creating lasting impressions and encouraging repeat visits or purchases.

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icons8-3-64.pngOptimizing your site for SEO success

To effectively optimize your website for better search engine rankings, consider these five essential tips:

  1. Relevant content: Tailor your content to align with what travelers search for during each phase of their journey—dreaming, planning, booking, and experiencing. Understanding these phases, as outlined by Think with Google, allows you to engage potential customers effectively.
  2. Visual appeal: Images are highly impactful in travel marketing. Optimize your imagery by:
    • Writing descriptive URLs, alt texts, and captions.
    • Compressing and caching images to improve page load speed.
    • Considering alternative formats like WebP for faster loading.
    • Utilizing a content delivery network to enhance image delivery efficiency.
  3. Search intent optimization: Ensure your content meets the specific search intentions of your audience. Registering your business with Google My Business enhances local search visibility, connecting you with relevant local customers.
  4. FAQ mark-up: Implement FAQ mark-up to secure prominent positions in search results, such as the "People also ask" section. This boosts visibility and establishes authority in your niche.
  5. User experience (UX): Implement Google's UX Playbook recommendations to enhance booking conversions:
    • Display the total price throughout the booking process.
    • Ensure robust security measures to instill trust in customers.
    • Highlight the booking progress prominently on the page.
    • Facilitate easy mobile payment options, possibly through a payment API.
    • Create urgency to increase conversion rates, such as displaying the number of users viewing an offer.

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icons8-4-64.pngUseful tools for SEO optimisation

In addition to content and keyword optimization, technical SEO plays a crucial role in improving website performance. Key strategies include:

  1. Google search console: Use this tool to manage crawling, indexing, and rendering processes effectively.
  2. Content architecture: Optimize your site's structure to enhance relevance and usability, facilitating better search engine recognition.
  3. Internal linking: Implement a strategic internal linking strategy to improve crawlability and user navigation across your site.
  4. Content pruning: Regularly assess and remove underperforming content to maintain site quality and SEO effectiveness.
  5. SEO Domestic Travel Report: The report compiles data from top GetYourGuide domestic markets, offering a set of relevant keywords grouped into themes or clusters. Keywords can be filtered by cities and search volume:
    • Why use the SEO domestic travel report?
      • Identify destinations and keywords that fit your domestic content strategy.
      • Create or optimize articles to rank for these keywords.
      • Search for relevant inventory on GetYourGuide to provide your audience with incredible experiences.
    • How to use the SEO Domestic travel report?
      • Download the report.
      • Click on the domestic market of your preference or interest.
      • Navigate through the keywords of your domestic market.
      • Filter the keywords by city, cluster, or volume.
      • Search for relevant inventory on GetYourGuide through the "GetYourGuide Tours" column.
    • Included domestic markets
      • Australia, Britain, Canada, France, Germany, Ireland, Italy, New Zealand, Poland, Portugal,
      • Spain, United Arab Emirates, United States.

Watch our Senior SEO Manager, Mateusz Halun as he explains the technical tips in more detail:


icons8-5-64.pngFinal steps to launch your SEO-optimized site

Now that you have a solid understanding of SEO and its importance, let's wrap up with the final essential steps to ensure your affiliate marketing site is optimized for search engines and ready to drive traffic. Here's what you need to do:

  1. Select your niche: choosing a niche is crucial for building an audience and customer loyalty. Consider these factors:
    • Passions and expertise: What are you interested in and knowledgeable about?

    • Search frequency: How often are these products searched for?

    • Sustainability: Will people search for this long-term?

    • Competition: Are many others already writing about it?

    • Affiliate programs: Are there programs available for these products?

  2. Keyword research: keywords help organize your content and boost SEO visibility. Here’s how to conduct keyword research:

    • Identify Keywords: Start with Ubersuggest or Clickbank to find potential keywords.
    • Filter Keywords: Remove irrelevant or overly competitive keywords.
    • Choose Relevant Keywords: Focus on keywords that attract your target audience.
    • Group Keywords: Organize keywords by parent topic, intent, and business value to streamline content creation and improve SEO.
  3. Select a domain name: choose a domain name that is:

    • Keep it simple: Use .com and make it short, easy to pronounce, and spell.

    • Make it unique: Ensure it’s brandable and not already in use.

    • Include keywords: Using keywords in your domain name can help with SEO.

      • Research your domain name to ensure uniqueness and check for trademarks. Verify availability on social media platforms for consistent branding.
    • Best places to buy a domain name: you can buy a domain name from various domain registrars. Prices range from $9 to $90, with some offering free registration for new customers. Consider:

      • Web hosting companies: Bluehost and iPage often offer free domain registration for the first year.

      • Domain registrars: and GoDaddy are good options for registering a domain without hosting.

  4. On-page SEO: optimize elements you can control directly:

    • Title tags: Include keywords early and use modifiers like “best” or “review.”

    • Meta descriptions: Write concise, keyword-rich descriptions for all pages.

    • Page structure: Use clear headings and bullet points for easy navigation.

    • Image optimization: Use descriptive file names and alt text, and prefer unique images.

    • Internal linking: Link to other pages on your site to boost their rankings.

  5. Content creation: ensure your content is:

    • Ensure your content is unique, valuable, relevant to search intent, and comprehensive where appropriate.

  6. Off-page SEO: boost your site's search rankings through external efforts:

    • Social media sharing: Promote your content widely.

    • Email marketing: Build backlinks and engage your audience.

  7. Link building: increase backlinks to your site by:

    • Providing reliable data: Make your site a trustworthy source.

    • Publishing research-backed content: Enhance credibility and attract links.

    • Creating long-form content: Encourage other sites to link to comprehensive guides.

    • Guest posting: Reach new audiences and build backlinks.

  8. E-A-T (expertise, authority, trust): build your site's reputation:

    • Trusted links: Seek backlinks from reputable sites.

    • Positive reviews: Encourage positive reviews to boost credibility.

    • Awards: Earn awards to show your site is trustworthy.


In conclusion, mastering SEO is essential for anyone looking to enhance their online presence and attract more visitors. By understanding the principles of SEO, optimizing content to match user intent, and leveraging technical enhancements, you can significantly improve your website's visibility and drive sustainable growth. Start applying these strategies today to position yourself for success in the competitive digital landscape.

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