Targeting the Wrong Travel Keywords? Here are some SEO Keywords Tips to Fix It

So you’ve been blogging, optimizing, and waiting for traffic, however, your bookings haven’t budged. You’re ranking, which is well and good, but the numbers don’t necessarily translate into customers. That’s a classic case of implementing the wrong keyword strategy or  targeting the wrong keywords.

In travel SEO, visibility is worthless if you’re visible to the wrong people. You don’t need more clicks, you need qualified ones. Let’s break down how keyword misfires happen, what they cost you, and how to fix them for good.

1. The Cost of Ranking for the Wrong Keywords

Many travel brands fall into the trap of chasing high-volume search terms like “things to do in Dubai” or “best tours in Paris.” They sound perfect, they definitely generate traffic if the your webpages successfully rank on them, but here’s the catch:

• They’re too broad. You’ll compete with global booking giants.

• They often attract researchers, not buyers.

• They’re expensive to target with ads or backlinks.

You end up generating traffic that looks good on paper but doesn’t convert because users aren’t ready to book or aren’t looking for what you actually sell. For example, a local tour operator ranking for “best tours in the Middle East” might get thousands of hits but zero bookings, because the travelers that are searching are mostly still at the top of the funnel, in the “dreaming” phase, not the “booking” one. Your SEO strategy needs to be based on the correct travel keywords for the correct intent.

2. Know the Intent Behind Every Travel Keyword for Optimal SEO

Before targeting a keyword, ask yourself: What is the traveler actually trying to do when they search this?

There are 3 key types of intent:

• Informational: The traveler is exploring and learning (e.g., “things to do in Dubai”).

• Navigational: They’re looking for a brand or a specific service to study or consider (e.g., “Turpal tours platform”).

• Transactional or Commercial: They’re ready to book (e.g., “book half-day cruise in Dubai Marina”).

If your main goal is sales, prioritize transactional and commercial intent keywords. Use informational ones strategically, to attract and nurture top-of-funnel interest, but never rely on them for actual conversions.

3. Stop Guessing. Utilise Actual Data

SEO isn’t about intuition anymore; it’s about evidence, track records and data-driven results. Use tools like Google Search Console, SEMrush, Ahrefs, or any credible SEO tool available to see and analyse the following:

• What keywords actually bring visitors.

• Which ones lead to conversions or inquiries.

• Where you rank but get low clicks (title/CTR issues).

Then categorize these keyword:

• High intent, high volume: focus and optimize.

• High intent, low volume: great for long-tail targeting.

• Low intent, high volume: content can attract traffic but not bookings.

• Low intent, low volume: not worth your time.

Your keyword list should be led by conversion potential, not by bragging rights.

4. Think Like a Traveler, Not a Marketer

Here’s where many travel brands fail, they use industry jargon travelers never type. Keep in mind that the technical terms you use to organise your inventory and CMS, are not the everyday language used by travelers when Googling trips.

Here are a few examples of terms used by the industry and how they can be translated as search queries:

• Excursion Packages: Travelers might search: “day trips near me”

• Heritage Exploration Tour: Travelers might search: “old city walking tour”

• Marine Sightseeing Cruise: Travelers might search: “dolphin watching Khasab”

Always write keywords in the natural language of travelers, short, conversational, and specific. A great way to explore those terms is by using Google’s People Also Ask and Autocomplete suggestions to understand real search phrasing.

5. Long-Tail Keywords Win in Travel

Long-tail keywords that consist of 3 to 6 words, might have fewer searches but higher conversion potential. They attract travelers that are closer to the bottom of the funnel, thereby closer to booking.

Examples:

• “private dhow cruise Khasab for families”

• “book sunset desert safari Abu Dhabi”

These are easier to rank for, more specific, and attract travelers with a clear intent to book. If you’re a small or medium tour operator, chasing broad terms like “Oman tours” is a losing game. But “Oman dhow tours with lunch”, that’s a winnable, high-intent keyword.

6. Refresh and Retarget Old Content

Don’t just publish new blogs, fix the existing ones that are already pulling the wrong traffic. These can be already established blog posts or content pages that are already indexed. Once they are optimized and updates are re-crawled, results should start to show.

How to optimize existing pages:

• Review your Google Search Console data to find underperforming keywords.

• Add or replace phrases with more specific, booking-driven terms.

• Adjust H2s (subheadings) and Calls-to-Action (CTAs) to better match user intent.

• Include internal links to your main booking or inquiry pages.

Small keyword tweaks can double or triple conversions without writing a single new post.

7. Use Location and Experience Modifiers

Travel is inherently local, yet most businesses forget to include where and what in their keywords. Instead of just mentioning “best tours”, try mentioning their categories and specific location. An example of that would be “best adventure tours in Ras Al Khaimah”.

Experience + Category + Location keywords attract travelers already planning logistics, not just daydreaming. You can also add modifiers that specify the intent even further, such as “for families” or “private”.

These transform generic searches into qualified ones.

8. Combine SEO with Conversion Optimization

Even perfect keywords fail if your site can’t convert. Once visitors land on your page, they should instantly know why they should book with you, and where to checkout.

Here are some of the essentials to be included on your website’s landing pages:

• Clear headline with keyword & value (“Book Your Private Dolphin Cruise in Khasab”)

• Visible “Book Now” or “Check Availability” button

• Reviews or ratings for social proof

• Fast mobile performance

• Local currency and instant confirmation

While SEO drives traffic, it is the UX that converts it. You need both to make the keyword strategy work.

9. Embrace AI and Predictive SEO

AI-driven platforms help travel brands discover which keywords travelers are most likely to use next season. Predictive SEO identifies trending search terms early, before your competitors even notice them.

• For example: Instead of targeting “summer tours Oman,” AI might show “eco-friendly Oman tours” is emerging faster.

Being first means ranking faster and earning higher authority.

10. Track, Learn, Repeat

SEO isn’t a one-time fix, it’s an ongoing cycle. Make sure to regularly review the following on a monthly or quarterly basis:

• Keywords with declining clicks: update them.

• New keyword opportunities from customer questions: start mapping and creating / updating content.

• Competitor keyword gaps: analyse the gaps and apply changes.

• Pages with high impressions but low CTR: improve their meta titles and descriptions.

The travel industry shifts fast. Continuous keyword refinement keeps your brand relevant, visible, and profitable.

Relevance Beats Volume Every Time

SEO for travel isn’t about chasing traffic, it’s more about chasing intent. When you stop targeting “what everyone else is targeting” and start focusing on what your ideal customer is searching, you’ll notice:

• Fewer unqualified clicks

• Higher conversion rates

• Stronger brand visibility where it matters

The right keywords don’t just improve ranking on search results pages, they improve revenue. So before your next blog or campaign, ask one question: Is this keyword something travelers book, or just something they browse?

Choose wisely, and let data guide the rest.