While 2024 brought major chaos to SEO, especially in travel due to Google Travel’s expanding dominance and AI-driven advancements, these challenges also presented opportunities. Rather than spelling the end of SEO, 2025 creates new opportunities for travel websites to adapt and improve their methods.
Follow these steps to make sure your travel brand does well with SEO in 2025.
Change up Your Keyword Strategy
Google Travel has become the biggest competitor in the travel industry. Regarding flight searches, Google Travel does better than big names like Ryanair and Booking.com. Instead of going up against each other directly, travel sites should target Google’s specific travel tabs and focus on narrow, regional keywords with less competition.
Adapt for AI Integration
AI is transforming travel search, as booking sites and Google’s AI Overviews (AIOs) now appear in 30% of queries. Initially, AIOs focused on informational content, but they are increasingly showing up in commercial searches as well. To thrive in 2025, travel companies need to adapt their content strategy to meet both types of search intent.
Using Local SEO and User-first Content
As Google expands globally, it creates new opportunities for local travel brands by prioritizing authentic local content over heavily optimized pages. Genuine user reviews, local expertise, and material that guides the travel buyer’s journey from broad concepts (like “best family vacations”) to specific regional searches (like “nearby attractions”) and ultimately to booking pages are essential for success.
Strengthen Link-building
While backlinks are still important for results, travel sites can build them more effectively by focusing on local content, and unique data, and responding quickly to hot topics. Google’s EEAT algorithm sees this method as expert, and it not only gets good links.
Source- Travolution
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