Technical SEO Foundations

When’s the last time you looked under the hood at how your website is performing from a technical perspective? It can feel complex at first, but getting the foundations right ensures search engines and AI tools can properly read and serve up your content to prospective customers. Just like you take your car in for a regular check-up, your website also needs regular servicing and fine-tuning.

Our Technical SEO Audit covers:

• Indexing and crawlability to ensure search engines can access all your content
• Redirect chains, broken links and 404 errors eliminating poor quality signals
• URL best practice with clean, descriptive URLs including relevant keywords
• Site speed and mobile optimisation crucial for travellers researching on the fly

You’ll receive prioritised recommendations that tackle the technical barriers preventing your website from ranking well – for your team or ours to action.

On-page quality that converts

On-page optimisation helps search engines understand your content while improving click-through rates from search results. Tourism searches are highly specific, requiring precise targeting and well-structured webpages to capture and engage traffic.

Our On-Page Audit includes:

• Meta title and description optimisation following current best practice
• Heading structure optimisation (H1) creating clear page hierarchies with strategic keyword use
• Internal linking strategy guiding visitors through their research journey with logical content pathways

Strong on-page factors help users understand your offering before they click, leading to higher-quality traffic and better conversion rates.

Website content optimisation

Crafting content that satisfies the needs of both users and search engines is our bread-and-butter. With an understanding of your travellers’ specific informational needs, we’ll create high-quality, well-structured content content that presents information about your products, people and places in a clear, digestible way. From updating seasonal content, creating new landing pages, to writing itineraries and long-form guides, we design it all around your target audience’s research behaviour. Comprehensive keyword research underpins it all – not just to understand current visibility, but to discover untapped keyword opportunities with strong search demand.

Our Website Content Service includes:

• Comprehensive content audit assessing quality, relevance and performance of existing pages (recommended quarterly)
• Content gap analysis identifying missing information your target travellers are searching for
• Landing page creation and optimisation for specific audience segments and seasonal opportunities
• Information architecture review ensuring logical content organisation and intuitive navigation
• User journey mapping to identify conversion optimisation opportunities throughout the booking process

Local SEO for tourism operators

Local SEO puts your best foot forward for people searching in your area. Whether they’re walk-ups looking for last-minute experiences. or early-bookers wanting to get in touch with you, local optimisation helps guests find you when it matters most.

Our Local SEO Service includes:

• Google Business Profile creation, optimisation and ongoing management
• Google Maps optimisation to improve accuracy and visibility
• Image optimisation helping search engines understand your visual content
• FAQ & About webpages incorporating targeted keyword research, structure and copy

Local reviews and ratings directly impact credibility and preference, making local SEO essential for tourism businesses with physical locations.

Staying shead of AI search

AI is reshaping how people search and find information. AI overviews, featured snippets, and chatbot tools acting as travel agents are changing the search landscape. We ensure your content is structured and primed to appear in these new formats by:

• Creating well-researched, authoritative content that AI tools prefer to cite
• Structuring information with clear headings, lists, and tables
• Building domain authority through quality backlinks and fresh, specific content
• Optimising content for the questions your target audience actually asks

SEO across all channels

Modern SEO extends beyond your website. We optimise your presence across social media platforms, ensuring your content is discoverable wherever your audience searches – from Google and YouTube to TikTok and Instagram.

What makes tourism SEO different?

Tourism SEO requires understanding seasonal booking patterns, destination-specific searches, and the extended research journey travellers take. Generic SEO approaches miss the nuances of how people plan and book travel experiences.

Our strategies account for everything from peak travel research periods to mobile-first user behaviour, ensuring your tourism business captures visitors at every stage of their journey from dream to booking.

Talk to us about SEO solutions for your tourism website.

Generative Engine Optimisation: Understanding your visibility in the new search landscape

The way travellers discover experiences has fundamentally changed. While traditional SEO focuses on ranking your website in Google to drive clicks, Generative Engine Optimisation (GEO) ensures your business is cited and recommended when travellers ask AI tools for suggestions.

Our GEO services ensure you’re not just findable in traditional search, but recommended by the AI tools rapidly becoming travellers’ first port of call.

AI Discoverability Audit

Before you can optimize for AI-powered discovery, you need to know where you stand. An AI Discoverability Audit uncovers how well your website and content is set up to perform across generative engines and AI platforms that travellers are increasingly turning to for recommendations.

What’s included in your AI Discoverability Audit:

Technical and UX Website Audit
We conduct a comprehensive technical review uncovering specific recommendations for optimization based on GEO (Generative Engine Optimisation) and LLM (Large Language Model) citation best practices. This includes assessing your content structure, entity definitions, schema markup, and whether your information is formatted in ways that AI tools can easily extract and cite.

Video Content Discoverability
Video is crucial for tourism marketing, but is your content discoverable by AI search? We audit any YouTube and video content you have to ensure they’re properly optimised with titles, descriptions, transcripts, and metadata that help AI tools understand and recommend your visual content to prospective visitors.

The outcome? A clear picture of your current AI visibility, prioritised recommendations, and a roadmap for improving how AI tools discover and recommend your tourism business. This one-off investment provides the foundation for all future AI optimization efforts.

Implementation of AI Text Files: Teaching AI tools about your business

Once your audit reveals the opportunities, it’s time to implement the technical foundations that help AI platforms understand your business. AI text files are specialized documents that communicate directly with AI tools, providing them with structured information about your website, target audience, and key content.

LLMS.txt is a document that explains your website, its audience, and key content to AI tools like ChatGPT. When these platforms crawl your site, they read this file to better understand your context – helping them provide more accurate, relevant responses when travellers ask about experiences in your area or category.

AI.txt is a newer document format that offers guidance to AI systems during their training and retrieval phases, helping ensure your content is properly represented in AI-generated responses.

What you receive: A custom-built implementation of relevant AI text files tailored specifically to your website, audience, and business offerings. These files work quietly in the background, improving how AI tools understand and recommend your business to travellers seeking their next New Zealand adventure.

Ongoing AI Optimisation: Staying ahead as discovery evolves

AI discoverability isn’t a set-and-forget solution. As AI platforms evolve, algorithms change, and competitor content improves, your business needs continuous optimization to maintain and grow visibility. Ongoing AI optimisation takes the insights from your Discoverability Audit and brings them to life month after month.

This is where strategy meets execution. We dedicate focused hours each month to implementing the recommendations from your audit, prioritising the low-hanging fruit that will deliver the quickest improvements to your AI visibility. Rather than overwhelming your team with a massive to-do list, we systematically work through optimisations, testing and refining as we go.

How do you know if your AI optimisation is working? We integrate reporting on AI-generated traffic and revenue directly into your dashboard or monthly retainer reporting. This includes tracking visitors who arrive after discovering you through AI tools, monitoring how AI visibility translates to bookings, and understanding which AI platforms are driving the most value for your business.