Travellers from Australia, Europe or the US don’t discover your villa once they’re already in Bali. They find it weeks earlier, on their couch at home, typing “quiet villa Ubud rice field view” or “best snorkeling tour Nusa Penida”.
If you’re not visible at that point, the decision gets made without you. They’ve booked somewhere else before the plane lands.
That’s why SEO for tourism is different from regular local SEO. You’re not just competing for people walking past your door. You’re competing for the attention of people planning a trip from thousands of kilometres away.
How International Travellers Search
The search journey usually moves through three stages:
1. Inspiration. Broad searches like “things to do in Bali”, “Bali 7 day itinerary”, “Canggu or Seminyak”. They’re choosing an area and a style of trip, not a business yet.
2. Comparison. More specific: “private villa Uluwatu with pool”, “Mount Batur sunrise trek reviews”. This is where they shortlist.
3. Decision. Searching your business name, checking Google reviews, photos, prices and how to book.
Most tourism businesses only show up at stage three, and only if their Google Business Profile is in decent shape. Stages one and two are where guests can still be influenced.
Research Keywords in the Traveller’s Language
A common mistake is targeting the words you use instead of the words guests type. An owner might write “exclusive accommodation”, while the traveller searches “villa with private pool for couples”.
Keyword patterns that usually matter:
- Area + business type: “villa Canggu”, “cooking class Ubud”
- Area + specific need: “family friendly villa Sanur”, “vegan restaurant Seminyak”
- Experiences: “Bali sunrise trekking”, “private driver Bali day trip”
- Questions: “is Nusa Penida worth it”, “airport to Ubud how long”
Question keywords are often overlooked, yet they’re perfect for blog content that reaches travellers early.
Get Your Multilingual Website Right
If you’re targeting international guests, an English website is the minimum. For specific markets, another language can set you apart, whether that’s Mandarin, Korean or French, depending on who books with you most.
Do it properly:
- Separate URLs per language, such as /en/ and /id/, rather than an automatic translate button.
- Hreflang tags so Google knows which page serves which audience.
- Adaptation, not word-for-word translation. An Australian family and a domestic guest have different questions and worries.
Technical Basics: Fast, Mobile-Friendly, Indexable
Travellers often search on mobile, sometimes on patchy connections. A slow or awkward site on a small screen sends them straight back to an OTA.
Check the basics:
- Large photos are compressed. Tourism sites tend to be image-heavy.
- Booking and WhatsApp buttons are easy to tap with a thumb.
- Key pages are actually indexed by Google.
Google Business Profile: Your Most-Viewed Shopfront
For restaurants, beach clubs, spas and tour operators, the Google Business Profile often gets more views than the website. We cover the fundamentals in our guide to local SEO and Google Maps. For tourism specifically:
- Choose a specific category, like “Balinese restaurant” rather than just “restaurant”.
- Keep hours accurate, including Nyepi and other ceremony days.
- Refresh photos regularly and show the real experience, not just product shots.
- Write the description and services in English.
- Make sure website and WhatsApp links work.
Reviews: The Fuel of Traveller Trust
Travellers can’t visit before they book. They rely on what other guests say.
Make asking for reviews a habit: QR cards on tables, a WhatsApp message after check-out or after the tour, or a nudge from staff when guests are clearly happy.
Reply to every review, including the bad ones. Future guests read your replies to judge how you handle problems. A calm, helpful reply often builds more trust than a perfect score.
Content That Answers Pre-Trip Questions
A blog on a tourism website isn’t a formality. Articles that answer planning questions reach travellers during inspiration and introduce your business naturally.
Ideas:
- Ubud villa: “Getting From Bali Airport to Ubud: Options and Travel Times”
- Tour operator: “When Is the Best Time to Snorkel at Nusa Penida?”
- Restaurant: “A Beginner’s Guide to Balinese Food”
Answer the question fully, then add a soft invitation to your service at the end. Clear, well-structured answers also position you for AI-generated search results, which we explain in our piece on Generative Engine Optimization.
Reduce Your Dependence on OTAs
OTAs help, but commissions eat your margin and the guest data isn’t yours. SEO is one way to build a direct booking channel.
The goal isn’t to leave OTAs, it’s balance. Guests who find you on an OTA often search your name on Google before booking. If your website is convincing and gives a reason to book direct, such as an airport transfer or more flexible dates, some of them will switch.
SEO and Ads Work Better Together
SEO takes time, usually a few months before results feel real. Paid search can fill the gap meanwhile.
A pattern that often works for tourism is using Google Ads to capture high-value searches now while SEO builds over the long term. It’s the kind of combined approach behind our work with travel clients such as Lila Travel.
Wrapping Up
International travellers make decisions long before they arrive. Businesses that show up on Google during the research stage, with a fast site, a complete profile, convincing reviews and content that answers travel questions, are the ones that get chosen.
If you want to build that foundation, our Website Development service builds SEO and multilingual structure in from day one, with several package tiers to fit your scale.
