Holiday Park SEO (Search Engine Optimisation) & Content Strategy
SEO for a holiday park means making sure that when someone searches for travel ideas, attractions, or parks in your area, they find your site high in the results.
Search Engine Optimisation (SEO) & Content Strategy
While PPC can get you immediate visibility, Search Engine Optimisation (SEO) is the long game that will pay dividends in organic (free) traffic. SEO for a holiday park means making sure that when someone searches for travel ideas, attractions, or parks in your area, they find your site high in the results.
It also means providing rich content that engages and informs potential guests, which builds trust and can drive bookings over time. Here’s how to approach SEO comprehensively:
1. On-Page SEO – Optimized Pages and Blog Content:
Start with your website’s core pages. Each primary offering or theme should have a dedicated, keyword-optimised page.
For example, you might create pillar pages around topics like “Family Holiday Parks in [Region]”, “Pet-Friendly Caravan Sites UK”, or “Guide to Camping in [Your Area]”.
These pages act as authoritative hubs on that topic, featuring your park’s relevant amenities and tips. Use clear headings (H1, H2s) that include your target keywords (e.g., an H2 might be “Why Our Park is the Best for Family Holidays in Devon”).
Within these pages, link to more specific blog posts or sub-pages – this forms a content cluster. For instance, your “Family Holidays” pillar could link to blog posts like “10 Kids’ Activities at Our Park”, “Packing List for a Family Caravan Trip”, or “How We Keep Kids Entertained on Rainy Days”. By interlinking, you signal to Google that you have depth on the subject.
Ensure each page has unique meta titles and descriptions that incorporate keywords and entice clicks (“Award-Winning Devon Holiday Park – Fun-Filled Family Vacations” etc.). Also include plenty of internal links in your content guiding users to learn more or book now.
Regularly publishing fresh, useful content is crucial. Aim for at least a couple of new blog posts or articles per month.
Topics could include local attraction guides, customer stories, seasonal tips (e.g., “Winter Camping: How We Make Cold Nights Cosy”), and special offers. Not only do these articles target long-tail keywords (like someone searching “best coastal walks near [Town]”), but they also give you material to share on social media and include in newsletters.
2. Technical SEO – Fast, Mobile-Friendly, and Structured:
A huge portion of travel searches and bookings happen on mobile devices, with approximately 80% of all web traffic happening on a mobile phone.
Your site needs to be responsive (adapts to phone screens) and easy to navigate on a small screen. Google prioritises mobile usability in rankings. Check that buttons are easily clickable, text is readable without zooming, and key info (like “Book Now” or contact details) is front and centre on mobile.
Aim for sub-second page loads if possible. Optimise images by compressing them (without losing too much quality) – large scenic photos are great but not if they’re 5MB each and slow things down.
Use caching and consider a Content Delivery Network (CDN) if your site is large, to speed up delivery. Fast sites not only rank better but also prevent user drop-offs (nobody likes waiting 5 seconds for a page to load).
If you don’t want to use caching, you can press CTRL, shift and I using Google Chrome to open up Google Lighthouse which will give you an over view of your page load speed and the issue.
Use clean, logical URLs that include keywords. For example, yoursite.com/holiday-parks/devon/family-camping is far better than yoursite.com/p=123. It’s descriptive for both Google and the user.
Implement relevant schema (structured data) on your pages. Two useful types: FAQ schema on pages that have Q&A (so you might get rich snippet accordions in search results).
FAQ Schema is also incredibility useful for ranking in AI Search, and Local Business schema for your contact page (helps with local SEO and voice assistants). You could also use “Park” or “Place” schema, and if you have a map or list of facilities, marking that up can sometimes enhance your search listing.
These technical tweaks help search engines understand your content and sometimes reward you with enhanced visibility (for instance, showing star ratings or site links directly on Google’s results).
3. Local SEO – Be the Top Choice in Your Area:
Holiday parks are location-dependent, so Google Business Profile (formerly Google My Business) is vital. Claim or update your Google Business listing – ensure your address, phone, and website are correct.
Upload high-quality photos of your park (accommodation, scenery, happy guests) because these appear in Google Maps and search. Keep your opening season/hours updated (you can mark seasonal closures or special holiday hours).
Crucially, encourage guests to leave Google reviews and respond to them. A high average rating and recent positive reviews can significantly influence someone deciding between you and a competitor.
According to industry observations, travellers heavily value reviews – holiday parks and campsites are seen as a trusted option with loyal followings largely due to positive experiences fueling repeat business. Make sure those experiences are reflected publicly in your reviews.
Also, get listed on relevant local/travel directories (local tourism board websites, trip planning sites, etc.). Consistent Name/Address/Phone information across the web reinforces your local SEO. With good local optimisation, you increase the chances of appearing in the Google “local pack” (the map + 3 results that show for searches like “holiday park near [Town]”).
4. Answer Engine Optimization (AEO) – Optimising for Voice and AI Assistants:
A forward-looking aspect of SEO is making your content easily digestible by AI-powered answer engines (voice assistants like Siri/Alexa and AI chatbots like Bing Chat or ChatGPT).
This is often termed Answer Engine Optimisation (more on this in the next section). In practice, for your website it means structuring some content in a Q&A format or very concise answers.
For example, have an FAQ page or sections like “Q: How much does a pitch cost?” followed by a brief A: £X per night in low season, £Y in high season, with discounts for longer stays.
If someone uses voice search (“What’s the cost for camping at [Your Park]?”), your well-structured answer increases the chance the assistant will cite your site. We dive more into AEO here, but integrating those principles into your site content is part of a modern SEO strategy.
5. Link Building & External SEO:
Lastly, don’t forget about off-page SEO. Quality backlinks from reputable sites act as “votes of confidence” for your content. Pursue opportunities like:
Invite travel bloggers to stay at your park (perhaps as part of an influencer campaign) and write about it – their articles often link back to you. If you have interesting angles (e.g., unique eco-initiatives or human interest stories about your park), pitch them to local news or lifestyle websites.
Ensure you’re listed on your region’s official tourism website or any “Visit [Area]” guides. They often have accommodation directories or will link to local businesses in blog posts about the area.
When you form partnerships (discussed below), cross-link with your partners’ websites. For instance, if you team up with a local adventure center on a package, have them mention and link to your park on their site while you do the same.
While social media links don’t directly boost SEO in the algorithm, presence on social platforms can indirectly help (brand searches, more traffic, etc.). So your active social media and any mentions of your park on forums or Facebook groups (encourage happy customers to mention you) can lead people to search or navigate to your site, which is a positive signal.
SEO is a wide field, but the payoff is huge: more organic traffic means more bookings without paying per click. It does take time – you might see solid improvements over a few months once you implement changes.
Keep an eye on your analytics (Google Analytics and Google Search Console) to see which queries bring people in, and update your content periodically.
The recommendation is to refresh key pages quarterly and keep adding new content at least monthly. Over time, your site can become a go-to resource on holiday parks and your region, not just a booking page. That authority will translate into higher search rankings and increased trust from potential guests.
Is Your SEO Working?
Ready to turn searches into bookings? Contact our me today to deliver strategies your park for voice and AI assistants, and start climbing the rankings!