SEO might seem like a mystery, but it’s one of the most powerful tools travel advisors can use to get in front of the right audience—without relying solely on social media or paid ads. In our latest Tique Talks episode, SEO expert Rebecca Lombardo breaks down how to boost your visibility and attract your dream clients using organic strategies that actually work. Here are five key takeaways from our conversation that you can implement today.

1. SEO Isn’t Just About Google Anymore

Most people think of SEO as something that only applies to ranking on Google, but that’s not the full picture. Platforms like YouTube, LinkedIn, and even Instagram have their own SEO elements that determine how content is discovered. By optimizing your profiles, using keywords strategically, and ensuring your content is searchable, you can expand your reach beyond just Google rankings and get in front of more ideal clients across multiple platforms.

2. The E.A.T. Principle is Essential for Travel Advisors

If you want your website to rank higher and convert leads, Google needs to see that your content demonstrates Expertise, Authority, and Trustworthiness (E.A.T.). This means consistently producing valuable, well-researched content, showcasing your industry knowledge, and including social proof like client testimonials and media features. A well-optimized “About” page and a strong blog presence can go a long way in establishing credibility in Google’s eyes.

3. AI Can Help, But It Shouldn’t Replace Your Voice

Rebecca dives into how AI tools like ChatGPT, Claude, and Jasper can be useful for brainstorming content ideas, structuring blog posts, and optimizing website copy. However, she emphasizes that AI should never replace your unique voice. Clients are drawn to advisors who sound real, relatable, and knowledgeable, so always make sure your content feels authentic and personal—don’t just copy and paste AI-generated text.

4. Your Website Structure and Navigation Matter

A well-organized website isn’t just good for user experience—it’s critical for SEO. Google prioritizes websites that are easy to navigate, mobile-friendly, and structured properly. If your site has slow load times, broken links, or confusing navigation, you’re likely missing out on potential leads. A quick audit of your website’s speed, formatting, and mobile usability can make a huge difference in how well your site ranks and converts.

5. Keyword Strategy and Backlinks Make a Huge Impact

You don’t need to be an SEO expert to make smart keyword decisions. Focus on using keywords naturally within your blog posts, website pages, and even image alt text to improve visibility. But beyond that, backlinks—other websites linking to your content—are one of the biggest ranking factors. Building relationships with other businesses, guest posting, and getting featured on industry sites can all help boost your site’s authority and search rankings.

SEO doesn’t have to be overwhelming or overly technical. By making small, strategic changes—like optimizing your content across multiple platforms, improving your website’s structure, and using AI as a tool (not a crutch)—you’ll organically attract the right clients to your business.

Want to hear Rebecca’s full insights? Listen to the full episode now!