Most people click one of the first few results on Google. For travel and transportation businesses, such as tour operators, charters, shuttles and transport companies, those spots are especially hard to reach.<\/p>\n\n\n\n
Diib looked at the US Google keywords that websites with connected keyword tracking ranked for between April and September 2026. It included sites ranking for at least 20 keywords:<\/p>\n\n\n\n
This is aggregated Diib keyword data. Search volume is an estimate, and ranking doesn’t equal traffic. The competition likely explains much of the gap. Travel searches are crowded with booking sites, review platforms and big brands that small operators rarely outrank.<\/p>\n\n\n\n
The page-two finding is the useful part. Many travel businesses already rank just out of sight for their most-searched terms. Moving a few of those keywords from page two to page one usually takes less effort than ranking for a brand-new search.<\/p>\n","protected":false},"excerpt":{"rendered":"
Just 5.4% of the typical travel and transportation website’s Google keywords ranked in the top three, versus 9.5% for other websites. For 58% of travel sites, more search demand sits on page two than on page one.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"insight_format":"Data point","insight_takeaway":"Travel websites rank in Google's top three less often than most, likely because booking sites and big brands crowd the results. But for most travel sites, more search demand sits on page two than on page one, which is the easiest place to gain ground.","insight_action":"Find your five highest-volume keywords ranking in positions 11 to 20, then strengthen the matching pages with specific details, like routes, prices, what's included and recent photos, plus a link to them from your homepage.","insight_source_url":"","insight_read_time":"","insight_featured":"0"},"insight_industry":[52],"insight_topic":[44],"class_list":["post-329","insight","type-insight","status-publish","hentry","insight_industry-travel-transportation","insight_topic-search-engine-optimization"],"acf":{"insight_format":"Data point","insight_takeaway":"Travel websites rank in Google's top three less often than most, likely because booking sites and big brands crowd the results. But for most travel sites, more search demand sits on page two than on page one, which is the easiest place to gain ground.","insight_action":"Find your five highest-volume keywords ranking in positions 11 to 20, then strengthen the matching pages with specific details, like routes, prices, what's included and recent photos, plus a link to them from your homepage.","insight_source_url":"","insight_read_time":"","insight_featured":false},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t