GetYourGuide’s Growth Strategy – Winning with Localized SEO

Disclaimer: The data and insights shared in this article are based on publicly available information and are used here for illustrative purposes to discuss potential marketing strategies.

GetYourGuide has already made its mark as a top platform for travelers seeking unforgettable experiences. With an exciting lineup of tours, activities, and travel services, it’s no wonder adventurers around the globe are flocking to it. But here’s the exciting part: there’s still so much room to connect with even more travel enthusiasts.

At Force of Nature, we’re all about spotting those untapped growth opportunities. By taking a look at where GetYourGuide is now and where it could go, we’ve identified some key strategies to help it expand its reach. No massive overhauls—just a few sharp, strategic moves to add serious value.

Going Local to Grow Big

GetYourGuide has a prime opportunity to connect with even more travelers by taking a “go local” approach with SEO. Our analysis highlights exactly where that opportunity lies, and competitors like Klook and Viator are already leading the way.

Take a look at what the data shows. Klook and Viator have grabbed a bigger slice of organic traffic as they’ve expanded their region-specific content. Klook, in particular, has maintained a strong share, which means its localized strategy is hitting the mark. Meanwhile, GetYourGuide’s traffic share has stayed relatively flat, showing that there’s a clear chance to catch up and attract more travelers looking for region-tailored ideas.

The numbers speak for themselves. Viator and Klook have ramped up their localized content significantly, especially since 2022. Each new page allows them to capture specific, location-based searches that travelers make every day, like “street food tours in Bangkok” or “best hikes in the Swiss Alps.” GetYourGuide’s growth, however, appears more gradual. There’s an untapped audience out there looking for content tailored to their travel destinations, and competitors are stepping in to fill that gap.

Competitors are winning travelers over by creating detailed, location-specific content that matches what people are searching for as they plan their trips. This is your chance to do the same by building out content for key regions, filling in gaps, and positioning GetYourGuide as the go-to resource for unique local experiences.

Becoming a Topical Authority with Localized SEO

If you’re looking to stand out in AI and SEO, becoming a topical authority is a must. Being a topical authority means creating high-quality, relevant content that gets recognized as the best answer to travelers’ search questions. For GetYourGuide, this could mean leading the way in travel topics by building content tailored to what travelers want in each destination.

Using localized SEO, GetYourGuide can become the go-to source for travelers seeking trusted, detailed info for their trips. When you’re seen as a topical authority, your content not only ranks higher but also sticks around longer in search results—especially helpful in the travel space, where timing and relevance matter.

Localized SEO is the way to boost visibility when travelers are in planning mode. Now’s the time to level up your region-specific pages and turn visibility into bookings.

Launch a Localized Content Sprint

Here's the plan to close the gap in localized SEO content. Start with a targeted content creation sprint to build up your local presence. First, run a full SEO audit and make sure your existing content is technically set up to perform at its best. Then, dive into creating region-specific content that connects with local audiences. Here’s how:

Phase 1: Audit Current SEO Content and Identify Gaps

Begin with a close look at what’s missing. A thorough SEO audit will highlight which regions need more attention, identify keywords that aren’t yet targeted, and reveal where new, local-focused pages could make a big impact.

Phase 2: Create SEO-Optimized, Region-Specific Content with AI Templates

With a clear roadmap, it’s time to create SEO-friendly, region-specific pages. AI-powered templates can help speed up the process. Imagine pages like:

• A guide to Paris’s coziest hidden cafes for travelers craving a local vibe.
• Top hiking trails in Patagonia for those planning their next adventure.
• Curated city guides packed with “locals’ favorites” to keep travelers exploring.

Each page will be fully optimized for search engines and packed with insights that make travel planning a breeze.

Phase 3: Track, Tweak, and Scale

Once the pages go live, it’s time to watch the numbers. Monitor engagement and traffic closely to see which pages resonate. Double down with similar content for other destinations if certain themes are popular. If adjustments are needed, tweak until each page performs at its best. When something works, expand it to reach even more travelers across new locations.

Why This Strategy Works for GetYourGuide

Data shows that localized content is the ticket to capturing more searches and driving engagement. By building out organic content that feels tailor-made for each destination, GetYourGuide can boost visibility and become the ultimate resource for travelers looking for unique, local experiences. Expanding and optimizing in this way increases reach and builds stronger connections with travelers by delivering exactly what they’re searching for at the right moment.

Unlocking Growth with Localized SEO

GetYourGuide is in a great position to reach even more travelers by focusing on localized SEO. By filling content gaps, creating region-specific pages, and optimizing them to meet travelers' searches, GetYourGuide can attract a wider audience and strengthen its role as a top travel resource. This strategy boosts visibility, lowers costs, and helps GetYourGuide become the go-to choice for unique local experiences.

Now is the time to lean into this approach and pave the way for continued growth!

Wouter Blok Emil Martinsek Nikita Kazachkov