How to build inbound links to improve your webpage ranking in search engine results

By Paige Rowett
Published on September 12, 2018

One of the best ways to show search engines that your website is relevant to your targeted search qeuries (as you’ve learnt in our other blog post on search query brainstorm and validation) is to have a decent number of quality referrals to your website. By referrals, I mean, acquiring visitors from external websites and social media accounts.

When search engines see that your website is receiving traffic from these other sources, it will immediately see your website as being ‘popular’ and ‘authoritative’ and therefore, are more likely to bump your website up the organic page rankings in search engines results.

The act of building links to your website falls under the marketing strategy called Inbound Marketing. Other inbound marketing activities include Pay Per Click Advertising, offline networking, word of mouth, emarketing – basically anything that business owners can do to drive traffic to their website.

So in this blog post, I will run through 6 ways in which you can build your inbound links to your website, and gain the credibility from search engines!


How to build Inbound Links to Your Tourism Website

There are a number of ways that tourism brands can encourage inbound links to their websites, and without listing all of the options, I have put together a list of 9 practical activities that aren’t too overwhelming to implement.

1. Content Creation + Social Amplification

Creating engaging content on your website and sharing it on social media is at the absolute heart of your SEO strategy. The reason why it is so important, is that Google will reward your webpage for every single click through it gets from social media interaction.

2. Activate Social Sharing

When you design your website, make sure that you offer your visitors the opportunity to share your content on their social accounts via social sharing opportunities such as using plugins such as ShareThis, or Shareaholic.

3. Set up an account with online directories / rate and review sites

There are a number of relevant online directories (online and on smartphone apps) that tourism operators should aim to get their website listed on.

Generally the website directories have excellent search engine rankings. So if you create a listing in these directories, then you have the opportunities of increasing your inbound links, as people will be able to find your business this way, in addition to finding your own website in search engines rankings.

Examples of some free and paid listings include:

For DMOs, LGAs and VICs, the main ones are:

  • Optimising your Destination page and any owned or managed assets on TripAdvisor
  • Ensuring that any owned or managed tourism assets have listings on Google My Business
  • Ensuring that all owned and managed products and events have a listing on the ATDW

4. Guest blogging

For Tourism Operators, publishing articles as a guest blogger on other tourism brand blog sites will give you a great inbound link to your website because your author bio at the end of the blog will be linked to your website.

Therefore, when someone reads your blog post on the external site, and they like what they are reading, then they may click on your profile to be taken through to your website.

HINT. As a Tourism Operator, I would be asking to be a guest blog on my regional website – as it will be a win for your business, and for the RTO as they don’t have to spend time writing the content!

5. Online press release distribution

Distributing your press releases via online PR distribution channels will increase your opportunities of getting your news in front of journalists who use the sites to find stories. A great Australian & New Zealand PR distribution channel is, and others include and

6. Exchanging website links

All tourism brands should be exchanging links with like-minded business. However, when doing this, make sure that you are only linking to relevant websites, and that by doing so you are providing a service to your visitors. These links should be spread throughout your content in meaningful ways, rather than having a page on your site dedicated to ‘links’ – for example, use the links in an ‘Itinerary’ style blog article.

Paige Rowett

Paige is a tourism marketing specialist and co-director of Tourism eSchool. After growing up on a farm on Eyre Peninsula, and now managing a mixed farming enterprise with her family in the Clare Valley in South Australia, Paige has a genuine love and drive for developing thriving local communities. She is passionate about educating stakeholders in the value of the Visitor Economy and supporting tourism businesses to build sustainable businesses they love.