SEO in Practice

Most SEO content tells you what to do. Very little of it shows you what actually happened when someone tried it. That is the gap this category exists to fill. SEO in Practice documents what I am seeing in the real world — experiments run on live sites with real consequences, patterns emerging from audits across hotels, DMOs, and tour operators, and guides built from a decade of working exclusively in tourism and travel search.

Some posts are guides. How to structure a hotel website for technical crawlability. How to build topical authority as a DMO without producing content that never converts. How to optimize for AI search without abandoning the traditional SEO foundations that still drive the majority of bookings.

The common thread is that everything here comes from observation, not from repeating what someone else wrote in 2021. Google changes. AI search is reshaping how travelers find destinations, hotels, and experiences. What worked three years ago may be actively working against you today.

Topics cover the full scope of modern search visibility: technical SEO, content strategy, local search and Google Business Profile, structured data, entity building, and LLM optimization. If you are looking for a specific area, start with Technical SEO, Content Strategy, or Tourism SEO. If you want to understand how this translates into an audit or ongoing engagement, see my services.