SEO mistakes for campsites: Search engine optimisation is the key to increasing direct bookings. Yet most campsites make the same mistakes. Here’s what they are — and how to fix them.
In short: Most campsites are missing out on direct bookings due to avoidable SEO mistakes. Generic titles, overly large images, neglected Google listings, a lack of local content and a lack of understanding of AI-driven SEO are among the most common problems. Correcting these 10 mistakes can significantly increase your organic traffic and reduce your reliance on OTAs.
The camping sector in France is undergoing a digital transformation. With over 8,000 campsites across the country, online competition is fierce. Holidaymakers start their search on Google, Google Maps, and increasingly on AI-powered search engines such as ChatGPT or Gemini.
However, having audited dozens of campsite websites in the Alpes-de-Haute-Provence and the Gorges du Verdon, I still see the same mistakes time and time again. Mistakes that cost thousands of euros in lost bookings every season.
Here are the 10 most common SEO mistakes — and, more importantly, how to fix them so that your campsite finally appears among the top Google results.
The problem: Most campsites list all their accommodation options on a single page. Mobile homes, bare pitches, chalets, lodge tents — everything is jumbled together. Google doesn’t know what content to display for a specific search query such as ‘mobile home Gorges du Verdon’ or ‘camping pitch Castellane’.
The solution: Create a dedicated page for each type of accommodation. Each page should have its own SEO-optimised title, a unique description, specific photos and content that answers travellers’ questions about that type of accommodation. For example: a “Mobile Homes” page listing the facilities, prices, number of beds and proximity to the campsite’s amenities.
A campsite that switches from one general page to four specific pages quadruples its chances of appearing in Google’s results for specific search queries.
The problem: The title tag is the most important SEO element on your page. It’s what appears in Google’s search results. However, most campsites use a title such as “Welcome to Les Oliviers Campsite” or “Home — Camping du Verdon”. These titles contain no keywords, no location and no value proposition.
The solution: Each page must have a unique title tag, under 60 characters, containing the main keyword and the location. Examples: “Family campsite in Castellane | Gorges du Verdon | Les Oliviers” or “Mobile homes for rent in the Verdon | 3-star campsite in Castellane”. The title tag should make people want to click whilst remaining relevant to Google.
The problem: Many campsites have an incomplete Google Business Profile listing, with few photos, a vague description, missing opening hours and no regular posts. Some haven’t even claimed their listing. The result: they don’t appear in the Maps local pack when a holidaymaker searches for “campsite near me”.
The solution: Claim your listing, fill in every field (description with keywords, main and secondary categories, seasonal opening hours, services offered), add at least 20 high-quality photos (entrance, swimming pool, pitches, accommodation, aerial view), and publish Google Posts every week during the high season. Respond systematically to reviews, both positive and negative.
The problem: Campsite websites are visual by nature — photos are essential for attracting visitors. But most campsites upload photos of 3 to 5 MB directly from their devices. No compression, no alt tags, no descriptive file names. The result: the website is slow, and Google cannot understand the content of the images.
The solution: Compress all your images to under 200 KB (use WebP if possible). Name each file descriptively: “4-person-mobile-home-campsite-castellane.webp” instead of “IMG_4523.jpg”. Add an alt tag to each image that describes its content: “Interior view of the 4-person mobile home with terrace at Camping Les Oliviers in Castellane”. Optimised images improve the site’s speed AND your visibility in Google Images.
The problem: Over 70% of tourism-related searches are carried out on mobile devices. A website that isn’t fully optimised for smartphones loses the majority of its audience. Furthermore, Google uses loading speed as a ranking factor. A website that takes more than 3 seconds to load sees its bounce rate skyrocket.
The solution: Test your website using Google’s Webmaster Tools and PageSpeed Insights. Aim for a score of over 70 on mobile. Enable caching, compress images, and minimise CSS and JavaScript. If your website was created more than 5 years ago, a responsive redesign is probably necessary.
The problem: Many campsites simply describe their facilities without mentioning their surroundings. Yet holidaymakers are just as interested in the setting as they are in the accommodation itself. “What’s there to do around the campsite?”, “Restaurants in Castellane”, “Hikes in the Gorges du Verdon” — these search queries represent a considerable volume of traffic that most campsites overlook.
The solution: Create local content on your website: a ‘Activities around the campsite’ page featuring local walks, swimming spots, restaurants and markets. Write blog posts about seasonal events, sightseeing itineraries and top recommendations. This content attracts qualified traffic and strengthens your local authority in Google’s eyes.
The problem: Google reviews are a major ranking factor for local SEO. A campsite with 15 reviews and a rating of 3.8 will consistently be outranked by a competitor with 120 reviews and a rating of 4.5. Furthermore, failing to respond to negative reviews gives the impression of indifference to future customers.
The solution: Set up a systematic process for collecting reviews. Ask every satisfied customer to leave a Google review before they leave or in the post-stay follow-up email. Respond to ALL reviews within 48 hours — thank customers for positive reviews, and handle negative reviews with professionalism and empathy. Aim for at least 50 reviews with a rating above 4.3.
The problem: Some campsites receive 60 to 80 per cent of their bookings via Booking or Campings.com, paying 15 to 25 per cent commission on each booking. They invest nothing in their own Google visibility, which makes them entirely dependent on OTAs. The day Booking changes its algorithms or increases its commission rates, it will be a disaster.
The solution: Invest in optimising your own website for search engines. Every direct booking via Google is a commission-free booking. Effective SEO can help you redirect 20 to 40 per cent of OTA bookings to your direct channel within 6 to 12 months. Keep Booking as a supplement, but build your independence. Visit our camping SEO page to find out more.
The problem: Campsites are constantly receiving the same questions by phone and email: are pets allowed? Is the swimming pool heated? Is there disabled access? Is there free Wi-Fi? When does the campsite open? This information is often not on the website, or is buried on a page. Google loves FAQs because they answer users’ questions directly — and AI-powered search engines prioritise them.
The solution: Add an FAQ section to your homepage and to every accommodation page. Write short, factual answers with precise details (prices, dates, facilities). Structure your FAQs using the Schema.org FAQPage markup so that Google displays them as rich results. A good FAQ section also reduces repetitive phone calls and emails.
The problem: More and more travellers are planning their holidays by asking ChatGPT, Gemini or Perplexity: “Recommend a family-friendly campsite in the Gorges du Verdon”, “What’s the best budget campsite in Castellane?”. If your campsite isn’t set up to be featured by these AI engines, you’ll be invisible on this rapidly growing channel.
The solution: AI search engine optimisation (also known as GEO — Generative Engine Optimisation) is based on specific principles: quotable text blocks, factual data (prices, number of pitches, Google rating, facilities), well-structured FAQs, and comprehensive schema.org markup. You need to write content to be featured, not just to be indexed. This is a lever that is still largely untapped — making it an opportunity for proactive campsites.
These 10 SEO mistakes are not inevitable. They can all be corrected, often within a few weeks. The most important thing is to start with an audit to identify which ones apply to you, then address them in order of priority.
Campsites that invest in their SEO generally see the first results within 2 to 4 months: improved Google rankings, increased organic traffic and a rise in direct bookings. Within 6 to 12 months, the impact on turnover is measurable.
Not sure where to start? Visit our page dedicated to campsite SEO or discover our full range of digital visibility services.
Request a free audit of your visibility on Google, Google Maps and AI-powered search engines. We’ll identify the issues and provide you with a concrete action plan.
