Search Engine Optimization (SEO) can be summarized with all the efforts are taken by a website owner, to have their content 

  • found by search engines
  • ranked high in the search results display. 

SEO happens in the front-end of publicly available websites. TripBuilder offers some features, to support website owners in their efforts.


SEO Pyramid

In order to get higher website rankings, MOZ has created compelling pyramid graphics that depict the various steps in SEO in order to improve the ranking:

Bildschirmfoto_2021-07-28_um_12.53.21.png(Source: https://moz.com/beginners-guide-to-seo)

It is important to understand that SEO is not an exact science. Furthermore, every search engine has its own variations in its algorithms in order to produce its best results. Furthermore, the algorithms may change over time and with it the site rankings. Therefore SEO has to be viewed as a dynamic process that constantly changes due to search engines' current preferences.

There are several items, that supports the visibility of your website:

  • Sitemap.xml A file that provides crawlers a table of content of a website. More information: https://moz.com/blog/xml-sitemaps-guidelines-on-their-use
  • Robots.txt A small text file giving search engines basic instructions on how to crawl the content of a website. More information: https://moz.com/learn/seo/robotstxt
  • Title tags The title tags are the elements that are clickable in search engine result pages.
  • Meta Description A short summary of the current webpage, that is shown as a preview in search engine results pages.

A landing page generally describes the page the search engine links to in their results pages.


SEO with iFrame Integration

The simplest and easiest way to integrate your TripBuilder into your website is via an iFrame integration. Nevertheless, Crawlers do not consider iFrame content as part of the main page.

In order to make the content created within TripBuilder available for search engines to crawl there exist 3 different features, you can enable/disable as part of your IBE setup.

They work with creating separate landing pages for their own created content within TripBuilder:


Allow Crawlers to Index

If enabled, robots.txt is generated such that crawlers are allowed to index the landing pages.
The created robots.txt looks like this (sample):

User-agent: *

Allow: /sitemap.xml
Allow: /en/travel/places/ (-> landing pages for custom created areas)
Allow: /en/travel/activities-and-tours/  (-> landing pages for inventory activities)
Allow: /en/travel/routes/ (-> landing pages for templates)
Allow: /en/travel/accommodations/hotels/ (-> landing pages for inventory accommodation)
Allow: /assets/
Allow: /pictures/
Allow: /api1/
Allow: /api2/
Allow: /integration/v1/galapagospro/
Disallow: /

Sitemap: https://ibe.whitelabellerswebsite.com/sitemap.xml

Generate sitemap.xml

If enabled, /sitemap.xml of the CMS-embed domain generates a sitemap containing all publicly available landing pages. A sample entry from the generated sitemap XML (for templates) looks like this:


Show Subdomain Notifications on Landing Pages

If enabled, the embed subdomains of the distribution channel show a static notification on the very top, saying that the subdomain is not the actual domain and offering a link to open the very same page within the CMS.

Please Note: 

The setting for the SEO features is not revealed to customers yet. Get in touch with your support for help, here


SEO with Discovery API

For optimal SEO results, you would need to create your own landing pages within your front-end (outside the iFrame). To generate those landing pages you can access your created content within TripBuilder through our Discovery API (available from Advanced Plan onwards).

Please contact support in order to receive our Discovery API descriptions.



SEO has proven not to yield overnight results. Like planting the seeds of an apple tree, the seedling doesn’t bear any fruit yet. It takes careful work to keep all SEO efforts at an optimal level, in order to harvest its fruits over time. Therefore patience is needed when rankings don’t immediately improve once SEO measures have taken place. Just follow your defined strategy and over time the results will improve.



Please sign in to leave a comment.