Your Google Business Profile (GBP)—formerly Google My Business—is one of the most powerful marketing tools your tour or activity company can use to attract travelers and drive direct bookings.
When travelers search phrases like “kayak tour near me” or “best wine tasting in Asheville,” Google often displays three results in what’s known as the Local 3-Pack. Businesses that appear there don’t get lucky—they’ve built and maintained well-optimized profiles that Google trusts.
This guide explains how to manage your GBP effectively so your business shows up more often, earns more clicks, and turns those clicks into paying customers.
Keep your business name, address, and phone (NAP) consistent everywhere online.
Add high-quality, up-to-date photos and videos that showcase real experiences.
Use Google Posts to share offers, events, and seasonal updates.
Respond to every review—positive or negative—to build trust and engagement.
Choose the right categories and attributes so Google knows exactly what you offer.
Track results in GBP Insights to see what’s working and what’s not.
Travelers no longer need to click through ten blue links to find what they want—Google gives them everything right on the search results page: hours, reviews, directions, and booking buttons.
That means your profile isn’t just a directory listing; it’s your digital storefront. If it’s outdated, incomplete, or inconsistent, you’re handing business to competitors or OTAs.
A strong GBP improves:
Local ranking: Google rewards accuracy, completeness, and engagement.
Traveler trust: Real photos and thoughtful reviews feel more credible than ads.
Booking behavior: The easier it is to click “Book Now,” the faster travelers convert.
Start by verifying that every detail on your GBP is correct and matches your website:
Business Name — exactly as it appears on signage and legal documents.
Address — identical formatting across GBP, your website, and OTA listings.
Phone Number — use a local area code, not a call-tracking number unless properly configured.
Website Link — always point to the main booking page, not a homepage that requires extra clicks.
Search engines rely on consistency. Even small differences—like “St.” vs. “Street”—can create confusion and hurt rankings.
📌 Pro Tip: Use a free citation-tracking tool (such as Whitespark or BrightLocal) to find inconsistent listings. Fixing these can give a noticeable boost in local visibility.
Choosing the correct primary category tells Google which searches your business should appear in.
For example:
| Primary Category | Ideal for … | Example Business |
|---|---|---|
| Tour Operator | General sightseeing and adventure tours | Blue Ridge Adventure Tours |
| Boat Tour Agency | Water-based activities | Asheville Paddle Co. |
| Adventure Sports Center | Ziplining, rafting, rock climbing | WildPeak Adventures |
| Travel Agency | Multi-day or packaged experiences | Explore The South |
Then add secondary categories for specific services—like “Wildlife Tour Agency,” “Walking Tour Agency,” or “Bicycle Rental Service.”
Don’t forget attributes, which help travelers filter results:
“Family-friendly”
“Wheelchair accessible”
“Pet friendly”
“LGBTQ+ friendly”
“Online appointments available”
These not only improve discoverability but also signal inclusivity and professionalism.
Images are the most-clicked section on any Google Business Profile. According to Search Engine Journal (2024), businesses with over 100 photos receive 520 percent more calls and 2,700 percent more direction requests than average.
Cover Photo: Your best wide shot—ideally showing customers enjoying the tour.
Logo: Clear and readable even on mobile.
Team Photos: Friendly faces create connection and trust.
Experience Photos: Action shots from your tours—sunsets, laughter, movement.
Video Clips: 10–30 seconds highlighting the vibe, not just the scenery.
Add new photos monthly, or weekly during your busy season. Google favors active profiles—the algorithm notices freshness.
📌 Pro Tip: Name files descriptively (“asheville-food-tour-downtown.jpg”). Alt-text isn’t used directly, but file names help contextualize relevance.
The Posts feature acts like mini social updates within search results. Each post stays live for seven days (except event posts, which last until the event ends).
Use them to:
Promote seasonal offers (“10 % off winter wildlife tours — book by Jan 15!”)
Announce special events (local festivals, new tour routes)
Share customer stories or photos
Highlight last-minute availability
Keep posts short (100–300 words), include an eye-catching image, and end with a clear call-to-action: “Book Now,” “Learn More,” or “Call Today.”
Travelers scrolling through Google often read these before ever clicking your site—so treat them like micro-ads that sell trust, not hype.
Reviews are public proof that your tours deliver what you promise. They influence both your reputation and your ranking.
BrightLocal’s 2025 survey found that 88 percent of customers are more likely to choose a business that replies to all reviews, and response speed directly affects perception of customer care.
Positive Reviews: Thank them personally, mention a detail (“Glad you loved our sunset paddle tour!”).
Neutral Reviews: Ask what could be improved and offer a direct follow-up.
Negative Reviews: Stay calm, apologize briefly if warranted, and move the conversation offline (“We’d love to fix this—please email info@…”)
📌 Pro Tip: Never use canned responses. Personalized replies build credibility and may even encourage others to leave feedback.
Travelers want to act instantly—so let them. Add your booking link directly through GBP. If you use platforms like FareHarbor, Peek, or Checkfront, they integrate seamlessly.
Studies show that adding a booking button can raise conversions by 25–30 percent, because users stay within Google’s familiar interface rather than jumping between sites.
In GBP Insights you can see:
Bookings (if connected)
Website Clicks
Calls
Direction Requests
Profile Views
Search Queries that led to your listing
Watch which search terms drive the most actions—those keywords can guide future content or ad campaigns.
To stay ahead of competitors, use Google’s often-overlooked extras:
List tours like products, each with a short description, price range, and photo. This helps travelers skim options and encourages bookings directly from search.
Pre-populate common questions: “Do you offer private tours?” “Is parking available?” Answer them yourself before travelers ask.
Write 750 characters that combine storytelling with keywords. Example:
“Blue Ridge Adventure Tours offers small-group hiking, kayaking, and waterfall tours in Western North Carolina. Our certified local guides make every trip safe, fun, and unforgettable.”
Turn on messaging if you can reply promptly. Many travelers prefer texting over calling.
Export Insights monthly. Track correlations between new photos, posts, and spikes in views or bookings. Patterns reveal what’s working.
Google rewards consistency. A stagnant profile can quietly lose ranking even if your website SEO is strong.
Create a GBP maintenance checklist:
| Monthly | Quarterly | Seasonally |
|---|---|---|
| Upload 2–3 new photos | Review categories & attributes | Add seasonal posts and offers |
| Respond to reviews | Check NAP accuracy | Update business hours |
| Post an update | Analyze Insights | Refresh videos or cover image |
Treat your profile like a social feed—it should show your business is alive and thriving.
Your Google Business Profile connects directly to every other channel:
SEO: NAP consistency and backlinks improve domain authority.
Social Media: Share Google Posts to Facebook or Instagram for extra reach.
Email Marketing: Encourage subscribers to leave reviews after each trip.
Advertising: Use GBP Insights to guide local keyword targeting.
For many tour operators, GBP becomes the bridge between organic visibility and paid media—giving Google clear, consistent signals about who you are and what you offer .
At least once a month, or weekly in high season. Frequent updates show Google—and travelers—that your business is active.
Yes. You can create location groups in your GBP dashboard to manage each city or branch separately while keeping brand consistency.
Indirectly, yes. Engagement signals—clicks, calls, photo views—feed Google’s local algorithm, helping your profile appear more often.
Flag it for removal within GBP support. Meanwhile, reply professionally to show transparency to other readers.
Only if they are part of your real legal or public-facing name. Keyword stuffing (“Best Zipline Tours Asheville”) violates Google’s guidelines and can trigger suspensions.
Managing your Google Business Profile isn’t a one-time task—it’s an ongoing part of local SEO and guest experience.
When done right, it:
Builds traveler trust before they visit your website.
Increases visibility in local searches and Google Maps.
Converts casual searchers into direct bookings.
Invest a little time each week keeping your listing accurate, engaging, and alive.
If you’re serious about filling more tours and reducing reliance on OTAs, learn SEO basics for tour operators—and start by turning your Google Business Profile into your hardest-working employee.