As a tour operator, it's essential to understand the nuances of local search tools like Google Local Finder and Google Maps. Both platforms are key to enhancing your online presence and attracting more travelers. Here's a breakdown of how these tools work and how you can optimize your tour business for them.

Understanding Google Local Finder vs. Google Maps

Both Google Local Finder and Google Maps aim to connect users with local businesses, but they serve slightly different purposes:

• Google Local Finder: When a potential traveler searches for a tour near them (e.g., "walking tour in Asheville"), Google Local Finder displays the most relevant businesses. The search results show a map pinpointing business locations, along with key information like your tour company’s name, address, phone number (NAP), and Google Business Profile reviews.

• Google Maps: A comprehensive mapping service that helps users find directions and nearby businesses. It’s more focused on geography and navigation, but it also shows similar business information like reviews, hours, and photos, making it a vital part of your local marketing strategy.

In both cases, Google Business Profile (GBP) plays a crucial role in helping you appear in search results.

Local Pack and Regular SERP: Why Both Matter for Tour Operators

As a tour operator, your business may appear in the Local Pack—the box at the top of a Google Search showing three top local businesses related to the search term. The Local Pack is prime real estate, as it grabs attention quickly, especially for potential customers searching for tours nearby.

Clicking “more businesses” in the Local Pack opens Google Local Finder, where users can explore additional business listings beyond the top three. This is where it gets important—your goal is not just to appear in the Local Pack but also to ensure your tour company is highly visible in Local Finder and Google Maps, as searches often differ between the two tools.

For instance, if a traveler searches for “boat tours near me” late at night, the Local Pack may show only closed tours. But Google Local Finder could show options that are still open or available for booking later. Ensuring your business information is up-to-date on Google Business Profile can help capture these opportunities.

Four Key Local Search Results for Tour Operators

There are four types of local search results you should focus on as a tour operator:

1. Local Pack
2. Google Local Finder
3. Google Maps
4. Localized Organic Search Results (organic search results that Google personalizes for the user’s location)

Each type of result requires attention to different ranking factors, but they all rely heavily on optimizing your Google Business Profile and local SEO efforts.

Key Ranking Factors for Tour Operators in Local Finder and Google Maps

Whether you want to rank higher in Google Local Finder or Google Maps, the following factors are crucial for tour operators:

• Relevance: Ensure your tour descriptions and keywords match what travelers are searching for (e.g., “walking tours Asheville,” “private boat tours”).
  
  
• Proximity: The closer your tours are to the searcher's location, the higher you’ll rank.
  
  
• Prominence: Build a strong online presence with high ratings, positive reviews, and consistent mentions across local directories and travel-related sites.

How to Optimize Your Google Business Profile as a Tour Operator

Your Google Business Profile (GBP) is the foundation for appearing in both Local Finder and Google Maps. Here are some tips for tour operators:

• Accurate Information: Ensure your business name, address, phone number, and hours are correct and up-to-date. This is essential for both local search results and ensuring travelers can contact you easily.
  
  
• High-Quality Photos: Showcase the best aspects of your tours through engaging photos of happy customers, scenic locations, and tour highlights.
  
  
• Reviews Matter: Encourage travelers to leave reviews, as Google weighs these heavily in search rankings. Respond to reviews to show potential customers that you’re engaged and care about feedback.
  
  
• Local Keywords: Use local keywords in your GBP description, such as the types of tours you offer and the regions you cover.

Local Search Optimization for Tour Operators

To maximize your visibility, aim for a well-rounded local search strategy:

• Consistent NAP Information: Ensure your business’s name, address, and phone number are consistent across all platforms, from your website to travel directories.
  
  
• Use Local Keywords: In your GBP description, highlight your offerings (e.g., “walking tours in Asheville” or “guided nature hikes”) and include terms travelers might search for.
  
  
• Optimized Website: SEO isn’t just for GBP. Your website should be optimized for local searches, with relevant keywords, fast load times, and a mobile-friendly design.
  
  

By focusing on these aspects, you can improve your ranking in both Google Local Finder and Google Maps, making it easier for potential customers to find and book your tours.

US vs. Europe: Differences in Local Finder for Tour Operators

It's worth noting that the Local Finder behaves differently in the US and Europe. In the US, users typically see business details on the left and a map on the right, while in Europe, the results tend to look more like an extended Local Pack. This means your local SEO strategy should be flexible depending on where your tours are located.