Every tour and activity provider wants more direct bookings. But before you can get them, people need to find your website — and understand what makes you worth booking.
That’s where on-page optimization comes in. It’s not just about adding keywords or checking boxes for Google. Done right, it’s about helping search engines and travelers clearly understand what your business offers, how to book, and why it’s the best choice.
In 2025, strong on-page SEO isn’t optional. It’s the foundation for how both search engines and AI-powered search tools (like ChatGPT or Google Gemini) discover and recommend your business.
Optimize your titles, headings, and meta descriptions with intent-based keywords.
Improve page structure for clarity — one H1 per page, descriptive H2s and H3s.
Compress and label images to boost load time and visibility in image search.
Build a strong internal linking system that connects related pages and helps users explore your site.
Focus on mobile performance and user experience, not just keywords.
Keep your content updated for accuracy and seasonality.
The most successful SEO campaigns don’t start with guessing — they start with understanding.
Travelers search differently based on their stage of decision-making. Someone typing “best kayak tours in Asheville” has clear intent to book soon. Someone searching “things to do near Asheville” is still exploring.
Your keyword strategy should match both.
| Search Intent | Example Keyword | Ideal Page Type |
|---|---|---|
| Informational | “Top things to do in Asheville” | Blog / Guide |
| Transactional | “Asheville brewery tours” | Service Page |
| Navigational | “Blue Ridge Adventure Co.” | Homepage |
| Local | “Family-friendly tours near me” | Location Page |
Pro Tip: Instead of stuffing your main keyword 10 times, use natural variations that reflect how real people search:
“Asheville walking tours”
“guided tours of Asheville”
“book a city tour in Asheville”
This not only reads better for humans, but it also helps AI models and search engines understand the context and intent behind your page.
Think of your title tag as your website’s first impression on Google. It’s not just for ranking — it’s what makes someone click.
Best Practices for Title Tags
Keep titles under 60 characters so they display fully in search results.
Include your primary keyword near the beginning.
Add a unique value or action phrase:
“Kayak Tours in Asheville | Book a Scenic River Adventure”
“Asheville Food Tours – Taste the City’s Hidden Gems”
Meta Descriptions That Drive Clicks
Keep them under 160 characters.
Use active language and mention benefits or features.
Example: “Explore Asheville’s top-rated brewery tours. Small groups, local guides, unforgettable experiences. Book online today!”
A strong meta description helps travelers instantly understand your offer and makes your link more attractive than an OTA’s generic listing.
Google reads your page structure like an outline, so give it a clear one.
Each page should have:
One H1 heading that clearly defines the topic (e.g., “Guided Waterfall Hikes in Western North Carolina”).
Subheadings (H2s and H3s) to organize supporting details like pricing, itinerary, or FAQs.
Short, scannable paragraphs that answer specific questions users might ask.
Search engines and AI tools love structure. A clearly formatted page is easier for them to crawl, understand, and feature in answer-based results.
This hierarchy not only improves readability but also signals relevance to search engines.
Photos sell tours. But unoptimized images slow websites down — and that can cost you rankings and conversions.
Here’s how to fix that:
Compress images before uploading (use tools like TinyPNG or ShortPixel).
Use descriptive filenames like asheville-kayak-tour-sunset.jpg instead of IMG_1234.jpg.
Add alt text that describes the image naturally (e.g., “Guests paddling on the French Broad River during an Asheville kayak tour”).
Resize properly: Avoid uploading a 4000px image when it only displays at 800px wide.
Fast, descriptive images not only help with SEO but can also show up in Google Images — another path for travelers to find you.
Internal links are one of the most underused on-page SEO tools in tourism websites.
They help guide users deeper into your site, keep them engaged, and distribute “authority” across pages — making your entire website stronger.
Smart internal linking examples:
From a blog post about “Top Things to Do in Asheville”, link to your “Asheville Walking Tour” service page.
From your “FAQ” page, link to your “Contact Us” page.
From “Private Tours”, link to “Corporate Events” or “Group Discounts”.
| Type of Link | Example | Benefit |
|---|---|---|
| Contextual | “Learn more about our Asheville brewery tours.” | Builds topical authority |
| Navigational | Footer links to main services | Helps users explore |
| Related Content | “You may also like” section | Increases session time |
Pro Tip: Use keyword-rich anchor text naturally. Instead of saying “Click here,” say “See our Asheville hiking tours.”
Over half of all travel bookings now happen on mobile. If your site loads slowly or looks awkward on a phone, potential customers will bounce — and search engines will notice.
Optimize for mobile by:
Using responsive design that adapts to screen size.
Avoiding large pop-ups or text that’s hard to read.
Testing your site with Google’s Mobile-Friendly Test tool.
Aiming for under 2.5 seconds load time on core pages.
A mobile-optimized site not only ranks higher but also leads to more confident users — and more bookings.
Search engines can measure how long people stay on your page and whether they keep exploring. That’s why readability matters.
Tips for better engagement:
Use short paragraphs and sentence variety.
Add bullet points and visuals to break up text.
Write in a natural, conversational tone — avoid jargon.
Include CTAs that guide users to book, contact, or learn more.
That small, clear invitation can make a measurable difference in conversion rates.
Structured data (like Schema.org markup) helps search engines understand your business details — and can earn you rich results like star ratings or FAQs in search.
For tour and activity providers, that might include:
Tour schema: Details like duration, location, and price.
FAQ schema: For your frequently asked questions.
Local business schema: Your address, phone, and opening hours.
If you’re not comfortable with code, use Google’s Structured Data Markup Helper or plugins like Rank Math or Yoast SEO to generate it automatically.
Search engines reward freshness. Outdated information — like old prices, broken links, or 2022 season dates — can hurt credibility fast.
Set a reminder every quarter to:
Revisit your top-performing pages.
Add new photos or tour details.
Update event or seasonal information.
Check for broken links or missing alt text.
AI and search engines both prioritize accuracy and recency — two factors that directly influence visibility.
You can’t improve what you don’t track.
Use Google Search Console to see which keywords your pages rank for, Google Analytics 4 to monitor engagement and conversions, and heatmap tools like Hotjar to study user behavior.
Look for:
Pages with high impressions but low clicks → Improve titles/meta.
Pages with high bounce rates → Improve structure or speed.
Pages with low engagement → Add visuals, FAQs, or CTAs.
Treat your on-page SEO like tour operations — consistent attention leads to smoother performance and better results.
Q1. How often should I update my meta descriptions and titles?
At least once per year or after significant content changes. If a tour name, price, or season changes — update immediately.
Q2. Is keyword density still important?
Not like it used to be. Focus on clarity, readability, and relevance. Use your target keyword in the title, first paragraph, and one or two subheadings — then write naturally.
Q3. Do I need a different page for every tour type?
Yes. Each distinct product or service should have its own optimized page with unique content, photos, and booking buttons.
Q4. What’s the best image format for speed?
Use WebP whenever possible — it offers excellent compression without losing quality.
Q5. How does on-page SEO differ from technical SEO?
On-page focuses on what’s visible and readable (content, tags, structure). Technical SEO focuses on the backend (crawlability, sitemaps, schema, site speed).
Strong on-page optimization bridges the gap between visibility and conversion. It helps search engines understand your business — and helps travelers feel confident booking with you.
When you implement these techniques consistently, you’re not just improving rankings. You’re building trust, clarity, and momentum for your business — the same things that turn casual website visitors into paying customers.