If someone is looking for a city walking tour, kayak adventure, or food tour in your destination, how do they find you? Most will start with a search engine — Google, Bing, or even an AI chatbot. That’s where SEO (search engine optimization) becomes your gateway to visibility, credibility, and bookings.
In this article you’ll get:
A clear definition of what is SEO
How search engine algorithms decide who shows up first
The building blocks — on-page, off-page, technical, local, content
Why reviews and reputation matter
Best practices tailored to tour & activity operators
A practical checklist and FAQ to guide you
Let’s start by defining the basics.
SEO means optimizing your website so it ranks well organically (without paid ads)
Search engines use algorithms that evaluate relevance, trust, and experience
Keyword research, content, technical setup, backlinks, and local signals all matter
For tour/activity businesses, local SEO and reviews are especially powerful
SEO is a long game — invest now for sustainable organic bookings
When someone types or says “things to do in Paris” or “best snorkeling tour in Costa Mesa,” SEO is the practice of shaping your website, content, and digital presence so that search engines (and increasingly AI agents) place you in front of that user at the right time.
Put another way: SEO is about matching your offering (your tours, experiences, destination) to user queries in a way search engines understand and trust — so you appear higher, get more visibility, and attract relevant traffic.
Here’s how that plays out at a high level:
A user types or speaks a query.
A search engine (or AI model) scans its index, weighs relevance and signals, and decides what to show.
If your content provides the best answer(s) with strong supporting signals (links, reviews, performance, etc.), you’ll rank.
Some users click your site, others might get answers directly (zero-click).
Because of that, SEO is not just about volume of traffic — it's more about quality: being visible to people who are ready to book.
To rank content, engines use algorithms — complex formulas that weigh hundreds of ranking factors. While the exact formulas are secret, search pros have reverse-engineered many patterns. These are the categories of signals that matter most:
| Category | What It Evaluates | Why It Matters |
|---|---|---|
| Relevance / Content | Does your content match the query (keywords, intent, topic depth)? | If your content doesn’t answer what people ask, you won’t rank. |
| Authority / Backlinks | Which reputable sites link to you? | Links serve as “votes of trust” — more quality links improve trust. |
| User Experience / Technical SEO | Site speed, mobile friendliness, structure, crawlability | If your site is slow or broken, search engines penalize it. |
| Local / Location Signals | Proximity, local citations, Google Business Profile | Especially important when search queries include places or “near me.” |
| Behavior & Engagement | Click-through rate, dwell time, bounce — how users interact | Good behavioral signals suggest your page satisfied users. |
| Reputation / Reviews | Star ratings, review volume, review sentiment | Especially for local businesses, reviews help build trust + local ranking. |
Because algorithms are constantly updated, what counts as a “strong signal” evolves. In 2025, AI and generative models are reshaping how search engines select and present answers. For example:
Google now includes AI Overviews in many search results.
The distinction between SEO and Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO) is emerging.
Because of that, your content has to be not only technically sound and well structured — it also needs to satisfy intent at a semantic level, be clear enough for AI summarization, and incorporate authority signals.
Before writing or optimizing anything, you need to know what people in your market are searching for. That starts with keyword research and understanding search intent.
Find terms your prospective customers use (e.g. “biking tour in Portland”)
Identify intent (are they researching or ready to book?)
Choose a mix: high-volume head terms + long-tail, descriptive queries
Spot gaps and opportunities (questions, subtopics)
Some tools you can use include Google Keyword Planner, Ahrefs, SEMrush, AnswerThePublic, and free tools like Soovle.
Example categories for a tour business:
“city walking tour”
“guided kayaking experience near me”
“food tour [city name]”
question phrases: “is snorkeling safe in [destination]?”
location-based: “tours in [neighborhood], [city name]”
Search intent is what the user actually wants — informational, navigational, transactional, or local. Search engines now strongly favor content that matches intent exactly.
For example, if someone searches “best river rafting tour California,” they’re likely ready to book — so content should focus on options, pricing, call to action, rather than just describing rafting in general.
To align with intent:
Map content to intent (e.g. FAQs, guides, comparisons)
Use “People Also Ask” boxes to find question formats
Check the SERP for what’s ranking (are results blog posts, listings, maps?) and mimic structure
Use headings and subheadings that directly match what people ask
Once you’ve picked your keywords and topics, you need to optimize your pages to communicate clearly both to humans and search engines.
Title tags & meta descriptions
Use your primary keyword (e.g. “What is SEO”) close to the start
Keep titles ~ 50–60 characters, meta descriptions ~ 150–160 characters
Make the meta description actionable and compelling (with the keyword)
Headings (H1, H2, H3…)
Use a single H1 that clearly describes the page
Use H2s/H3s that echo search queries or subtopics
Break content into digestible sections
Body content & keyword use
Use your keyword and variations (latent semantic keywords) naturally
Don’t overstuff; focus on readability and covering the topic
Use bullet lists, numbered lists, tables to structure information
Internal links
Link to relevant pages within your site (e.g. tour detail pages, guides)
Use descriptive anchor text (“city walking tour in Paris”)
Images, media, schema markup
Use high-quality images with alt text including keywords
Use schema (structured data) for events, tours, reviews, FAQs
Enable video, maps, or 360 tours where relevant
URL structure & canonical tags
Use clean, descriptive URLs (e.g. yourdomain.com/snorkel-tour-reef)
Use canonical tags to avoid duplicate content
A well-optimized page not just ranks — it can be picked up by AI answer engines as a reliable source to cite.
Even the best content can struggle if the technical foundations are weak. Technical SEO ensures search engines can crawl, index, and interpret your content properly.
Here are core technical items to watch:
Site speed & performance
Large images, unoptimized code, and heavy scripts can slow you down. Use tools like Google PageSpeed Insights to analyze bottlenecks.
Fast-loading sites deliver better user experience and ranking bonus.
Mobile-first / responsive design
Search engines use mobile versions of your content for indexing. Make sure your site works flawlessly on phones/tablets.
Crawlability & indexation
Use XML sitemaps, robots.txt, and internal linking to guide search engine bots.
Fix broken links, canonicalize duplicates, resolve redirect chains.
HTTPS, security & site architecture
Secure your site with SSL. Use a logical folder structure and breadcrumb navigation for users and bots.
Core Web Vitals & experience metrics
Metrics like LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift), FID/INP matter for ranking.
Structured data / schema markup
Use Tour, Event, Review, FAQ schema so search engines understand your content’s purpose.
If you're using a CMS (WordPress, etc.), many of these tasks can be simplified or managed by plugins.
Off-page SEO refers to signals that originate outside your direct website but influence your ranking — primarily backlinks and reputation.
Backlinks from credible, relevant sites act like “votes of confidence”
They increase domain authority, which helps all content on your site
They signal trust, relevancy, and legitimacy
Partner with travel blogs, destination guides, and local tourism boards
Create content worthy of linking — “top 10 local hidden tours,” “insider’s guide,” expert interviews
Sponsor local events or attractions and get your business listed
Guest post on travel sites with relevant content
Collaborate with influencers or travel writers
Also monitor link quality — avoid spammy links. Disavow if necessary.
The strength of your backlink profile often separates the top-ranking operators from the rest.
For tours and activities, many bookings are local or destination-based. Local SEO ensures that people in or traveling to your region can find you easily.
Google Business Profile (formerly Google My Business)
Maintain a complete, up-to-date profile: name, address, phone, hours, services, keywords in descriptions.
Operators with a complete GBP can significantly increase visibility. Rezdy
NAP consistency
Ensure Name, Address, Phone number match across your website, directories, and review platforms.
Local citations / directory listings
List your business in relevant local directories (e.g. TripAdvisor, Yelp, tourism bureau sites).
Local keywords
Include neighborhood, city, or region (e.g. “walking tour in Old Town Seattle”).
Create pages or content specific to neighborhoods or landmarks.
Reviews & ratings
Encourage guests to leave reviews (on Google, TripAdvisor, Yelp).
Respond to both positive and negative reviews — that signals engagement and care.
High volume of reviews improves local ranking and helps click-throughs.
Photos, posts, Q&A
Upload fresh photos of your tours. Use Google Posts to share offers. Answer common questions in Q&A.
Because many travelers are location-based (search “tours near me” or “things to do in [city]”), local SEO is a powerful lever for tour and activity businesses.
Content plays a dual role — it helps SEO, but it also educates, inspires, and converts potential customers.
Destination guides / city guides
“Top things to do in Lisbon in 3 days”
Itineraries & experience planning
Sample day-by-day schedules
“Best of” lists & comparisons
“Best snorkeling tours vs diving tours in [location]”
FAQs & question-based content
Use “People Also Ask” data to answer what real users ask
Interviews, guest stories, testimonials
First-hand experiences add authenticity (and E-E-A-T signals)
Multimedia content
Videos, interactive maps, photo galleries help engagement and retention
Cluster related content around pillar topics (hub & spoke model)
Use internal linking to guide users toward booking pages
Update and refresh content to stay relevant
Monitor what content performs well and replicate that in other markets
Because travelers often search “what to do” before booking, you can capture them earlier in the journey, build trust, and guide them toward conversion.
Here’s why investing in SEO is not optional — it’s a strategic necessity.
Sustainable traffic / bookings
Organic traffic is not reliant on paid ads. Over time, it becomes a more cost-efficient channel.
Higher trust & credibility
Appearing in search (and maps) first suggests you’re reliable and established.
Competitive edge
Many tour operators neglect SEO or do it poorly. Doing it well gives you a leg up.
Better margins
You reduce dependency on third-party platforms or commissions by driving direct bookings.
Resilience to changes
As AI, voice search, and algorithms shift, a well-built SEO foundation gives you flexibility.
You remain invisible to people already searching
You rely heavily on paid ads or OTAs (third-party platforms)
You lose bookings to competitors with better visibility
You’ll struggle to adapt when search or AI models evolve
To put some numbers in perspective:
Over 53% of all website traffic comes from organic search. Digital Silk
The first position on Google captures about 27.6% of clicks; less than 1% of users go past page one. Digital Silk
In the travel/tourism sector, studies show 9 out of 10 tourists research online and ~82% book online. Promodo
In effect: if people are looking for tours or experiences in your area and you don’t show, they’ll find someone else.
Here’s a working checklist you can use to get started or audit your current SEO efforts:
Keyword & intent research
Choose primary and secondary keywords per tour
Map content to intent (research vs booking)
On-page optimization
Title tags, headings, meta descriptions
Use internal links strategically
Implement schema markup
Content planning
Publish destination guides / itineraries / FAQ pages
Update and refresh older posts
Technical audit
Site speed, mobile responsiveness
Crawlability, indexation, broken links
Core Web Vitals metrics
Backlink & authority building
Outreach, guest posts, partnerships
Monitor backlink profile
Local SEO & reviews
Optimize Google Business Profile
Encourage and respond to reviews
Maintain NAP consistency
List in directories
Performance tracking & iteration
Use Google Analytics, Search Console
Track keyword ranking over time
Set up KPIs: organic traffic, conversion rate, bookings
Iterate: double down on what works
Over time, optimize for AI/answer engines by ensuring content is structured, clear, and authoritative — enabling it to be cited in AI-generated summaries or chat responses.
Q: Can I rely solely on paid ads rather than SEO?
A: Paid ads help, especially short term. But SEO is a more cost-effective, lasting channel. Ads stop when you stop paying; SEO compounds over time.
Q: How long does SEO take to show results?
A: It depends on competition, site health, content, and effort. Expect visible improvements in 3–6 months, with compounding gains over 12+ months.
Q: Does my tour company need blog content?
A: Yes — content helps you capture informational traffic, build authority, and feed internal linking. Blogging is a foundational SEO tactic.
Q: How important are reviews for SEO?
A: Very. Reviews provide trust signals for users and search engines. They influence click-through rates and local ranking.
Q: Should I optimize for AI (AEO/GEO) separately from SEO?
A: You don’t need to treat it as a completely separate channel. But you should structure content for clarity, depth, and semantic richness so AI systems (chatbots, generative search) can interpret, synthesize, and cite your content.
What is SEO? The process of optimizing your website and content so you appear in relevant organic search results (and AI-generated responses).
SEO rests on multiple pillars: on-page content, technical setup, off-page authority, local signals, and user engagement.
For tour/activity businesses, local SEO and reviews are especially influential.
Keyword research + search intent alignment is your compass.
The digital search landscape is evolving with AI — but if your foundation is strong, you’ll be better placed to adapt.
If you’re ready to turn search traffic into bookings, focus on the fundamentals, keep tracking metrics, and iteratively improve.