How to Rank Your Local Tour Business Higher on Google (SEO Guide)

🌍 Introduction

If you run a local tour business — maybe you lead horseback rides, operate a boat charter, guide ATV tours, or run a walking food tour — you already know how important it is to get found by new customers.

But here’s the truth: if your business doesn’t show up on Google, most travelers won’t find you at all.

Today’s travelers don’t walk around picking up brochures — they search online. They type things like “sunset cruise near me” or “best jeep tours in Sedona” into Google, and they book based on what they see. If your business isn’t in those results — especially in the top 3 or in the map pack — you’re missing out on consistent, high-quality bookings.

The good news? You don’t need to be tech-savvy to fix this. You just need to understand the basics of local SEO — and use that knowledge to make your website and Google listing work for you.

In this guide, we’ll break it all down step-by-step, using clear language and examples specific to the tour and activity industry. No fluff, no jargon — just what works for real-world operators like you.

✅ Key Takeaways

Google is the #1 tool travelers use to find and book local tours — if you’re not showing up, you’re being skipped.
Local SEO helps your tour business get discovered organically in your area — for free.
You’ll learn how to:
- Optimize your Google Business Profile
- Choose keywords people actually search for
- Create dedicated tour pages and helpful blog content
- Get more reviews (and use them to boost rankings)
- Build backlinks and track your progress without tech overwhelm
You don’t need to be an expert — you just need a simple system that works for tour businesses.
Consistency is more important than perfection. Start small, and keep going.

✅ 1. Set Up & Optimize Your Google Business Profile (GBP)

If you only do one thing from this guide, make it this.

Your Google Business Profile is the first thing most people will see when they search for your tour online. It’s the listing that shows your name, reviews, photos, hours, and that little “Book Now” button right on the map. And the better it’s optimized, the more likely you are to show up when someone types something like “kayak tour near me” or “sunset boat ride in Savannah.”

The best part? It’s completely free.

🛠 How to Set It Up

If you haven’t claimed your listing yet, go to google.com/business and follow the steps.

📋 What to Include (and Why It Matters)

Business Name: Use your real business name (don’t stuff keywords).
Categories: Pick “Tour Operator” as primary. Add secondary ones like “Boat Tour Agency.”
Photos: Add 15–20 high-quality images of your experiences.
Service Area: List all areas you serve.
Website & Booking Link: Link directly to your booking page.
Tour Descriptions: Mention locations and relevant phrases like “guided horseback rides in Sedona.”

💡 Pro Tip: Post updates weekly — photos, events, etc. Google loves activity.

If your local tour business isn’t fully set up here, you’re handing business to someone else.

✅ 2. Use Keywords People Actually Search For

Think like your customer. They search for real phrases — not industry terms.

🔍 How to Find Them

Google Autocomplete
“People Also Ask” boxes
Free tools: Ubersuggest, AlsoAsked, AnswerThePublic

🛠 Where to Use Them

Your homepage
Tour pages
Alt text on images
Blog posts and FAQ content
Your Google Business description

The more your website speaks your customer’s language, the easier it is for Google to show your local tour business to the right people.

✅ 3. Build a Page for Each Tour You Offer

Google ranks individual pages — not websites. Don’t group all your tours into one page.

🧭 What to Include on Each Tour Page

Tour name + city
Full experience description
Duration, what’s included, what to bring
Photos, FAQs, reviews
Clear “Book Now” button

Use local keywords like “ATV desert tours in Phoenix.” Every focused page improves your chance of ranking your local tour business.

✅ 4. Start Posting Locally Focused Blog Content

Blogs help you show up for longer searches and build trust with potential customers.

✍️ What Should You Write About?

“Best time to visit Zion National Park”
“What to wear on a wine tour”
“Top 5 things to do in Sedona this spring”

📌 Blog Best Practices

Post 2x/month
Link blogs to your tour pages
Use real photos and stories
Use location-based keywords

It all helps your local tour business become more visible and trusted.

✅ 5. Get More Reviews (and Respond to Them!)

🌟 Ask Every Guest

At the end of the tour
In a follow-up text or email
Using a printed QR code or sign

✏️ Respond to Every Review

Say thank you
Use keywords like “Thanks for joining our Moab jeep tour!”

Reviews help you rank higher and convert better. A strong review system is SEO fuel for your local tour business.

✅ 6. Get Local Backlinks (They’re Easier Than You Think)

Backlinks = other websites linking to yours. These are trust signals for Google.

🔗 How to Get Them

Ask hotels or B&Bs to list you
Join tourism directories and chamber websites
Offer tours to bloggers or local journalists
Sponsor local events

Even 3–5 strong, local backlinks can push your local tour business higher in search.

✅ 7. Track What’s Working (and Keep Going)

SEO isn’t set-and-forget. You don’t need to be a tech wizard — just track the basics.

📊 Tools to Use

Google Search Console — keywords + clicks
Google Business Insights — views, calls, directions
Analytics tools (or plugins like Rank Math)

🔁 Stay Consistent

Post blogs regularly
Update your Google profile
Add fresh photos + respond to reviews

Google rewards local tour businesses that stay active and helpful.

🔚 Conclusion

Ranking your local tour business higher on Google isn’t about hacks — it’s about showing up consistently where travelers are searching.

If you optimize your website, post the right content, and keep your Google profile fresh, Google will start doing the marketing for you — and your bookings will follow.

Most tour operators skip this stuff. You won’t. That’s your edge.

📣 Ready to Grow Your Tour Business the Smart Way?

At Tour Boss, we help small tour businesses get found online — and stay booked year-round.

Whether you run an off-road adventure, boat tour, food walk, or gondola ride, our SEO systems are built to bring in more bookings — without relying on ads or social media guesswork.

👉 Visit Tour Boss Digital Marketing for Tourism to learn how we can help your local tour business grow consistently and sustainably.