8 SEO Tips for Tour Operators (2026): Get Your Tours Found on Google

Jarod LaFalce

Co-Founder / COO of BookingTerminal

Published on: October 30, 2025 | Estimated Read Time: 9 minutes

Introduction

If you've read my blog before, you know how much I emphasize online presence. Every industry — including the people-focused tour and activity sector — is moving increasingly online. Consumers want to research, book, and communicate digitally whenever possible. To stay competitive, you need the right tools, like booking software, and you need to be discoverable in the first place. In other words, people need to find you.

Online Travel Agencies often market themselves as the solution to this problem — but they're not. Sure, they may bring a few more bookings, but they typically take 20%+ in commissions and it is difficult to surface yourself above bigger competitors. The real solution is making your direct website easy to find. That's where your brand shines and how you keep more of your hard-earned revenue.

In this post, we'll focus on 8 SEO steps that help Google surface your site more effectively, so your tours get found by the people who are actively searching for them. If you don't have a site yet, check out BT Pages to learn more about how we can help you get online!

What is SEO?

First, let's break down what SEO even is. SEO, or Search Engine Optimization, is the process of making your website more visible on search engines like Google. In simple terms, it's about helping Google understand what your site offers and why it's valuable — so when someone searches for a tour you offer, your website appears near the top of the results.

SEO isn't just about stuffing keywords onto your pages. It's a combination of factors, including:

For tour operators, good SEO means more people finding your tours online, which leads to more direct bookings.

1. Optimize Your Website with Local Keywords

Your website is your digital storefront, and the keywords you use can make the difference between getting found or getting lost in search results. Local keywords — combining your tour type with your location — are especially powerful for tour operators. For example, instead of just "Kayak Tour," use "Kayak Tour in Nashville." This helps Google show your business to people searching for exactly what you offer, in the exact area you operate.

Here are a few tips to optimize your website:

By focusing on local keywords, your business is more likely to appear in local search results and Google Maps, reaching the people who are actively looking for experiences in your area — the exact visitors ready to book.

2. Write Compelling Meta Titles and Descriptions

Meta titles and descriptions are the little snippets that show up in Google search results for one of your web pages. Think of them as your web page's first impression — they help people decide whether to click on your site.

For tour operators, writing clear and compelling meta titles and descriptions can make a big difference in getting visitors to your website. Here's how to do it:

No matter the size of your website, a clear meta title and description for each page can help Google show your tours to the right people and convince them to click.

3. Create High-Quality, Relevant Content

Having great content on your website helps Google understand what your tours offer — and gives potential customers a reason to book. High-quality content answers questions, provides useful information, and highlights what makes your tours unique.

Here's how to do it:

Creating helpful, relevant content not only improves SEO but also builds trust with potential customers. When people see your expertise and personality, they're more likely to book directly with you.

4. Optimize Images for SEO

Images are a big part of selling tours — they show what guests can expect and help them imagine the experience. But images can also help your site show up better on Google if they're set up the right way.

Here's how to optimize your images for SEO:

Optimized images not only improve SEO but also make your website faster and more engaging. That means a better experience for both Google and your future guests.

5. Improve Website Speed and Mobile Experience

A slow or hard-to-use website can hurt your SEO and cost you bookings. Google wants to show users websites that load quickly and work well on phones — and if yours doesn't, it's less likely to appear high in search results.

Here's how to keep your site fast and mobile-friendly:

A fast, mobile-friendly website not only gives guests a better experience — it also tells Google your business is reliable and trustworthy, which helps your site rank higher and attract more visitors.

6. Build Backlinks Strategically

Backlinks are links from other websites that point to yours. They act like "votes of confidence" in Google's eyes — the more trustworthy sites that link to you, the more credible your website appears, and the better your chances of ranking higher in search results.

Here's how tour operators can build backlinks naturally:

Backlinks take time to build, but each one strengthens your website's reputation and helps Google see your business as an authority in your area.

7. Get Listed on Google Business Profile & Local Directories

Being listed in online directories helps people find your tours and also boosts your SEO. Google and other search engines trust businesses more when they appear consistently across multiple sites.

Here's how to make it work for your tour business:

For a larger list of online profiles every tour operator should create, check out our guide here.

Consistent listings across Google and other directories make it easier for guests to find you — and for Google to recognize your business as a trustworthy, high-quality tour operator.

8. Encourage Online Reviews (and Respond to Them)

Online reviews are one of the most powerful tools for both SEO and building trust with potential guests. Positive reviews help your tours rank higher in search results, while also showing travelers that your business is reliable and worth booking.

Here's how to make reviews work for you:

For more tips on getting more reviews and making them work for your business, check out our guide here.

Encouraging and responding to reviews helps Google see your business as trustworthy and active, which can improve your search rankings — and it also reassures potential customers that booking with you is a safe, high-quality experience.

Conclusion

SEO isn't just about getting your website seen — it's about making it easy for potential guests to find, trust, and choose your tours. When your site clearly communicates what you offer, appears in local searches, and shows proof through reviews and helpful content, it naturally attracts the right customers who are ready to book.

Of course, SEO works best when paired with other marketing efforts. Combining your search visibility with email campaigns, social media, and local partnerships helps you reach even more people and keep your tours top of mind. For a deeper look at different ways to market your tours, check out our marketing guide.

With a strategic approach to SEO and marketing, you can increase the visibility of your tours and grow your business without sacrificing a large chunk of your revenue to marketplaces and online travel agencies.