SEO for Tour Operators: 8 Easy Tips to Increase Bookings

Discover how to use seo for tour operators to attract more travelers and increase bookings for your tourism business. Read on for 8 essential tips.

Written by
Oskar Mortensen
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May 30, 2024

When travelers search for tour operators, they tend to contact the top options they find on search engines like Google or Bing.

To ensure your tour operating business doesn't miss out on potential clients, implementing SEO is vital.

This article provides easy steps for you to optimize your online presence yourself.

What is SEO?

SEO, or Search Engine Optimization, is the process of optimizing a website to improve its visibility and rankings on search engine results pages.

For tour operators, SEO means optimizing their online presence to attract potential travelers and secure more bookings for their tours and travel packages.

Top 3 Key SEO Benefits for Tour Operators

SEO helps you rank at the top of Google:

  1. More Website Traffic: SEO improves rankings and drives targeted traffic to tour operators' websites.
  2. Increased Bookings: SEO attracts more potential travelers, resulting in more bookings for tours and travel packages.
  3. Cost-Effective Alternative: SEO provides a cheaper marketing solution compared to most other advertising methods.
With almost no SEO work but a filled Google Business Profile, Queen City Tours & Travel is ranking #1 locally.

Top Keywords Potential Tour Operator Clients Use

Commonly used keywords when travelers search for tour operators in Google:

Tools For Small Businesses Table


Keyword Example

Search Intent


Tour operator in [local destination]

Searching for a local tour operator


Best [local destination] tours

Looking for top tours in a local area


Adventure tour packages [local destination]

Exploring adventure tour package options


Sightseeing tours in [local destination]

Finding popular sightseeing tours


Tour operator reviews [local destination]

Checking reviews for local tour operators


Custom tour packages [local destination]

Booking customized tour packages


Group tour operators [local destination]

Looking for operators who offer group tours


Family-friendly tours [local destination]

Seeking family-friendly tour options


Eco-friendly tours in [local destination]

Finding tours that focus on environmental sustainability


Cultural tours in [local destination]

Searching for culturally immersive tours

Unlock the potential of local keywords to engage with your community. Explore our guide for strategies on selecting the ideal terms to draw in local clientele, and deepen your understanding with our Local SEO for Small Business insights.

8 Easy SEO Tips to Get More Clients

Discover how to boost your online presence and capture the attention of more travelers with these straightforward SEO techniques:

1) Claim Your Free Google Business Profile

Setting up your Google Business Profile will make it easier for local customers needing tour services to find your business on Google Maps and search results.

Enter your business name into the Google Business Profile Manager to claim your Google Business Profile.

Complete your profile by:

  • Selecting your business category (e.g., tour operator)
  • Setting your service area
  • Adding contact information, working hours, and services offered
  • Including captivating images of your tours
Why NAP Matters for Tour OperatorsNAP (Name, Address, Phone Number) consistency is essential for tour operators as it establishes credibility, improves local search visibility, and enhances the user experience. It ensures potential clients can easily find and contact your business while boosting local SEO efforts. Read: Top 9 NAP Consistency SEO Tips

Use Keywords in Your Profile

In your Google Business Profile, emphasize top keywords such as "tour operator" along with your city to improve local search visibility. For instance, "Tour Operator in [Your City]" can help you rank higher when travelers in your area search for tour services. Including specific terms related to your offerings ensures you're easily found by those looking for exactly what you provide.

Pro tip: Get your free listing on Bing Places for Business to show up on Bing searches and maps.

2) Discover Customer Keywords

Valuable keywords are crucial for attracting the right audience. For instance, as a tour operator, you'd want to optimize for keywords like "best tour operator in [city]" and "professional tour services in [city]."

By targeting these keywords, you can drive relevant traffic to your website and connect with potential clients searching for tour services in your area.

To get started, follow these steps:

  1. Create a free account on SEO.AI
  2. Once logged in, navigate to “Keyword research”
  3. Describe your target audience and goal
  4. Get valuable keyword suggestions

3) Create Service Pages and Blog Content

Content creation involves producing valuable materials like service pages and blog posts to improve search engine rankings.

Here are two types of content pages that will help you rank:

A) Service Pages

A service page keyword could be "guided tour pricing in [your city]," aiming to rank higher in search results when people search for tour packages in your city.

Here are the basic must-have service pages:

  1. Home Page - Your digital storefront, welcoming visitors with a captivating blend of your best tours, customer testimonials, and a clear, inviting call to action.Title Example: "Explore [Your City] with Premier Tour Operators - DiscoverLocal"
  2. Tour Packages Page - A detailed gallery showcasing your tour options, itineraries, and unique experiences, allowing potential clients to visualize their journey through your expertise.Title Example: "Exclusive Tour Packages: DiscoverLocal's Guided Adventures"
  3. About Page - A personal touchpoint, sharing your story, philosophy, and the unique qualities that set you apart from other tour operators.Title Example: "Meet the Experts Behind DiscoverLocal - About Us"
  4. Pricing & Services Page - A transparent overview of your tour packages, what's included, and the investment clients can expect, tailored to fit a range of needs and budgets.Title Example: "Affordable Guided Tours - Pricing & Services at DiscoverLocal"
  5. Contact Page - An easy-to-navigate page with multiple contact options, encouraging potential clients to reach out and start a conversation about their tour needs.Title Example: "Plan Your Adventure - Contact DiscoverLocal"

B) Blog Posts

A keyword for a blog post could be "tips for choosing a tour operator in [your city]," targeting travelers looking for advice on selecting a tour operator in your area.

Here are some blog post title ideas that will cover the most important keywords in your area:

  1. "Choose the Best Tour Operator in [Local City]"
  2. "Discover Top-Rated [Local City] Tours"
  3. "Guide to [Local City] Tour Packages"
  4. "Top Travel Attractions in [Local City]"
  5. "Trusted Tour Operator Reviews [Local City]"
  6. "Unforgettable Day Trips in [Local City]"
  7. "Your Ultimate Guide to [Local City] Sightseeing"
  8. "Expert Travel Tips for [Local City] Visitors"
  9. "Authentic Cultural Tours in [Local City]"
  10. "Best Outdoor Adventures in [Local City]"

Pro tip: Use SEO.AI to let our AI draft complete blog posts for you. It's simple, and your first two AI-generated blog posts are free. You can sign up for a free trial here.

4) Optimize Your Website Content

To truly captivate potential clients and enhance your online presence, it's essential to go beyond mere text optimization. Your website's design, navigation, and particularly your tour images should be meticulously crafted to provide a seamless and engaging user experience. High-quality images, fast loading times, and intuitive layouts all contribute to a user-friendly environment that not only retains visitors but also encourages them to book tours.

This is a perfect example, that shows that in some cases, all that is needed to rank high in the local search results, is the bare minimum.

By optimizing every facet of your website, from the written content to the visual appeal and performance of your tour images, you'll create a compelling online showcase that captures the essence of your tours and draws in more clients.

Here are five basic steps that will help your tour operator business stand out:

  1. Use Descriptive, Keyword-Rich Image File Names: Instead of naming your image files generically like "IMG_001.jpg," use descriptive, keyword-rich file names that reflect the content of the image and include your target keyword. For example, "guided-city-tour-paris.jpg" helps search engines understand the image content and improves your SEO.
  2. Incorporate Alt Text with Keywords: Always add alt text to your images. This not only aids visually impaired users but also helps search engines index your images properly. For instance, alt text for a tour photo could be "guided outdoor city tour in Paris landmarks."
  3. Optimize Your Image File Sizes: Large images can slow down your website, negatively affecting user experience and SEO. Use tools like Adobe Photoshop or online compressors to reduce file sizes without compromising quality. For example, compress a high-resolution tour image from 5MB to under 500KB.
  4. Showcase Your Expertise with Authentic Photos: Use authentic images across all service pages and blog posts to establish credibility and showcase your expertise. For example, display a genuine photo of a tour guide in action, capturing a moment that highlights your unique tour offerings and skills.
  5. Benchmark Content Against the Competition: Utilize tools like SEO.AI to ensure your content aligns with user intent and meets Google's E-E-A-T standards, and to stay ahead of local competitors. For instance, use the tool to analyze the top-ranking tour operator businesses in your area, and use insights to refine your content strategy, focusing on originality, authority, and relevance.

5) Build Authority with Link Building

Google recognizes quality backlinks as endorsements of trustworthy and authoritative content, refining the accuracy and relevance of its search results. Elevate your tour operation business's SEO by obtaining these trusted backlinks.

"A backlink is a hyperlink from one website to another, serving as a vote of confidence and authority that can improve a site's SEO."

Here's your roadmap to effective link building:

  • Online Directory Listings: Ensure your business profile is present and accurate on leading directories like Google, Yelp, Bing Places, LinkedIn, and Facebook. Remember, relevance is key; look for tourism-specific directories or local business hubs.
  • Forge Local Partnerships: Collaborate with local hotels, restaurants, and related tourism vendors. Mutual promotions or partnerships can yield valuable backlinks from their websites.
  • Guest Blogging: Offer your expertise on local tourism blogs. Crafting insightful guest posts not only positions you as an industry authority but also garners backlinks.
  • Harness the Power of Testimonials: Encourage satisfied clients to leave testimonials or reviews. Genuine feedback builds your credibility and can be linked back from other platforms.
  • Engage in Local Community Events: Sponsor or participate in local tourism fairs or community events. Such involvement often leads to mentions and backlinks from event organizers or local media.

Pro tip: To dive deeper, tools like WhiteSpark or BrightLocal can provide insights into niche-specific or local directories where your business should be listed. Remember, visibility is the first step to conversion.

6) Prioritize Technical SEO

For tour operators, technical SEO involves optimizing website speed to ensure quick loading times, improving crawlability by creating a sitemap, and implementing schema markup to enhance how search engines display relevant information in search results.

Here are some of the important technical aspects of an SEO-friendly website:

  1. Fast loading speed
  2. Mobile optimization
  3. Secure website (HTTPS)
  4. Clean URL structure
  5. XML sitemap
  6. Proper use of robots.txt
  7. Structured data (schema markup)
  8. Error-free navigation (404 pages)
  9. Canonical tags
  10. Optimized images

Pro tip: Don't worry if technical SEO seems overwhelming. Consider hiring an expert web developer or SEO consultant who can handle the technical optimization of your website, allowing you to focus on your tour operation business.

7) Gain a Competitive Edge with SEO Tools

Here are the best SEO tools for your tour operator business:

Tool 1: Google My Business

For tour operators aiming to attract local travelers, a Google My Business profile is crucial.

It enhances your visibility in local searches and on Google Maps, making it easier for tourists to find and book your services. Actively maintaining your profile can lead to better local search rankings and more bookings.

Google My Business features:

  • Direct engagement with customers is streamlined.
  • Local search and map visibility is enhanced.
  • Business information is easily managed and updated.

Tool 2: SEO.AI

If you're a tour operator looking to boost your online authority, SEO.AI can help by optimizing your website content, from service pages to blog posts, using advanced but easy-to-use AI tools.

SEO.AI features:

  • AI-driven discovery of keyword opportunities
  • One-click creation of detailed +2,000 word articles
  • AI chat assistant for real-time optimization assistance
  • Meta tag scoring and optimization for better SERP performance
  • Benchmarking against ideal content length for engagement
  • Automated internal linking to strengthen site structure

Tool 3: Google Search Console

Google Search Console is a complimentary service that provides insights into the keywords leading to your site on Google, along with your ranking for those terms. It also monitors your site's technical health and flags any issues.

Google Search Console features:

  • Identify and fix site errors.
  • Gain insights on clicks, impressions, and your position in Google search results.
  • Get recommendations for making your site more user-friendly.

Tool 4: AI Keyword Research Tool

The AI Keyword Research Tool, part of the SEO.AI suite, offers an innovative way to perform keyword research. Describe your content, and the tool harnesses AI to uncover key phrases that can sharpen your SEO approach.

Harnessing AI for keyword discovery revolutionizes SEO and content planning. The tool's advanced algorithms swiftly sift through data, revealing trends and valuable insights, which is particularly beneficial for identifying niche long-tail keywords that are highly relevant to your target audience and less competitive.

Features of the AI Keyword Research Tool:

  • No login required for immediate access
  • AI-driven identification of optimal keywords tailored to your content
  • Free access to all users

Tool 5: Keyword Intent Checker

The Keyword Intent Checker is a powerful tool that unravels the intent behind search terms, a concept known as "search intent."

Grasping search intent is pivotal for SEO success, influencing the development of content that aligns with potential clients' needs and boosts search engine rankings.

This tool, accessible within the SEO.AI free suite, classifies keywords by user intent, enhancing content relevance.

Features of the Keyword Intent Checker:

  • Categorizes keywords by user intent for targeted content creation
  • Available for free as part of the SEO.AI suite
  • Simple to use with immediate access at no cost

Tool 6: AI Topic Cluster Tool

The AI Topic Cluster Tool, found in the SEO.AI collection, utilizes artificial intelligence to craft topic clusters from a central keyword, taking into account the search intent.

Topic clusters can enhance SEO by organizing content in a way that search engines easily understand, potentially leading to higher search rankings. This method improves site navigation for users and establishes your expertise in the tour operation field.

Features of the AI Topic Cluster Tool:

  • Provides AI-generated topic clusters for comprehensive content planning
  • Visualizes topics with tables and mind maps for easy understanding
  • Free to use, offering a straightforward and efficient user experience

Tool 7: Broken Link Checker

SEO.AI's Broken Link Checker, in our extensive catalog of free SEO tools, is an invaluable resource for identifying and fixing broken backlinks on your website. It simulates how search engines crawl your site, ensuring every link leads to an active page.

Features of the Broken Link Checker:

  • Scans for and identifies broken backlinks on your domain
  • Offers a straightforward, easy-to-navigate interface
  • Free to use, enhancing your site maintenance without added cost

Here you'll find the top 25 best SEO tools for small businesses.

8) Get Professional SEO Help

SEO is an ever-evolving field, and mastering it requires a blend of technical know-how and a knack for compelling content.

If SEO isn't your strength, hire a local SEO expert to refine your tour operator website. They'll optimize the technical details and craft a content strategy to attract clients and improve your search rankings.

Here are some quick questions you can ask to evaluate potential SEO professionals:

  • What quick wins can you achieve for my tour operator website?
  • How do you link SEO to sales, not just traffic?
  • What's your plan if my site rankings suddenly drop?
  • Can you show me a recent client's results?
  • What do you need from me to get started?

It's important to remember that SEO is about more than just climbing search engine rankings; it's about making meaningful connections with your audience and converting them into clients. The right SEO professional will offer a clear strategy for not only increasing your online visibility but also for leveraging that visibility to drive business growth.

FAQs on SEO for Tour Operators

Here are some quick answers to common SEO questions for tour operators:

What is SEO?

SEO is the process of optimizing your website to increase its visibility in search engine results, crucial for attracting more clients to your tour operating business.

Why is SEO important for tour operators?

SEO ensures that when potential customers search for tours and travel experiences, your business appears prominently in the search results, driving more traffic and bookings.

Can I do SEO myself?

Yes, by following the steps in this post, you can start with optimizing your Google My Business listing, conducting keyword research, creating and optimizing content, enhancing images, and building backlinks. Remember to stay consistent and keep abreast of the latest SEO trends.

If SEO isn't your strength, hiring a professional can boost your ranking, save time, and increase bookings more effectively than managing SEO yourself.

How do keywords play a role in SEO for tour operators?

Keywords such as "top tours in [city]" help connect tour operators with clients actively searching for their services in specific areas. Identifying valuable keywords that your clients actually use on Google is at the core of your SEO strategy.

How can I improve my local SEO?

Start with a free Google Business Profile. Complete your profile with details like business category, service area, operating hours, and showcase captivating tour images. Also, ensure NAP consistency for credibility and better local search visibility.

Do I need more content on my tour operator website?

Yes, more content is likely essential for your site. One of the best marketing investments a tour operator can make is to create helpful content that potential customers are searching for. Service pages and blogs can target specific queries, significantly improving your visibility and ranking when people look for tour services.

How can link building benefit my tour operator business?

Link building can greatly benefit your tour operating business by creating digital connections and partnerships, akin to those you've established in the "real world." Quality backlinks signal to search engines that your content is trustworthy and authoritative. By securing backlinks from reputable local sources, such as travel blogs or local directories, you can strengthen your SEO and enhance your online presence.

What is technical SEO and is it essential for tour operators?

Technical SEO involves optimizing site speed, crawlability, and other backend elements. While it's crucial for ensuring optimal website performance, tour operators can consider hiring experts if it seems challenging.

SEO for Tour Operators: 8 Easy Tips to Increase Bookings

This is an article written by:

Oskar is highly driven and dedicated to his editorial SEO role. With a passion for AI and SEO, he excels in creating and optimizing content for top rankings, ensuring content excellence at SEO.AI.