July 29, 2025
Running a travel or tourism business is exciting — you get to help people explore new places, enjoy adventures, and make memories. But before people book anything, they usually start by searching online. That’s why showing up in search results is more important than ever.
In this guide, you’ll learn how to use Local SEO for travel business to help more travelers find your services. Whether you run a hotel, tour company, or vacation rental, these tips will help you get noticed in search results and grow your bookings.
What Is Local SEO and Why Is It Important?
Local SEO (Search Engine Optimization) is how you make your business show up when people search for travel services in your area. For example, if someone types in “best snorkeling tours in Sydney” or “family hotels near Niagara Falls,” Local SEO helps your business pop up.
Why Local SEO matters for travel and tourism:
- Most travelers search online before booking – They use Google to find where to stay, what to do, and how to get there.
- People trust local results – Travelers often read reviews and trust businesses that show up high in search.
- It saves money – Unlike ads, Local SEO brings traffic to your site for free once it’s set up.
- It helps you beat big companies – A strong local strategy lets smaller tourism businesses stand out.
Whether you’re working on SEO for tourism marketing or trying to get more bookings for your tourism company, Local SEO is a must-have tool.
Step-by-Step Local SEO Strategy for Travel Companies
Here’s how to build a strong Local SEO plan to attract more travelers.
1. Optimize Your Google Business Profile (GBP)
Your Google Business Profile is one of the first things people see when they search. It shows your location, contact info, reviews, and photos — all in Google Maps or local listings.
What to do:
- Fill out your Name, Address, Phone number (NAP), website, hours, and business description.
- Choose categories like “Adventure Tour Operator,” “Vacation Rental,” or “Travel Agency.”
- If you don’t have a shop or office, add a service area — up to 2 hours from your base.
- Upload bright, clear photos of your rooms, tours, activities, staff, and happy guests.
- Post updates, blog links, special offers, and event info using GBP posts.
- Ask for reviews from customers. Reply to every review — good or bad.
- Check the Q&A section. Answer questions clearly so others see you’re active.
This is essential for local SEO for travel industry businesses.
2. Improve Your Website for Local Searches
Your website is the place where travelers learn about you — and decide if they want to book.
Here’s how to make sure it works well for Local SEO:
Use the Right Keywords
Think about what your guests would search for. Use words like:
- “Eco-tours in Costa Rica”
- “Budget hotels in Sydney”
- “Luxury desert safari in Dubai”
These keywords should be added to your page titles, descriptions, headings, and image names.
Create Local Service Pages
Do you serve more than one area or city? Make a separate page for each one! Example:
- /adventure-tours-in-napa
- /historic-walks-new-orleans
Add maps, local photos, info about the team, and local tips. This helps with SEO for tourism company websites.
Make Your Website Mobile-Friendly
70% of travel searches happen on phones. Your website must look good and load fast on mobile. Use tools like Google PageSpeed Insights to test your speed. Compress big images to help it load faster.
Use Photos and Videos Smartly
People love seeing what they’re booking. Use real photos with descriptive filenames like:
beachfront-villa-bali.jpg
Add alt text (image descriptions) using keywords and locations.
Write Helpful Content
Write blog posts like:
- “Top 10 Things to Do in Brisbane with Kids”
- “What to Pack for a Safari in Melbourne”
- “Best Food Tours in Texas Under $50”
This shows you’re an expert and builds trust with both users and Google.
Add Schema Markup
Schema is a little bit of code that tells Google more about your business. Use schema types like:
- LocalBusiness
- Hotel
- TourOperator
- TouristAttraction
- FAQPage
This helps Google display extra information about you, like reviews, prices, and bookings.
3. Get Found Outside Your Website (Off-Page SEO)
Google looks at your full web presence — not just your website. Here’s how to build trust across the web.
Be Consistent Everywhere
Your business name, address, and phone number (NAP) should be the same on:
- Yelp
- TripAdvisor
- Local directories
- Social media
Inconsistent info can hurt your rankings.
Get Quality Backlinks
Ask local businesses, tourism boards, and travel bloggers to link to you. Links help Google see that you’re trusted.
Example: If a travel blog lists “Best Waterfall Tours in Niagara” and includes your site — that’s gold!
Build Local Partnerships
Partner with restaurants, shops, or event organizers to cross-promote. For example, offer a discount to their customers if they book a tour with you.
Work with Influencers
Find local travel influencers who match your brand. They can promote your tours or hotel with photos and videos — reaching their followers and increasing bookings.
4. Create Engaging and Useful Content
Content is what helps you show up in both regular Google and AI search results like Google’s AI Overviews or ChatGPT suggestions.
Know Your Audience
Are your customers adventure seekers, families, solo travelers, or honeymooners? Create content that speaks to them.
Share Local Stories
People love unique tips. Write about hidden spots, local foods, weather guides, or best times to visit.
Answer Questions
Write FAQ-style content like:
- “Is Thailand safe for solo travelers?”
- “Do I need a visa to visit Canada?”
Use FAQ schema to help Google and AI models understand your answers.
Use Different Formats
- Blog posts
- Photos
- Guest interviews
- Property tour videos
- Interactive maps
- Downloadable itineraries
Share Your Content Everywhere
Post your blogs and photos on:
- Google Business Profile
- Instagram, Facebook
- Email newsletters
- Travel forums
This spreads your content and builds brand awareness.
5. Get Ready for AI-Powered Search
Search engines are now using AI to give people quick answers. Google, Perplexity, and ChatGPT often summarize top info from websites — that could be yours!
Focus on E-E-A-T
This means:
- Experience – Share real stories or customer examples
- Expertise – Prove you know the area or service well
- Authoritativeness – Get mentioned on other travel sites
- Trustworthiness – Use real photos, full contact info, and reviews
Use Natural Language
Answer common questions the way someone would ask them out loud:
- “What’s the best way to travel from Rome to Australia?”
- “Where can I find vegan food in Bangkok?”
This helps your content show up in AI search results.
Use Structured Data (Again!)
Schema helps AI understand what your content is about.
Always Track Your Progress
Doing all the right things for Local SEO is great — but how do you know if it’s actually working? That’s where tracking and measuring your results comes in. By keeping an eye on your website traffic, search rankings, and customer actions, you’ll see what’s helping and what needs improvement. This way, you can keep growing and stay ahead of your competition in the travel and tourism industry.
Use tools like:
- Google Analytics – See how many people visit your site
- Google Search Console – Check your rankings and fix SEO issues
- GBP Insights – Track profile views, direction requests, and calls
Watch what’s working and what’s not. Then update and improve over time!
Conclusion
If you’re in the travel or tourism industry, now’s the time to take Local SEO seriously.
More travelers are searching online. More tools like AI Overviews are shaping how people book trips. And more competition means you need to stand out.
With the right strategy — strong Google profiles, useful websites, great content, and local partnerships — you can attract more travelers, boost bookings, and grow your brand.
Need help with your SEO strategy? Contact Alpha O Rise today and let’s create a custom Local SEO plan that gets your tourism business discovered, booked, and loved.
