Discover how your business can rank at the top of Google in your area with Local SEO techniques in the Tourism industry.

Using local SEO for tourism is a good way to increase sales of your services, whether they are tours or hotel reservations.

Check below what this strategy is, the benefits and how to put it into practice.

What is Local SEO?

Local SEO is a series of optimization strategies for search engines, such as Google, that aim to improve the positioning of a business when people search for solutions within a certain region.

Therefore, it is aimed at searches that have a geographic component and that is what makes it different from traditional SEO.

For example:
“Hotels in Central London”
“Tourism Agencies near me”

Local SEO increases the visibility of local businesses in a regional search result, and aims to attract more consumers and contribute to a stronger brand reputation.

How does Local SEO work?

When a search is carried out within a region, the Google algorithm presents the results, showing companies and businesses that are close to the origin of the search.

The purpose of the search engine is to always bring more relevant results to the user.

When someone searches for a restaurant or hotel on Google, for example, the search engine understands that they are looking for options that are close to the region where they are.

Therefore, highlighting the location is a very important factor in displaying the results, so that the user can quickly find, in the first options, the answer they were looking for.

To appear as a suggestion to the user, it is essential that you register your company on Google My Business.

There are situations where the user doesn’t even need to be nearby and your business still appears as a solution.

Want an example?

When searching on Google for “hotels in London”, for example, the user will come across a series of answers given by Google.

It is obvious that in this case the answer is broader and takes into account a larger geographic space, so you will find hotels in various parts of the city.

However, if you are at London airport, for example, and search for hotels, the results displayed will take the user’s location into account more precisely.

What are the benefits of local SEO in tourism?

Google increasingly helps people explore cities, as users want to discover restaurants, hotels, tour services and many other possibilities when traveling.

To achieve this purpose, the search engine aims to improve the user experience, providing the best and most accurate answers to their needs.

In this way, local SEO ends up being a unique opportunity to position your company well within a region, giving it greater visibility.

There are a series of benefits to this strategy. Check out the main and most important ones below!

Increases the visibility of your business in the region

Local SEO for tourism allows you to position your company on Google within a regional search, increasing your brand’s visibility.

With greater visibility, the company becomes recognized and receives more visits and contacts. Therefore, this tends to guarantee more effective results.

Attracts new audiences

Local searches are essential for attracting new audiences. Many people who are already visiting your city want to hire the services you offer.

Therefore, investing in SEO local is a low-cost solution for your business to be displayed to potential customers, without the need to pay for advertisements.

Encourages users to take action

In the traveler’s purchasing journey, local searches are very close to sales conversion.

Those who search for tour companies on Google, for example, may be looking for options to have fun at the destination. In the case of hotels, the search can be for that exact moment or region.

Therefore, the results displayed help the customer to make decisions:

Encourage the user to get in touch, check reviews, see some photos and understand how to get to the location.

If your company is optimized for local SEO, it is very likely that your brand will appear among the first results and the chances of it being the option chosen by the user are higher.

How to do local SEO for tourism?

The first and most important step is to register your company on Google My Business.

It is from this tool that the search engine extracts information regarding your company.

Check out some important tips below on how to do local SEO for tourism.

Google Meu Negocio para empresas de turismo

Complete your registration on Google My Business

When entering your company on Google My Business, provide all the requested information.

The more complete your registration is, the more confidence Google will have in your business and will therefore start displaying your company in searches.

In addition, publish photos and videos, as this will be a big difference in your client’s decision-making.

Google My Business also has other features, such as a space for customer reviews and questions and answers, where consumers leave their questions for the establishment to respond to.

Therefore, there is a good opportunity to interact and answer your audience’s most frequently asked questions.

Another very important resource that makes a big difference in your company’s sales is Google Posts, where you can publish news and information about your business.

This way, if you have a hotel, for example, you can promote a daily package in the promotion for the next season.

Keep contacts up to date

In many local searches, the user is looking for quick information, such as location and telephone number, for example.

Therefore, provide all the information on Google My Business (phone number, address, opening hours, etc.) so that the search is accurate and effective for your audience.

Encourage customer reviews

Google Meu Negocio para empresas de turismo

Reviews are essential for consumers to make purchasing decisions.

They show what other customers think about your company, and give them more confidence when deciding whether or not to hire a certain service.

For Google, reviews are also crucial, as they are seen as users’ honest opinions about your brand. The more positive reviews your company has, the better it will rank in local SEO.

Therefore, it is essential that you encourage your customers to review your brand on Google My Business.

It’s also important to respond to comments, as this shows how much you care about your customers’ opinions and encourages other users to review your company too.

Invest in regional content marketing

It is also interesting to do content marketing focused on the region, as this better positions your website on Google and allows you to link to your company on Google My Business.

If you have a tourist tour company in Amsterdam, for example, publish content talking about tour tips, what to do in the region and attraction schedules.

In this case, it is essential to use keywords that are capable of meeting local searches. In the case of the previous example, it is possible to use terms such as “what to do in Amsterdam” or “tours in Amsterdam”.

Final Review: Use this checklist to boost your profile

Google Meu Negocio para empresas de turismo

1. Optimize Your Google My Business Listing:

  • Ensure your business name, address, and phone number (NAP) are accurate and consistent across the web.
  • Fill out all sections of your Google My Business profile, including your business description, hours of operation, and types of tours or activities you offer.
  • Add high-quality photos and videos that showcase your tourism experiences.
  • Encourage happy customers to leave reviews on your profile.
  • Respond to all reviews, both positive and negative, in a professional and timely manner.

2. Create a posting calendar

  • Share regular updates about your tours, special offers, and local events.
  • Post engaging content that highlights your unique selling points and showcases the beauty of your destination.
  • Use relevant hashtags to reach a wider audience.

3. Complete your profile:

  • Ensure your business information is consistent across all online directories, including Yelp, TripAdvisor, and local tourism websites.
  • Fix any inaccuracies or inconsistencies.

4. Get More Reviews:

  • Actively ask your customers to leave reviews on Google, Facebook, and other relevant platforms.
  • Make it easy for them to leave reviews by providing links or QR codes.
  • Respond to all reviews, thanking customers for their feedback and addressing any concerns they may have.

5. Optimize Your Website for Local SEO:

  • Include your target keywords (e.g., “city tours,” “hiking trails,” “wine tasting”) in your website’s title tags, meta descriptions, header tags, and content.
  • Create location-specific landing pages for each of your tours or activities.
  • Optimize your website for mobile devices.

6. Create Geo-Targeted Content:

  • Write blog posts or articles about local attractions, events, and hidden gems.
  • Share insider tips and recommendations for visitors.
  • Optimize your content for local keywords.

7. Acquire Local Backlinks:

  • Partner with other local businesses, tourism organizations, and influencers to cross-promote each other’s offerings.
  • Get listed in local directories and travel guides.
  • Submit your website to relevant travel blogs and online publications.

By implementing these local SEO strategies, you can increase your visibility in local search results, attract more visitors to your website, and ultimately grow your tourism business.

Thiago Cruz

Thiago Cruz

Management, Marketing and Tourism Professional

I am a professional who believes that tourism can be so much more, and that the market needs practical resources to evolve more fast.

I hold a degree in Tourism and Hospitality, an MBA in Business Management, and specializations in Digital Marketing, Data Analytics and AI.

With a career in tourism since 2004, I have worked as a researcher, travel agent, tour guide, digital marketing consultant, operations manager, commercial and financial manager, and now as a digital entrepreneur.

Like the colleagues in the trade, I love to travel, experience different cultures, meet new people, and strive to grow and contribute to the tourism industry.

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