Link building for tour operators: How to boost SEO and bookings

Struggling to show up on Google, even after polishing your website and loading it with great content? You’re not alone. Many tour and activity operators hit a frustrating plateau when their SEO efforts stall. It’s not because their site isn’t good, but because it’s not credible in Google’s eyes. That’s where link building comes in.

In this guide, we’ll walk you through link-building strategies that actually work for experience-based businesses like yours. You’ll learn how to identify the right websites to pitch, get featured on local blogs and directories, and leverage your existing content to grow authority (and bookings). Ready to boost your visibility without getting spammy? Let’s dive in.

What is the difference between inbound and internal Links

Inbound links (backlinks) direct users from one site to another. For example, if the New York Times links to your site, that’s a high-value backlink because of its authority. 

Internal links keep users moving around your own website. They help search engines understand which of your pages matter most.

Curating links to your own content and directing your viewers to high-value content on other websites helps establish your website as an authoritative one, and it can boost your ranking on the search engine results page (SERP). 

For more information on link building basics, check out this helpful Moz guide. In the meantime, let’s jump into our step-by-step guide on how to create a successful link-building strategy for your website.

Start with the right audience

Just like other aspects of your SEO strategy, link building starts with understanding your target audience. When you know exactly who your audience is (and who they’re not), it’s easier to create content that truly resonates.

For example,  you run whitewater rafting tours on a river with Class IV – V rapids. Due to the nature of the river, your tours are not very family-friendly. If you’re not clear with your content for active adult adventurers and seasoned rafters, you may attract parents with young children trying to book your tours.

Wondering exactly who your current audience is? Use Google Analytics to learn who’s visiting your site and tailor your content toward your ideal bookers.

Find your real SEO competitors

Finding your online competitors is more than who you’re competing with locally. Think about who you’re competing with for that top spot in Google. 

By entering your main keyword(s) into Google, you can see the other websites that rank and deliver content similar to your own. Your competition isn’t necessarily made up of tour and activity operators exclusively. Other sites include travel blogs, city websites, directories, and more. 

Analyzing your competitors’ content and outbound links helps you identify the kinds of content that perform well and the websites that could become valuable partners

Where to source inbound links

To gain backlinks, start by reaching out to local directories, websites, and travel bloggers and ask them to share your content. 

Contact your city’s Destination Marketing Organization (DMO) or a popular influencer or blogger in your area.  A backlink from them builds trust with both search engines and travelers.

When you email the blogger, website, or city guide, make it personal. Show them why your content is valuable to their audience. Make it mutually beneficial and that you’re not a spammer trolling for links. 

Using social media to support your link strategy

Have you noticed that social media posts show up in Google results? If your social posts include the keywords travelers are looking for, posts on Facebook, Pinterest, and other platforms rank.

Share content to Facebook, Instagram, Twitter, Pinterest, or any other social media networks you use. Include relevant keywords, and you may start to see these boost your rankings with inbound links.

When thinking about where to post, focus on the platforms where you’re likely to reach your target audience. If you’re targeting a younger audience, don’t focus on Facebook, which is popular with an older crowd. Instead, use TikTok and Instagram..

Pro tip: Share your blogs as Google Business Profile Posts — it boosts visibility directly in search results.

Creative link-building ideas for tour operators

Ready to start creating amazing content to share with your target audience? Give these tips a try!

Crowd-Sourced Content: If you’re looking for a fun blog post idea, try reaching out to 10 – 20 travel bloggers and ask them all the same questions, such as:

• What is your #1 travel tip?
• What is your craziest travel story?
• What is your favorite place to travel and why?

Then, share all of their answers in one article. Link to their blog and encourage them to link to yours.

Guest Posting: Reach out to local websites, resellers, partners, etc., and ask them to write a guest post that you would feature on your website, linking to theirs. On the flip side, you could also ask to write a guest post on their site, which would link back to your website.

Join FareHarbor’s Distribution Network (FHDN): Joining FHDN is another powerful way to build backlinks while driving more bookings. When you list your tours in FHDN, affiliates such as online travel agencies, travel blogs, and partner websites can feature your activities on their platforms. 

Every time your tours are displayed, those listings act as high-quality backlinks pointing back to your website. Beyond boosting your SEO, this affiliate marketing model expands your reach to new travelers who are already browsing trusted booking sites, helping you earn credibility and fill your calendar at the same time.

Bring it all together with a smart link-building strategy

Building backlinks isn’t just an SEO tactic. It’s a way to boost your credibility, expand your reach, and connect with more travelers ready to book. 

By understanding your audience, analyzing competitors, and reaching out to the right partners, you can position your business as a trusted resource in your market. Add in tools like social media and affiliate partnerships, and your content will work harder for you long after it’s published.

Want to take your SEO even further? Check out these related guides:

• Trustworthy SEO strategies for tour operators 
• How to effectively optimize your tour or activity website for SEO 
• Unlocking SEO success with FareHarbor websites: Why proactive audits matter