Smart keyword strategies to help travelers find your tours
You’ve spent years perfecting your tours. Now it’s time to make sure travelers can actually find them. That’s where keywords come in.
Keywords are the backbone of your SEO strategy. They help search engines understand your business, match you with the right travelers, and put your tours front and center in search results.
When used strategically, the right words can boost your visibility, attract more direct traffic, and bring in customers who are ready to book.
Why keywords matter
Think of keywords as your digital tour guides. They lead travelers straight to your website by signaling to search engines what your business is all about. Without them, even the best tour descriptions or blog content can get lost in the crowd.
Here’s why using the right keywords makes all the difference:
- Improves your visibility. Keywords help your pages appear in the searches that matter most, the ones travelers type right before they book.
- Drives more qualified traffic. More eyes on your tours means more chances to convert visitors into paying customers.
- Attracts your ideal audience. The right keywords ensure you show up for the travelers looking for your experiences, not for something completely different.
Pro tip: Keywords work best as part of a larger SEO plan. Learn how to turn searches into bookings in How to effectively optimize your tour or activity website for SEO.
What keyword research means
Keyword research is all about understanding your audience, how they search, what they’re looking for, and how you can meet them where they are.
When travelers start planning a trip, they head to Google with questions like “best dolphin tours in Oahu” or “family-friendly zipline near me.” Each of those searches is an opportunity for your business to appear if you’re using the right keywords.
Effective keyword research helps you:
- Understand what travelers want when they search for experiences like yours.
- Discover which phrases get the most searches and which have less competition.
- Learn how travelers phrase their questions so your content can answer them directly.
Start with three simple questions:
- Who is searching for my tours or activities?
- What are they hoping to find when they use these keywords?
- How can I give them the best answer possible?
When you understand the intent behind the search, you can build content that not only ranks well but also converts.
Whether you’re writing an “About” page, optimizing a product listing, or creating a blog post, keyword research keeps your messaging aligned with what travelers actually want.
Pro tip: Search intent matters just as much as search volume. Learn how to match your keywords with traveler intent in Trustworthy SEO strategies for tour operators.
How to find the right keywords
Finding the right keywords starts with thinking like your customers. What would a traveler type into Google to find your tour? The more you can match how people actually search, the more likely your business will show up when it counts.
Luckily, there are plenty of tools, both free and paid, that make keyword research easier. Here are a few that can help you identify the terms that will bring the most value to your website.
Free tools
This is a great starting point. It’s part of Google Ads, but you don’t need to run an ad campaign to use it. Keyword Planner shows how often certain words are searched, how competitive they are, and suggests related phrases you might not have thought of.
Paid tools
A lightweight browser add-on for Chrome or Firefox, Keywords Everywhere shows search volume and related phrases directly on Google results pages. It’s perfect for spotting “long-tail” keyword ideas and those detailed search phrases that lead to high-intent travelers.
A powerhouse tool for digital marketing and SEO. SEMrush offers keyword ideas, difficulty scores, competitor data, and traffic trends. You can even see which keywords your competitors are ranking for, helping you spot opportunities to stand out.
Another robust tool used by SEO professionals. Ahrefs helps you analyze search volume, discover related terms, and see exactly which keywords drive traffic to your competitors’ websites.
Pro tip: Use these tools to build a keyword list that balances volume (how many people search for it) with intent (how likely they are to book after searching). A smaller, high-intent phrase often drives better results than a broad one that brings the wrong audience.
What are long-tail keywords?
Not all keywords are created equal. While short, broad terms like “boat tours” or “zipline adventures” attract a lot of competition, long-tail keywords help you reach travelers who already know what they want.
A long-tail keyword usually includes three or more words. These searches bring in higher-quality traffic because the searcher’s intent is clear. We expect to see more long-tail keywords in AI search results as well.
Example:
- Generic keyword: Oahu tours
- Long-tail keyword: Snorkeling tours on Oahu’s North Shore
That second phrase is far more valuable. It’s typed by someone ready to book that exact experience.
Long-tail keywords are especially powerful for tour operators because they:
- Reduce competition from larger brands or general travel sites.
- Align closely with traveler intent (“best ghost tours in Savannah” vs. just “ghost tours”).
- Convert better, since the searcher is already narrowing their options.
You can weave long-tail keywords naturally into your activity pages or blog posts. For example, a blog titled “Top 5 snorkeling tours on Oahu’s North Shore” gives you an authentic way to use your target phrase while providing useful content that travelers want to read.
How to use keywords effectively
Keyword research is just the first step. The real results come from how you use them. Strategic placement and natural flow make all the difference between a site that ranks and one that reads like spam.
Keyword do’s
- Match traveler intent.
Search intent matters just as much as the keyword itself. If someone searches for “best kayak tours in Maui,” they’re likely comparing options and not ready to buy just yet. Make sure your content delivers what they expect, whether that’s a list of tours, a blog guide, or an informative landing page.
- Write for people, not search engines.
Search engines and AI results reward content that feels natural and helpful. When you write like you’re talking to a real customer, you’ll automatically include keywords in the right places.
Example:
“Colorado has some of the most stunning hiking trails in the U.S., but heading into the mountains unprepared can cut your adventure short. Here’s how to get ready for your next hike.”
This kind of content flows naturally while still including relevant search terms.
- Use keywords in high-impact places.
Focus on areas that carry the most SEO weight:
- Title tag (what shows up in browser tabs and search results)
- Meta description (the short text under your link on Google)
- Headings (H1, H2) — especially your main topic headings
Example for an activity page:
- Title tag: Snorkeling Tours on Oahu’s North Coast | [Your Company Name]
- Meta description: Swim with sea turtles and tropical fish on Oahu’s North Coast. Book your snorkeling adventure today with [Your Company Name].
- H2: Oahu North Coast Snorkeling Tours
- Include location-based keywords.
Travelers often search by location. Phrases like “Sedona jeep tours” or “Manhattan food tours” bring in high-intent traffic from people planning specific trips. Include your city or region naturally within your copy and headings.
Pro tip: Combine location and long-tail keywords to capture travelers at different stages of the booking journey — from “things to do in Charleston” to “sunset boat tours in Charleston harbor.”
Keyword don’ts
- Don’t keyword stuff.
Repeating the same phrase too often sounds forced and can actually hurt your rankings. Instead, mix in variations and synonyms.
Bad example: “Book our family-friendly things to do in Estes Park, CO! Our family-friendly Estes Park activities are the best family-friendly things to do for your Estes Park family trip.”
Good example: “Planning a family getaway to Estes Park? From hikes to horseback rides, here are a few ways to make the most of your mountain trip.”
- Don’t overload your title tags or headings.
Keep them clear and focused on one main keyword. Long, spammy titles like “Boat Tours, Whale Watching, Kayaking, and Snorkeling Trips in Oahu” can confuse search engines and turn travelers away.
- Don’t target unrelated locations.
It’s tempting to add nearby cities to capture extra searches, but it can backfire. If your tours operate in Sedona, don’t target “Phoenix tours.” Travelers will bounce off your page when they realize it’s not what they searched for, signaling to Google that your content isn’t relevant.
Bring it all together
When done right, keywords don’t just improve rankings, they help travelers find and book the experiences they’re searching for. When you take the time to research and use them strategically, your website becomes a powerful marketing tool that works around the clock to drive direct bookings.
Use them naturally, write with intent, and focus on clarity. Over time, your keyword strategy will drive more qualified visitors, stronger engagement, and higher conversions.
Want to take your SEO strategy further? Read our guide on How to effectively optimize your tour or activity website for SEO for step-by-step ways to boost visibility, improve conversions, and keep your tours at the top of search results.
