Understanding your tour audience: Writing for search intent
Keywords play a big role in Search Engine Optimization (SEO). They tell you what travelers are searching for online. By understanding those terms, you can weave them naturally into your website, social media, and marketing materials to boost visibility and attract more customers.
But as Google gets smarter at recognizing what people really want, ranking for high-volume keywords alone isn’t enough. To reach travelers who are ready to book — not just browse — you need to understand their search intent.
In this article, you’ll learn what search intent means, the four main types of intent, and how to optimize your content so it aligns with what travelers are looking for.
Whether you’re writing a blog, building a landing page, or updating your tour descriptions, understanding intent helps you show up in the right searches and turn online traffic into real bookings.
What is search intent?
In simple terms, search intent is the reason behind a search. It’s what someone hopes to find when they type a query into Google.
For example, if a traveler searches “best paddleboarding spots in Colorado,” they’re probably researching options before booking and not ready to make a purchase yet. Google’s algorithm is designed to understand this kind of intent and show results that match it, even when the wording isn’t specific.
For tour operators, recognizing that intent helps you create the right content for every stage of the traveler’s journey, from research and comparison to booking. When your pages align with what travelers want, you’ll attract more qualified visitors and convert more of them into customers.
Why do you need to match search intent?
Matching search intent is key to ranking well and attracting the right audience. Google’s goal is to serve the most relevant results so users keep coming back. The more your content matches what travelers are actually looking for, the more likely it is to appear higher in search results.
Imagine a traveler searches “best paddleboarding spots in Colorado” and lands on a booking page. They’re not ready to purchase yet, so they’ll leave quickly, signaling to Google that the page doesn’t fit their needs.
But if they find a blog listing top paddleboarding locations with local tips and photos, they’ll stay longer, engage more, and remember your business when it’s time to book.
That engagement tells Google your content is valuable and relevant, helping your pages rank better and bringing more qualified traffic that’s likely to convert into bookings.
Types of search intent
There are four main types of search intent. Understanding each helps you create content that meets travelers where they are in their decision-making process.
Informational
These searches happen when travelers want to learn something new. Think of queries like “how to plan a hiking trip in Utah” or “best time to visit Hawaiʻi.” They’re looking for blog posts, guides, or quick answers that help them plan.
Navigational
Here, the user already knows the brand or business they want to visit. They’re just trying to find it online. For example, typing “FareHarbor” or “Blue Wave Kayak Tours” into Google takes them straight to that company’s site.
Transactional
This intent signals someone is ready to book or buy. Travelers might search “book Oʻahu snorkeling tour” or “buy museum tickets online.” These queries usually include action words like “book,” “reserve,” or “purchase.”
Commercial investigation
These searches fall between research and booking. Travelers are comparing options, looking for the best value, or narrowing down choices. For example, “snorkeling vs. scuba diving tours” or “top family boat tours in Key West.” The right response is a comparison guide or blog post that answers their questions and links directly to your booking page.
How to optimize for search intent
Once you understand the four types of search intent, it’s time to apply them to your own content strategy. Here’s how to make sure your pages align with what travelers are actually searching for.
Gather good information
Start by searching the keyword you want to target and look at the top results. What type of content shows up — articles, lists, or booking pages? Notice the tone, structure, and visuals each page uses.
Pay attention to what keeps you reading and where you might do better. This research shows you what travelers are responding to and helps you spot opportunities to make your content more useful.
Don’t force it
If a keyword doesn’t fit the intent of your page, don’t try to make it work. For example, “best snorkeling tours in Maui” fits a blog post or comparison guide — not a single tour listing.
Instead, write that blog post, showcase your expertise, and include links to your own tours so travelers can book when they’re ready.
Stay flexible
Search trends and algorithms change often. Keep track of how your pages perform, and update or expand content that starts slipping in rankings. Small tweaks like refreshing keywords or adding recent photos can make a big difference in how relevant your pages stay.
Pro tip: Use tools like Google Search Console to track which keywords bring visitors to your site. If you notice a page getting traffic from an unexpected query, update it to better match that intent and capture even more clicks.
How to turn intent into impact
As Google continues to improve its understanding of language and behavior, matching your content to traveler intent will only become more important. When you meet travelers where they are — whether they’re researching, comparing, or ready to book — you’ll attract more qualified visitors and earn their trust.
Understanding search intent isn’t just an SEO tactic; it’s a way to connect your business with the travelers most likely to book your experiences.
Ready to improve your SEO strategy? Learn practical ways to boost your visibility in our guide to optimizing your tour or activity website for SEO.
