For most travel and activity businesses, Google is the primary way new visitors will find you online—be it through a Google Search or on Google Maps. But fighting for top spots in the search results is a full-time job, and not one that many business owners have time for. Luckily, Google is making it increasingly easier for businesses to be found, allowing you to have a presence in local searches with just a few minutes of work.
How Does Google's Algorithm Work?
Google's ranking system evaluates websites using a mix of relevance, content quality, user experience, and technical factors. The algorithm processes hundreds of ranking signals to decide which pages deserve top spots in search results. Keywords matter, but the algorithm understands context and looks for natural language that matches real searches.
According to First Page Sage's 2025 analysis, consistently publishing satisfying content remains the top-ranking factor.
Google's algorithm relies on AI and machine learning tools, such as RankBrain and BERT, to understand user intent. RankBrain analyzes search patterns and user behavior to figure out what people actually want. BERT helps Google understand natural language better, so it can match content to searches more accurately.
Google releases regular algorithm updates that emphasize mobile responsiveness, fast loading times, and high-quality, original content. Sites that improve page loading speed to reduce bounce rate and boost mobile-friendliness for better user experience see ranking improvements.
How to Increase Google Search Ranking for Your Website
Improving your site's ranking requires a strategic approach across multiple areas. Here are actionable steps to boost your visibility in search results.
Make Sure Google Can Read Your Website
Google looks at your website more or less as a person would—it reads the pages, looks at images, and clicks through all the items in your menu.
To ensure Google is able to access your website, read it, and then list what it finds in search results, turn to Search Console, one of the search engine's most powerful tools. If your website has been configured incorrectly and Google can't access and read it, the Search Console is where you'll find out. And, depending on the nature of the problem, Google will usually suggest ways to correct the error, too.
Search Console also has many more useful tools to help you analyze your website's performance, including Search Analytics, which shows you how well your website is performing in search results; Pagespeed Insights, which gives you information on how your website works on different screen sizes; and a messages area, which Google will use to send you important updates about your site.
Tell Google What Your Business is About
The words and phrases people type into Google to find products, services, or information are known as “keywords." The keywords Google will associate your business with rely almost entirely on the words used in your website's copy. Without specifically mentioning certain things in the text of your site, you'll never appear in search results for those keywords.
For example, a kayaking business needs to tell Google that they offer kayak rentals and kayaking lessons by talking about them on their website. A campsite needs to tell Google they offer pitches by the night, and how much they cost by listing them publicly. But don't go overboard with these keywords: If it's obvious you're trying to beef up your keyword count, Google will simply ignore it—or worse, punish you by burying you in the results page.
A simple rule of thumb: Create a website that works really well for your visitors, and Google will reward you with good placement in search results. And this is another area where the Search Console can help. One of its features, Content Keywords, broadly tells you what Google thinks your website is about by showing you how many times you mention specific keywords. Ideally, the services you're selling should be near the top of this list. If not, it's time to tweak your website a bit. Create a website that works well for your visitors, and Google will reward you with good placement in search results.
Tell Google Where Your Business is Located
Appearing in local search results is vitally important for travel and activity businesses. Most searches take place on mobile devices now, so you need to be as visible as possible to travellers passing through your area and in search of a fun activity. The most basic way to tell Google where you are based—and to appear to local searchers—is to simply include your address and phone number on your website. Google will take this information and be able to deduce your location, and pretty soon, you'll be appearing in local search results.
Another important step in attracting local searches is to get your business listed on Google Maps. Google My Business—the search engine's home for many of its small business services—allows local businesses to easily create Google Maps listings and verify them by linking the listings to their websites. It's easy to claim your Google Maps listing. Simply search your business on Google Maps and touch "Are you the business owner?" and follow the prompts provided.
Your Google Maps listing can contain plenty of information above and beyond your address and phone number. You can add opening hours, photos, and invite customers to review your business. The better your reviews, the more people will find you online, and the more will visit you in real life. You can even add a link that directly points customers to book your activity or rental.In just a few minutes, these simple updates can vastly increase your online searchability.
Optimize On-Page SEO of Your Website
On-page SEO focuses on elements you control directly on your site. Start by optimizing title tags and meta descriptions, as these are the first elements people see in search results. Your title should include your target keyword and clearly describe the page's content. Meta descriptions should be compelling and action-oriented, giving searchers a reason to click.
Headers (H1, H2, H3) help Google understand your content structure, so use them to organize information logically. Optimize images by compressing file sizes for faster loading and adding descriptive alt text that explains what each picture shows.
Keyword optimization involves selecting the most relevant terms and incorporating them naturally into your content. Research what your customers actually search for. Target long-tail keywords for more specific search queries like "sunset kayak tours in Miami" instead of just "kayak tours."
Focus on high-quality, original content to meet user intent. Google's own Search Quality Rater Guidelines emphasize content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Create engaging and informative content regularly to prove to Google that your site remains fresh and relevant.
Improve Technical SEO
Technical SEO ensures your site runs smoothly behind the scenes. Site speed directly impacts ranking because slow pages frustrate users and are more likely to be buried in search results. A mobile-optimized design is non-negotiable, as most searches occur on phones. HTTPS and secure hosting protect user data and signal trustworthiness to Google.
Use Google PageSpeed Insights to measure and improve loading times. This tool identifies exactly what slows down your site: oversized images, bloated code, or slow server response. Compress images, enable browser caching, and minify CSS files to boost speed. Even shaving off a second or two can reduce bounce rates and improve conversions.
Simplify site architecture for better crawlability. Google's bots need to navigate your site easily to index all your pages. Build an internal linking structure to enhance navigation by connecting related pages with descriptive anchor text. Review and fix technical SEO issues, like broken links, redirect chains, and duplicate content.
Implement Off-Page SEO Techniques
Off-page SEO occurs outside your site but still affects your ranking. Backlinks from other websites serve as a vote of confidence, indicating to Google that your content is of high value. Increase the quality and quantity of backlinks by earning links from reputable travel blogs, tourism boards, and industry publications.
Build backlinks through guest blogging, influencer collaborations, and creating shareable content. Write guest posts for established travel websites and include a link back to your site. Partner with local tourism organizations or complementary businesses to create mutually beneficial content.
Engage with users on social media to build brand visibility. While social signals don't directly affect ranking, they drive traffic and increase your online presence. Strategic partnerships with bloggers and influencers can amplify your reach and earn quality backlinks that boost your authority.
Monitor and Analyze Your Progress
Use Google Analytics and Google Search Console to track your performance. Google Analytics shows how much traffic your site receives, where visitors come from, and what they do once they arrive. Google Search Console reveals which keywords drive impressions and clicks, as well as any technical issues that may be affecting indexing.
Track rankings, traffic, and conversions to determine the effectiveness of your strategies. Set up conversion tracking to measure the number of visitors who book tours or sign up for newsletters. If specific pages underperform, dig into the data-driven insights to figure out why.
Monitor Google Search Console for errors and opportunities. Regular SEO audits catch problems before they hurt rankings. Check for crawl errors, mobile usability issues, and security problems. Update old content to keep pages relevant. Implement structured data (Schema markup) to improve rich snippets that make your listings stand out in search results. Tour operators who treat SEO as an ongoing process maintain long-term visibility while competitors fall behind.
Why is My Website Not Ranking on Google?
Several common issues can hurt your search ranking. Poor content quality, slow site speed, weak technical SEO, and lack of backlinks are the main culprits (the top-ranking page on Google has an average of 3.8× more backlinks than pages ranked 2–10).
Google might not be indexing your site correctly. Use Google Search Console to identify indexing problems, crawl errors, or security issues. This tool displays which pages Google can't access and the reasons why. Fix these technical problems first before expecting ranking improvements.
Focus on one area at a time rather than trying to fix everything at once. Analyze site traffic and user behavior to understand trends using Google Analytics. If your bounce rate is high, prioritize speed and mobile experience. If you have zero backlinks, start building relationships with industry sites. Tackling weak points systematically based on data-driven insights delivers better results than scattered efforts.
What are the Top Ranking Factors on Google?
Google uses hundreds of ranking factors in its algorithm, but these core elements carry the most weight for getting to the top of search results:
- Content relevance: A 2024 Semrush study found text relevance had the strongest correlation with higher rankings.
- Backlinks: Links from authoritative sites signal trust and boost your site's authority.
- Technical SEO: Site speed and mobile-friendliness determine whether users stay or bounce.
- User experience: Google tracks how people interact with your site and rewards positive engagement.
- Fresh content: Regular updates show your site stays active and relevant.
Continuous optimization keeps you aligned with Google's evolving algorithm. Monitor your performance and adapt your strategy as factors shift. Tour operators who stay proactive maintain competitive positions, while those who ignore changes fall behind.
Key Takeaways
- Google’s algorithm evaluates hundreds of factors, but content quality, backlinks, technical SEO, and user experience are the factors that matter most for ranking in search results.
- Optimize website content with relevant keywords, improve page loading speed to reduce bounce rate, build an internal linking structure to enhance navigation, and claim your Google My Business listing to boost your site's visibility in local searches.
- Monitor Google Search Console for errors and opportunities, update old content with fresh information and keywords, and treat SEO as an ongoing process rather than a one-time task.
Frequently Asked Questions
Should I Focus More on Technical SEO or Content for Ranking Improvements?
Both are important, but content generally has a more direct impact on search engine rankings. Google's algorithm prioritizes high-quality, relevant content that answers user queries, though technical issues like slow speed or poor mobile experience can block even great content from ranking. Balance technical improvements with creating engaging and informative content regularly to see the best results.
How Much Time Does it Take to See Improvements in Google Search Rankings?
SEO results are long-term and typically take 3–6 months or longer, depending on the level of competition and the effort invested. Ranking improvements require time to build authority through backlinks, accumulate positive user engagement signals, and compete against established sites. Patience pays off because SEO is a marathon, not a sprint, and consistent effort delivers lasting visibility.
Can Social Media Engagement Influence Google Rankings?
Not directly. Social media doesn't directly affect rankings, but it generates traffic, brand recognition, and backlinks that indirectly boost SEO. Social signals drive more visitors to your site, which can lead to more engagement, shares, and natural backlinks from other sites. Active social presence amplifies your reach and supports your overall SEO strategy.
Table of contents
For most travel and activity businesses, Google is the primary way new visitors will find you online—be it through a Google Search or on Google Maps. But fighting for top spots in the search results is a full-time job, and not one that many business owners have time for. Luckily, Google is making it increasingly easier for businesses to be found, allowing you to have a presence in local searches with just a few minutes of work.
How Does Google's Algorithm Work?
Google's ranking system evaluates websites using a mix of relevance, content quality, user experience, and technical factors. The algorithm processes hundreds of ranking signals to decide which pages deserve top spots in search results. Keywords matter, but the algorithm understands context and looks for natural language that matches real searches.
According to First Page Sage's 2025 analysis, consistently publishing satisfying content remains the top-ranking factor.
Google's algorithm relies on AI and machine learning tools, such as RankBrain and BERT, to understand user intent. RankBrain analyzes search patterns and user behavior to figure out what people actually want. BERT helps Google understand natural language better, so it can match content to searches more accurately.
Google releases regular algorithm updates that emphasize mobile responsiveness, fast loading times, and high-quality, original content. Sites that improve page loading speed to reduce bounce rate and boost mobile-friendliness for better user experience see ranking improvements.
How to Increase Google Search Ranking for Your Website
Improving your site's ranking requires a strategic approach across multiple areas. Here are actionable steps to boost your visibility in search results.
Make Sure Google Can Read Your Website
Google looks at your website more or less as a person would—it reads the pages, looks at images, and clicks through all the items in your menu.
To ensure Google is able to access your website, read it, and then list what it finds in search results, turn to Search Console, one of the search engine's most powerful tools. If your website has been configured incorrectly and Google can't access and read it, the Search Console is where you'll find out. And, depending on the nature of the problem, Google will usually suggest ways to correct the error, too.
Search Console also has many more useful tools to help you analyze your website's performance, including Search Analytics, which shows you how well your website is performing in search results; Pagespeed Insights, which gives you information on how your website works on different screen sizes; and a messages area, which Google will use to send you important updates about your site.
Tell Google What Your Business is About
The words and phrases people type into Google to find products, services, or information are known as “keywords." The keywords Google will associate your business with rely almost entirely on the words used in your website's copy. Without specifically mentioning certain things in the text of your site, you'll never appear in search results for those keywords.
For example, a kayaking business needs to tell Google that they offer kayak rentals and kayaking lessons by talking about them on their website. A campsite needs to tell Google they offer pitches by the night, and how much they cost by listing them publicly. But don't go overboard with these keywords: If it's obvious you're trying to beef up your keyword count, Google will simply ignore it—or worse, punish you by burying you in the results page.
A simple rule of thumb: Create a website that works really well for your visitors, and Google will reward you with good placement in search results. And this is another area where the Search Console can help. One of its features, Content Keywords, broadly tells you what Google thinks your website is about by showing you how many times you mention specific keywords. Ideally, the services you're selling should be near the top of this list. If not, it's time to tweak your website a bit. Create a website that works well for your visitors, and Google will reward you with good placement in search results.
Tell Google Where Your Business is Located
Appearing in local search results is vitally important for travel and activity businesses. Most searches take place on mobile devices now, so you need to be as visible as possible to travellers passing through your area and in search of a fun activity. The most basic way to tell Google where you are based—and to appear to local searchers—is to simply include your address and phone number on your website. Google will take this information and be able to deduce your location, and pretty soon, you'll be appearing in local search results.
Another important step in attracting local searches is to get your business listed on Google Maps. Google My Business—the search engine's home for many of its small business services—allows local businesses to easily create Google Maps listings and verify them by linking the listings to their websites. It's easy to claim your Google Maps listing. Simply search your business on Google Maps and touch "Are you the business owner?" and follow the prompts provided.
Your Google Maps listing can contain plenty of information above and beyond your address and phone number. You can add opening hours, photos, and invite customers to review your business. The better your reviews, the more people will find you online, and the more will visit you in real life. You can even add a link that directly points customers to book your activity or rental.In just a few minutes, these simple updates can vastly increase your online searchability.
Optimize On-Page SEO of Your Website
On-page SEO focuses on elements you control directly on your site. Start by optimizing title tags and meta descriptions, as these are the first elements people see in search results. Your title should include your target keyword and clearly describe the page's content. Meta descriptions should be compelling and action-oriented, giving searchers a reason to click.
Headers (H1, H2, H3) help Google understand your content structure, so use them to organize information logically. Optimize images by compressing file sizes for faster loading and adding descriptive alt text that explains what each picture shows.
Keyword optimization involves selecting the most relevant terms and incorporating them naturally into your content. Research what your customers actually search for. Target long-tail keywords for more specific search queries like "sunset kayak tours in Miami" instead of just "kayak tours."
Focus on high-quality, original content to meet user intent. Google's own Search Quality Rater Guidelines emphasize content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Create engaging and informative content regularly to prove to Google that your site remains fresh and relevant.
Improve Technical SEO
Technical SEO ensures your site runs smoothly behind the scenes. Site speed directly impacts ranking because slow pages frustrate users and are more likely to be buried in search results. A mobile-optimized design is non-negotiable, as most searches occur on phones. HTTPS and secure hosting protect user data and signal trustworthiness to Google.
Use Google PageSpeed Insights to measure and improve loading times. This tool identifies exactly what slows down your site: oversized images, bloated code, or slow server response. Compress images, enable browser caching, and minify CSS files to boost speed. Even shaving off a second or two can reduce bounce rates and improve conversions.
Simplify site architecture for better crawlability. Google's bots need to navigate your site easily to index all your pages. Build an internal linking structure to enhance navigation by connecting related pages with descriptive anchor text. Review and fix technical SEO issues, like broken links, redirect chains, and duplicate content.
Implement Off-Page SEO Techniques
Off-page SEO occurs outside your site but still affects your ranking. Backlinks from other websites serve as a vote of confidence, indicating to Google that your content is of high value. Increase the quality and quantity of backlinks by earning links from reputable travel blogs, tourism boards, and industry publications.
Build backlinks through guest blogging, influencer collaborations, and creating shareable content. Write guest posts for established travel websites and include a link back to your site. Partner with local tourism organizations or complementary businesses to create mutually beneficial content.
Engage with users on social media to build brand visibility. While social signals don't directly affect ranking, they drive traffic and increase your online presence. Strategic partnerships with bloggers and influencers can amplify your reach and earn quality backlinks that boost your authority.
Monitor and Analyze Your Progress
Use Google Analytics and Google Search Console to track your performance. Google Analytics shows how much traffic your site receives, where visitors come from, and what they do once they arrive. Google Search Console reveals which keywords drive impressions and clicks, as well as any technical issues that may be affecting indexing.
Track rankings, traffic, and conversions to determine the effectiveness of your strategies. Set up conversion tracking to measure the number of visitors who book tours or sign up for newsletters. If specific pages underperform, dig into the data-driven insights to figure out why.
Monitor Google Search Console for errors and opportunities. Regular SEO audits catch problems before they hurt rankings. Check for crawl errors, mobile usability issues, and security problems. Update old content to keep pages relevant. Implement structured data (Schema markup) to improve rich snippets that make your listings stand out in search results. Tour operators who treat SEO as an ongoing process maintain long-term visibility while competitors fall behind.
Why is My Website Not Ranking on Google?
Several common issues can hurt your search ranking. Poor content quality, slow site speed, weak technical SEO, and lack of backlinks are the main culprits (the top-ranking page on Google has an average of 3.8× more backlinks than pages ranked 2–10).
Google might not be indexing your site correctly. Use Google Search Console to identify indexing problems, crawl errors, or security issues. This tool displays which pages Google can't access and the reasons why. Fix these technical problems first before expecting ranking improvements.
Focus on one area at a time rather than trying to fix everything at once. Analyze site traffic and user behavior to understand trends using Google Analytics. If your bounce rate is high, prioritize speed and mobile experience. If you have zero backlinks, start building relationships with industry sites. Tackling weak points systematically based on data-driven insights delivers better results than scattered efforts.
What are the Top Ranking Factors on Google?
Google uses hundreds of ranking factors in its algorithm, but these core elements carry the most weight for getting to the top of search results:
- Content relevance: A 2024 Semrush study found text relevance had the strongest correlation with higher rankings.
- Backlinks: Links from authoritative sites signal trust and boost your site's authority.
- Technical SEO: Site speed and mobile-friendliness determine whether users stay or bounce.
- User experience: Google tracks how people interact with your site and rewards positive engagement.
- Fresh content: Regular updates show your site stays active and relevant.
Continuous optimization keeps you aligned with Google's evolving algorithm. Monitor your performance and adapt your strategy as factors shift. Tour operators who stay proactive maintain competitive positions, while those who ignore changes fall behind.
Key Takeaways
- Google’s algorithm evaluates hundreds of factors, but content quality, backlinks, technical SEO, and user experience are the factors that matter most for ranking in search results.
- Optimize website content with relevant keywords, improve page loading speed to reduce bounce rate, build an internal linking structure to enhance navigation, and claim your Google My Business listing to boost your site's visibility in local searches.
- Monitor Google Search Console for errors and opportunities, update old content with fresh information and keywords, and treat SEO as an ongoing process rather than a one-time task.
Frequently Asked Questions
Should I Focus More on Technical SEO or Content for Ranking Improvements?
Both are important, but content generally has a more direct impact on search engine rankings. Google's algorithm prioritizes high-quality, relevant content that answers user queries, though technical issues like slow speed or poor mobile experience can block even great content from ranking. Balance technical improvements with creating engaging and informative content regularly to see the best results.
How Much Time Does it Take to See Improvements in Google Search Rankings?
SEO results are long-term and typically take 3–6 months or longer, depending on the level of competition and the effort invested. Ranking improvements require time to build authority through backlinks, accumulate positive user engagement signals, and compete against established sites. Patience pays off because SEO is a marathon, not a sprint, and consistent effort delivers lasting visibility.
Can Social Media Engagement Influence Google Rankings?
Not directly. Social media doesn't directly affect rankings, but it generates traffic, brand recognition, and backlinks that indirectly boost SEO. Social signals drive more visitors to your site, which can lead to more engagement, shares, and natural backlinks from other sites. Active social presence amplifies your reach and supports your overall SEO strategy.
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