Discover which tour categories and services successful operators use to attract travelers on Google. GMB Everywhere reveals how competitors get found in local search so you can capture more tour bookings.
Imagine someone searching for "guided city tours near me" or "adventure tours nearby" on Google. They see a list of tour operators—some at the top, some buried below.
Ever wonder why some tour operators show up first while others don't? That's what we're going to explain. And don't worry—we'll keep it simple.
Your Google Business Profile (or GBP for short) is basically your tour operator's online business card on Google. It shows your name, location, phone number, hours, photos, and customer reviews. When someone searches for tours or travel experiences, Google decides which tour operator profiles to show based on a few key things.
Google wants to show people the best, most relevant results. So it checks three main things about your business. Think of these as the "three pillars" that hold up your local ranking.
This sounds obvious, but many tour operators have inconsistent information online. Google checks if your name, address, and phone number match everywhere—your website, business directories, and Google. If they don't match, Google gets confused and won't show your profile properly.
Quick check: Is your tour operator name spelled exactly the same on your website, directories, and Google profile?
When someone searches "historical tours near me" or "adventure group tours," Google looks at your tour operator profile to see if you provide those services. If you haven't listed them, you won't show up—even if you offer those services.
This is where categories and services come in. We'll explain these in detail in the next section. For now, just know that telling Google exactly what you do is really important.
Google reads client reviews. Lots of positive reviews tell Google that clients trust your tour operator business. Replying to reviews shows you're responsive and professional. Both boost your search ranking.
Think about it: would you book tours with an operator with 3 reviews or one with 50+ positive reviews? Google thinks the same way.
Here's the good news: You don't need to be a tech expert to improve these things. Most of it just takes a few minutes to set up.
Now, let's dive deeper into the part that matters most for tour operators: categories and services. Once you understand these, you'll be ahead of most tour operators in your area.
Remember when we said Google needs to know what tour services you offer? This is where you tell it. Let's break this down into two simple parts.
Why this matters: Of all the things you can control on your Google Business Profile, categories have one of the biggest impacts on your local rankings. Pick the wrong ones, and you won't show up when travelers search. Pick the right ones, and you'll appear for the exact services you offer. Our case study proves that adding relevant categories doesn't hurt your rankings—it actually increases your visibility.
Think of categories like labels on a filing cabinet. Google uses them to sort businesses into groups. When someone searches "tours near me", Google opens the "Tour operator" folder and shows what's inside.
If your tour operator business isn't in that folder, you won't show up. It's that simple.
You get to pick one primary category (your main label) and a few secondary categories (extra labels for other tour types and travel experiences you offer).
Here's what a typical tour operator might choose:
Pro tip: Not sure which categories to pick? The checklist below will walk you through exactly how to find the best categories for your tour operator business.
If categories are the folders, services are the specific items inside. They tell Google (and potential customers) exactly what tour experiences you offer.
Let's say someone searches "private guided tours near me" or "eco-adventure tours nearby." Google will check if you have those services listed. If you do, great—you'll show up. If you don't, Google assumes you don't provide them.
Think of it like a service menu. If a tour type isn't listed, potential customers searching for it won't know to contact you.
Services a tour operator might list:
The more tour services and experiences you list, the more customer searches you can show up for. Just make sure you actually offer what you list!
Here's a simple action plan:
Not sure where to start? The checklist below will guide you through setting up your tour operator profile in just 20 to 25 minutes.
Work through each item below. By the end, your tour operator profile will be optimized for better local rankings and more bookings.
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How to use:
Open any business on Google Maps - primary and secondary categories display automatically beside the profile
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Search for any term on Google Maps - click the Local Scan button to compare all GBPs
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Open any business on Google Maps - click the 'AI' button beside the GBP to use AI features
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Open any business on Google Maps - click the 'Find more' button beside categories
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How to use:
Open any business on Google Maps - click the 'Basic Audit' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Review Audit' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Teleport' button beside the GBP
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How to use:
Open any business on Google Maps - click the 'Post Audit' button beside the GBP
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