How to Rank in Google AI Overviews: A Guide for Tours and Activities to Drive More Bookings

Working with tour operators, I’ve observed that getting found online is one of their biggest challenges. Does this sound familiar to you? If so, you’re not alone. No matter what type of tours you offer, getting to the top of search results can feel like an uphill battle when it comes to driving bookings.

When Google rolled out its AI Overview last May, I couldn’t help but think: How will this impact tourism companies? So, we tracked our own rankings—and to our surprise, we started ranking for 7 keywords in Google AI overviews (a small but sweet victory!). That sparked my curiosity, and I dug deeper into what helped us achieve these results.

Now, I want to share these findings with you, tour and activity operators, so you can also tweak your content strategies and gear up for more bookings. Here are the 6 key tips that made all the difference.

1. Optimize Content to Rank in Google AI Overviews

When it comes to improving your online visibility, focusing on content quality is a smart move. To appear in Google AI overviews, your content needs to be clear, direct, and relevant. Tour and activity operators should start by making sure their website content is organized in a way that answers potential customers’ questions upfront. 

Following Google Search Essentials can further enhance your content optimization by adhering to fundamental guidelines designed to improve your website's visibility and ranking on Google Search.

Here are some practical steps you can take:

Use Short, Direct Answers

Google AI pulls information that answers informational queries quickly and clearly. Make sure the answers to common questions about your tours are visible on your website.

For example, if people search for “best family-friendly activities in [location],” have a dedicated section on your website that offers a straightforward answer. Use headers and bullet points to make the information easy to find.

Create FAQ Sections

Adding a detailed FAQ section that addresses specific concerns travelers might have is helpful. Include questions like “What’s included in this tour?” or “How long does the tour last?” 

Optimizing these sections for featured snippets can also significantly enhance your visibility within search results and drive zero-click experiences. 

By clearly answering these common questions, you increase the chances of being featured in an AI-generated overview.

Here’s an example of an unoptimized FAQ section vs. an optimized FAQ section:

Why This Works:

• Clear headers: Headers directly match the questions people are asking.
• Bullet points: This breaks information into easy-to-read chunks, making it scannable for both users and AI.
• Concise answers: Keeps the information short and to the point, which is ideal for AI overviews.

Update Existing Content

If your website already has content that performs well, don’t forget to update it regularly. Keeping information fresh can help maintain your position in Google AI overviews. 

Make sure your tour descriptions reflect the latest offers, pricing, and any changes in the tour schedule.

They Say: Using Google Search Console to re-index updated pages can lead to quicker ranking improvements. I haven’t tried it myself yet, but I’ve seen videos and read discussions that suggest it works. If you’re curious, why not give it a shot? 😉

2. Choose Keywords That Align with AI-Powered Searches

One of the key ways to improve your ranking in Google AI overviews is to adjust your keyword strategy.

Unlike traditional search engine optimization (SEO) methods where you would focus solely on exact-match keywords, AI-powered search is more focused on understanding the context of what users are looking for. This means your content needs to match the intent behind the search, not just the specific words they type in.

Here’s how to choose keywords that will help you rank better in Google AI overviews: 

Use Long-Tail Keywords

Rather than focusing on short, highly competitive keywords like “tours in [city],” try to incorporate longer, more specific phrases that capture the exact intent of user queries.

For example, instead of “walking tour,” you might use “best historical walking tours in [city]” or “walking tours for families in [city].”

These long-tail keywords are more likely to be picked up by Google AI, as they match more specific search queries.

Incorporate Conversational Keywords

Google’s AI can better understand natural language, so it’s important to think about how your audience would phrase their search. 

For instance, a user might type “what are the best budget tours in [location]?” 

Your content should answer these types of questions directly and use similar phrases in your headings or body text. This conversational approach to keyword placement works well for AI-generated overviews.

Match User Intent with Your Keywords

Focus on what the customer really wants. When travelers search for activities, they often look for reviews, pricing details, or specific recommendations. 

Make sure your keywords reflect this. If someone is searching for “affordable snow tubing tours in [location],” your content should provide relevant, actionable information like pricing, packages, and types of adventures available.

Here’s an example of basic keywords vs. long-tailed keywords for a Food Tour in Paris.

3. Create Content Based on User Intent

Ranking higher in Google AI overviews isn’t just about choosing the right keywords; it’s also about understanding why people are searching.

Google’s AI prioritizes content that aligns with the user’s intent behind the search query, not just the keywords themselves. Generative AI enhances the search experience by generating concise answers to user queries, providing additional resources and comprehensive information based on user search journeys.

For tour and activity operators, this means creating content that directly answers what potential customers are looking for when planning trips.

Here are some ways to tailor your content around user intent:

Anticipate Questions

Think about the types of questions your target audience might have before booking a tour. For instance, if you offer food tours in Paris, a user might search for, “What are the best food tours in Paris for couples?” 

Create content that answers these specific questions straightforwardly, ideally using the same language your customers use. Optimize your FAQs, blog posts, and service pages by providing specific answers to such queries, and Google AI overview will highly rank you for being personal in your content approach.

Offer Clear Solutions

Tourists usually search for solutions. If they are looking for a food tour, they likely want details like cost, duration, group size, and what’s included. Make sure your website provides all this information upfront. 

Use headers, short paragraphs, and bullet points to make the answers easy to find. This matches both user intent and AI’s preference for clear, easy-to-read content.

Consider Different Stages of the Booking Process

Different users are at different points in their decision-making process. Some are still exploring options, while others are ready to book. Create content that caters to all these stages. For example:

• Early-stage searchers might want blog posts like “Top Food Tours in Paris You Shouldn’t Miss.”
• Mid-stage searchers may prefer comparison guides, such as “Best Walking vs. Bus Food Tours in Paris.”
• Ready-to-book users are likely searching for, “Book a Paris Food Tour Now.”

If you operate food tours, here are a few content ideas that reflect user intent at different stages:

Use Conversational Tone

Google AI prioritizes content that matches natural search patterns, which often resemble a casual conversation. Instead of using formal language, try phrases that feel more conversational. 

For example, instead of saying, “Our Paris food tours are available year-round,” try “Looking for a food tour in Paris? We’ve got you covered, no matter the season!”

4. Focus on Improving User Experience 

To rank better in Google AI overviews, your website needs to provide a great user experience. Following Google Search guidelines is crucial for improving your website's performance and visibility. 

Here are some direct actions you can take:

Ensure Mobile Optimization

• Check your site is easy to use on smartphones.
• Use large, clickable buttons like “Book Now” or “Check Availability.”
• Test load times to ensure your site is fast on mobile devices.

Simplify the Booking Process

• Reduce the number of clicks required to make a booking.
• Use clear, visible calls to action like “Book Your Tour Today.”
• Consider adding one-click booking options.

Speed Up Your Site

• Optimize images and reduce large file sizes.
• Use Google’s PageSpeed Insights to identify areas for improvement.
• Choose a reliable hosting provider that supports fast load times.

Make Navigation Simple

• Organize your menu clearly, so users can easily find tour details.
• Include internal links to your most popular tours and activities.
• Keep important information, like pricing and availability, just a click away.

Use High-Quality Visuals

• Add high-resolution images of your tours and activities.
• Make sure visuals load quickly, especially on mobile.
• Use engaging videos to give potential customers a taste of the experience.

For many, this might sound a bit technical—and that’s okay! It’s never a bad idea to reach out for help when you need it. I recommend hiring SEO experts from freelancing platforms.

You can bring someone on for a one-time project or even ongoing support, depending on your needs. Some charge by the hour, while others work on a per-project basis, and the rates usually reflect their level of expertise. Trust me, the investment is worth it 💼.

5. Incorporate Localized SEO for Better Visibility

For tour and activity operators, local SEO is one of the most effective ways to rank in Google AI overviews, especially when targeting specific regions or cities. 

Here's how you can improve your local SEO to get noticed:

Target Local Keywords

• Use phrases that include your city or region, like “Best city tours in Belfast” or “Local sightseeing tours in [location].”
• Add specific landmarks, neighborhoods, or popular areas in your content to match what travelers are searching for.

Create Location-Specific Pages

• If you offer tours in multiple cities or regions, create individual pages for each location. This helps Google AI know exactly where your services are available.
• Make sure each page provides detailed information relevant to the local area, such as meeting points, unique highlights, or regional specialties.

Claim and Optimize Your Google Business Profile

• Ensure your Google Business Profile is fully completed and up to date with your address, phone number, and business hours.
• Add photos of your tours and encourage happy customers to leave reviews. These reviews often appear in search results, helping you rank higher.

Encourage Reviews and Local Listings

• Actively ask customers to leave reviews on platforms like Google, TripAdvisor, and Yelp.
• Feature these reviews prominently on your website to build trust and attract local search traffic.

6. Use Visual Content and Structured Data for Higher AI Rankings

Visual content and structured data play a crucial role in improving your website’s performance in AI-generated search overviews.

Tour and activity operators can take simple steps to make their content more appealing to both users and Google AI by incorporating rich media and structured information. Search engines, both traditional and AI-driven, prioritize content that uses schema markup and structured data to enhance visibility.

Here’s how you can do it:

Add High-Quality Images and Videos

• Use clear, high-resolution photos of your tours (e.g., scenic views, happy customers).
• Include short videos that preview your tours.
• Use descriptive captions and alt text with keywords (e.g., “Guests enjoying a Paris street food tour”).

Implement Structured Data (Schema)

Add structured data to your site to highlight tour details like price, duration, and availability. This can appear directly in search results, enhancing visibility in both traditional search engines and AI-driven platforms.

Example: “Guided Paris food tour – $75 per person.”

Use User-Generated Content (UGC)

• Feature photos and videos from past guests to add authenticity.
• Implement a review funnel to gather and display reviews, which Google AI can pull into overviews.

Optimize Image Loading

• Compress images for faster loading, especially on mobile.
• Use lazy loading to improve page speed, which is key for ranking.

Conclusion

I get it—algorithm changes can be frustrating 😤. But there’s also that sweet feeling of success when we manage to adapt and make it work 🎉.

You’ve got this! Whether you’re a new city tour operator in London or a seasoned pro running food tours, you can roll with these AI-driven changes and come out on top. Together, we’ll keep adjusting, learning, and growing.

Here’s a quick recap of what we can keep doing to stay ahead and keep those bookings rolling in:

1. Optimize Content to Rank in Google AI Overviews

2. Choose Keywords That Align with AI-Powered Searches

3. Create Content Based on User Intent

4. Improve User Experience for Higher Rankings

5. Incorporate Localized SEO for Better Visibility

6. Use Visual Content and Structured Data for Higher AI Rankings

Need some help in fine-tuning your booking process? TicketingHub is here to help you. We’re experts in giving tours and activities smarter checkout experiences so you get more direct bookings. 🚀 Let’s talk and see how TicketingHub can help you get a more efficient tourism business.

FAQ: Google AI Overviews for Tour and Activity Operators

What is Google AI Overview?

Google AI Overview is a feature where Google uses AI to pull key info from websites and show it at the top of search results. Google's systems automatically determine which sources to cite.

For tour operators, this means your tours could get highlighted directly when someone searches for activities.

How will AI Overviews affect our visibility in search results?

If your content gets featured in an AI Overview:

• Your tour or activity appears right at the top, increasing the chances of clicks.
• This boosts your visibility over competitors who aren’t featured.
• More clicks can lead to more bookings. 🎉

Are there particular types of content or keywords that are more likely to trigger an AI Overview?

Yes, for tours and activities, Google AI favors what Google Search Essentials favor:

• Specific answers to common traveler questions (e.g., "What’s included in the tour?" or "Best walking tours in Paris").
• Long-tail keywords like "affordable boat rentals in Florida" instead of just "boat rentals."
• Well-organized content with easy-to-read sections, headers, and bullet points.

How can we optimize our content to be included in AI Overviews?

There's no guarantee but you can do something to fine-tune your content:

• Use clear headings that answer common questions (like FAQs about your tours).
• Break up content with bullet points to make it easy for readers to skim on mobile.
• Include detailed tour descriptions with long-tail keywords that match user searches (e.g., "family-friendly food tours in Paris").
• Regularly update your content to keep it accurate and relevant.
• Avoid keyword stuffing and other black-hat SEO strategies.

How can we leverage Google's AI Overviews to enhance customer engagement and conversion rates?

AI Overviews can help by:

• Putting your tours in front of potential customers right when they’re searching.
• Quickly answering key questions, building trust and interest.
• Making it easy for travelers to find and book your tours, which can lead to more conversions.

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