SEO is not a tactic. It is the foundation of how guests find you.

Before someone is ready to book a tour, they are dreaming. They are researching destinations, exploring options, and gathering ideas. If your business does not show up in that moment, you are invisible.

In this episode of the Tour Operator Growth Podcast, we break down why SEO sits at the very beginning of the Growth Engine and why it plays such a critical role in long-term tour business growth.

This episode focuses on the Dreaming stage and how search has changed, including the growing impact of AI, zero-click results, and helpful content.

In this episode, you’ll learn:

• Why SEO belongs in the Dreaming stage of the Growth Engine
• How guests search before they are ready to book
• Why helpful content matters more than keywords alone
• The most important on-site SEO basics tour operators miss
• How SEO reduces reliance on OTAs and paid ads

If you want more direct bookings and a growth strategy that compounds over time, this episode explains why SEO is foundational and where to focus first.

Chapters
00:00 Why is SEO important for tour operators?
03:10 What is the Dreaming stage in the Growth Engine?
06:05 How do travelers search before booking a tour?
09:30 Why does SEO matter before someone is ready to buy?
13:45 How has AI changed search and tour discovery?
18:20 What on-site SEO basics do tour operators miss?
24:10 How does SEO reduce reliance on OTAs?
29:05 What type of content helps tours rank in search?
34:40 Where should tour operators start with SEO?