Experience operators don’t need vanity metrics. You need the phone to ring, forms to convert, and calendars to fill.

Local SEO should serve bookings, not bounce rates.

The fastest path is a tight trio: location pages designed to sell, Activities pages that earn rich results, and review velocity that proves you’re active and trusted right now.

Location Pages That Convert, Not Just Rank

Most location pages are clones with a city name swapped in. They neither rank nor convince.

Treat each location like its own and build the page with storefront discipline.

Open with a hero that answers three questions at a glance:

1. What the experience is

2. Who it’s for

3. How to book now

If the visitor is a corporate organiser, a family with kids, or a stag group, they should see themselves in the opening lines and images.

Use media captured at that specific site—guides, landmarks, real weather—because stock photos smell like risk to high‑intent buyers.

Remove friction

Show the exact meeting point with a Maps link, parking and public transport details, what to bring, and what happens if the weather turns.

Reveal session times and how pricing behaves across peak, off‑peak, and private options.

If certain dates are hot, say so—and mean it. “Filling fast” only works if it’s tied to live inventory.

Build smart internal linking.

Cross‑link neighbouring locations for customers flexible on travel and to share authority. Link up to parent activity hubs so Google understands the hierarchy.

Technically, give every location page a unique title, H1, and meta that combine the activity, the geography, and the value prop.

Keep name, address, phone consistent with your Google Business Profile (GBP). Use the city and region names customers actually type.

Compress media, prioritise mobile load, and add structured data that binds the location, the activity, the offer, and the reviews together.

If you use 53°, mirror this reality in the back office.

• Enquiries flow into one calm pipeline.

• Discovery, booking and payment happen with ease.

• Peak/off‑peak and private pricing modes match what the page promises.

The page sells. The system fulfils.

Activities That Pre‑Sell in the Search Engine Results Page

Rich results aren’t decoration; they’re pre‑selling.

The right schema turns a plain blue link into a mini‑shop window that shows dates, prices, and ratings before the click.

Model around a Place for the physical site, an Event or Product for each bookable activity, and an Offer that holds dates or availability, price, and the booking URL.

Tie in reviews and ratings to the activity at that place, not a generic brand entity.

If your experience runs at specific times, use Event with Offers per session. If it’s rolling availability, use Product with an Offer and a booking Action.

Keep coordinates, address, and hours in sync with your Google Business Profile to avoid entity confusion.

Validate it, ship it, and watch Search Console’s enhancements and impressions to confirm Google recognises what you’ve told it.

Review Velocity: The Ranking and Conversion Flywheel

Stars matter, but the heartbeat matters more.

Google rewards businesses that feel alive, and buyers choose based on what happened recently to people like them.

Aim for a steady cadence of fresh, specific reviews per location rather than sporadic bursts.

Two a week for a new site, or five to ten a month for an established one, will usually move the needle—provided there aren’t long gaps.

Build a light, ethical reviews engine

Trigger an email within a couple of hours of the session while the endorphins are high.

Deep‑link to your Google Business Profile review flow and quietly capture Net Promoter Score (NPS) for your own eyes.

Put QR codes where it’s natural—on lanyards, kit bins, vans, exit signage—so guests can do it while they chat to the team.

Invite reviews for any experience, positive or negative. Avoid incentives that bias outcomes; competitions and small value‑adds for “any review” keep you on the right side of platform guidelines.

Coach your team to ask for specifics: the location, the guide’s name, how you handled weather or access, whether it suited kids, corporates, or hens.

Specificity reads as truth to both humans and algorithms.

Route low NPS into save‑plays and ops fixes.

Publish the best reviews on the matching location page, reuse snippets in ads, and close the loop with the crew so they see their service turning into growth.

Automations in 53° make this muscle memory.

Timely nudges go out. Staff have the context to personalise the ask. Reporting shows which locations need a push.

Maximise Your Google Business Profile

Treat GBP as a full landing experience, not a directory listing.

• Choose a primary category that matches booking intent.

• Add secondary categories that reflect real services.

• Populate Services with the language your pages use.

• Create Products for flagship experiences with price ranges and direct booking links.

• Refresh photos and short vertical videos weekly, organised by activity.

• Post about last‑minute availability, seasonal launches, and corporate packages.

• Turn on messaging or track calls during open hours and respond quickly.

Tag every GBP link with UTMs so booked revenue is attributed properly.