Unlock the Power of Evergreen Content: A Guide for Tour and Activity Operators

Whether you’re running a kayak tour, offering walking tours through hidden gems, or renting out boats for those perfect days on the water, I’m here to tell you about something that could seriously boost your business: evergreen content.

Now, I get it—when we talk about SEO, content marketing, and all that jazz, it can sound like just another task to add to your already full plate. But stick with me because this strategy can keep working for you long after you’ve set it up, consistently bringing new customers to your website without a ton of extra effort. That’s the magic of evergreen content!

What Is Evergreen Content?

First off, let’s break down what evergreen content actually is. Think of it as content that never goes out of style. It’s like that perfect pair of shoes you wear year after year, always in fashion. Evergreen content is relevant today, tomorrow, and well into the future. It’s not tied to a specific event, trend, or news cycle—it just keeps on delivering value to your audience over time.

For example, a blog post titled “Top 10 Things to Do in [Destination]” is something people will search for at any time of year, whether it’s next week or five years from now. Compare that to a post about a one-time event, and you can see why evergreen content has lasting power.

Why Is Evergreen Content Important for Tour Operators?

Okay, so why should you care? Great question! As a tour or activity operator, your business thrives on getting found by people who are planning their vacations or just looking for something fun to do in your area. Evergreen content helps you do exactly that.

Here’s how:

1. Long-term Traffic Growth: Once you publish evergreen content, it works for you year-round, attracting people who are searching for activities in your area.
2. SEO Boost: Search engines love content that’s high-quality and stays relevant over time. The more evergreen content you produce, the more authority your website gains, helping you rank higher.
3. Lower Costs: Unlike paid ads, which require constant spending, evergreen content is an investment that continues to pay off long after you hit “publish.”
4. Establish Authority: When your website becomes a go-to resource for people searching for things to do, you start building trust. People prefer booking tours and activities with someone they trust, right?

It’s like planting a garden. You sow the seeds, water them a bit, and eventually, you have a steady flow of fresh produce—without having to start from scratch every time. That’s the beauty of evergreen content.

Why You Should Cast a Wider Net

Let’s talk strategy for a minute. A lot of people think that SEO is about trying to rank for a few big-ticket keywords, like “best kayak tour in [Destination]” or “top walking tour in [Destination].” And sure, those keywords are great—but they’re also highly competitive and expensive, and let’s be honest, you’re fighting for space with some big players.

So, what’s the alternative? Cast a wider net.

Instead of only trying to rank for the obvious terms, think about all the other things people are searching for when planning a trip to your area. These might not be directly about your tour, but they’re related. For example:

• Things to do in [Destination] for Bachelor/Bachelorette Parties
• Family-friendly Activities in [Destination]
• Best Romantic Date Ideas in [Destination]
• Top Things to Do in [Destination] During Summer/Winter
• Kid-friendly Adventures in [Destination]

By targeting broader topics like these, you can attract people who are still in the “planning” phase of their trip. They may not be ready to book just yet, but your content gets in front of them early and often. And when they are ready to book, guess who they’ll think of first? Yep, you.

Ideas for Evergreen Content That Works

Alright, now that we know why evergreen content is so important, let’s look at some topic ideas that have been super successful for operators just like you. These are all things people search for year-round, no matter what type of tour or activity you offer:

1. Top 10 Things to Do in [Destination] During Winter/Summer
2. Family-Friendly Adventures in [Destination]
3. Best Spots for Romantic Dates in [Destination]
4. How to Plan the Perfect Bachelor/Bachelorette Party in [Destination]
5. Fun Things to Do with Kids in [Destination]
6. Holiday Activities in [Destination] (e.g., Christmas, New Year’s)
7. Best Sunset Spots in [Destination]
8. Hidden Gems You Don’t Want to Miss in [Destination]
9. Adventure Seekers’ Guide to [Destination]
10. The Best Day Trips from [Destination]

These topics appeal to a wide audience and keep your content relevant all year long. People are always looking for things to do, so why not help them out and get more bookings in the process?

How to Capitalize on Organic Traffic

Now that you’ve got the traffic coming in, what’s next? How do you turn these visitors into paying customers? Glad you asked.

Here are a few tried-and-true methods to capitalize on the traffic your evergreen content brings in:

• Lead Generation: Offer something valuable in exchange for their email. For example, a free “Ultimate Guide to [Destination]” that visitors can download. Boom, now you’ve got a potential customer in your database.
• Retargeting Ads: Use retargeting ads to follow visitors around the web after they’ve landed on your blog. This keeps your brand in front of them and brings them back when they’re ready to book.
• Internal Links: Make sure your blog posts link to your tour or activity pages. Got a post about “Things to Do in [Destination] with Kids”? Link to your family-friendly tours in that post!

Becoming an Authority Through Evergreen Content

Another big win with evergreen content? It helps build your authority. When your website is full of helpful, relevant content, other websites start linking to you. This not only drives traffic but also boosts your SEO.

For example, you might find that local travel bloggers or even bigger travel sites start linking to your posts because they see you as an expert in your area. The more links you get, the more search engines see your site as trustworthy—and the higher you’ll rank.

You can see here that the more Evergreen Content that’s published (yellow line), the more backlinks from other websites (blue line) —

Case Study: How Evergreen Content Transformed a Tour Operator’s Traffic

In this video, I’m going to walk you through a real-world case study of how evergreen content can truly transform the organic traffic of a tour and activity operator. What’s exciting about this example is how a strategic content approach, combined with the right technical setup, can deliver long-term growth. If you’ve ever wondered how evergreen content can impact your business over time, this is the perfect example to show you its power.

Key Takeaways from the Video:

• Initial SEO Boost: Switching from WordPress to Gondola improved SEO and gave a significant bump in organic traffic starting in April 2021.
• Keyword Rankings: By 2024, the site ranked for 1,000 keywords on the first page of Google, with an organic traffic value of $3,000 per month.
• Evergreen Content Power: The added evergreen content contributed $2,000 per month in free organic traffic, compared to what would be paid for in ads.
• Long-Term Investment: Unlike ads, evergreen content continues delivering traffic over time, even without new posts.
• Low-Hanging Fruit: For tour operators, evergreen content offers an easy, effective way to drive traffic and boost bookings over time.

Here are some other examples of Evergreen Content in action —

How to Write Evergreen Content That Ranks and Drives Traffic

Now, I know what you’re thinking: just publishing content isn’t enough to get the results we’ve been talking about. And you’re absolutely right. To truly capitalize on the power of evergreen content, you need to write content that’s optimized for a specific topic, designed to rank well, and is appealing to potential prospects.

Here’s a quick breakdown of how to do that:

1. Find the Right Topic: Start with keyword research. This helps you identify what potential customers are searching for. You want to choose topics that are relevant to your tours and activities, but also have enough search volume to be worth targeting.
2. Research the Topic: Once you’ve identified your topic, dig deep into it. Look at what’s already ranking for that keyword and analyze what those pages are covering. You want to make sure your content adds value beyond what’s already out there.
3. Create an Outline: Before diving into the writing, create a clear outline. Structure is key to making your content easy to read and optimized for both search engines and your audience.
4. Write Your First Draft: Using your outline, write the first draft. Focus on providing value—remember the 80/20 rule we talked about: 80% value, 20% promotion. Keep your audience’s needs in mind.
5. Polish and Optimize: After your first draft, polish the content and ensure it’s optimized for SEO. This includes:
   • Writing a compelling, keyword-rich headline.
   • Including your target keyword naturally throughout the content.
   • Adding subheadings, bullet points, and internal links to improve readability and SEO.
   • Incorporating any relevant images and videos.
6. On-Page SEO: Sprinkle in those essential on-page SEO elements, like optimizing meta descriptions, using proper headers (H1, H2, etc.), and ensuring your content loads quickly and is mobile-friendly.

If you want to dive deeper into writing content that ranks well and drives traffic, check out this article from Ahrefs. It’s an excellent resource, and while we use a modified version of their process, it’s a fantastic starting point for understanding how to create content that both ranks and resonates with readers.

Evergreen Content in Action

Here’s the irony of it all: this very blog post you’re reading is a perfect example of evergreen content. I wrote this post to provide value to you today, and it will continue to serve operators like you in the future, helping them understand how powerful evergreen content can be for their business. This piece is an asset—one that will keep attracting readers long after today because the topic is relevant for years to come.

The great thing about evergreen content is that it lives on, and every time someone is searching for information on how to use content to grow their tour or activity business, they can land right here. And just like this post, every evergreen article you create for your business becomes a resource you can send to prospects, customers, and partners, showing them that you’re an authority in your space. You’re not just selling tours; you’re providing value to your audience.

Take a second and reflect on this post. You’ve probably noticed that 80% of it is pure value—tips, ideas, and actionable advice you can use right now. That’s the goal. You want to create content that’s genuinely helpful, engaging, and valuable to your audience. The remaining 20% is where you subtly promote your product or service—because at the end of the day, you’re still running a business. That’s the balance we aim for: give people something they can benefit from while also gently steering them toward what you offer.

And let’s not forget the power of building trust and authority. The more high-quality, evergreen content you publish, the more people will see you as the go-to expert in your area. You’ll start getting backlinks, partnerships, and, of course, more bookings. It’s all part of a long-term strategy that works quietly in the background while you focus on running your tours and activities.

If you’re ready to take this strategy to the next level, I highly recommend checking out our Evergreen Traffic Machine service. It’s designed to help tour operators like you create powerful, evergreen content that boosts your visibility and drives continuous traffic and bookings to your website. We handle everything—from keyword research and content creation to publishing and reporting—so you can focus on what you do best: running amazing tours.

Remember, just like this post, each piece of evergreen content is an asset you build for your business, one that keeps working for you day in and day out. Start planting the seeds today, and you’ll be reaping the rewards for years to come.

Ready to get started? Check out the Evergreen Traffic Machine to learn more about how we can help you grow your business!