SEO Audit — snowmobileynp.com

Audited August 12, 2026 (Updated August 17, 2026). Nine pages reviewed.

Overall: The site is well-built and reads nicely. The content quality is above average for the category. What's missing is almost entirely the machine-readable layer — structured data, consistent business details, and the concrete facts (prices, dates) that both buyers and AI assistants need.

Priority 1 — Fix this week

1.1 Phone number is inconsistent across the site — [RESOLVED]

Status Update (August 17, 2026): Verified resolved. All pages (Home, Tours, Contact, FAQ, About, Prepare, and tour subpages) now consistently display 307-690-5501 in both the footer and headers, with corresponding tel:3076905501 links.

Original audit finding (August 12, 2026):

Two different numbers in the same footer component on different pages previously suggested a stale build or a hardcoded value in a duplicated component. Google treats your name, address and phone (NAP) as a business fingerprint; inconsistency splits your local signal and directly suppresses map-pack ranking.

Resolution: 307-690-5501 is now standardized site-wide as the single source of truth. Ensure your Google Business Profile and all citations match this exact number.

1.2 Draft placeholder text is live in production

/prepare contains, in the visible body copy:

"Here's everything you need to know before your tour. (Draft content — pending Kyle's review.)"

This is indexed and publicly visible. Remove it.

1.3 Hero images have empty alt text

Every page's hero image renders as <img alt="">. On Home, Tours, FAQ, About, Prepare, Contact and all tour pages the largest, most descriptive image on the page tells Google and screen readers nothing.

Fix: descriptive alt text on every hero, e.g. alt="Guided snowmobile tour riders on a groomed trail near Old Faithful, Yellowstone National Park". This is also how you get into Google Images for "yellowstone snowmobile winter," which is a real discovery path in this category.

Priority 2 — Structural gaps costing you rankings and bookings

2.1 No pricing anywhere on the site

Not on any tour page, not on the tours index. The Custom Tours page comes closest with "Custom tours range in cost depending on the number of days," which tells a buyer nothing.

For comparison, published competitor pricing:

Impact: conversion loss on every visit, no Offer schema possible, no price shown in AI answers, and no way to run price-sensitive ad copy. Highest-ROI single change on the site.

2.2 No departure dates

All four tour pages say "Dates for the upcoming season are being finalized" / "New dates coming soon." Acceptable in August, fatal in December. A departure calendar is also what enables TouristTrip schema with real departureTime values, which is what an AI assistant needs to answer "can I book a Yellowstone snowmobile tour on January 14?"

2.3 No social proof of any kind

Zero reviews, testimonials, ratings, guide bios or third-party badges beyond the NPS concessioner logo in the footer. Competitors embed live TripAdvisor review feeds with dozens of five-star entries.

You have real credentials — Wilderness First Responder, Certified Interpretive Guide, ~25 years in the ecosystem, three guides including the owner — described in prose on the About page with no faces and no names except Kyle's.

Fix, in order: guide bios with photos and credentials (do now, costs nothing); TripAdvisor listing created before the season; review request system live on day one; review widget on the homepage once you have 10+.

2.4 No structured data (JSON-LD)

No Organization, TouristTrip, FAQPage, BreadcrumbList or Offer markup detected. Google is inferring everything from prose.

This matters more than it used to, because AI answer engines lean heavily on structured data — it's unambiguous where prose isn't. Ready-to-paste blocks: assets/schema-jsonld.

One honest caveat: Google restricted FAQ rich results to government and health sites in 2023, so FAQPage markup will probably not produce visible stars-and-dropdowns in search results. Add it anyway — it's still parsed by AI systems and costs nothing.

2.5 No llms.txt

snowmobileynp.com/llms.txt returns empty. Written and ready: assets/llms.txt.

2.6 Titles and meta descriptions are brand-first, not search-first

Current titles:

Meta descriptions are, to be fair, well-written and appropriately sized. They mostly just need price and date once you have them. Rewrites for both: assets/meta-tags.

2.7 No Open Graph or Twitter Card tags detected

Only description, viewport and google-site-verification appear in the head. Both competitors ship full og: and twitter: tags.

Impact: when anyone shares your link on Instagram, Facebook, iMessage or in an email, it renders as a bare URL with no image. You are about to spend a season pushing traffic through Instagram — this needs fixing before that starts.

Have your dev confirm this from the page source; the fetch tool used for this audit may not surface every tag. Either way, verify each page renders correctly in Facebook's Sharing Debugger and Twitter's Card Validator.

2.8 Content depth — eight pages total

There is no blog, no guides section, no trip-planning content, and no comparison content. Competitors run active blogs and destination hubs. This is the single largest long-term organic gap, and it's the biggest determinant of whether AI assistants cite you.

Seven cornerstone article targets are listed in the main brief, section 5.

Priority 3 — Consistency and polish

3.1 Contradictory group-size claims

• FAQ: "tour groups are typically limited to 10–12 guests"
• Multi-Day page: "Maximum of 9 snowmobiles and 12 guests per guide"
• Homepage: "Groups stay small so every guest gets real attention"

"12 guests per guide" reads as a large group and undercuts the small-group positioning that is your main differentiator. Pick one number, state it identically everywhere, and make sure it genuinely sounds small.

3.2 Contradictory age requirements

• Old Faithful page: "Passengers must be at least 8 years old. Recommended passenger age: 10+." Drivers need a valid driver's license.
• Multi-Day page: "Riders: 8+ years old. Drivers: 16+ years old."

Not contradictory exactly, but stated two different ways. Family buyers scrutinize this. Standardize the wording and add it to the FAQ, since "how old do kids have to be to snowmobile in Yellowstone" is a real search query.

3.3 "Adventure strategists" language undercuts the brand

The contact page says "Our adventure strategists will check availability" and then, two paragraphs later, "you'll talk to the owner or GM directly." The first phrase sounds like a call center. Your entire competitive story is that you aren't one.

3.4 Departure location is nearly invisible

The Multi-Day page mentions Flagg Ranch once. The Old Faithful page doesn't say where the ride begins at all. "Yellowstone South Entrance" and "Flagg Ranch" are searchable terms and important differentiators from West Yellowstone operators — and they're the location you'll want on your Google Business Profile.

Fix: state departure and staging clearly on every tour page, and consider a dedicated page on departing from the South Entrance.

3.5 Missing pages a buyer expects

• Cancellation and weather policy (a real objection for a winter purchase)
• Gift certificates (December search spike, easy revenue)
• Reviews / testimonials page
• Group and corporate page
• A real 404 page with links back to tours

3.6 Sitemap needs verification

robots.txt is correctly configured and references /sitemap.xml. The sitemap itself did not return readable XML during this audit. Have your dev confirm it lists all nine pages with current lastmod values, then submit it in Search Console.

3.7 Build cache inconsistency

Media assets carry two different cache-busting timestamps across pages (?v=1784233121000 on some, ?v=1784761328000 on others). Harmless for SEO, but it's the likely explanation for the phone number bug in 1.1 — some pages are serving from an older build. Worth having your dev check the deploy.

What's already working — don't break it

• Clean, semantic URL structure (/tours/old-faithful-day-tour)
• One H1 per page, sensible heading hierarchy
• Meta descriptions are genuinely well-written and correctly sized
• robots.txt correctly configured
• Next.js image optimization is in place, WebP served
• Content quality and tone are strong — better than most competitors in the market
• Good internal linking between tours, FAQ and contact
• The contact form pre-fills the tour via ?tour= query string. Smart. Make sure that value is captured in the CRM and passed to conversion tracking.
• Google Search Console verification meta tag is present, so someone has already claimed the property

Fix list, ordered by impact ÷ effort

Items 2, 4, 5, 6, 7, 8 and 11 are developer work on the existing codebase (Item 1 is already completed) — roughly one solid day for whoever built the site.