Family Days Out SEO: Winning Weekend Search

It's Thursday evening. A parent in Bolton, Wigan, or Preston picks up their phone and types: "things to do with kids this weekend near me." Southport—with its pier, beach, parks, and attractions—should be the answer. But is it your attraction they find, or your competitor's?

The "days out" search market is enormous, seasonal, and shockingly underserved by most Southport businesses. Families don't plan weeks ahead anymore. They decide on Thursday, search on Friday, and arrive on Saturday. If your website doesn't appear in that 24-hour decision window, you simply don't exist.

At Churchtown Media, we help Southport's tourism and leisure businesses capture these high-intent family searches. Here's the playbook.

Understanding the "Days Out" Search Journey

Family day out searches follow a predictable pattern, and understanding it is the key to showing up at the right moment:

The Family Search Timeline

Thursday–Friday Evening:

"Things to do with kids this weekend" — Broad discovery. They're browsing options.

Friday Night–Saturday Morning:

"Southport attractions" or "days out Southport kids" — They've chosen the destination. Now they're deciding what to do there.

Saturday Morning (In the Car):

"[Attraction name] opening times" or "parking near [attraction]" — They've decided. They need logistics.

Most Southport businesses only optimise for stage three—when the customer has already chosen them. The real opportunity is stages one and two, where the decision is still being made.

The Power of List Content and Itinerary Guides

Search "things to do in Southport with kids" and you'll notice something: the top results are almost always list-based articles. "Top 10 Things to Do in Southport," "Best Family Days Out in Southport," and similar roundups dominate page one.

Why? Because Google understands that someone searching "things to do" wants options, not a single answer. List content satisfies that intent perfectly.

Content Ideas That Capture Family Searches

"The Perfect Southport Family Day Out: A Complete Itinerary" — Morning, afternoon, evening plan with your business as the centrepiece
"Rainy Day Activities in Southport for Families" — Hugely searched in the North West. Be the answer
"Free Things to Do in Southport with Kids" — High volume, builds trust even if your attraction isn't free
"Southport vs Blackpool: Which Is Better for a Family Day Out?" — Comparison content captures searchers choosing between destinations
"What's On in Southport This Weekend" — Regularly updated event roundups signal freshness to Google

The trick is this: you don't have to be a tourism board to publish this content. If you run a soft play centre, write the itinerary guide and include your business alongside other local attractions. You become a helpful resource AND you get to position your business naturally within the content.

Itinerary Content: The Secret Weapon

Itinerary guides outperform basic list articles because they answer a deeper question: "How do I fill a whole day?"

A family doesn't just want one activity—they want a plan. A well-written itinerary guide for Southport might include:

10am: Arrive and explore the beach or Marine Lake
12pm: Lunch at a family-friendly restaurant (mention a few, including a link to your own if relevant)
1:30pm: Your attraction or activity
3:30pm: Walk along the pier or through the Botanic Gardens
5pm: Ice cream on Lord Street before heading home

This kind of content ranks well, gets shared on social media, and positions your business as the local expert. It's a content strategy that compounds over time.

Review Strategy: Your Most Powerful Ranking Signal

For family attractions, reviews aren't just social proof—they're a critical ranking factor. Parents are cautious spenders. They want reassurance before driving 45 minutes with two kids in the back seat.

The Review Flywheel for Family Attractions

Ask at the right moment: When kids are smiling, when parents say "that was brilliant." That's when you ask for a Google review
Make it effortless: Create a short link or QR code that goes directly to your Google review page. Put it on receipts, exit signs, and follow-up emails
Respond to every review: Thank positive reviewers by name. Address negative reviews with empathy and specifics. Future customers read your responses as much as the reviews themselves
Encourage detail: "We'd love to hear what your kids enjoyed most" prompts reviewers to mention specific activities—which become long-tail keywords Google picks up on
Share the best ones: Feature standout reviews on your website and social media. It encourages more reviews and builds trust simultaneously

Optimising for "Near Me" and "Things to Do" Searches

The "near me" searches aren't just about proximity—Google weighs relevance and prominence too. Here's how to optimise:

Google Business Profile: Complete every field. Add photos weekly. Post updates about upcoming events and special offers
Categories: Choose the most specific categories available. "Children's Amusement Centre" beats "Entertainment"
Website content: Naturally include phrases like "family day out in Southport," "things to do with kids in PR8," and "weekend activities Southport"
Schema markup: Use TouristAttraction, Event, and AmusementPark structured data where relevant
Photos with geo-tags: Upload photos with location data intact. It reinforces your Southport connection to Google