And why this is one of the most important moments in modern museum marketing
There is a very specific moment when museums either win or completely disappear.
It looks like this.
Someone opens their phone.
They are bored, restless, visiting family, dealing with kids climbing furniture, or trying to plan a decent weekend without overthinking it.
They type:
“Things to do near me.”
That search is not curiosity.
It is intent.
Whoever shows up in that moment becomes part of the decision set. Whoever does not might as well not exist.
“Things to do near me” is not a keyword. It is a mindset.
Museums often think of this as a technical SEO phrase.
It is not.
It is a human moment where someone is asking:
- What can I do right now?
- What is worth leaving the house for?
- What will not be a mistake?
This search favors businesses and institutions that are clear, active, and locally relevant. Museums check all the right boxes on paper. Many just fail to communicate it.
Google is trying to solve a problem, not reward prestige
This part matters.
Google is not asking:
“What is the most culturally important institution in this city?”
Google is asking:
“What option will best satisfy this person today?”
That means search results prioritize:
- proximity
- clarity
- activity
- relevance
- freshness
Museums that assume reputation alone will carry them lose here.
Your Google Business Profile decides whether you even get considered
For “things to do near me” searches, your website is often not the first stop.
Your Google Business Profile is.
This is where people decide:
- are you open
- is there something happening
- does this look interesting
- does this feel welcoming
- does this feel current
Museums that win this space:
- keep hours accurate
- post events regularly
- upload real photos, not just buildings
- respond to reviews
- describe experiences, not just collections
Silence reads as inactivity. Inactivity reads as irrelevance.
Categories matter more than most museums realize
Many museums only categorize themselves as “Museum.”
That is technically correct and strategically limiting.
Depending on the institution, additional categories might include:
- Tourist attraction
- Educational center
- Cultural center
- Art gallery
- History museum
- Science museum
These categories help Google understand when to surface your museum for broader intent-based searches.
You are not mislabeling yourself. You are giving context.
Event activity is a ranking signal in disguise
Here is something most museums overlook.
Google favors places that look alive.
Museums that regularly post:
- exhibitions
- family days
- lectures
- workshops
- special events
signal relevance.
Even if someone does not attend the event, seeing activity reassures them that the museum is worth visiting now, not someday.
Event posts do not just promote attendance. They improve visibility.
Your website needs pages that match the question being asked
When someone searches “things to do near me,” they are not looking for your mission statement.
They are looking for an answer.
Strong museum websites include pages built specifically for:
- families
- weekends
- rainy days
- tourists
- locals
- school breaks
Not buried in navigation. Clearly labeled and easy to scan.
These pages help search engines connect your museum to real-world needs.
Language matters more than polish
This is where museums sometimes get in their own way.
Institutional language performs poorly in intent-based searches.
People are not searching for:
“Interpretive educational experiences.”
They are searching for:
“Something fun.”
“Something interesting.”
“Something easy.”
“Something worthwhile.”
Museums that use plain language describing:
- what you will see
- what you will do
- how long it takes
- who it is good for
convert better in these moments.
Clarity beats elegance every time.
Reviews quietly influence whether you get chosen
When multiple options appear, reviews break ties.
Not just star ratings. Content.
Reviews that mention:
- kids
- weekends
- events
- exhibits
- staff
- experiences
help Google and humans understand what you offer.
Museums should not fear reviews. They should guide them.
A simple reminder at the end of a visit goes a long way.
“Near me” searches reward consistency, not campaigns
Museums often focus heavily on big moments:
- major exhibits
- anniversaries
- grand openings
Those matter.
But “things to do near me” visibility is built through:
- regular updates
- steady content
- accurate information
- ongoing engagement
This is not a one-time optimization. It is a habit.
Why museums are uniquely positioned to win this search
This is the good news.
Museums already offer:
- indoor options
- educational value
- family-friendly experiences
- weather-proof plans
- cultural credibility
Most competitors in “things to do near me” searches cannot say all of that.
Museums just need to communicate it clearly.
How I approach this at PaperBoat Media
At PaperBoat Media, I treat “things to do near me” as one of the most valuable digital battlegrounds for museums.
Not because it is trendy, but because it aligns perfectly with how people actually make decisions.
I focus on:
- intent, not vanity metrics
- clarity, not cleverness
- consistency, not spikes
The goal is simple.
When someone in your community asks their phone what they should do today, your museum should be part of the answer.
Museums that show up well in “things to do near me” searches stop waiting to be discovered.
They become the obvious choice in the moment it matters most.
And that moment happens every single day.