Local SEO Case Study for Tour Company
by No Strings Content

Satisfying 927% Annual Growth

Today, we’re going to walk you through the local SEO results of one of our clients in the tourism industry who we helped grow from hundreds to thousands of organic visitors per year–an impressive 927% annual growth.

From low-volume to a dominator in their region, we’ve transformed this client’s website into an organic lead magnet by ensuring the technical SEO was on-point, targeting location-specific conversion keywords with landing pages, and building content silos around those landing pages.

Ready to increase organic web traffic and revenue? Let’s talk.

Schedule your free consultation, get a free blog article–no strings attached.

local seo case study showing 12 months compared to previous 12 months

This client came to us after COVID with a niche tourism service website that was established in 2017. The small tour shuttle service never had much traction with SEO as they’d been doing quite well with mostly word-of-mouth advertising alone, but after the pandemic damaged the industry, they wanted to be prepared for tourists coming to the area.

We always begin our optimization process with a Website Quality Audit of the existing site and in this case, we uncovered some issues that needed resolving.

Technical SEO Fixes

Redirects & Indexibility Issues

This website had 11 URLs that contained 4XX or 5XX errors. We know this produces a bad experience for users and search engines alike because can’t reach the content. For these issues, we repointed and removed some redirects.

During this audit, we also noted that some of the URLs were redirected to other internal URLs incorrectly. The main difference between the URLs was some had or didn’t have a trailing slash.

This redirection issue is problematic because it takes longer for content to become available, which forces search engine crawlers to work harder to find this content. To fix this, we had to identify all of the links that were pointing to the redirecting URL and change the href target to point to the right destination URLs.

Indexibility-wise, we found two issues; isolated URLs that could only be found via a canonical and some that were only linked from other isolated URLs. 

For the URLs found by canonical, these had no incoming internal links. Thus, they weren’t contributing to the website structure and users couldn’t get to these pages. We solved this by including these URLs in the site architecture, ensuring each of them had a minimum of 1 other internal URL.

For the isolated URLs that were only linked from other isolated URLs, we checked to see what was causing these isolated URLs and resolved the issue. Then, we pointed some internal links at the children pages to connect them to the rest of the site’s architecture.

On-Page Issues Resolved

We also noticed a bunch of on-page issues, including multiple <h1> tags on 3 URLs, 10 URLs with duplicate meta descriptions, and 46 URLs missing meta descriptions. While this doesn’t seem like a big issue, maintaining on-page SEO is essential to ensure search engines aren’t confused by the website’s content. These issues were ultimately quite simple to resolve and involved going into the backend of the client’s site to make the necessary adjustments.

The site also had 6 URLs with no incoming links, also known as orphan pages. We went in and added links from appropriate pages on-site, thereby including them in the site’s architecture.

This website also had 79 URLs that had images with missing alt text. We went in and added descriptive alt text optimized with location-specific keywords.

Ready to increase organic web traffic and revenue? Let’s talk.

Schedule your free consultation, get a free blog article–no strings attached.

SEO Content Strategy

local seo for tourism company urls to landing pages and clicks over the last year

The client’s site lacked an SEO content strategy and it wasn’t structured properly. This site didn’t have any optimized landing pages, so we decided the first course of action would be to create landing pages targeting keywords their ideal customers would be searching for. 

The outlined strategy involved building optimized landing pages for the client’s location-specific services, creating and interlinking relevant location-specific content around and to these landing pages using keywords as the anchor text, and eventually, building backlinks to this content.

As you can see from the image above, the landing pages we created have brought over 2,000 targeted organic click-throughs and over 188,000 impressions over the last year. This does not include the people who were brought to the website through the content silos targeting keywords related to the tours offered.

Landing Pages & Supporting Content

We first performed keyword research to identify location-specific keyword opportunities to go after with landing pages. We knew the client would be competing with big sites like Trip Advisor so we needed to optimize for those keywords and build out some location-specific content to improve the client’s topical authority for the locations they’re serving.

Even with a backlink campaign, we knew this project would be a content-grind that involved targeting location-specific low-competition low-traffic keywords to create supporting content related to the service pages’ location-specific target keywords. We created content silos to answer questions directly and indirectly related to the client’s services, ensuring the client’s site would become a source of information related to the region and information related to their services.

We knew the client’s site could get indexed fast and rank well for low-volume low-competition keywords. After finding these keyword opportunities, we created content briefs for 15 articles (5 articles to be interlinked around each landing page) per month for 3 months. 

Link building was within the budget, so we found some paid opportunities that allowed us to maintain control over the anchor text. The insertions we obtained were in relevant blog articles that received real organic traffic and linked to our content silos using targeted anchor text. We scored the client 8 links per month for 3 months after we built out the landing pages and content silos.

Ready to increase organic web traffic and revenue? Let’s talk.

Schedule your free consultation, get a free blog article–no strings attached.

The Results

local seo service business client site growth

The client’s website has continued growing month-over-month, slow at first, but now we’re seeing the site gain momentum. So far, this website has grown 927% compared to the previous year, which is massive.

While most of the traffic is coming from the supporting posts, the landing page rankings are continuing to improve, with many page 1 positions for competitive lead-generating keywords.

We hope to update this study in 6 months to showcase how they keep growing with us.

Have a local service business website you need to transform into a lead magnet? Get in touch and let’s see if we can help you.

Love this case study? Make sure to check out our financial services SEO case study before you go!