The Travel Agency Chain · Travel & Tourism (B2C/B2B)
An actionable SEO strategy for a travel agency, ready for immediate implementation
Turned around a negative organic trend with an actionable SEO strategy broken down into concrete development tickets.
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The client
One of the largest consumer travel agency chains, selling through dozens of physical stores, over the phone and online. Since the vast majority of their customers start their buying journey with an online search, visibility in search engines is business-critical for the company's survival.
The challenge
For a long time the company had seen a negative trend in its organic visibility. The challenge was not just about traditional rankings, but about preparing for a future where more and more answers are given directly by Google's AI services without the customer clicking through. They were tired of traditional SEO audits that only resulted in long presentations full of problems. Since they had their own development team, they wanted to own the implementation themselves. They needed a crystal-clear, actionable plan where every action was broken down and directed to the right person internally, so they could act immediately without losing momentum.
The solution
A basis for decisions in four clear directions
Instead of a generic list of problems, we carried out an in-depth analysis and packaged the result into four selectable strategic tracks. Each track had its own logic and resource requirements. This gave the management team the ability to make quick decisions based on their own budgets and conditions. Read more about how we work with data-driven and technical SEO and visibility.
Breaking it down into ready-made development tickets
Once the direction was chosen, we did the heavy lifting for them. We broke the overall strategy down into a ready-made backlog (a list of tasks). Every action got a concrete description and a requirements specification addressed directly to the developer or content creator who would carry out the work. No guesswork, just pure execution.
Future-proofing for AI search and answer engines
As part of the strategy we implemented clear guidelines for how their content and technical structure need to be adapted. This is to make sure they not only rank among the blue links, but also structure their data so that it is picked up as source material by the AI engines of the future.
The result
4
Clear strategic tracks presented to the management team
100%
Implementation-ready backlog created for the client's internal team
AI-ready
A concrete roadmap for the new generation of search behaviour
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