Case Study

Travel Agency Boosts Organic Traffic by Over 200%

+ 1 %

Increase In Organic Traffic In 1 Year

+ 1 %

Ovreall Organic Traffic Increase

+ 1 %

Increase in Organic Keywords In 1 Year

Who They Are

The Client

Leading Online Language Learning Platform

The client is a leading French online travel agency specializing in customizable travel experiences across more than 80 destinations worldwide. Despite their extensive offerings and expertise, they faced challenges in leveraging organic search to its full potential.

TARGET MARKET

France, Belgium, Swisstzaland

INDUSTRY

Online Travel Agency

The Roadblocks to Growth

The Business Challenge

In 2018, the client struggled with several key issues that hindered their growth and online visibility:

Over-Reliance on Paid Ads: The business depended heavily on Google Ads, driving up acquisition costs.

Limited Organic Traffic Growth: Organic channels were underperforming and not contributing enough to overall traffic and leads.

Low Brand Visibility: The brand lacked strong recognition, limiting reach and discoverability.

Difficulty Attracting New Users: The site struggled to consistently bring in and engage new audiences through SEO.

A Structured Approach to SEO Success

The Solution

To address these challenges, we developed and implemented a robust SEO topic cluster strategy. This approach is designed to enhance a website’s content structure, making it more crawler-friendly and favored by search engines. A topic cluster SEO strategy involves organizing a website’s content into a structured system that improves search engine visibility. The core of this strategy consists of a few comprehensive pillar pages that cover broad topics. These pillar pages serve as main content hubs, linked to multiple cluster pages that explore specific aspects of the broad topic in more detail.

Strategy Implementation

The topic cluster strategy was developed following this framework :

Identify the Core Topics for Pillar Pages

We started by identifying 10 best-selling travel destinations, focusing on three core topics for each: the country, organizing a trip, and preparing for a trip. These formed the pillar pages.

Identify Subtopics for Cluster Pages

We conducted a keyword research on each core topic. We selected the top 30 keyword groups with the highest search volume and used them as subtopics for cluster pages. Each subtopic was logically related to one of the three pillar pages.

Create Pillar and Cluster Pages

We developed comprehensive content for each pillar page, providing a broad overview with paragraphs addressing each subtopic. We wrote more detailed content for each cluster page, using identified keywords in the content, meta descriptions, page titles, and alt tags.

Build an Internal Linking Strategy

We linked each cluster page back to its respective pillar page and interlinked cluster pages, helping search engines understand the content hierarchy and semantic connections.

Sustainable Traffic & Authority Increase Through Topic Clusters

The Results

The topic cluster SEO strategy delivered lasting success for the client, significantly increasing organic traffic, conversions, and brand awareness. By creating structured, in-depth content and enhancing internal linking, the client not only boosted online visibility but also established credibility in the travel industry. This approach reinforced their reputation and supported long-term, sustainable growth.

Substantial increase in traffic

1. Significant Increase In Organic Visibility

2018: +41% YOY increase in organic traffic
2019: +40% YOY increase in organic traffic
2022: +219% increase in organic traffic compared to the baseline before the strategy

Boosted brand awareness

2. Gain in Brand Awareness

2018: +300% YOY increase in branded organic traffic

Improved Google E-E-A-T signals

3. Increase in Organic Keywords and Domain Rating

2018: +40% YOY increase in organic keywords.
2023: +240% increase in organic keywords compared to the baseline before the strategy.
Authority and Reputation: Established the brand as a trusted reference in travel topics.
Domain Rating (DR): Increased from 77 to 79.
Google E-E-A-T: Enhanced the website's Expertise, Experience, Authoritativeness, and Trustworthiness through high-quality content and reliable information.

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