Travel SEO Case Study

Case Study SEO

International Travel Landing Page expansion

This project involved expanding a travel platform’s landing pages to target users from multiple countries, helping travelers find visa-friendly destinations.

Overview

I led the SEO strategy for a major travel platform to expand landing pages for travelers from multiple countries. The goal: improve organic visibility, enhance user experience, and drive bookings for flights, hotels, and car rentals.

Challenge

The platform needed to launch country-specific landing pages for travelers from the USA, UK, Australia, India, and Canada.
Each country required tailored content based on visa rules and popular destinations.
The project involved coordinating design, IT, copywriting, and SEO teams across multiple workflows.
Pages and all elements, including maps and content, had to be mobile-friendly, requiring careful adaptation and review.
Later, the platform expanded to Spanish-language markets, and I directly supported the localization of copy for these non-English pages.

Strategy & Responsabilities

Keyword research & destination analysis: Identified popular destinations for each origin country (e.g., Canadian citizens traveling to France: Paris, Nice, Marseille, Lyon) to prioritize high-value pages.
Landing page proposals & UX design: Created wireframes and page proposals in Figma, partnering with the design team to ensure UX and SEO best practices were integrated.
Cross-functional coordination: Worked closely with IT to implement internal linking and page structures, with copywriters to align content strategy, and with stakeholders to approve SEO-driven recommendations.
Content localization: Supported Spanish-language expansion, ensuring culturally relevant and SEO-friendly content.
Data management & linking: Pulled all destination-related links from the sitemap using Screaming Frog and worked with large datasets in Excel to match popular destination queries (e.g., Paris flights, hotels, car rentals).

Internal Linking & Content Structure

As part of the SEO strategy, I defined the URL structure for the new landing pages, created on-page elements including titles and meta descriptions, and partnered with the team to build new sitemaps for these pages. These sitemaps were submitted through Google Search Console to ensure search engines could efficiently crawl, index, and rank the content, improving overall discoverability.

Execution

Developed and implemented landing pages optimized for SEO, UX, and destination-specific content.
Ensured all pages and interactive elements were fully mobile-friendly, including maps, content blocks, and booking links.
Created internal linking structures and metadata templates to maximize crawlability and relevance.
Coordinated across design, IT, and content teams to maintain workflow efficiency and consistent SEO application.
Monitored performance metrics to evaluate engagement and organic search results.

Results

Successfully launched pages for 5 initial countries, later expanding to Spanish-language markets with localized copy.
Achieved an overall 20% increase in organic traffic within 6 months.
Established a scalable, repeatable process for future international SEO expansions.
Strengthened collaboration between SEO, design, IT, and copy teams, establishing a repeatable process for future international expansions.

Key Learnings

Close collaboration across design, IT, copy, and stakeholder teams is essential for scalable international SEO projects.
Localized keyword research ensures content resonates with each market while improving organic performance.
Early SEO involvement in UX and design, including mobile adaptation, leads to better-performing landing pages.

Tools & Skills