City Sightseeing

Case study

City Sightseeing is one of the worldwide leading Touristic Bus companies, managed in a very conservative and traditional way. For almost 3 decades it was driven by its great brand presence and offline sales. Our challenge was to improve significantly Search Performance in all target markets.

Solution

Developed a solid Search Strategy:

1- Localized content: Full Keyword research and SEO Assets definition in 5 languages. Optimized on-page content for Top Pages in each market. Optimized Local SEO (GMB). Launched new english directory specifically targeting the US market.

2- Technical SEO: full technical rehaul on crawl, render, indexation and technical best-practice. removed duplicate content and implemented structured data.Blog:

3- Launched a Blog to improve Topical Authority in target markets.

Scope

US, UK, ES, DE, IT, FR

+ globally in english language

International SEO:

Organic Search
Local SEO
GMB

Challenge

Spain is one of the most competitive countries for the tourism industry. Most local searches are performed in english language and tourists that come to Madrid, Barcelona, Málaga, Sevilla, Balearic Islands and Canary Islands search in many languages, particularly in english, german, italian or french. The fight for spanish searches is fierce and it took us almost 1 year to increase growth significantly.

Organic visibility in Spain grew a total of +399% so far.

Target Turnover has been reached.

Challenge

English language generates more than 80% of total business for City Sightseeing Worldwide. We were given a target to improve Search Performance significantly in the UK, in the US and also globally in specific locations such as Dubai.

Our team has quickly identified a growth limitation and opportunity at the same time. Globally, english was served with a single language directory optimized in British english for all locations. Our team has insisted on launching a specific version for the US market with the directory /en-us/.
Only 3 months after launching the US directory, Organic Visibility in the US increased by + 172%.