The site’s organic traffic increased from 6,110 to 14,300 per month after signing up for our 20 SurferSEO optimizations per month subscription.
Travel Agency Website SEO Case Study
Website:
This website provides custom-made tours with local guides for destinations across the world. Their primary audience is the USA; however, they also target the UK and Germany.
Objective:
We aimed to craft a rich SEO strategy that focused on growing brand awareness through authentic content that showcases expertise.
Date:
First order placed in 2022
Ongoing support throughout 2023 and 2024
Accelerated SEO campaign in the first 6 months of 2025
Results:
General Site Performance:
- 134% increase in YoY traffic for the entire website
- (6.11K in Nov 2024 to 14.3K in Nov 2025)
- 134% increase in YoY impressions for the entire website
- (1.06M in Nov 2024 to 2.49M in Nov 2025)
- 31 place improvement for YoY Average Positions for the entire website
- (42nd in Nov 2024 to 11th in Nov 2025)
- 6,354% increase in YoY AI citations
- (11 before Dec 2024 to 710 in 2025)
- 3,375% increase in YoY AI cited pages
- (8 before Dec 2025 to 278 in 2025)
SurerSEO Optimized Content Performance:
- 35% increase in YoY traffic for SurferSEO optimized pages
- (1.6K in Nov 2024 to 2.2K in Nov 2025)
- 66% increase in YoY impressions for SurferSEO optimized pages
- (260K in Nov 2024 to 431K in Nov 2025)
- 44 place improvement for YoY Average Positions for SurferSEO optimized pages, with a 6.6 median ranking for Nov 2025.
Services and Skills used
SEO Audit
We check all the technical, on-page, and off-page aspects of the website to create an actionable list of changes to improve the website.
Topic Mine
We analyze the company's niche to identify the best traffic-generating opportunities to increase organic leads to the website.
Social Media Content
We create engaging and inspirational social media content to be used on the brand's social platforms to nurture and inspire the audience.
SEO Consulting
We spent time training the client in best SEO practices so that they could be implemented in content going forward.
Link Building
We earned links from high-quality domains with genuine traffic to support the website’s trust and referral signals.
SurferSEO Optimization
We optimized low-performing pages across the client’s website using SurferSEO to improve their performance in Google and LLMs.
Campaign Results
YoY Increase in Organic Traffic
30
%
YoY Increase in AI Citations
3000
%
The site’s AI citations in AIO, ChatGPT, and other LLMs increased from 11 before Dec 2024 to 710 in 2025.
Position YoY Improvement
0
We improved the Average Position for SurferSEO-optimized pages by 44 positions YoY, with the new median ranking of 6.6.
Valuable Insights
Consistently analyzing your website’s SEO and overall performance is one of the key factors in a successful marketing campaign. This is especially so if you are a fairly new travel agency looking to break into a highly competitive market.
High-quality content is a great way to support your website and build a clear brand that is seen as an expert. During this campaign, we took extreme care to optimize the content and identify opportunities to align the client’s comments with consistent brand messaging.
We strictly avoided using AI for these optimizations, and the results are clear. By using SurferSEO’s Content Editor tool during the optimization process, we were able to create content that has improved performance and will continue to perform well.
Through this campaign, we discovered that niche-specific, authentic content is not only beneficial for brand awareness and traffic but is also highly cited by LLMs, underscoring its importance in your GEO efforts.
Need a successful project?
Find out how we can help your travel website double revenue in 12 months or less, through our proven SEO framework.