THE RESULTS
City Sightseeing is one of the world’s leading tourist bus companies. For almost three decades, it relied on its strong brand and offline sales. Our task was to improve search performance significantly in all target markets.
+399%
Organic visibility in Spain
+172%
Organic visibility in the US in 3 months
+39%
Organic revenue 2022 vs 2019 (pre-pandemic)
The Challenge
Spain is one of the most competitive countries for the tourism industry. Tourists visiting Madrid, Barcelona, Málaga, Seville and the Balearic and Canary Islands search in many languages, especially English, German, Italian and French. The fight for these searches is fierce, and it took almost a year to grow significantly.
Our scope covered 5 languages and more than 30 countries, with focus on Spain, France, Germany, Italy, the UK and the US, plus English globally. English generates more than 80% of City Sightseeing’s worldwide business, but it was served from one directory in British English for all locations, which limited growth in markets like the US.
THE SOLUTION
We did full keyword research and defined SEO assets in 5 languages, optimised on-page content for the top pages in each market and improved local SEO on Google Business Profile. We carried out a full technical overhaul of crawling, rendering and indexing, removed duplicate content and implemented structured data. We launched a blog to build topical authority, and a new /en-us/ directory specifically for the US market. Only 3 months after the US launch, organic visibility in the US grew by +172%, and organic visibility in Spain has grown by +399% so far.
OUR APPROACH
001
Localised keyword research and SEO assets
002
Technical SEO overhaul
003
Dedicated US directory
004
Blog for topical authority
