Overview

A mid‑size trekking company relied on agents; direct bookings were low. The team built content hubs around routes, seasons, permits, and gear with strong internal links and schema.

Key Moves

  • Keyword clustering by intent (plan, compare, book) and seasonality mapping.
  • Pillar pages + supporting posts; trek pages enriched with FAQs, itinerary schema, and E‑E‑A‑T signals.
  • Link acquisition via partnerships and authoritative local resources.
  • CRO: comparison tables, refundable deposit messaging, chat callbacks.

Outcomes

  • 120% organic sessions YoY; direct booking inquiries +80% in peak season.
  • Higher lead quality; reduced dependency on aggregator portals.

Lessons (Unit 5 lens)

  • Topic depth + internal structure outperform scattered posts.
  • Trust and clarity (refunds, safety) are decisive in tourism conversions.

Chapters covered

  • Marketing & advertising foundations (5.1)
  • SEO content strategy and measurement (5.4–5.5)