Adriatic Moto Tours is a globally recognised provider of motorcycle tours across Europe. Its website plays an important role in attracting new customers, allowing visitors to explore the company's tours, access relevant information and book their preferred trip.
4.7
increase in organic traffic conversion rate
As the company targets international customers, high Google rankings in its target markets are essential for online visibility and customer acquisition.
Following a website redesign, Adriatic Moto Tours experienced a decline in Google search rankings. At the same time, we identified additional opportunities to improve the website's performance and support sales growth.
Through targeted technical and content SEO optimisation, we improved search rankings and achieved substantial growth in organic traffic and conversions.
For Adriatic Moto Tours, the website is an important sales channel. Visitors can find information about motorcycle tours and make bookings directly through the website, making search engine visibility an important factor in acquiring new customers.
As the company targets international markets, it is particularly important that potential customers can discover its offerings when searching for relevant motorcycle tours.
Following the website redesign, Google search rankings declined. Addressing this issue was the primary challenge, but the project extended beyond technical optimisation.
Our review also revealed opportunities for content improvements. We identified that existing product names did not adequately reflect the needs of potential customers.
The task was therefore to improve the website's technical SEO while adapting the presentation of its offerings to better meet users' needs.
The project focused on three main objectives:
To achieve these objectives, we combined technical SEO analysis, a content workshop with the client and the implementation of SEO improvements.
We began the project with a website analysis using specialised SEO tools.
The analysis helped us identify technical issues affecting the website's search performance that needed to be addressed as part of the optimisation process.
Another important initial activity was keyword research. We compiled a set of keywords relevant to the client's offerings and began tracking their rankings in Google.
This provided a foundation for further optimisation and for monitoring changes in the website's search visibility.
In addition to technical improvements, we focused on how the company's tours were presented on the website.
We conducted a workshop with the client, during which we highlighted content-related challenges from the perspective of their customers' needs.
Particular attention was given to product naming. We found that the existing tour names did not sufficiently address the needs of potential customers.
This presented an opportunity to improve the content and make the company's offerings more closely aligned with customer expectations.
The findings from the workshop provided an important starting point for the next phase of the project: SEO implementation.
Based on the analysis and workshop findings, we worked with the client to update key elements of the website's SEO.
An important part of the content improvements involved changing product names. We adjusted the existing names to better reflect the needs of potential customers.
At the same time, we continued tracking keyword rankings and began monitoring their positions across several key markets.
This enabled us to observe how the implemented changes were reflected in the website's Google search visibility.
The SEO improvements led to a substantial increase in the website's Google search visibility.
Globally, we achieved high search rankings for numerous keywords. This improved visibility was also reflected in significant growth in organic traffic and conversions.
Comparing a six-month period with the same period in the previous year, we recorded:
These results demonstrate that not only did the number of visitors arriving through Google increase, but organic traffic also became more effective at generating conversions.
The bounce rate remained unchanged. Combined with the increase in conversions, this is an additional indicator of the quality of the traffic acquired.
The effectiveness of the SEO improvements is also reflected in the Google rankings of the tracked keywords:
Through technical and content SEO improvements, we achieved the project's key objectives: improving website visibility in target markets, increasing organic traffic and significantly improving the performance of the organic search channel.
The Adriatic Moto Tours case demonstrates how combining technical SEO with content improvements can contribute to greater website visibility and measurable business results.
