A location-led site that finally earned its clicks. 330% more monthly clicks.

Making location the spine of the site

The client sells a menu of group activities, but planners search by place first. So I treated cities and regions as the main axis and activities as the second one, and agreed a few house rules with the client before changing any page.

1. 01

   Pin down the goal and the buyer

   At onboarding I mapped who actually books: hotels, destination management companies, meeting planners and executive assistants. I agreed one measurable aim with the client - map-pack and top-three visibility across its core locations - and built reporting around clicks per page, because that was the measure the client cared about most.

2. 02

   Hubs above city pages

   Every city page links up to its regional hub, and every hub links back down to its cities. That gives search engines a clear picture of where the business operates, and gives a planner who lands on one city an obvious route to the nearest alternatives.

3. 03

   Cannibalisation fixes only with evidence

   I didn't merge or retarget pages on a hunch. Two pages had to share at least half of their Search Console queries before I treated them as competing. That stopped me flattening pages that looked alike on the surface but were answering different searches.

4. 04

   Links that read like sentences

   Anchor text had to read naturally, with quote-request wording kept for the page that converts. Thin pages got one or two internal links at most and were flagged back to the client, rather than propped up with links they hadn't earned yet.