How Structured SEO & AI Visibility Work Generated ~€100K in Organic Revenue for a Travel Company
The Situation
When I took on this project, the website had a fundamental problem silently killing its organic performance: it was competing against itself. Dozens of pages targeted the same keywords, splitting Google's attention and diluting the authority that should have been concentrated on the pages that actually drive bookings.
On top of that, the site had 249 duplicate URLs caused by trailing slash inconsistencies, uppercase/lowercase variants, and parameterised pages, all treated as separate pages by Google. The development subdomain was being indexed. Partner pricing data exposed through API endpoints was appearing in search results, creating both a business and security risk.
Nobody had mapped what each page was supposed to do. Nobody had told Google which version of each URL was the right one. It was a 4,000-page website working against itself.
What I Did
1. Stopped the site from fighting itself
Rebuilt the keyword and page architecture from scratch, mapping every page to a single clear search intent, separating pages that were cannibalising each other, and restructuring internal linking so that authority flowed toward the commercial pages that actually generate bookings. Site-wide cannibalisation rate improved by 27% (SEMrush).
2. Fixed the technical foundation
Implemented 301 redirects to consolidate all URL variants to their correct canonical versions, added canonical tags for parameterised and UTM URLs, removed the dev subdomain and API endpoints from Google's index, and established consistent URL rules across the site. The result: correct pages indexed, crawl budget no longer wasted, cleaner signals to Google.
3. Built for the future of search: AI visibility
Implemented Organisation schema with sameAs and alternateName fields to reinforce the brand as a recognised entity in Google's Knowledge Graph. Aligned the company's name, address, and contact details consistently across the website and all third-party platforms. Optimised the Google Business Profile comprehensively. Wrote content structured to directly answer the questions real searchers ask, built around E-E-A-T principles and AI search best practices. Key pages started appearing consistently in Google AI Overviews, AI Mode, ChatGPT, and Perplexity.
The Results
Estimated additional annual organic revenue, based on ~23,000 additional organic sessions YoY, a ~0.7% conversion rate, and ~€600 average order value.
Organic Search Growth (full 12 months YoY)
(197,571 → 217,697)
(7,435 → 9,227)
(659 → 1,002)
(205,858 → 228,277)
Peak Season Performance (Jul–Sept YoY)
(36.5K → 42.6K)
(2.41M → 3.36M)
(26.1 → 19)
AI Search Visibility
(14 → 1,673 sessions)
(11 → 105 sessions)
Local Search
Authority & Backlinks
Page-Level Highlights
What This Means For Your Business
Most business websites have the same underlying problems this site had: pages competing against each other, technical issues preventing Google from understanding the site correctly, and zero presence in AI-generated answers that are increasingly where purchasing decisions start. The work that drove these results is structured, systematic, and repeatable. The same principles (technical foundation, search intent alignment, entity authority, and AI visibility) transfer across industries.
Ready to see what this could do for your business?