SEO For Travel Website: Power of Discounted Airline Ticket Discovery


Daily clicks


Total Keywords



Organic traffic dynamics according to GA4 data, which we configured at the beginning of February 2023


About the Project

  • Niche: Travel Tech. Software for discovering discounted airline tickets and affordable flights.
  • CMS: WordPress
  • Promotion Period: February 2023 — now

In January 2023, a client approached Netrocket requesting Travel Tech SEO services. The client’s objectives for our WordPress SEO agency included:

  • Organic traffic growth.
  • Improve the visibility and ranking of the site in search results.
  • Doubling conversions – driving paid subscriptions for a low-cost airline ticket search service.

The company has been in the market since 2016 and started operations after the end of COVID-related restrictions. At the start, the client had up to 70 paid subscriptions per month.

We have developed an SEO strategy for the next 6 months and have started to implement the approved plan, incorporating the insights of our WordPress SEO consultant.


The Challenge

  • High competition in the ticket search arena: Like other industries, Travel Tech faces significant competition, especially in attracting organic traffic through effective inbound marketing services. It becomes a significant challenge to try and stand out from the crowd.

  • Changes in Search Engine Algorithms: Google’s algorithm updates constantly affect visibility and ranking in search results. Here’s an example of significant volatility in the Travel industry over the last 30 days.

  • Dynamic Nature of the Industry: Constant changes in technology and user requirements demand quick responses and updates to the SEO strategy.

SERP volatility for the last 30 days


Execution/Optimization Process

Niche Analysis and Research. Technical State of Site Analysis

We conducted market research on cheap airline tickets and the main SEO metrics of competitors and recorded the metrics we had at the start of our work. Evaluation of the current state of the website, its visibility, and performance. Correction of technical errors, such as inaccessible pages and slow loading.

Keyword Research

Identifying keywords and phrases related to the search and sale of cheap flight tickets. Analysis of the keywords that competitors’ pages are ranked for.

Optimization of Website Content and Structure

Optimization of titles, meta-tags, URLs, page text, and header structure. Creation of new unique pages for less popular categories. Development of logically connected sections and subsections, all while emphasizing the importance of b2b SEO services.

Off-Page Optimization

Developing an off-page optimization strategy to enhance the ranking of keywords across priority categories, as well as to increase brand recognition and the frequency of brand-specific search queries for the website.

Throughout the process, we continuously worked on expanding the database of authoritative and thematic websites.

Daily Monitoring

Every day, we checked the volume of daily organic traffic and conversions. We monitored the positions of keywords across all main clusters.

Every week, we conducted technical audits of the website, creating tasks for the developer to fix any errors.

Monthly, we analyzed user behavior on the site using heat maps and scroll maps. We recorded and analyzed monthly metrics by the number of sessions per page, by country, and by traffic channels.


The Results

Google Search Console

The number of clicks per day in Google search results increased by 151% (from 131 clicks at the start to 329 clicks when writing this case study).

The number of daily Impressions increased by 80% (from 8,590 to 15,524).

Organic traffic according to GSC data at the start of SEO efforts

Organic traffic according to GSC data at the start of SEO efforts.

Organic traffic according to GSC data over 11 months

Organic traffic according to GSC data over 11 months.


The amount of Organic Traffic from Google, according to Ahrefs data, increased by 40% (from 2,359 in February 2023 to 3,974 in January 2024.

The number of keywords in Google according to Ahrefs data
The number of keywords in Google according to Ahrefs data

The number of keywords in Google according to Ahrefs data increased by 225% (from 2,592 in February 2023 to 8,443 in January 2024).

Organic keywords
Organic keywords


The volume of organic traffic from Google has increased by 46% (from 3,550 in February 2023 to 5,153 in January 2024), according to data from Semrush.

Organic traffic
Organic traffic

The number of keywords in Google, according to Semrush data, increased by 80% (from 6,389 in February 2023 to 11,514 in January 2024).

Organic keywords
Organic keywords

Google Analytics 4

The average number of transactions increased by 407%, from 70 transactions per month (according to the client’s CRM data) to 355 transactions per month according to GA4 data.

To calculate the average number of transactions, the total number of transactions from GA4 since the start of operations and a period of 11 months were considered.

Organic traffic dynamics according to GA4 data, which we configured at the beginning of February 2023

Organic traffic dynamics according to GA4 data, which we configured at the beginning of February 2023


Summary/Conclusion Takeaways

  • Increasing Organic Traffic: Over the course of our activities since February 2023, we have observed a significant increase in organic traffic, indicating the success of our strategies and optimizations. The number of clicks and impressions increased by 151% and 80%, respectively.

  • Meeting industry challenges: In an environment characterized by intense competition, constant changes in search engine algorithms, and the dynamic nature of the industry, our team has successfully met the challenges and ensured steady growth and improvement.

  • Keyword Dynamics: The number of keywords in Google has increased by 225%, indicating the effectiveness of our keyword and content strategy.

  • Increasing Transactions: According to GA4 data, the average number of transactions is impressive, showing an increase of 407%. This allows us to justifiably consider the effort successful and targeted towards achieving specific business objectives.

  • Development: Our agency continues to work with the client and adapt to changes in the industry, refining old and testing new strategies in the field of Travel Tech SEO.

Conclusion Takeaways:

  1. Strategic Approach Pays Off: This case study illustrates the importance of a well-planned and executed SEO strategy. We achieved remarkable results by meticulously analyzing the niche, conducting thorough keyword research, and optimizing website content and structure.

  2. Adaptability is Key: Adaptability is crucial in an ever-evolving landscape like the travel industry. We continuously monitored industry changes, search engine algorithm updates, and user behavior to refine our strategies.

  3. Focus on Quality Over Quantity: While increasing organic traffic is important, it’s equally essential to focus on quality — our emphasis on targeted keyword optimization and user-centric content led to significant improvements in website visibility and engagement.

  4. Data-Driven Decision Making: Leveraging tools like Google Search Console, Ahrefs, Semrush, and Google Analytics 4 allowed us to make informed decisions and track our progress accurately. This emphasis on data-driven insights ensured that our efforts were aligned with the client’s objectives.

  5. Continuous Improvement: SEO is not a one-time task but an ongoing process. By conducting regular audits, monitoring performance metrics, and staying updated with industry trends, we ensured continuous improvement and long-term success for our clients.

Implementing these key takeaways can empower you to enhance your SEO efforts, drive organic traffic, and achieve your business goals effectively in the competitive online world.

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