SEO growth service provided for a tour company in Kenya
Client background
Pride of Africa Adventures and Safaris is a Kenya-based tour operator offering safari and other customized travel experiences across East Africa.
They offered us a contract to provide search engine optimization services for their website after it was redesigned by JaTech Solutions.
The redesign of the website was impressive, but search engine visibility compared to other competing tour companies was the main issue.
After conducting an audit of the website and identifying the SEO-related problems we could address to help the website rank better, we agreed with the client that we would maintain the newly redesigned website and implement a comprehensive SEO strategy to improve rankings, organic traffic, and conversions.
The project starting points
After performing an SEO audit for the website, we identified the following problems to deal with:
- The website had minimal organic visibility, with search impressions averaging roughly 50 per month, and traffic was inconsistent and low.
- Unrelated pages were available on the site due to the theme used to redesign the site.
- Technical errors caused some page requests to return 500 errors, while others returned 404 errors. This affected crawlability and page speed.
- Website had some sample of their package pages, but most of them were shallow and lacked a conversion-focused structure.
- Google Business Profile was not fully optimized.
With these issues identified, the most challenging aspect was that the client expected visible improvements within a short period.
What we did
These are what we implemented as a structured SEO and performance optimization plan, with an aim of focusing on long-term growth rather than quick wins as the client required.
Content expansion and optimization
The client provided us with the safari itineraries and package pricing they offer. We uploaded and structured them into detailed pages.
Each package page was then optimized with relevant keywords, proper heading hierarchy, internal linking, and structured formatting to improve readability and search performance.
Technical SEO improvements
The tasks we did here involve optimizing the site pages speed and improved load times, enhanced crawlability and indexing structure. We also refined meta titles and descriptions across the site.
Conversion optimization
We strategically placed quote request forms on each package page. This was meant to encourage inquiries from potential clients.
Google business profile optimization
We optimized and structured the company’s Google Business Profile to improve local search visibility in that is in Kenya and strengthen its presence on Google Maps.
Early concerns
After approximately 2.5 months, the client expressed concern about not seeing significant results.
SEO, especially in the competitive tourism industry, requires time for indexing, authority building, and ranking improvements. Despite our confidence in the strategy, the contract was written off at the client’s request.
However, we were confident that the foundation we built would produce measurable growth.
The Results (Month 4 and beyond)
Four months after implementation, we followed up with the client and the performance had significantly improved:
- Monthly impressions increased from 50 to over 10,000
- Monthly clicks grew to over 2,000
- Organic visibility expanded across safari-related search queries
- Inquiry forms began generating qualified leads
- Multiple clients converted through website quote requests
This growth was recorded through Google Search Console data and confirmed through actual customer inquiries received via the website forms.