Challenge: Missed SEO Opportunities & Poor Site Architecture
LANDED Travel came to Hurrdat with a website that wasn’t helping them further their business goals. The website was full of great content, but it had performance and architecture issues, as well as missed optimization opportunities, that were creating a poor experience and holding the site back from growing organically.
Solution: Full-Site Redesign with SEO Optimization
Our approach was to redesign LANDED Travel’s website with both user experience and SEO in mind. The LANDED team generates new content frequently, so it was a priority to create a user-friendly framework for them to work within while rebuilding the site.
Step One: Rebuilt Website to Prioritize UX & SEO
We started by redesigning the site framework to prioritize both a seamless user experience and search engine crawlability. With LANDED Travel regularly producing new content, it was crucial to create a layout and backend system that would make it easy for their team to publish and manage ongoing content efficiently.
Step Two: Created a User-Friendly Publishing Framework
To support the client’s long-term content needs, we implemented a use- friendly content management system and designed intuitive content templates. This ensured the team could maintain a consistent publishing schedule without compromising design or SEO quality.
Step Three: Conducted Keyword Research
Our SEO and content marketing experts performed in-depth keyword research to understand what potential customers were searching for in LANDED Travel’s niche. We identified missed content opportunities and used that insight to create content that matched high-intent queries from their target audience.
Step Four: Optimized Existing Content Across the Site
While LANDED Travel already had a wealth of high-quality content, much of it wasn’t fully optimized. We updated on-page SEO elements like title tags, meta descriptions, page headers, and internal links to increase organic visibility and improve content performance.
Results: 300% Organic Keyword Growth After Website Optimization
By combining technical SEO, content optimization, and UX improvements, we turned the website into a more effective marketing tool capable of driving organic growth, supporting user engagement, and aligning with business goals.
Unfortunately, the new LANDED Travel website launched weeks before COVID-19 upended the travel industry, so significant traffic results were not fully realized. However, keywords grew over 300% despite the global pause on travel.
Key Takeaways From LANDED Travel Project
The LANDED Travel project demonstrates how aligning website structure and SEO strategy can unlock the full potential of existing content. By improving site performance and optimizing for search, we positioned LANDED for long-term growth even with an unpredictable market. These key learnings can be applied to similar content driven websites to improve visibility, usability, and organic performance:
- Optimize your site architecture to ensure search engines and users can easily navigate and understand your content
- Create a scalable, user-friendly backend to support ongoing content production and streamline internal workflows
- Conduct keyword research and implement on-page SEO to turn existing content into traffic-driving assets
- Strengthen internal linking and navigation to boost content discoverability and improve user experience
- Prioritize technical performance improvements to support long-term organic growth, even in unpredictable markets
Need help optimizing your website for better performance and visibility? Hurrdat Marketing offers web design and SEO services to help you improve site structure, improve user experience, and more! Contact us today!
