SEO Case Study: How a Travel Company Increased Booking Requests by 190%
On February 11, 2025, a Los Angeles based travel company partnered with Goforaeo to grow inbound booking inquiries from Google without relying more on paid ads. They offered private tours, small group experiences, and day trips, but their organic traffic was not turning into steady booking requests. The website also lacked clear pages for high intent searches like “Los Angeles private tour” and “day trip from LA”.
From February 2025 to October 2025 in Los Angeles, California, booking requests from SEO increased from 210 per month to 609 per month, which is a 190% increase. The lift was backed by stronger rankings, higher clicks, and better conversion on key tour pages. Below is the full timeline with monthly actions and monthly proof.
Client overview: What they sold and why SEO was not working
This client runs a travel business in Los Angeles offering city tours, celebrity and neighborhood experiences, airport add ons, and popular day trips like beach routes and nearby attractions. The brand had good reviews and strong service, but the website did not show up enough for non brand searches. When it did show up, pages were not built to answer booking questions fast.
Many travel companies publish blogs, but this site had content that was not connected to bookings. Tour pages were thin, location intent was weak, and internal links did not guide users into inquiry forms. Fixing this required a clean structure: strong tour landing pages, local trust signals, and conversion friendly layouts.
Timeframe, location, and what counted as a booking request
This campaign ran from February 11, 2025 to October 24, 2025 targeting Los Angeles, CA and LA related searches. We reviewed performance weekly and recorded monthly results to keep the reporting stable and believable. We tracked the full path from search to booking request so results were not based on guesses.
A “booking request” was counted only when it showed real intent:
- Website inquiry form submissions for tours and packages
- Calls from organic search and Google Business Profile
- “Request availability” and “Book a consult” submissions
- WhatsApp or message clicks that resulted in a captured lead event
Spam leads and wrong location inquiries were removed during monthly lead review.
Baseline metrics: Starting numbers recorded February 11, 2025
We documented baseline performance on February 11, 2025 using GA4 events, Google Search Console, and call tracking. These were monthly averages at the start of the partnership.
Baseline in February 2025:
- Booking requests from SEO: 210 per month
- Organic sessions: 12,800 per month
- Google Search Console clicks: 8,950 per month
- Average CTR: 2.2%
- Keywords in top 10: 45
- Average position across tracked non brand terms: 21.6
- Tour page conversion rate from organic: 1.64%
The numbers showed demand existed, but the site was not capturing enough high intent traffic, and it was not converting enough of the traffic it already had.
What was holding growth back in Los Angeles search results
Los Angeles travel searches are competitive, and small issues add up fast. The site had no clear landing pages for several high intent tour topics, so Google had nothing strong to rank. Some tours were mentioned only inside blogs, which made conversion harder because blogs are not booking pages.
We also found local trust signals were scattered. Reviews were strong, but they were not used well on key pages, and local proof was missing in the page content. On mobile, the inquiry experience had friction, which reduced booking requests even when the visitor was interested.
Main blockers we fixed:
- Tour pages were too short and not mapped to the exact search intent
- Location coverage was incomplete for LA neighborhoods and popular start points
- Titles and snippets were not written to win clicks
- Internal linking did not guide users from guides to booking pages
- Mobile layout made the inquiry step feel harder than it should
Month by month work and monthly results (February to October 2025)
This section shows the exact monthly flow, with what we shipped and what changed. Each month includes actions completed and measurable results. Booking request growth is shown as monthly totals so the before vs after proof is clear.
February 2025: Audit, tracking, and quick click improvements
In February, we focused on measurement and fast wins. We cleaned up tracking, mapped keywords to tours, and improved the most visible pages first. This created a clear foundation before adding new content.
Work completed in February:
- GA4 events set for: inquiry submit, click to call, WhatsApp click, availability request
- Full crawl audit and content gap map for LA tour terms
- Updated titles and meta descriptions on priority pages to lift CTR
- Internal link fixes on top pages to push users toward inquiry forms
February 2025 results:
- Booking requests: 210
- Organic sessions: 12,800
- Search Console clicks: 8,950
- Top 10 keywords: 45
March 2025: Rebuilding core tour pages for real booking intent
In March, we rebuilt the main tour pages to act like decision pages, not simple descriptions. We added clear tour details, what is included, pickup points, timing, FAQs, and trust elements. These updates improved both rankings and conversion.
Work completed in March:
- Expanded 6 core tour pages with full sections: itinerary, inclusions, timing, FAQs
- Added strong CTA blocks: request availability, call now, message for custom quote
- Added review highlights and local proof on tour pages
- Improved image compression on tour templates for mobile speed
March 2025 results:
- Booking requests: 245
- Organic sessions: 13,900
- Search Console clicks: 9,820
- Average CTR: 2.3%
April 2025: LA neighborhood intent and local trust improvements
In April, we focused on Los Angeles location intent, because many users search by neighborhood. We created pages that matched those searches and linked them into the main tour pages so users could move smoothly into booking.
Work completed in April:
- Created neighborhood focused landing pages for high demand areas
- Added “starting from” and pickup clarity where applicable
- Improved Google Business Profile content, photos, and service details
- Added FAQ content based on Search Console queries and customer messages
April 2025 results:
- Booking requests: 295
- Organic sessions: 15,800
- Search Console clicks: 11,050
- Top 10 keywords: 62
May 2025: Content clusters that support tour bookings
In May, we built content that attracts planners, then guides them into booking. We stopped writing broad travel blogs and focused on pages that match booking intent, like itineraries, comparisons, and time based searches.
Work completed in May:
- Published cluster guides such as “2 day LA itinerary” and “best time for LA tours”
- Built internal links from every guide to the matching tour pages
- Added clear “who this tour is for” sections to reduce low quality inquiries
- Updated snippet text to improve click quality from search results
May 2025 results:
- Booking requests: 360
- Organic sessions: 17,900
- Search Console clicks: 12,880
- Average CTR: 2.5%
June 2025: Technical cleanup and stronger site structure
In June, we improved crawl paths, removed duplicate issues, and strengthened internal linking depth. Travel sites often grow content fast, and technical cleanup helps every page perform better.
Work completed in June:
- Fixed duplicate URL patterns and canonical issues
- Improved internal linking from high traffic pages to money tour pages
- Added structured data where appropriate for tours and business info
- Improved Core Web Vitals on key templates by reducing script weight
June 2025 results:
- Booking requests: 410
- Organic sessions: 20,200
- Search Console clicks: 14,920
- Top 10 keywords: 88
July 2025: Conversion improvements to turn traffic into inquiries
In July, the priority was conversion. We improved mobile layouts, reduced form friction, and made trust clearer above the fold. This helped increase booking requests without needing the same percentage increase in traffic.
Work completed in July:
- Simplified booking request form fields and improved error messages
- Added sticky call and message buttons on mobile tour pages
- Improved pricing clarity using “what affects price” sections
- Added trust blocks: reviews, safety notes, and what to expect
July 2025 results:
- Booking requests: 475
- Organic sessions: 22,400
- Search Console clicks: 16,880
- Tour page conversion rate from organic: 1.98%
August 2025: Authority building with travel partners and local mentions
In August, we built authority signals that help in competitive travel search results. We earned relevant mentions, improved citations, and strengthened local relevance across the site.
Work completed in August:
- Outreach to local bloggers and travel partners for mention links
- Reclaimed unlinked brand mentions and fixed broken backlinks
- Built citations on high quality local travel directories
- Added internal links from partner pages to booking pages
August 2025 results:
- Booking requests: 540
- Organic sessions: 24,900
- Search Console clicks: 18,940
- Top 10 keywords: 122
September 2025: Refreshing content close to top rankings
In September, we refreshed pages that were already close to top positions. Updates included better answers, clearer headings, improved FAQs, and stronger internal links. This often creates fast gains because the pages already have history.
Work completed in September:
- Updated 10 guides that were ranking on page one but not in top spots
- Expanded FAQs using real customer objections and questions
- Improved snippets again for pages with high impressions but lower CTR
- Strengthened linking between itineraries, neighborhood pages, and tours
September 2025 results:
- Booking requests: 585
- Organic sessions: 26,800
- Search Console clicks: 20,650
- Average CTR: 2.9%
October 2025: Stable “after” month and final lift confirmation
In October, we focused on stability and polishing. We improved pages that were already winning and tightened the booking path even more. This month became the clean “after” proof point because performance was stable, not a short spike.
Work completed in October:
- Improved top tour pages with clearer availability and response time messaging
- Added new internal links from high traffic pages to underperforming tours
- Continued Google Business Profile posting and photo updates
- Conversion cleanup: better thank you page tracking and follow up triggers
October 2025 results:
- Booking requests: 609
- Organic sessions: 27,900
- Search Console clicks: 21,400
- Top 10 keywords: 160
Why this worked: Simple explanation of the strategy
The big change was that the website started matching real search intent in Los Angeles. Instead of hoping blogs would convert, we built strong tour pages designed to answer booking questions fast. Then we built content that feeds into those tour pages naturally.
This approach worked because rankings, clicks, and conversion improved together. When only traffic goes up, results can feel weak. Here, the site became better at getting high intent visitors and better at turning them into booking requests.
Tour pages became decision pages, not just descriptions
Tour pages performed better once they clearly explained what a traveler gets. We added itinerary details, pickup clarity, inclusions, and strong FAQs. These sections reduced confusion and built confidence quickly.
Key page elements we added:
- Itinerary and timing section
- Pickup and start point clarity when applicable
- What is included and what is not included
- FAQs based on real traveler questions
- Trust blocks using reviews and local proof
Content clusters brought planners into the booking funnel
Many travelers plan first, then book. The cluster content captured planning searches and guided users toward the right tour page. This created steady growth because more long tail queries started ranking.
Cluster topics that helped bookings:
- LA itinerary guides by time length
- “Best time to visit” and seasonal travel questions
- Neighborhood based guides tied to tours
- Comparison pages like private tour vs group tour
Local and Maps signals supported trust and high intent leads
For travel companies, Maps and local proof still matter, even for tours. Strengthening the Google Business Profile, photos, and content helped the brand appear more reliable. This improved calls and messages, especially from mobile users.
Local trust actions that helped:
- Better Google Business Profile categories and service details
- Fresh photo updates and consistent posting
- Review highlights added to key pages
- Clear service area and starting point details
Conversion fixes made every visit more valuable
By July, conversion improvements became a major driver. Simplifying forms and improving mobile CTAs increased booking requests even when traffic growth slowed a bit.
Conversion updates that lifted inquiries:
- Fewer form fields and clearer next steps
- Sticky call and message buttons on mobile
- Better pricing explanation to reduce hesitation
- Cleaner page layout with faster load times
Tools used during the campaign
We used a practical tool stack focused on tracking, diagnostics, and steady improvement:
- Google Search Console: clicks, CTR, query growth, page performance
- GA4: booking request tracking, conversion paths, event validation
- Looker Studio: monthly reporting and trend snapshots
- Screaming Frog: crawling, internal linking checks, duplicates, metadata issues
- Ahrefs and Semrush: keyword research, content gaps, competitor tracking
- Google Business Profile tools: actions, calls, visibility trends, posts
- Call tracking tool like CallRail: call attribution and lead quality review
- PageSpeed Insights and Lighthouse: speed checks and mobile stability
- Hotjar: behavior insights, scroll depth, form friction
Before vs after proof: Booking request lift with supporting metrics
The main proof is the booking request number measured consistently each month.
Before vs after:
- February 2025 booking requests: 210 per month
- October 2025 booking requests: 609 per month
- Net gain: 399 more booking requests per month
- Percentage lift: 190%
Supporting proof that matched the lift:
- Organic sessions: 12,800 to 27,900
- Search Console clicks: 8,950 to 21,400
- CTR: 2.2% to 3.0%
- Top 10 keywords: 45 to 160
Next steps we recommended after October 2025
After performance stabilized, the next phase focused on scaling what already worked. The goal was more coverage, more authority, and faster growth for new tour pages.
Recommended next actions:
- Add more tour pages for newer experiences and seasonal offers
- Expand neighborhood coverage only where demand is proven
- Publish more comparison pages and FAQ hubs to win long tail queries
- Continue partner mentions and local link earning each month
Closing summary
This Los Angeles travel company grew because the strategy was simple and consistent. We built pages that matched what people searched, improved trust signals, and removed friction from the booking path. Month after month, rankings and conversion improved together, which made the results stable.
From February 2025 to October 2025, after partnering with Goforaeo, booking requests increased from 210 to 609 per month, a 190% increase. The growth was supported by higher organic traffic, higher clicks, stronger top rankings, and a better conversion experience on tour pages.