National Tourism Organisation

Industry: Travel & Tourism

Duration:

Four-year engagement

Value:

Major enterprise client

Tools used:

Adobe Analytics, Google Search Console, AKAMAI

Achievements:

Finalist position for APAC Search Award 2022, see below for full list

Scope of Work

Over a four-year engagement, I led organic search strategy and senior account management for a major national tourism organisation, building a strong stakeholder relationship and supporting the account through multiple successful renewals.

My work spanned several priority international markets and included:

Content Strategy & Optimisation: On-page content, metadata and content opportunity development.
Technical SEO: Page speed, structured data, technical health, hreflang, Core Web Vitals and international SEO.
Strategic Consulting: Website migrations, search evolution, organic growth strategy and complex technical recommendations.

The role required close collaboration with client stakeholders, developers, content teams and agency specialists to translate technical and audience insights into practical recommendations.

Key Achievements

- 2024: Tourism Client extended their contract from six months to a year and increased revenue by 37.8%, marking three years under my supervision.

- 2023: Amid mass redundancies (losing 2/3 of our client contacts), I developed a whitepaper on UX in the AI era. This helped retain the client contract for another year and strengthened relationships with new client contacts.

- 2022: secured a Finalist position for APAC Search Award 2022 for this client based on the below work.

- Successfully restored organic traffic to pre-pandemic levels, driving significant growth in priority metrics such as visits, return visitors, CTR, bounce rate, and leads. Notably, some highlights:

This sustained success reflects my ability to drive impactful SEO strategies, navigate industry shifts, and foster long-term client partnerships.

Key Achievement - Case Study

The Challenge

A national tourism organisation operated localised websites across multiple international markets.

Despite this localisation, the organisation's primary website was frequently outranking the appropriate market versions across several English-speaking countries. Search engines were treating parts of the international ecosystem as substantially similar content, despite hreflang implementation intended to distinguish the regional sites.

This limited the visibility of locally relevant content and created a poorer search experience for international audiences.

The Solution

I led an international SEO program designed to improve indexation and help search engines surface the correct localised experience in each market.

The program included:

Developing detailed hreflang best-practice guidance for the client's development team.
Conducting multiple technical audits to identify implementation issues, prioritise fixes and assess potential impact.
Working closely with developers and client stakeholders to support implementation.
Monitoring market-level indexation and organic performance to identify remaining issues and opportunities.
Providing ongoing strategic consultancy through regular reporting and stakeholder communication.

The Results

Within several months, the program delivered substantial improvements across priority international markets:

Significant growth in organic impressions and clicks across multiple localised websites.
Local market pages increasingly surfaced in place of the organisation's primary website.
Indexation across English-language international sites increased from below half of eligible pages to near-complete coverage.
The work contributed to broader recovery and growth in international organic performance.

Performance figures have been summarised to protect client confidentiality.