Work sample · Travel SEO strategy
Amitylux work sample: luxury travel SEO strategy, international SEO, and lead generation planning
This work sample was prepared as a strategic SEO and social media proposal for Amitylux, a luxury sightseeing tour agency focused on bespoke experiences in cities such as Copenhagen, Stockholm, Oslo, Helsinki, London, and Edinburgh.
This sample was created as part of a proposal and strategic assessment process. It reflects my independent analysis and recommendations based on the information available during the exercise. Unless stated otherwise, this was not a live consulting engagement and the recommendations were not implemented by me directly.
Quick facts
Company
Amitylux
Company type
Luxury travel / sightseeing tour agency
Sample type
Proposal / strategic assessment
Focus areas
Travel SEO strategy, lead generation, keyword research, technical SEO, local SEO, international SEO, content strategy, backlink building, social media integration
Deliverables
Proposal deck, keyword opportunity analysis, technical SEO plan, backlink and PR strategy, international SEO framework, Google Business Profile plan, content strategy, reporting model
Market / scope
US, EU, Australia, and city-level visibility across Copenhagen, Stockholm, Oslo, Helsinki, London, and Edinburgh
Strategic angle
Driving qualified leads for bespoke city tours through search visibility, localization, and cross-channel digital growth planning
The assignment
The task was to build a practical SEO and digital growth proposal for Amitylux that could increase organic visibility and generate more qualified leads for luxury sightseeing tours across multiple cities and international markets. Rather than focusing on only one layer of SEO, the work addressed search opportunity from multiple angles: technical performance, on-page optimization, backlinks, local SEO, international market expansion, content planning, and social media support.
The proposal covers seven major areas:
My approach
I approached this sample by structuring the proposal around business outcomes first, then building the SEO and content strategy around those goals across multiple markets and channels.
Goal-led strategy structure
SMART goals defined across organic traffic, rankings, leads, local visibility, page speed, backlinks, and content optimization — making the work measurable from the beginning.
Keyword opportunity assessment
Evaluated current rankings and identified growth potential around high-intent location terms such as Copenhagen walking tour, sightseeing in Copenhagen, and Stockholm walking tour, expanding city by city.
Technical and authority recovery
Addressed crawl and indexation issues, page speed, and declining backlink authority through prioritized technical fixes and a backlink rebuilding plan.
International and local SEO expansion
Planned multilingual support for key markets (UK, US, Australia, Nordics) alongside Google Business Profile optimization and local directory consistency.
Funnel-based content and social integration
Organized content by funnel stage — from destination guides to booking pages — and integrated social media strategy across Instagram, Facebook, LinkedIn, and YouTube.
Key findings
Organic visibility was limited relative to the business opportunity
Amitylux ranked for 760 keywords globally, with 119 in Denmark, only 10 in the top 10, and just 12 in the US. The highest-traffic keyword had a search volume of only 480.
City-level, tour-intent keywords created strong expansion potential
High-potential growth themes around walking tours, sightseeing, and car tours across Copenhagen, Stockholm, Oslo, Helsinki, London, and Edinburgh formed a location-led lead generation plan.
Technical SEO problems were blocking indexation and performance
129 pages were indexable but only 70 were crawled and indexed, leaving 59 pages unindexed. The audit reported 42 total issues including 6 critical errors, 22 warnings, and 14 opportunities.
Backlink authority had weakened and needed active rebuilding
Declining referring domains, a deteriorating backlink profile, and a lower authority score were identified as meaningful SEO constraints requiring outreach, PR, and authority development.
International and local SEO were both underdeveloped
Amitylux lacked multilingual support and localized targeting across key markets, with incomplete local listings, inconsistent directory presence, and gaps in Google Business Profile optimization.
Content strategy needed to align with funnel stages
Top-of-funnel guides, mid-funnel comparison content, and bottom-of-funnel booking pages were all needed to connect search visibility to booking intent across destinations.
Social media was positioned as a support channel for SEO
Platform-specific strategy for Instagram, Facebook, LinkedIn, Twitter, and YouTube was outlined with engagement, UGC, posting cadence, and integration with SEO through content promotion.
Recommendations
Based on the analysis, I proposed a roadmap focused on visibility growth, stronger technical foundations, and multi-market lead generation.
Quick wins
Fix critical technical issues, improve crawl and indexation, tighten metadata and internal linking, prioritize high-opportunity destination terms, and improve Google Business Profile optimization and local-listing consistency.
Mid-term priorities
Create location-led content, launch outreach and PR campaigns, build local and international visibility, improve funnel coverage through blog posts, landing pages, and booking-focused content.
Strategic initiatives
International rollout for localized language versions, ongoing competitor analysis, channel integration with social media and email, and structured reporting through weekly check-ins, monthly reporting, and quarterly reviews.
Presentation preview
This work sample includes a full proposal covering business goals, keyword analysis, technical SEO issues, backlink opportunities, international SEO planning, competitive analysis, local SEO and Google Business Profile optimization, content strategy, social media integration, reporting, pricing, and a 6-month execution timeline.
Highlighted slide areas
SMART goals and business objectives
Defines success in concrete terms across traffic, rankings, leads, local SEO, speed, backlinks, and content optimization — anchoring the proposal in measurable business outcomes.
Keyword and city-opportunity analysis
Identifies current visibility limitations and expands into city-level opportunity themes for walking tours, sightseeing, car tours, and related travel searches across multiple destinations.
Technical SEO and backlink recovery plan
Shows where the site was underperforming — including indexation, speed, and authority issues — then translates those problems into prioritized action steps.
International SEO and local SEO framework
Connects visibility growth to both international targeting and local search presence through multilingual rollout and Google Business Profile sections.
Content strategy and execution plan
Funnel-based content examples and a 6-month execution plan show how SEO work would move from strategy into publishable assets, channel integration, and measurable delivery.
Full travel SEO proposal covering business goals, keyword analysis, technical SEO, backlinks, international and local SEO, content strategy, and social media integration
What this sample shows
This Amitylux work sample demonstrates how I approach SEO strategy in a multi-market travel business where visibility, localization, and lead generation all matter at the same time. It shows the ability to combine technical SEO, keyword strategy, local SEO, international SEO, content planning, backlink development, and social media support inside one coherent proposal.
Travel SEO strategy thinking
Location-led keyword planning
Technical SEO prioritization
Backlink and PR planning
International SEO framework design
Local SEO and Google Business Profile planning
Funnel-based content strategy
Cross-channel digital marketing integration
Stakeholder-ready proposal and presentation skills
Why this work sample matters
This page is valuable because it shows how I structure a growth plan before implementation begins in a business that depends on local intent, international visibility, and qualified lead generation. Instead of treating SEO as a checklist, the proposal connects search opportunity to business goals, destination demand, technical health, content planning, local presence, and cross-channel execution.
For travel brands, hiring managers, and decision-makers, that makes the sample more useful than a standalone proposal file. It demonstrates breadth, prioritization, and the ability to turn a complex opportunity into a phased growth plan.
Related services
This work sample connects most directly to these service areas:
Work sample FAQs
Need this level of SEO and digital growth planning for your travel business?
Whether you need stronger local visibility, international SEO support, better keyword targeting, a clearer content plan, or a more structured lead-generation strategy, I'd be happy to talk.