A luxury resort with serious domestic standing and a quiet underperformance internationally. English, French, and German search markets were sending a fraction of the traffic they should — and the OTA share was growing every quarter as a result. The brief: rebuild international visibility from the technical layer up.
The resort had a multilingual site, but it was the kind of multilingual that breaks more than it helps: inconsistent hreflang, duplicate canonicals across languages, slow Core Web Vitals, no structured data, and content translated rather than authored. Brand searches worked. Non-brand visibility was near zero.
The strategic case was clear: international guests find luxury hotels primarily through search and editorial. Without organic visibility, the OTA tax was permanent.
Hreflang rebuilt from scratch. Canonical hygiene. Schema for hotel, room, amenity, FAQ. Core Web Vitals targets met across all three locales.
Native writers in EN, FR, DE — long-form authority pieces on the resort's region, cuisine, design, and seasonal experiences. Quality bar that matched the property.
Outreach to lifestyle and travel editors in each market. Featured-snippet optimisation on high-intent queries. Strategic guidebook and 'best-of' inclusion.
Site UX and booking-engine alignment with organic intent. Tracked the multi-touch journey from search to direct booking, then closed the gaps.
Twelve months after the international SEO cluster went live, measured against the pre-engagement baseline.