Case Study

International Content SEO & Non-Brand Visibility Improvements

  • Industry: Travel & Tourism
  • Project Duration: 6 months
  • Scope: SEO Strategy, Content Alignment, Internal Linking, Navigation Fixes, International Content SEO

A key landing page on a non-English, non-French website was underperforming for high-priority, non-brand queries.
Despite strong local brand recognition, organic traffic remained heavily dependent on branded searches. Multiple pages targeted the same terms, diluting relevance and making it difficult for Google to identify the correct page to rank.

The objective was to increase non-brand visibility, consolidate ranking signals, and lift conversions,  all while optimising content in a language I do not speak.

The Challenge

Data analysis revealed several performance blockers:

  • Multiple pages competing for the same core keyword cluster

  • Thin or outdated content on URLs receiving the most impressions

  • Overlapping search intent and unclear landing-page differentiation

  • Weak internal linking structure

  • Competitors using clearer content hierarchies and stronger optimisation

  • The additional complexity of analysing and rewriting content in an unfamiliar language

The Approach

Over six months of active optimisation, the strategy focused on clarifying signals, improving content depth, and strengthening the authority of the main landing page.

1. Data-Led Analysis

  • Identified all URLs competing for the same non-brand queries.

  • Mapped ranking distribution, impressions, and content gaps using Search Console and Screaming Frog.

2. Landing Page Alignment

  • Selected one primary page to own the high-priority keyword cluster.

  • Updated metadata, headings, and structure to send stronger relevance signals.

3. Content Improvements

  • Expanded thin sections and improved topic coverage.

  • Reduced unnecessary repetition of keywords across secondary pages.

4. Internal Linking Strategy

  • Strengthened contextual links from high-authority pages.

  • Updated navigation elements to reinforce hierarchy.

5. Competitor Insight Integration

  • Analysed how local competitors structured their content and positioned similar offerings.

  • Applied best practices while keeping UX and tone consistent.

The Results

Within six months:

  • +400% increase in clicks for the targeted keyword cluster

  • +27% growth in conversions from the main landing page

  • More stable rankings, with an average position around 3.2

  • Significant increase in non-brand impressions

  • Clear reduction in keyword cannibalisation across the site

The chart below shows the uplift in clicks and improved ranking stability over time, for the target landing page

Key Takeaways

  • With the right approach, you can deliver strong SEO results even in markets where you don’t speak the language.
  • Clarifying landing-page ownership and reducing cannibalisation can dramatically improve non-brand visibility.
  • Competitor analysis + content depth + clean internal linking = sustainable growth in competitive markets.

Get found. Get clicks. Get results.

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