Portfolio / Case study
Travel & tourism · SEO strategy
France Luxury Tour: an SEO blueprint built before the first page was designed.
A Paris-based private tour company with more than 30 years of experience was relying on referrals and booking platforms to be found. As SEO Manager at Resmark Systems, alongside in-house SEO and other client accounts, I built the search strategy and site structure for its new website.
Client
France Luxury Tour, Paris
My role
SEO strategy lead, at Resmark Systems
Scope
Keyword strategy, competitor analysis, site architecture, keyword mapping, content and schema plan
First published
The challenge
A luxury brand that search engines couldn't place.
The company's reputation was excellent offline. Online, nothing on the site told search engines, or travellers, what it offered and where.
Found through others
Discovery depended on referrals and third-party booking platforms rather than the company's own site.
No content hierarchy
There was no clear structure by destination or experience for search engines to follow.
Invisible for high-intent searches
The site couldn't compete for non-branded searches from travellers ready to book a private tour.
An outdated blog
Existing articles weren't organised to support the pages that bring in enquiries.
Research
What affluent travellers search for, and what competitors miss.
Keyword research
Demand for private and tailor-made
- Searches split into destinations, experiences and long-tail customisation queries
- Commercial and informational intent separated, so each gets the right page
- Strong demand for private, chauffeur-driven and fully customised experiences
Competitor analysis
Gaps in the luxury market
- Luxury operators and OTAs leaned on generic listing pages
- Destination coverage was thin across the board
- Few competitors made a clear case for luxury and personalisation
Primary targets
Long-tail targets
Site architecture
A structure built around how travellers search.
Every keyword was mapped to a single destination or experience page, so pages support each other instead of competing for the same search.
Level 1
Homepage: luxury, private and tailor-made positioning
Level 2 · Destination hubs
Level 3 · Experiences
Experience categories aligned with traveller intent
Level 4 · Private tours
Individual private tour pages with clear positioning
Conversion
Enquiry and tailor-made itinerary requests, not instant checkout
Content, schema and AEO foundations
Pages that search engines and AI assistants can understand.
01
Schema-ready page types
Templates designed for tour, review and FAQ structured data, so the offer is machine-readable from launch.
02
Content framework
Landing pages for priority destinations and experiences, with supporting articles and internal links that point back to them.
03
Clear brand signals
30+ years of expertise, fully tailor-made itineraries, professional drivers, VIP access and concierge support, stated plainly on the pages that matter.
04
Room to grow
A structure that takes new destinations and experiences without reorganising the site.
Handoff and outcome
Strategy first, design second.
The SEO strategy, keyword map and site structure were finalised before design started, then handed to the web development team to build. That order is the point: it's far cheaper to get structure right on paper than to fix it after launch.
- A site organised around how affluent travellers search
- A path to non-branded, high-intent traffic and less reliance on OTAs
- A foundation that scales as destinations are added
This engagement covered strategy and structure; the build was handled by Resmark's web development team. Read the original case study on ResmarkWeb ↗
Next step
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