Rebuilding search visibility for Amsterdam’s most-loved local tour company
After a December algorithm update knocked the site down, we rebuilt its technical foundation and shifted to a guide-led content engine. Organic clicks more than doubled in three months.
The problem was not local knowledge. It was search recovery.
Who Is Amsterdam had a strong tour brand and genuine city expertise, but the site had been hit by a Google update and needed a stronger technical and content foundation.
A Google update knocked performance down.
Organic visibility had dropped after a December update, reducing clicks and weakening performance across important tour, brand and guide-led searches.
The content needed clearer structure.
The site had real Amsterdam expertise, but guides and tour pages needed cleaner search targeting, internal links and stronger page-level intent.
We rebuilt the site around technical recovery and guide-led growth.
The strategy focused on fixing the foundations first, then turning the brand’s local knowledge into a stronger content engine.
- Technical SEO improvements made to support post-update recovery.
- Guide content refined around practical Amsterdam travel search intent.
- Internal linking improved between tours, guides and local information pages.
- Priority pages strengthened to support rankings for brand and tour terms.
From update hit to more than doubled organic clicks.
In three months, the site recovered momentum, increased search impressions and rebuilt visibility across important Amsterdam tour searches.
Technical fixes supported recovery.
The site’s SEO foundations were cleaned up so Google could better crawl, understand and rank the pages that mattered most.
Guide content became more search-led.
Articles were structured around the questions visitors ask before visiting Amsterdam, improving relevance and organic entry points.
Core brand and tour terms reached #1.
Priority pages improved across the searches most closely tied to brand discovery, local tours and commercial travel intent.
The brand voice stayed intact.
The content was improved for SEO without stripping away the personality, local perspective and tone that made the brand distinctive.
Lost visibility after an update? Recovery needs more than guesswork.
If your site has useful content but organic growth has stalled or dropped, we can help identify the technical and content issues holding recovery back.
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