Service

SEO-audit, SEO-promotion

Project

A platform for organizing and booking wine tours and wine tastings around the world

Objective

– Increase search traffic to the website
– Search engine optimization of the website
– Creating a quality content strategy

Niche

The website's target audience includes tourists, connoisseurs of fine wine seeking distinctive wine experiences, professional sommeliers, and winemakers

Period

August, 2019 - September, 2021

Region

Europe

Challenges of the project

About the project:

The platform for booking wine tours and tastings offers visitors a wide range of “wine experiences,” which include visits to wineries, participation in grape harvesting and winemaking processes, and local culinary master classes.

The platform offers more than 6,000 wine tours worldwide, providing users with a convenient way to plan and book wine trips. Additionally, users have the option of local guide accompaniment and the ability to purchase wines directly from specific wineries.

Project analytics prior to collaboration:

Project Visibility:

The primary challenge of the project was the absence of positive search traffic dynamics. This resulted in a lack of visibility and a low level of new audience engagement.

A detailed analysis identified key weaknesses, including inadequate technical optimization, an unsatisfactory user experience, and an absence of informative content of sufficient quality.

RegisTeam experts stress the importance of successful website ranking as a foundation for effective SEO, which in turn leads to increased online visibility. We believe that a successful website requires a comprehensive approach that includes technical optimization, improving the user experience, and creating valuable content. This approach improves search engine rankings and attracts a larger target audience, thereby increasing conversion and user engagement.

Distribution of keywords by position:

Oleksandr Benedychuk, CEO of RegisTeam, emphasizes that a successful SEO strategy begins with ensuring that the website is visible in the top search engine results. This increases organic traffic and conversion rates, as users are more likely to click on the first results. Furthermore, it increases brand awareness and trust among users. The key aspects of successful SEO are technical optimization, quality content, and an excellent user experience. When these elements are combined, they contribute to long-term success and high ROI.

The CEO of RegisTeam offers the following opinion

Traffic analysis:

The website is experiencing a positive increase in traffic. On June 11, 2023, the website received 829 users. However, there has been no significant increase in traffic, and the website receives users who mainly come by brand queries. This indicates that they are already familiar with the project and search for it in the search engine by brand name. While loyal users are valuable, the foundation of online promotion is the continual addition of new users.

Conclusions of an SEO specialist

Team actions

Project Problematics:

  • Errors when working with rel=canonical attribute

It is of the utmost importance to utilize the rel=canonical attribute correctly in order to achieve successful SEO results.

Advice from an SEO expert

Incorrect usage can lead to the following issues:

  • Incorrect canonicalization: Specifying the wrong URL as the canonical URL can lead to the indexing of unwanted pages.
  • Link juice sharing: Multiple canonical links for the same content reduce SEO performance.
  • Indexing problems: Improper use can cause search engines to skip indexing of important pages.
  • User experience deterioration: Incorrect canonical links can confuse users by redirecting them to pages that are irrelevant to their queries.

A thorough examination of the use of rel=canonical, in conjunction with regular website audits, will help you to avoid these errors and reinforce your SEO strategy.

Project Problematics:

  • Presence of problems in On-Page optimization of pages.

Conclusion:

Problems in On-Page optimization can significantly affect a website’s SEO performance. These include:

  • Incorrect use of keywords. Excessive or improper use of keywords can negatively affect rankings.
  • Poor internal link structure. The absence of logical hierarchy and internal links negatively impacts page indexing.
  • Slow page loading. Long page load times have a negative impact on the user experience and search engine rankings.
  • Incorrect meta tags. The absence or improper use of meta tags can negatively impact the relevance of pages to search engines.
  • No mobile optimization. Pages that are not mobile-friendly lose a significant portion of mobile traffic.

It is recommended that these aspects be given careful attention and corrected in order to improve the site’s position in search engines and increase its visibility.

Project Problematics:

  • Lack of region-optimized CNC URLs:

Conclusion:

A common error made by many websites is the lack of a clear strategy and plans to scale in SEO. It is not uncommon for owners to neglect optimization of existing functionality, which can result in the underutilization of a site’s potential. Without the input of an expert evaluation and a carefully crafted strategy, websites will be unable to compete at a high level and will miss out on opportunities for growth. It is of the utmost importance to not only introduce new features but also to regularly evaluate their effectiveness, adjust them as needed, and optimize them. Expert evaluation allows for the identification of weaknesses and the development of a winning strategy that will ensure the stable and long-term growth of the site in search engine rankings.

Project Problematics:

  • Lack of metadata optimization on all pages of the website:

Conclusion:

It is crucial to recognize the significance of metadata optimization for SEO website promotion. This process directly impacts how search engines interpret and present your website in search results. Well-written meta titles and descriptions improve click-through rates by providing potential visitors with a clear and relevant description of your content. This not only increases visibility but also improves the user experience, contributing to higher rankings and better SEO.

By effectively utilizing metadata, you can significantly impact the performance and visibility of your website on the internet. Proper metadata optimization involves the use of keywords that align with the page’s subject matter, as well as the creation of engaging and informative meta descriptions that encourage users to click through to your website. Furthermore, it is crucial to implement regular updates to metadata to reflect the most recent content and changes to the website.

It is also important to note that metadata plays a crucial role in the structure of a website. Metadata assists search engines in more effectively indexing pages and comprehending their content. The use of structured data, such as Schema.org, can further improve your site’s visibility in search engines by providing additional information that can be displayed as rich snippets.

Metadata is an essential component of a comprehensive SEO strategy. Its effective use not only enhances search engine rankings but also attracts targeted traffic, which ultimately contributes to business growth.

RegisTeam's solutions

Firstly, work was carried out to collect and cluster the semantic core. The RegisTeam team has developed the following queries as examples:

The next stage in this project was to optimize the metadata in accordance with the approved semantic core.

Project Problematics:

  • Lack of external factor optimization

Our objective was to obtain high-quality external links that were relevant to the site’s topic. Furthermore, the current link profile was audited to remove low-quality links.

An example of a link profile structure prior to the start of work:

Actions of the team

1. Determining the most effective link building methods for the website.

We began by analyzing and determining the most effective link-building techniques appropriate for this project. This process included researching competitive sites and identifying best practices in the industry.

2. Selection of key queries and pages to increase link mass.

Next, we identified the key queries and pages of the website that required an increase in link mass. These pages and queries were identified as priorities for further link-building activities.

3. Developing a strategy for link promotion.

A comprehensive strategy for link promotion was developed, including a selection of methods and approaches for building up the link profile.

4. Distribution of the number of links by different methods for the first five months according to the strategy.

The developed strategy called for distributing the number of links to different link-building methods over the first five months of work. This approach enabled us to create a clear action plan and follow it consistently.

5. Formation and approval of the list of anchor and near-link texts.

We created and approved a list of anchor and near-link texts to be used in the link-building process. This process helped us to ensure that the links were both relevant and natural.

6. Determination of criteria for selecting domain sites for different link building methods.

A set of criteria for selecting domain sites suitable for different link-building methods was established. The criteria included such parameters as domain authority, content relevance, and other important factors.

7. Placement of the first links and their coordination with the client.

We proceeded to place the initial links and coordinate them with the client to ensure that they met the expectations and requirements of the project.

8. Continuous placement of the entire volume of backlinks.

Throughout the entire period of operation, we have consistently placed backlinks according to the approved plan.

9. Preparation of a detailed report for the selected time period.

At the conclusion of the selected time period, a comprehensive report was compiled, outlining all project activities, outputs, and achievements.

An example of the link profile structure after the start of work:

Results

Increased website visibility:

Growth in traffic dynamics:

Growth in the distribution of keywords by position:

Summary

RegisTeam’s digital agency specialists achieved remarkable results in promoting the platform for booking wine tours and wine tastings. They significantly increased the platform’s visibility in search engines, optimized SEO, and brought in new, targeted visitors through high-quality content and smart marketing strategies.

Our methodology, which combines data analysis, creativity, and technical expertise, has led to a notable increase in website traffic and improved conversions.

To achieve the same or even greater success for your internet project, we recommend using the services of RegisTeam.

* This case study only discloses information that is consistent with the parameters set forth in the Non-Disclosure Agreement (NDA) between the parties.

PM-Casebook: Negotiations, Deadlines, Success

Projects vary—sometimes you battle with developers, sometimes with content, and occasionally, you have to convince the client not to be afraid of their own success. That’s exactly what happened during the promotion of a wine tour and tasting booking platform. This project presented not only SEO challenges but also a surprising obstacle – fear of growth.

Project Challenges: The Client Was Afraid of Scaling

The promotion was successful—traffic was growing, and the number of inquiries kept increasing. But suddenly, the client started delaying the implementation of new features and freezing platform development. The main reasons:

– Fear of being unable to handle the influx of customers—the platform was growing, but the client had no clear scaling plan.

– Doubts about the SEO strategy—despite the growth, the client kept reconsidering key directions, fearing they were attracting the “wrong” audience.

– Issues with partners—wineries struggled to adapt to the surge in bookings, raising additional concerns.

– Uncertainty about profitability—the client worried that investments in development wouldn’t bring the expected ROI.

Solution: Negotiations, Expectation Management, and a Growth Strategy

To keep the project from stalling, we switched to crisis management mode:

1. Clarified the client’s growth potential—demonstrated analytics on how SEO drives conversions and the opportunities it unlocks.

2. Helped build a scaling strategy—developed a plan together to onboard new wineries, automate bookings, and improve customer service.

3. Launched a test phase—to ease fears of sudden growth, we introduced new features to a limited audience first.

4. Managed partner expectations—helped the client establish communication with wineries, explaining the benefits of increased traffic.

5. Turned SEO into a business growth tool—expanded the content strategy to include articles on winemaking culture, local producers, and gastro tours, attracting an even more affluent audience.

Results: The Project Didn’t Just Survive—It Thrived

Thanks to a well-thought-out approach, the client not only overcame their fear of growth but also started using SEO as their primary business development tool. The platform expanded, new partners joined, and bookings skyrocketed.

This case once again proves that PM is not just about managing deadlines. It’s about seeing a strategy where the client sees chaos and confidently leading the project to success—even when the client isn’t immediately ready for it.

Get the same result with RegisTeam!