Dark Horse Digital Marketing

Organic SEO Success

How We Increased Organic Traffic by 300% in 6 Months


Our client is a provider of outdoor adventure tours, ranging from whitewater rafting to mountain expeditions.

They offer a variety of packages to provide the ultimate outdoor experience for their customers.  

Active group outdoor recreation, fun rafting in a stormy mountain river

Adventure Guides LLC


Jennie Thomas

PIC Project

12 August 2022

Start Date

Organic SEO

Type Service

Our Objectives

- Improve & maintain traffic
- Rank in the top three positions
- Drive more relevant traffic

The website was getting traffic, but not at the consistently high levels needed to sustain their business goals.  Furthermore, though they were ranking for some of their target keywords, their main competitors were ranking higher.  

Our Challenges
Upon analyzing our client’s existing online properties, we found the following problems:
  • Target keywords were directing the traffic to the homepage instead of relevant landing pages. 
  • Competitors have individual pages with good content ranking for the same set of keywords, while the client only has the homepage to rank keywords
  • There was only one existing page that targets the keyword, but not enough links to establish contextual relevance – pages were linking to the homepage only.


Hike in Patagonia

Website Restructuring

The website structure lacked organization, which hindered the site from ranking for the targeted keywords.  

This is how the initial structure was laid out:

The landing page targeting the keywords for whitewater rafting was too far down the site hierarchy, which explains why there was no traffic.  

We proposed a new website structure to make the pages more orgnied and distribute equity from the homepage to the relevant landing pages.  This provides a more logical and contextual connection among the pages.  

Here is their new structure.  Sometimes it’s a simple fix!

Internal Linking

The inner pages relevant to the target keywords were losing traffic, as most of the keyword equity directs to the  homepage. The new website structure establishes the connection among the landing pages to ensure the homepage  does not cannibalize all the rankings for the target keywords.

The target keyword was used in both the homepage and the relevant landing page — long-tail variations on the  homepage, and exact match keywords on the landing page

Website Content Creation and Improvement

The content on the homepage was improved to highlight the unique selling point of our client. Some of the existing  content about whitewater rafting was transferred from the homepage to relevant landing pages to avoid losing  rankings. Some parts of the content were re-written to avoid keyword stuffing.

New pages were also created to provide contextual support to the landing page with the target keyword.


From 2,500 monthly visitors to 8,000 monthly visitors, amounting to a growth of 300%.

Over 800 keywords in the top 5 positions.

50 keywords are ranking on positions 1 to 3, including the target keyword.


Through website restructuring, content creation, and inner linking the client was able to rank for their target keywords and claim the top positions on search results.

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