nilerivertrips.com
SEO · Nile cruises
Nile River Trips
Cruise inventory made searchable: itinerary length, boat category and departure port as real landing pages instead of a downloadable PDF.
Cruise search visibility See project →
Work / Tripianto
Built around the itinerary, not the departure.
Tripianto doesn't sell fixed departures — it builds custom trips. But its site was organised like a catalogue of packages, which is the wrong shape for an operator whose whole pitch is "we'll build it around you". We rebuilt the architecture around the itinerary.
- Client
- Tripianto
- Sector
- Custom Egypt tours
- Scope
- SEO & Web
- Delivered
- Architecture → build
tripianto.com
The challenge
A custom operator shaped like a package seller
Most tour sites are organised around fixed departures: here are our packages, pick one. That structure works if you sell packages. Tripianto doesn't — its advantage is that it builds a trip around what the traveller actually wants.
But the old site still looked and searched like a package catalogue. A traveller who wanted a custom Egypt trip couldn't tell, from the structure, that this was the operator who'd do exactly that — and Google had nothing to rank except generic package pages competing with everyone else's.
The brief was: what does a site look like when the product is the itinerary, not the departure? The answer reshaped both the architecture and the pages travellers land on from search.
The approach
Four decisions that shaped the build
01Itinerary-led architectureThe site is organised around itineraries and the interests behind them — not a fixed list of departures. Structure follows the product: if the product is a custom trip, the architecture has to make "custom" the obvious path, not a footnote.
02Rank on intent, not just packagesTopical clusters built around how travellers actually search a custom trip — by region, by length, by interest — so the site has a page for the specific plan in someone's head instead of one generic "Egypt tours" page fighting the whole market.
03A build that converts the browserThe pages are built conversion-first: someone planning a custom trip needs an easy way to start the conversation, not a fixed "Book now" for a departure that doesn't exist. The call to action matches how the product is actually bought.
04Structure before designThe architecture and cluster map were settled before anything was styled, because structure is what determines what can ever rank. For a custom operator, that structure is also the argument — it's how the site says "we build it around you" before a word is read.
Destination architectureTopical clustersSchemaCustom buildConversion-first UX
The build
Architecture first, then the build
The order mattered: the architecture was decided before design, because for an operator selling custom trips the structure is the strategy. Get it wrong and you're a package catalogue again, ranking for nothing and converting no one.
On top of that architecture sits a custom build designed conversion-first — the pages a traveller lands on from search lead to starting a conversation about their trip, not booking a departure that was never the product. Performance was a build requirement, not a phase bolted on at the end.
The result is a site whose shape matches its pitch. A custom operator can't win from a page that looks like everyone else's package list. It wins by being organised — in search and on the page — around the one thing it does that they don't: build the trip around the traveller.
Results
What changed after launch.
+__%Organic sessions, 6 months post-launch vs. prior period
__Itinerary and interest pages indexed and ranking
+__%Custom-trip enquiries per month
__sLargest Contentful Paint, down from __s
↑ Placeholder metrics — replace with figures from Search Console and analytics before publishing. Never publish a number you can't screenshot.
More work
Next projects.
egyptdaytrips.com
Web design · Build
Egypt Day Trips
Rebuilt as a booking engine rather than a brochure: licences above the fold, two paths off the hero, multi-currency pricing and destination-first architecture.
Concept → launch, in-house See project →
Your turn
Same question, your site.
Does your site's structure match how your product is actually bought — or is it a catalogue for a product you don't sell? Send us the URL and we'll answer it in writing — free, and yours to keep.