SEO Website Build for PolandTravel.Agency from Scratch
How a six-month on-site strategy in Poland, powered by WPMU tools and the VAST theme, transformed a blank-slate project into a top-performing travel agency site.
🔥 Launching a Tourism Website That Attracts and Converts
- Client: PolandTravel.Agency
- Sector: 🧳 Travel & Tourism (Poland)
- Duration: ⏳ 3 months
- Platform: WordPress with WPMU DEV, VAST theme
- Starting Point: 🚫 No website, no content, no imagery
- Scope: 🛠️ Full-site build, strategic SEO, localised content, photography, and launch
🔍 1. The Challenge
The project began with just a domain and an idea—no existing site, no written content, and no visuals. However, being based in Poland meant I could begin immediately without relocation.
- ❌ No web presence or page structure
- ❌ Zero content or photography
- ❌ No tracking, SEO foundations, or performance setup
With no previous assets, the goal was to launch a polished, SEO-ready travel agency website in just three months.
🧠 2. The Strategy
SEO was integrated at every stage—from the initial site build to content creation—using WordPress, WPMU DEV plugins, and the VAST theme.
📂 A. Site Planning & Architecture
- Built navigation by regions (e.g. Mazovia, Pomerania, Silesia) and travel types (city tours, nature, culture)
- Developed topic clusters to support cross-linking and user journey
✍️ B. Content Research & Writing
- Researched Polish destinations, local customs, and hidden gems through field visits and interviews
- Created original guides—e.g. “5 Days Exploring Mazovia”, “Top Kraków Walking Tours”, “Winter in Zakopane”
- Wrote in clear, engaging language aimed at international and local travellers
📸 C. Photography & Visuals
- Captured original high-quality images across Poland’s seasonal highlights
- Optimised all images using WPMU’s Smush plugin—fast loading, proper filenames, ALT optics
⚙️ D. Technical SEO & WPMU Setup
- Installed and configured WordPress with WPMU DEV (SmartCrawl, Hummingbird, Smush, Defender)
- Set up clean URLs, structured metadata, schema markup for destinations, and FAQ sections
- Implemented lazy loading and caching to reduce page load times by ~50%
📊 E. SEO Tracking & Launch
- Connected Google Search Console and GA4 for performance tracking from day one
- Monitored crawl errors, indexation, and keyword performance using SmartCrawl insights
- Refined content structure and internal links based on live search data
- Ran weekly site health checks via the WPMU HUB dashboard
📈 3. The Results
🔎 Search Visibility
- Indexed 250+ pages within the first 60 days
- 75+ Poland-related keywords ranking, including:
- “Kraków walking tours”
- “Visit Warsaw in 3 days”
- “Best time to travel to Poland”
- Top 10 rankings for several key long-tail queries with no backlinks
👥 Traffic & Engagement
- 78% of all traffic came from organic search by Month 3
- Visitors primarily from Poland, Germany, UK, France, and the Netherlands
- Bounce rate held under 45%
- Average session time: just over 3 minutes
📷 Content Performance
- Articles like “Tourist Information Poland” and “Poland Travel Agency” outperformed expectations
- Image galleries, travel maps, and seasonal content increased user engagement
📨 Conversions
- Enquiry forms began generating leads from Week 3
- Form submissions increased by 95% over 3 months
- Local businesses initiated contact for listings and cross-promotions
🧾 Final Thoughts
This project proves that SEO isn’t just a service to plug in later — it’s a foundation you can build into a project from the very beginning.
By combining real-life experience, thoughtful planning, and quality-first content, I didn’t just build a website — I built a long-lasting resource for travellers and tourism partners alike.
💬 Testimonial
“I have worked with David Roche directly since 2005. He has completed 4 amazing projects for me in Countries such as the UAE, Mallorca, USA and Ireland. On every occasion a brief was discussed and he went above and beyond the remit we set.
His dedication and professional approach enabled the projects to be completed not only on time and to a standard way above other companies but his personal contribution at every level made the tasks enjoyable and hugely rewarding.
I would recommend David and his company to any Business looking to start up or expand their platforms. In 25 years I have never met an individual more dedicated to producing high-end personal driven projects that are tailored exactly to the brief set.”
📝 Recap and Clarify: Post-Specific FAQs
What is PolandTravel.Agency?
It’s a travel and tourism website focused on promoting Poland to international and local travellers. It was built from scratch with a strong SEO foundation in just three months.
What made this SEO project unique?
The project started with zero assets—no site, no content, and no images. Everything was created from scratch using real-world travel insights and on-the-ground content production.
How was SEO integrated from the start?
SEO informed the entire structure: from site navigation to keyword clusters, internal linking, clean code, schema markup, and mobile performance.
What CMS and tools were used?
The site was built with WordPress and WPMU DEV tools, including SmartCrawl, Hummingbird, Smush, and Defender for optimisation and performance.
Did the site perform well in Google?
Yes. Within 60 days, the site indexed over 250 pages and ranked for 75+ relevant keywords, gaining strong visibility without needing backlinks.
Was any paid promotion involved?
No. All visibility and traffic were organic, built through optimised content, technical SEO, and proper site structure from the outset.
How long did it take to get conversions?
Initial enquiry forms began generating leads within three weeks of launch, with steady growth across the first quarter.
What were the biggest success factors?
High-quality original content, fast site performance, and full SEO integration from the planning stage were key to success.
Is this approach replicable?
Yes. With a clear SEO-first strategy and hands-on execution, even a new domain can gain traction quickly in competitive sectors like tourism.
What’s the main takeaway from this case study?
Starting with SEO in mind—before design or content—results in better structure, visibility, and conversions long-term.
