Case Study: PolandTravel.Agency – End-to-End SEO & Site Build on WordPress
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.
📘 Project Summary
- 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
- Monitored crawl errors, indexation,
