Bonner Travel: Ranking Culinary Tours
Project Overview
Client:
Bonner Travel
Location:
Kinsale, Co. Cork, Ireland
Industry:
Tourism – Culinary & Multi-Day Tours
Service Focus:
Technical SEO, On-Page Optimisation, Content Strategy
Project Overview
Client:
Bonner Travel
Location:
Kinsale, Co. Cork, Ireland
Industry:
Tourism – Culinary & Multi-Day Tours
Service Focus:
Technical SEO, On-Page Optimisation, Content Strategy
Overview
Bonner Travel is a boutique tour operator based in Kinsale, County Cork, specialising in luxury guided tours and handcrafted culinary experiences across Ireland. The company offers personalised, multi-day journeys designed to provide an intimate and authentic exploration of Ireland’s culture and cuisine. Each tour is thoughtfully curated to deliver a relaxed and immersive travel experience.
When we began working together, their visibility for relevant culinary-related search terms was nearly non-existent. Despite having a compelling offering, they had no promotional budget and limited online presence.
Our goal was clear: help Bonner Travel rank for high-converting keywords related to culinary tours without relying on paid ads or large-scale content production. Everything had to be achieved through technical SEO, strategic on-page optimisation, and smart content architecture.
The Challenge
Before the collaboration, Bonner Travel’s website had a single, generic page listing all culinary tours. This diluted keyword focus, made user navigation difficult, and offered poor potential for SEO. The website also had a number of technical issues and lacked proper metadata.
Compounding this was the limited search volume in their niche—ranking for relevant but low-volume commercial keywords was the only way forward.
The Results
For the first time in the website’s history, it ranks at the top of search results for terms related to culinary tours.
- From 0 to 100 organic clicks/month: The site now consistently receives over 100 monthly organic visits from highly targeted, localised keywords.
- Month-on-month growth: Organic traffic increased by more than 30% over the last 3 months compared to the previous period.
- Conversions up 30%: All tracked conversion events—email clicks, phone calls, and form submissions—have increased at a consistent 30% rate, according to client-reported data.
+180%
Increase in Organic Traffic
+47.5%
Increase in Conversions
Our Approach
Complete SEO Strategy
We developed a no-fluff, results-driven SEO strategy focused entirely on organic growth through technical precision and page-level improvements.
Tour Page Optimisation
We replaced the single culinary tour page with dedicated, keyword-optimised pages for each experience, featuring original content and strategically structured internal links to boost topical relevance and SEO performance.
Technical SEO Fixes
We resolved crawl errors and broken links, cleaned the sitemap by removing low-quality pages, and enhanced mobile responsiveness and site speed for a smoother, search-friendly user experience.
Metadata & Keyword Strategy
We added missing title tags and meta descriptions, conducted in-depth keyword and competitor research, and implemented keyword mapping to ensure consistent, conversion-focused optimisation across all key pages.
Page Revamps & CRO
We rebuilt and re-optimised all high-priority pages, including the Homepage, with a strong focus on user experience and driving conversions.
Content Expansion
We created six new blog posts focused on local insights and travel tips, each designed to provide real value to users while targeting long-tail keywords that support topical authority and drive relevant organic traffic.
Client Feedback
What Our Clients Say
The results of the SEO campaign carried out by TSD are clear, there's more bookings through the website and people are paying directly through the booking system - definitely more direct bookings that we've ever had!
The customer service aspect was very positive, Justin and Nemanja were always polite and patient with me, they were ready to explain everything to me thoroughly, I only have positive things to say about them. I would be delighted to recommend Thin Slice Digital to anybody looking for an agency to help their business in terms of SEO.
Conclusion
This case study demonstrates that with the right strategy, even small local businesses with no advertising budget can compete and win on search. For Bonner Travel, precise keyword targeting, on-page content restructuring, and a technically sound website made all the difference.
Their handcrafted tours now have their online presence to match their quality, and every page is doing its job: attracting, engaging, and converting.
- +180% organic traffic
- +47.5% conversions
- Top rankings for critical keywords
- Higher profit margins from organic growth
The site has grown from zero to consistently generating over 100 monthly organic visits from highly targeted, business-critical keywords. This surge in qualified traffic has been matched by a 30% increase in key conversions, including email clicks, phone calls, and form submissions—demonstrating clear, measurable impact on the client’s core business goals.
All Services
Web Design
Web Development
SEO Services
Branding & Design
Content Marketing
Data Measurement and Insights