Tourism Porfolio
Live Site: tourismportfolio.com.au
Web Development Case Study
The Brief
Tourismportolio.com.au was using a custom CMS to serve dynamic URLs across pages of static content. This is a red flag for both UI and SEO principles: URLs should depict a logical and human-readable hierarchy of information. Tourism Portfolio offers destination management service across numerous countries, each with their own page. Below are two examples of their previous country-specific URLs:
https://www.tourismportfolio.com.au/clients.php?73
https://www.tourismportfolio.com.au/clients.php?26
Can you tell what these pages contain by looking at these URLs? URLs should act as navigational aids for both users and Google in understanding a website’s hierarchy of information.
The Solution
We redesigned the URL structure of the whole website, implementing a logical hierarchy to better inform both users and Google as to each page’s content in an optimised category system. Example:
https://www.tourismportfolio.com.au/country/france/
https://www.tourismportfolio.com.au/country/germany/
To accommodate this new structure, we migrated the website across to our proprietary custom WordPress theme, at once improving site load speed, SEO potential, and ease-of-management for the client.
The Result
Summary
The principles of SEO guide our work across our standalone web development services, and working to these principles lay a good foundation for any customer acquisition plans ambitions the client might have in the future.
The website is now easy to manage, easy for customers to navigate, and has a URL structure that Google can interpret and understand.
As part of the project, we also improved the design and layout of the mega menu, the consistency of font usages, optimised the site’s images and meta titles, migrated to the site to a faster server, and implemented a safe 301 redirect migration with post-launch UAT.
