Etereo Stays
Search visibility for a new Goa stay site in 90 days
Etereo Stays launched a rebuilt site with no search history and a hard deadline: be findable before Goa's October travel season. The first 90 days took organic clicks from 35 to 103 a month, a 194% rise, while click-through more than doubled.
- Industry
- Hospitality / premium serviced apartments
- Services
- SEO · On-Page SEO · Local SEO · SEO Content Strategy
Etereo Stays
Search visibility for a new Goa stay site in 90 days
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Overview
Project overview
Etereo Stays launched a rebuilt site with no search history and a hard deadline: be findable before Goa's October travel season. The first 90 days took organic clicks from 35 to 103 a month, a 194% rise, while click-through more than doubled.
Objectives
- Get the site indexed and technically sound enough to compete.
- Build content around destination and seasonal searches, not only the brand name.
- Establish a local search presence before peak season.
- Tie every task to a tracked metric so the 90 days could be judged honestly.
Challenge
The constraint
A brand-new site meant no search equity and a technical foundation that could not compete yet. Pages had missing or broken H1s, incomplete metadata and no structured data. Internal linking was weak, a booking form bug could have quietly cost enquiries, and there was almost no content around the searches travellers actually make. Local presence was an unoptimised Google Business Profile and no citation footprint.
Context
Constraints around the work
Etereo Stays (etereostays.com) is a premium serviced-apartment brand in Arpora, North Goa. The website had just been rebuilt. Peak season starts after the monsoon, and travellers start searching well before October. The job was not abstract traffic. It was a site that could rank, convert and hold content depth before that window opened.
Approach
How the work was sequenced
01
Foundation
Keyword mapping, meta tag optimisation, first blog content and initial indexing so the new site had something Google could actually retrieve.
02
Technical and on-page execution
Full site audit, LodgingBusiness schema on the homepage, a duplicate schema conflict resolved, page-speed fixes, H1 and broken-link cleanup, booking-form bug fixed, and four blog posts published.
03
Scaling and local presence
Breadcrumbs and FAQ schema site-wide, destination and monsoon content, directory submissions, social bookmarking, and a steadily posted Google Business Profile.
Decisions
Key decisions
Fix the foundation before publishing at volume
Content and off-page work compound faster once crawl, schema and internal links are sound. The first month was spent making the new site readable to search, not filling a calendar.
Write for the searches guests actually make
Brand queries were not enough. Destination and seasonal pieces (waterfalls near Goa, monsoon travel) opened queries the site had never appeared for.
Solution
What we put in place
The first 90 days were run as a deliberate build rather than one flat SEO workstream. Month one set keyword mapping, metadata, first blog content and initial indexing. Month two ran the full technical audit, schema, speed work, heading and broken-link cleanup, four published posts and the start of off-page work. Month three added breadcrumbs and FAQ schema site-wide, deeper on-page work, continued publishing and a local SEO push.
Deliverables
What shipped
- Full technical audit, sitemap submission and heading cleanup
- LodgingBusiness and FAQ schema, with the duplicate schema conflict removed
- Rewritten titles, descriptions and H1s on every key page
- Four optimised blog posts a month, plus refreshed older posts
- Room-page CTAs and cross-links between accommodation types
- Google Business Profile optimisation and directory citations
- Monthly reporting with each task tied to a named metric
Outcome
What changed
Organic clicks nearly tripled across May, June and July: 35, then 57, then 103, a 194% increase. Click-through rose from 2.6% to 5.4% as titles, descriptions and schema went live. Organic new users moved from 38 to 65. Key events (conversions) went from 0 in May to 20 in June and 23 in July. Site-wide impressions rose from 1,330 to 1,900. Direct traffic, a useful recall signal, was up 46.8% in June, and total site traffic grew 22.5% that month. The branded query "etereo stays goa" improved from position 4.89 to 3.49 between June and July. Site-wide average position moved from 5.6 to about 14 in the same window. That is not a ranking decline. It is the expected effect of ranking for many more, and more competitive, queries than the site had before. Branded terms held their positions. The next phase scales content and local SEO further, timed for October.
Verified metrics
Measured change
194%
Organic click growth
Monthly organic clicks from 35 in May to 103 in July on a site with no prior search history.
Google Search Console, May to July.
103
Organic clicks in July
Up from 35 in May and 57 in June, in the first 90 days after the rebuild.
Google Search Console.
5.4%
Click-through rate
Site-wide CTR more than doubled from 2.6% as titles, descriptions and schema shipped.
Google Search Console, May to July.
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