Platypus Tours SEO Case Study: 25% More Organic Clicks

About Platypus Wine Tours

Platypus Wine Tours is a trusted California tour company specializing in fun, social, and approachable wine country experiences. Based in Napa Valley, the company is known for its “anti-wine snob” approach, helping guests discover smaller, family-owned wineries and hidden gems throughout California’s wine regions.

The company offers join-in wine tours, private wine tours, and corporate transportation services, creating memorable experiences for tourists, couples, groups, and businesses alike.

What We Did

To support these goals, Marqade implemented a comprehensive SEO strategy focused on:

Optimized high-value tour and destination pages
Refined keyword targeting based on traveler search behavior
Improved search result appearance to increase click-through rates
Enhanced site structure and on-page content relevance
Strengthened visibility for branded and non-branded searches
Tracked performance data to identify ongoing growth opportunities

The Challenge

Platypus Wine Tours wanted to increase its online visibility and attract more visitors through organic search.

The primary goals included:

Improving visibility for wine tour and Napa Valley-related searches
Increasing qualified organic traffic from prospective travelers
Strengthening the company’s presence in branded search results
Expanding reach across key domestic and international markets
Encouraging deeper engagement from website visitors
Building a stronger foundation for sustainable search growth

With growing competition in the travel and tourism industry, the business needed a stronger SEO strategy to maintain visibility and capture more search demand from potential customers researching wine tours in California.

SEO Results & Performance Improvements

The SEO campaign delivered measurable improvements across search visibility, brand awareness, geographic reach, and user engagement. The following results highlight how Platypus Wine Tours strengthened its online presence and attracted more qualified visitors through organic search.

Improved Search Visibility

Platypus Wine Tours already had a strong reputation in Napa Valley, but there was an opportunity to attract more people searching for wine tours online.

To improve visibility, we optimized key pages, refined keyword targeting, and strengthened on-page SEO across the website.

Over the reporting period:

Clicks increased from 6.83K to 8.52K (+24.7%)

Impressions remained strong at more than 450K

CTR improved from 1.5% to 1.9% (+26.7%)

One of the most encouraging results was the increase in click-through rate. Even with slightly fewer impressions, the website generated significantly more clicks, showing that search listings were becoming more relevant and attractive to users.

Strengthened Branded Search Performance

As visibility improved, more people began searching for the Platypus Tours brand directly.

Several branded search terms generated substantial growth during the reporting period:

“platypus wine tours” increased from 1,501 to 1,964 clicks (+463)
“platypus tours napa” increased from 398 to 507 clicks (+109)
“platypus tours” increased from 256 to 325 clicks (+69)

More branded searches often indicate growing awareness and stronger interest from people already familiar with the company and its services.

Expanded Visibility Across Key Markets

Most of the website’s search traffic continued to come from the United States, which remains the company’s most important market.

The campaign also helped increase visibility in other countries, bringing additional visitors from Canada and the United Kingdom.

Key improvements included:

United States clicks increased from 6,233 to 7,685 (+1,452)
Canada clicks increased from 119 to 186 (+67)
United Kingdom clicks increased from 108 to 162 (+54)

These gains helped Platypus Tours reach more potential customers while strengthening its presence across key travel markets.

Improved User Engagement

Attracting visitors is only part of the equation. Keeping them engaged once they arrive on the website is equally important.

During the reporting period, the website continued to attract new users while maintaining strong engagement levels.

Key improvements included:

Active users increased from 36,409 to 37,324 (+2.51%)
New users increased from 35,382 to 36,692 (+3.7%)
Engaged sessions increased from 28,906 to 30,327 (+4.92%)

The increase in users and engaged sessions showed that visitors were not only finding the website more often but were also spending more time interacting with its content.

Campaign Outcomes & Business Impact

Over the reporting period, Platypus Wine Tours achieved measurable improvements across search visibility, branded search performance, market reach, and user engagement.

Key Results

24.7% increase in organic clicks

26.7% increase in CTR

More than 450K search impressions were maintained

463 additional clicks from the “platypus wine tours” query

1,452 additional clicks from the United States

2.51% increase in active users

3.7% increase in new users

4.92% increase in engaged sessions

These improvements helped strengthen Platypus Tours’ online presence and supported continued growth across its most important markets.

Client Feedback

“Marqade helped us strengthen our online visibility and improve performance across important search terms. Throughout the campaign, we saw measurable improvements in clicks, engagement, and branded search demand. Their strategic approach to SEO helped us reach more potential customers and strengthen our presence in a highly competitive tourism market.”

— Platypus Wine Tours Team

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Platypus Tours SEO Case Study: 25% More Organic Clicks

About Platypus Wine Tours

What We Did

The Challenge