The Challenge
Visit Amarillo is a vehicle for the Amarillo CVB, funded exclusively by the city’s Hotel Occupancy Tax. As such, the website does not sell experiences or hotels; its mission is to provide information to attract visitors and events to the area.
As one of the CVB’s primary marketing initiatives, Visit Amarillo needed to improve their online visibility. Despite good visibility, the site was not performing well in organic search, especially compared to similar sites in other Texas regions.
We identified several reasons for this, including image optimization issues, page layouts, repetitive content, multiple redirects, and missed opportunities pertaining to trending search terms and topics.
The ultimate goal of our engagement was to boost search engine visibility and drive traffic to Visit Amarillo. By improving the user experience and making the site more relevant from a visitor’s perspective, Visit Amarillo would become a driving force to raise Amarillo’s profile as a prime tourist destination.