Industry 01 · Travel
Be found before the flight.
Travelers plan in search and, increasingly, in AI answers. NMG built the organic engine behind Atlys, the a16z-backed visa platform, and grew it from 44,666 to 220,194 monthly organic visits in 9 months. The same playbook applies to OTAs, booking products, and travel content brands.
The challenges
Where growth stalls.
- Demand fragments across thousands of destination, route, and requirement queries, each with its own intent.
- Aggregators and legacy publishers hold the head terms, so new platforms lose without a long-tail architecture.
- Every country, visa type, or route needs an accurate page, and manual content production cannot keep up.
- Policy and season changes go stale fast; outdated pages lose rankings and traveler trust together.
- AI assistants now answer trip questions directly, and unstructured travel content never gets cited.
The playbook we run.
Demand architecture
Map the full query space, destinations, requirements, seasons, and intents, into a URL architecture that holds thousands of pages without cannibalization.
Programmatic page systems
Templated, data-fed pages for every country and route, built with editorial review gates so scale never outruns accuracy.
Authority and digital PR
Earn citations from travel press and reference sites so the head terms follow the long tail.
AI answer coverage
Structure requirement and how-to content so ChatGPT, Gemini, and AI Overviews can extract and cite it when travelers ask.
Freshness operations
Update cadences tied to policy and season changes, so pages hold their positions when the rules move.
Case studies
Proof, not positioning.
- Atlys grew from 44,666 to 220,194 monthly organic visits in 9 months, a 393% increase.
- Top-3 keywords went from 846 to 3,914 while Domain Rating climbed from 37 to 51.
- The campaign generated 12M+ search impressions and supported 100K+ app downloads.
- Atlys covers visa information for 150+ countries; the page system was built to hold that scale.
- Founder client credits include TUI.
Case studies from this industry.
Straight answers.
What kinds of travel businesses does NMG work with?
Visa and documentation platforms, booking products, OTAs, and travel content brands. The Atlys engagement is the deepest public example: a full organic program for an a16z-backed visa platform, from architecture to digital PR.
How do you handle thousands of destination pages?
With a programmatic page system: one audited template, structured data feeds, and editorial review gates. Atlys reached 3,914 top-3 keywords on that system, coverage at scale without thin content.
Does travel SEO still matter now that AI answers trip questions?
Yes, and the two compound. AI assistants cite structured, authoritative travel sources. We build requirement and how-to content in extractable shapes so it earns citations in AI answers alongside rankings in classic search.
How long before a travel site sees movement?
Atlys took 9 months to grow 393%. Timelines depend on starting authority and how fast the page systems ship. We report monthly against traffic, rankings, and revenue so progress is visible from the first sprint.
Disciplines behind this playbook