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Case study · Tourism · Zanzibar
From page four to page one in twelve months
I took a Zanzibar tour operator from an average Google position of 40 to 9.3, growing organic clicks 8.2x and impressions 14.3x — with the traffic coming from the UK, US, Germany and the Gulf, the markets that actually book Zanzibar tours.
8.2xOrganic click growth
14.3xImpression growth
40.0 → 9.3Average Google position
3,896Clicks in 12 months
Client: BlueGreen Zanzibar Tours · Services: SEO and content strategy · Status: Ongoing
Where they started
In the first full quarter of the reporting window, August to October 2025, BlueGreen Zanzibar Tours was effectively invisible outside their own brand name: 177 organic clicks, 23,097 impressions, and an average position of 40.0 — roughly page four of Google.
Where they are now
For May to July 2026, the same three-month window twelve months on: 1,456 organic clicks from 331,300 impressions at an average position of 9.3. Across the full twelve months the site earned 3,896 clicks from 823,805 impressions. Of its top 1,000 queries, 582 now rank in Google’s top 10, and 101 individual pages earn clicks.
What I did
Tour operator websites usually consist of package pages and little else, which means they only ever compete for the handful of searches made by people who have already decided where they are going. I built a search-led content programme around the questions travellers ask before they choose an operator — when to visit, what the weather does, which months to avoid, what individual excursions are actually like.
Those guides now carry the site:
| Page | Clicks | Impressions | Avg position |
|---|---|---|---|
| Zanzibar July travel guide | 411 | 92,120 | 5.6 |
| Zanzibar March travel guide | 235 | 42,195 | 6.2 |
| Zanzibar May travel guide | 206 | 48,192 | 5.1 |
| Worst time to visit Zanzibar | 165 | 28,059 | 4.9 |
| Cave swimming Zanzibar | 123 | 18,188 | 8.4 |
| Nakupenda sandbank guide | 115 | 16,230 | 6.8 |
Why the traffic is commercially useful
Volume on its own proves nothing. What matters is where it comes from. The top markets by clicks are the United Kingdom (529), Tanzania (519), the United States (325), South Africa (254), Germany (163), the United Arab Emirates (162) and the Netherlands (153) — the source markets that book Zanzibar tours.
There is also a demand signal worth noting: the branded search “blue green zanzibar tours” now sits at position 1.85 with 160 clicks. People are reading the guides, remembering the name, and coming back to search for the company directly.
The number that went down
Click-through rate fell from 0.77% to 0.44% over the same period. I would rather explain that than leave it out. It is what you expect when a site moves from a small branded footprint to very large informational reach: broad questions generate enormous impression counts at position five to eight, and Google’s AI Overviews absorb a share of those clicks before anyone scrolls. The percentage falls while the absolute number rises. Clicks grew eight-fold, which is the figure that puts enquiries in the inbox.
“Working with Isack Digital has been a great experience. Not only is he incredibly creative and artistic, but he also goes above and beyond when it comes to service and responsiveness. My new website exceeds all my expectations.”
Method note
All figures come from Google Search Console for bluegreenzanzibartours.com, covering 5 August 2025 to 4 August 2026. Comparisons are the first full quarter of that window against the last full quarter. The partial month of August 2026 is excluded.
Want results like this for your tour business?
I work with a small number of Tanzanian operators at a time, and I report on the same numbers you have just read. See how the rest of the market measures up.