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Case study · Tourism · Zanzibar
From page three to page one — and a footprint that earned a million impressions
I took GoSmart Zanzibar Tours from an average Google position of 31 to page one, building a content-led search footprint that has earned over 1.1 million impressions and more than 5,000 organic clicks — from Tanzania and the UK, US and European markets that book Zanzibar trips.
5,035Organic clicks (16 months)
1.15MImpressions (16 months)
398Queries in Google’s top 10
31 → 8Climbed to page one (peak)
Client: GoSmart Zanzibar Tours · Services: Website design, SEO & Google Ads
Where they started
In the first full quarter I measured, June to August 2025, GoSmart was averaging position 27.7 in Google — roughly page three — and earning around 211 organic clicks a month, most of them for the brand’s own name. The site had almost no reach for the searches travellers actually make when planning a Zanzibar trip.
The climb to page one
Over the following nine months I built a content-led search programme around those planning searches. By February 2026 the site reached an average position of 7.8 — page one — and its best month brought 602 organic clicks from 127,741 impressions. Across the full window it has earned 5,035 clicks from over 1.1 million impressions, and 398 of its top 1,000 queries now rank in Google’s top 10.
What I did
Tour-operator sites usually stop at package pages, so they only ever compete for the few people who have already chosen where they’re going. I built the opposite: a library of guides answering what travellers ask before they book — renting a car and driving in Zanzibar, the best spices and spice farms to visit, the weather month by month, and specific excursions like the jet-car tour and transparent-kayak trips. Those guides, not the package pages, are what carry the site. The engagement also covered the website design itself and a Google Ads campaign; the figures here are the organic search results only.
| Page | Clicks | Impressions | Avg pos |
|---|---|---|---|
| Homepage | 1,055 | 55,499 | 19.0 |
| Driving in Zanzibar (car-rental guide) | 437 | 27,502 | 6.1 |
| Best spices to buy in Zanzibar | 384 | 16,494 | 5.8 |
| Zanzibar weather by month | 237 | 172,022 | 7.6 |
| Jet-car tour in Zanzibar | 215 | 7,438 | 7.1 |
| Is Zanzibar a country? | 130 | 46,442 | 5.3 |
Why the traffic is commercially useful
The markets that matter for Zanzibar bookings are all represented. After Tanzania (2,076 clicks), the top sources are the United Kingdom (412), the United States (342), South Africa (221), Germany (162), France (153) and the Netherlands (124). And the branded search ‘gosmart zanzibar tours’ now sits at position 1 — people read the guides, remember the name, and come back to search for the company directly.
Where it stands now
I’d rather show this than hide it. After peaking in early 2026, GoSmart’s average position softened through the middle of the year, back to around 20, and monthly clicks came down from their peak. What stayed is the foundation: 398 of the top 1,000 queries still rank in Google’s top 10, the guides still pull steady traffic, and the brand now owns its own name in search. A footprint this size is a base to rebuild momentum on, not a finish line.
Method note. All figures come from Google Search Console for gosmartzanzibartours.com, covering 21 May 2025 to 20 September 2026. Monthly comparisons use full calendar months; the partial first and last months are excluded from the chart.
Want organic traffic like this for your tour business?
I build content-led search programmes for Tanzanian operators — and I report on the same numbers you have just read. See the wider market benchmark.
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