case study · tourism
Måløy Tours
A tour operator in Måløy, Nordfjord, Norway — RIB tours, guided experiences and local gems like the Kannesteinen rock. We rebuilt the website from the ground up: three languages, real content on every single product page, and top-tier technical quality.
the starting point
We audited our own site honestly — and rebuilt
We built the first version of maloytours.no ourselves in WordPress — and it did its job: the info pages about Måløy, the Kannesteinen rock and local food ranked well. But the WordPress ecosystem eventually set limits. The product pages were effectively a booking widget without copy of their own, a plugin auto-generated structured data we didn't want to stand behind, and the sitemap setup was fragile. When we ran our own SEO analysis on the site — the same analysis we sell — it landed at 45/100.
So we did what we advise clients to do when the maths says so: instead of patching plugins, we rebuilt from the ground up on a modern foundation — with content, search and AI visibility designed in from the start, and 301 redirects carrying over the positions the good info pages had already earned.
The new site, measured
what we built
Rebuilt to sell — not just inform
Product pages with substance
Each of the 13 tours now has substantial copy in Norwegian, English and German, real images and correct structured data (TouristTrip, Product and FAQ) — where before there were empty shells. Bokun booking is retained, now embedded in pages that actually persuade.
Top-tier security
A full Content-Security-Policy tailored to exactly the services the site uses, HSTS with preload, clickjacking protection and strict permissions — verified on the published site. The admin surfaces are kept out of the search index permanently.
Its own publishing tool
Måløy Tours got a simple admin panel: write and publish guide articles (nine published), upload images, and show curated customer reviews with a real basis — without the plugins that previously auto-generated schema data.
AI- and search-ready from day one
Correct sitemap, robots, llms.txt and hreflang for three languages — 100 out of 100 for SEO in Lighthouse — and a controlled launch where staging was kept out of the index until everything was ready. This is how we do AEO.
SEO migration without loss
The old pages that ranked got 301 redirects to their new counterparts — so earned visibility carried over instead of resetting at launch.
When did you last measure your website?
We analyse our own sites as honestly as our clients' — and only recommend a rebuild when the maths adds up. Also see our website service and our SEO service.
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