Thrillophilia Travel, tours and activities By Bhavishya Jain
Thrillophilia: programmatic tour pages that brought 700K+ visitors and lifted daily leads 21%
Travellers search the way they plan a trip: where they're leaving from, how many days, how many cities. Thrillophilia's catalogue wasn't built around those searches. We built page templates for each search pattern, linked them dynamically across keyword variations and fixed the technical base underneath. The new pages brought in 700K+ visitors, daily leads from them rose about 21%, and site traffic grew from 3M to 8M a month.
- My role
- Digital Marketing Associate, SEO
- Period
- From October 2023
- Scope
- Programmatic pages, technical SEO, internal links and backlinks
- Markets
- Tour packages for Indian and international destinations
The result in four numbers
- 700K+
- visitors from the programmatic pages
- +21%
- daily leads from those pages
- 8M
- monthly site visits, up from 3M
- [X]
- programmatic pages live
Chapter 1
Day one: a catalogue that couldn't cover its own demand
Thrillophilia already drew about 3M visits a month. But its tour catalogue was organised by product, while travellers search by the shape of their trip: tour packages from their own city, a set number of days and nights, or several cities in one go.
Thousands of those searches had no page that matched them. Writing each one by hand was impossible, so the answer had to be a system that could generate them.
- Monthly site visits
- ~3M
- Search patterns mapped
- 4
- Page types built
- City, duration, multi-city
Chapter 2
The opening: searches shaped like trips
Keyword research showed the same patterns repeating across every destination. Each pattern was a template waiting to be built, and each template could produce hundreds of pages that matched a real search.
| Search pattern | Example search | Catalogue on day one | What we built |
|---|---|---|---|
| Departure city | Kashmir tour packages from Mumbai | No pages by departure city | A page for each destination and departure city |
| Trip length | Bali 5 nights 6 days package | Packages not grouped by length | A page for each destination and duration |
| Multi-city | Singapore Malaysia tour packages | Single-destination pages | Pages for popular city combinations |
| Wording variations | packages, tours, trips, holidays | One wording per page | Dynamic links built on each variation |
Chapter 3
The plan: fix the base, then multiply pages
Thousands of new pages on a site with crawl problems would only multiply the problems. So the technical base came first, then the templates, then the links that spread authority across them.
Phase 1
Foundation: a site that can scale
Broken links, duplicate content, structured data errors and page speed fixed, so new pages could be crawled and indexed.
Phase 2
Build: templates for each pattern
Departure city, trip length and multi-city templates built with the tech team, filled with real package data.
Phase 3
Scale: links and authority
Dynamic internal links across keyword variations, plus niche backlinks to lift the whole site.
Chapter 4
Five plays that ran together
| Play | What it did | Headline result |
|---|---|---|
| Templates for trip-shaped searches | Pages generated for each search pattern | 700K+ visitors |
| Dynamic internal linking | Links built on keyword variations | New pages linked in as they launched |
| A base that can take the load | Crawl, duplicates, structured data and speed fixed | Crawl budget spent on pages that matter |
| Pages built to convert | On-page, content and UX improvements | +21% daily leads |
| Authority from niche links | Niche-relevant backlinks | Part of the site growing from 3M to 8M a month |
Play 1
Templates for trip-shaped searches
The idea. Every pattern in the keyword research was a template. Build the template once and it covers every destination.
What we built. Templates for “{destination} tour packages from {city}”, “{days} days {nights} nights” and multi-city packages, generated with the tech team from real package data.
What it returned
700K+
visitors from the new pages
Play 2
Links that scale with the pages
The idea. A page nobody links to is a page Google barely finds. With thousands of pages, the links had to build themselves.
What we built. Dynamic internal links between related pages, using keyword variations like packages, tours and trips as anchor text.
What it returned
Every new page linked in from related pages the moment it launched
Play 3
A technical base that can take the load
The idea. Scaling pages multiplies every technical problem. Fix the base first.
What we built. Fixed broken links, structured data errors and duplicate content, improved crawl efficiency and indexation, and cut page load times.
What it returned
Crawl budget spent on the pages that matter
Play 4
Pages built to convert, not just rank
The idea. Traffic that doesn't enquire is a cost. The templates had to sell the trip as well as rank.
What we built. Optimised titles, meta descriptions, alt text and content structure, and worked on UI and UX changes to the page layouts.
What it returned
+21%
daily leads from these pages
Play 5
Authority from niche links
The idea. New pages rank faster on a domain that keeps earning trust.
What we built. High-quality, niche-relevant backlinks to raise domain authority and lift the whole site's visibility.
What it returned
8M
monthly site visits over the same period, up from 3M
Chapter 5
Results: day one against today
Monthly site traffic, before and after the page engine
700K+
visitors from the programmatic pages
+21%
daily leads from those pages
| Measure | Before | After | Change |
|---|---|---|---|
| Monthly site visits | ~3M | ~8M | ~2.7× |
| Visitors from programmatic pages | New page type | 700K+ | New channel |
| Daily leads from these pages | Baseline | +21% | +21% |
| Programmatic pages live | New templates | [X] | New channel |
Sources: Google Analytics, Search Console and the lead dashboard.
Chapter 6
What this taught me
Map the shape of the search
The opportunity wasn't single keywords. It was patterns that repeat across every destination.
Fix the base before you multiply pages
Thousands of new pages on a leaky site only multiply the leaks.
Links are the distribution system
Dynamic linking is how thousands of pages get found and share authority.
Judge pages by leads
Traffic showed the pages were found. The 21% lift in daily leads showed they were useful.
“Programmatic SEO works when every page answers a real search. The template is the easy part. The search map is the work.”
Credit: Thrillophilia's tech team, who built the templates and page engine, and the content team behind the package data.