Hiker Wolf Paid Media & SEO
Every engagement we have run with Hiker Wolf — Paid Media & SEO — in one place.
Paid Media
2,000+ Leads, With the Junk Filtered Out
The cost per lead was already good. The problem was what those leads turned out to be.
The Challenge
A good cost per lead is the easiest metric to hit and the easiest to be fooled by. Volume was arriving; the sales team could not do anything with it.
- Keep the cost per lead low without keeping the junk
- Stop the sales team working unqualified contacts
- Get intent established before the form is submitted
What We Did
Filter at the form, not at the follow-up. A lead that should not have been submitted costs more than one that was never generated.
- OTP verification on instant forms — a verified number at the point of submission, so fake and mistyped contacts never enter the pipeline
- Conditional logic questions — the form branches on the answers, so a low-intent path ends before it becomes a lead
- CRO-optimised landing pages — for the traffic that belonged on a page rather than in a form
- WhatsApp campaigns — meeting the audience on the channel they actually reply on
- Video creative to inform intent — so the person filling the form already knows what they are asking for
The Impact
Over 2,000 leads delivered with qualification built into the form itself, so the cost per lead stayed efficient while what arrived at the other end was worth calling.
Paid Media results
Volume that the sales team could actually work.
SEO
Fixing the Foundation Before Chasing Rankings
Group tours, weekend getaways, treks, camping and international packages — all sitting on a site search engines could not read properly. We started there.
The Challenge
Hiker Wolf sells trips people search for by destination, activity, budget and date. The site had the trips. What it did not have was a structure that let a search engine connect a query to the page that answers it.
- Technical and on-page issues holding the whole site back
- No logical URL relationship between categories, destinations and individual packages
- No dedicated robots.txt, so crawling was left to default behaviour
- No keyword base to map pages against
What We Did
Diagnose, then structure, then target. Optimising individual pages before the site structure is sound just moves the problem around.
- Technical SEO audit — a full crawl of the site to surface crawlability, structure and on-page issues, and to set a baseline every later change is measured against
- URL structure planned — a new scheme that makes the relationship between a trip category, a destination and an individual package explicit in the path, rather than leaving it implied
- robots.txt created — a dedicated file so crawl access is governed by stated rules instead of defaults
- Seed and long-tail keyword research — built around how people actually search for travel: destinations, activities, weekend trips and package queries, not just the brand name
- On-page SEO review — page relevance, content structure and keyword alignment assessed, so the implementation phase has a priority order rather than a wish list
The Next Phase
Implementation. The recommendations get applied, target keywords get mapped to the pages that should own them, on-page elements get rewritten against that map, and performance is tracked on organic clicks, impressions, keyword positions, indexed pages and organic enquiries — the numbers that can be checked, rather than the ones that sound good.
SEO results
This is phase one. It is a foundation, not a result — and we would rather say that than put a traffic graph on it.
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