Executive Summary
Going above and beyond to deliver great results through a strategic partnership
Latin Routes is a specialist travel company offering truly unique holidays to South America. With a rebrand in progress and a new website being built on the Umbraco CMS (via another agency), the client needed to ensure their visibility online didn’t take a hit during the transition.
To date, Latin Routes had no solid SEO strategy in place, however they recognised that their upcoming relaunch presented the ideal opportunity to invest in organic search to boost their digital presence.
The client needed our support with devising and building the right SEO foundations as well as helping with the content upload process.
Our focus was not just on the launch but also on ensuring the website was future-ready. Presented with a tight deadline (three months) and limited budget, we knew we had to hit the ground running and be smart with our approach.
The problem
Launch new site without compromising visibility or user journey
Latin Routes required a new website to reflect their rebrand. However, a redesign and platform change (to Umbraco) came with the risk of lost SEO equity, potentially leading to a drop in traffic.
The lack of an existing SEO strategy meant the site was already struggling to make its presence felt online, so we knew we had to bring our A-game to the project – with the added challenge of doing so under tight budget and time constraints.
The project scope included migrating 120 pages, developing fresh content for the most important ones and ensuring everything was properly set up from a tracking and data perspective. We had to get to grips with their new CMS structure, collaborate closely with their internal team and deliver on a tight schedule.
There were also limitations in the initial MVP scope which we helped the client navigate. Our approach extended to URL structures and how the content could and should evolve in the longer term - ensuring the decisions made now wouldn’t hinder future development.
All this was made more complex by the nature of the migration. Not all CMS components were available at the same time, so we had to add features and updates in stages. Our team had to look beyond the immediate brief, considering missing areas such as related blog content or sub-destination pages and how their absence might impact the overall experience post-launch.
The solution
Strategic SEO thinking and close collaboration to bring the new website to life.
Approaching the project as a true partnership, we worked together with Latin Routes to manage the migration and deliver real value, while strictly adhering to deadlines and budget.
To keep things in check, we built a shared project management tracker that logged all page migrations, CMS components and what still needed attention. This was essential, especially when content blocks had to be updated retroactively as new features became available.
Adido's SEO team migrated 120 pages across from the old site to the new one in the updated templates and optimised 20 of the top pages with brand new copy aligned to the new brand style and tone.
When a last-minute SOS request came in to support with keyword redirects, we acted quickly, ensuring there was no delay or negative SEO impact. We also developed a full redirect map based on priority keywords, helping search engines and users find the right content from the moment of launch.
Alongside SEO and analytics setup, we advised on how best to label and organise page types within the CMS. Originally delivered with a single icon across all pages, we proposed and implemented differentiated icons for key templates to improve long-term usability. This involved rethinking some of Umbraco’s default features to make the CMS more intuitive.
The results
A smooth launch and a smarter SEO strategy for future growth
The site relaunched with an entirely restructured content hierarchy, stronger keyword presence and an improved UX.
The fresh, optimised content we produced aligned perfectly with the Latin Routes brand tone, redirects were mapped properly and user journeys considered beyond the MVP launch.
With a fully functioning GA4 and GTM setup, along with cookie consent tools and training, the Latin Routes team now know how to get the most out of their data. A new Looker Studio dashboard, built by Adido, provides them with a clear before-and-after view of performance, laying the foundation for tracking future progress.
Going above and beyond for this client meant we were able to showcase our expertise, care and commitment to achieving great results. In recognition of this successful partnership, our journey with Latin Routes is set to continue, with a monthly SEO retainer and ongoing strategic input in place, including a content workshop to upskill their internal team.
