Organic sales

Organic revenue more than doubled once the catalogue became readable.

MegaPass sells city passes, attraction tickets and audio guides, which is a large catalogue with a lot of internal structure. That structure was working against it. Search engines and AI crawlers could not tell what most of the site was, so most of the site was not competing.

Market: Travel
Category: City passes and attraction tickets
Platform: Custom build
Window: 6 months
Channels: Organic search, AI search

megapass.com

What changed.

+117% Organic revenue
+205% Organic traffic to around 2,000 sessions a month
40 Organic sales a month monthly average, SEO and AEO

Where it started

The site had a categorisation problem, and everything else was downstream of it.

MegaPass runs on a platform its own team built, which means nothing about how search reads it comes for free. There were serious technical faults across the site, but the one underneath them was structural: the catalogue was not categorised in a way a machine could follow. A pass, a ticket and a guide were not distinguishable from each other, so the site was asking search engines to infer what it was selling. Some inferred wrong. Most inferred nothing.

What we changed, in the order it had to happen.

01
Technical SEO
- The serious faults cleared first, because nothing downstream is measurable until they are
- Crawl and indexing behaviour corrected across the catalogue
02
Category architecture
- The catalogue re-categorised so each product type is a distinct, followable thing
- Structure rebuilt to carry the relationship between passes, tickets and guides
03
Schema markup
- Structured data written across the site so each page states what it is
- Product and offer data made explicit rather than left to inference
04
Machine readability
- The site made legible to Google and to AI crawlers at the same time
- One structure serving both, rather than a search version and an AI version

Proof, straight from the panel it came from.

These are the exports the numbers above are read off.

Google Search ConsoleClicks, impressions, CTR and average position over six months

Position 8.2 across 640,000 impressions. The catalogue is finally being read for what it sells.
Semrush Organic RankingsOrganic keywords sitting on page one across two years

From almost no page-one rankings in late 2024 to more than 700 keywords in the top ten. The dip through spring 2026 was recovered by midsummer and the line finished higher than it started the year.
Google AnalyticsOrganic revenue against the previous six months

Organic revenue more than doubled over the same six months. The amount is the client’s to share, the movement is not in dispute.

The part that mattered

Nothing was added. Something was made legible.

No new content carried this result. The catalogue that doubled organic revenue is the catalogue that was already there. What changed is that a machine could finally tell one product from another, and once it could, the pages started competing on their own merits. Traffic moved further than revenue, which is what you would expect first: reach arrives before the buying catches up with it.