Client study · Hospitality · Umbria · Search and storytelling · IT + EN
The owner came to us with a practical problem: his website wasn’t showing up in search, and he didn’t know how to fix it. We investigated and resolved the technical barrier, then recommended further improvements to search visibility. Conversations with him revealed a second opportunity: the website was missing the personal history and care that made the property distinctive.
874
Clicks from Google
~7,000
Times shown on Google
12.5%
Click-through rate
Google Search Console, March 2025 to July 2026
The owner's description of the problem was simple. People who already knew the name could reach the site. Everyone else seemed to miss it. We started by reproducing what he was seeing, then looked at the site itself and at sixteen months of Search Console data. The homepage carried a noindex tag, an instruction to Google to keep the page out of its index. That was the clearest technical barrier, and it was the first thing we removed. Re-indexing was requested the same week. Removing a barrier to being listed is not the same as ranking well, and we have not claimed any traffic, ranking or booking change on the back of it.
The data explained the rest. Branded searches carried almost all of the traffic. Generic searches with clear booking intent produced 28 clicks in total and sat at an average position of 32, which in practice means the third or fourth page of results. Google was showing the property for "residence umbria con piscina" 124 times, for "residence umbria" 109 times and for "umbria residence con piscina" 59 times. Those are the searches that bring a guest who has never heard the name, and they were the basis for the recommendations that follow.
| Country | Clicks | Share |
|---|---|---|
| Italy | 642 | 73% |
| Netherlands | 126 | 14% |
| United States | 13 | 1.5% |
| Germany | 12 | 1.4% |
| United Kingdom | 10 | 1.1% |
| Belgium | 10 | 1.1% |
99 countries in total.
| Query | Clicks | Impressions |
|---|---|---|
| [property name] residence | 524 | 1,334 |
| [property name] residence + village | 16 | 73 |
| the village | 4 | 10 |
| nocera umbra | 3 | 13 |
| Query | Clicks | Impressions |
|---|---|---|
| residence umbria con piscina | 2 | 124 |
| residence umbria | 1 | 109 |
| umbria residence con piscina | 1 | 59 |
| the village piscina | 1 | 47 |
We spent two days on the property with the owner. Almost everything that makes it distinctive came out in conversation rather than from the website: twenty years of building the place, run as a labor of love rather than for profit, a name connected to the oak trees on the land, furniture handmade from that oak, and decades of hospitality experience behind the way guests are looked after. His personal care is a large part of what a stay there actually is.
None of it was on the site. The property was invisible twice over: hard to find in search, and hard to distinguish once found. We recommended building the site's story around those specifics: the oak and the name, the making of the furniture, the twenty years of work, and the owner himself as the host. Photography should show the maker's hand and the detail of the rooms rather than generic property shots, and the English and Italian pages should carry the same story rather than one being a thin translation of the other.
These are recommendations, proposed and documented for the owner. Only the noindex fix has been implemented.
One implemented fix first, then recommendations in priority order.
01 · Implemented
The homepage carried a noindex tag, which instructs Google not to keep the page in its index. We removed it and requested re-indexing. This removes a barrier to being listed. It is not, on its own, a ranking improvement, and we have not measured traffic since.
02 · Recommendation
Optimize the homepage and destination pages for "agriturismo con piscina in Umbria," "residence umbria" and "casa vacanze Assisi." Evidence: 124, 109 and 59 impressions at an average position around 32.
03 · Recommendation
Content and offers for the Netherlands, already the second-largest market with unusually strong click behaviour. Evidence: 126 clicks from 337 impressions, 14% of all clicks.
04 · Recommendation
Rewrite English titles, descriptions and key pages to convert visible interest from the United States and United Kingdom. Evidence: US 386 impressions for 13 clicks; UK 92 impressions for 10 clicks.
05 · Recommendation
Fast photography and a clearly visible Prenota, Book or WhatsApp action through the whole mobile journey. Evidence: 526 mobile clicks, 60% of search traffic.
06 · Recommendation
Google Analytics 4 to reveal on-site behaviour, then a complete Google Business Profile and a review-generation process. Foundational measurement, and stronger conversion from Google Maps.
A family-run residence in Umbria. Google Search Console data, March 2025 to July 2026. Google Analytics was not installed, so on-site visitor behaviour is unavailable. The noindex removal was implemented; everything else on this page is a recommendation. Delivered in Italian and English.
How we worked
Two days on the property with the owner, then sixteen months of Search Console data.
A noindex tag on the homepage, 97% branded search, and a property history that appeared nowhere on the site.
One implemented fix and a set of prioritized recommendations, written in both languages so the owner could act without an agency.
The noindex removed and re-indexing requested the same week, plus a story direction for the site.
