Client: Regional Tourism & Activities Brand Based in Tennessee
Industry: Travel & Tourism / Attractions / Local SEO
Project: Multi-Platform Content & SEO Execution Following AREP Audit
Role: Led full technical audit (Pigeon Forge Snow), strategic repositioning, site launch, content execution across web, YouTube, Pinterest & Reddit
Goal: Identify scalable content gaps beyond branded traffic, capture informational travel intent, build domain authority, and grow brand footprint

Background

The project began as a standard 15-day AREP SEO sprint on Pigeon Forge Snow — a well-known indoor snow park in Tennessee. During the Audit + Research phase, we realized that the site already dominated many of its commercial-intent keywords (e.g., “snow tubing pigeon forge,” “pigeon forge snow tickets”) and had a solid SEO baseline.

Rather than create redundant content or dilute keyword equity, we made a strategic pivot: build a brand-new content hub covering broader tourism, events, dining, and trip planning in the region.

Thus, Pigeon Forge Passport was born — designed to scale authority and impressions through content, video, social, and multi-channel discovery.

🧭 Objectives

✅ Launch a standalone tourism content site with blog clusters, trip-planning pages, and destination guides
✅ Rank for high-volume, low-competition informational and mid-funnel keywords
✅ Establish a multi-channel content engine across YouTube, Pinterest, and Reddit
✅ Grow organic visibility, brand recall, and engagement across platforms

🧠 Phase 1: Audit of Pigeon Forge Snow

Key Findings from AREP Audit (See AREP Sheet):

✅ Already ranking for 250+ keywords in the Top 10

✅ 101K clicks and 1.68M impressions from GSC

⚠️ No blog strategy for long-tail content

⚠️ Missing schema, metadata, and EEAT elements

⚠️ Site structure didn’t support informational topics or non-branded discovery

📍 Decision: Rather than expanding a commercial site beyond its scope, we proposed creating a dedicated platform to rank for all non-branded tourist search intent.

✨ Phase 2: Launching the “Pigeon Forge Passport” Ecosystem

🌐 Website Build & SEO Content Strategy

📍 Site: PigeonForgePassport.com
🗓️ Live Since: Jan 2024
📈 6-Month SEO Metrics:

Domain Authority: 6 → 42

Impressions: 198K

Organic Clicks: 283

Pages Indexed: 30+ (including pillar, blog, and trip planning content)

Example: High-Intent Blog Page

🔗 Pigeon Forge Trolley Guide
🔑 Keyword: “pigeon forge trolley”
📅 Published: March 27, 2024
📈 Indexed & Ranking: March 28, 2024

🎥 YouTube Channel: Pigeon Forge Passport

📍 Channel Launch: Mid-Jan 2024
📈 90-Day Performance:

Views: 21.7K

Watch Hours: 1.9K

Subscribers: +191

Growth: +999% vs previous quarter

Video Content Strategy:

Hidden gems, attractions, food, seasonal events, nightlife, and family guides

Used keyword-based scripts, timestamps, CTAs, and consistent YouTube SEO best practices

Each video embedded across blogs and supported via Reddit + Pinterest

🧷 Pinterest Growth

📆 Tracked Period: Last 30 Days
📈 Results:

Impressions: 371 (+175%)

Engagements: 84 (+115%)

Outbound Clicks: 14 (+180%)

Saves: 24

Examples:

Budget Travel Pin

Scenic Spots Pin

Local Eats Pin

👥 Reddit Engagement

📍 Pigeon Forge Reddit Submissions
📆 1-Month Impact:

Impressions: 371

Engagements: 84

Outbound Clicks: 14

Saves: 24

Audience Growth: +220%

Reddit was used to seed top videos and blog content inside active Pigeon Forge and Tennessee travel threads.

📊 Results Dashboard (First 6 Months)

🔧 Supporting SEO Execution

Built pillar-cluster structure with internal linking

Created topical guides for restaurants, transportation, family activities, etc.

Added schema markup (FAQ, Article) and optimized metadata per page

Repurposed long-form content for visual + community platforms

Regularly updated and re-optimized pages based on GSC data

🧠 Conclusion

This case study demonstrates how a data-driven audit evolved into a multi-platform destination brand.

We didn't just improve rankings — we: ✅ Launched a new brand
✅ Created omnichannel content
✅ Built EEAT across blog, video, and social
✅ Scaled visibility and trust through organic channels

Pigeon Forge Passport is now a thriving tourism brand designed for long-term content performance.