Travel

Rebuilding a luxury cruise brand for destination search

We rebuilt DanEri Yachts on a fast static stack with a full booking platform, then published expert content across five destinations to win the searches that fill cruises.

170 Pages built 271K+ Words written 3 Languages
daneriyachts.com
DanEri Yachts website
Overview

DanEri Yachts

DanEri Yachts runs luxury catamaran cruises around Crete, Rhodes, Milos, and Cyprus under the line "Luxury Sailing Since 2017." When the brand came to us, the site did not do that promise justice: a thin WordPress build with shallow pages, fragmented URLs, outdated booking logic, and almost no coverage for the destinations travelers actually search. A prior migration had left real damage: canonical conflicts, lost redirects, and indexing problems quietly bleeding traffic from the pages that make money.

We took on the full rebuild, development, content, and SEO across three languages (EN, RU, EL) and two markets (Greece and Cyprus). We repaired the broken migration, rebuilt on a fast Hugo static architecture, published 271,947 words across 170 pages, engineered a full booking platform on Supabase, and added a 24/7 AI assistant that answers each visitor in their own language.

Delivered by the UNmiss team, led by founder Anatolii Ulitovskyi.

Project at a glance

Industry
Travel
Scope
Development + content + SEO
Markets
Greece & Cyprus, EN/RU/EL
Languages
3 languages (EN, RU, EL)
What we delivered
WordPress migration repair Technical SEO Content strategy (5 clusters) Static rebuild (Hugo) Booking platform AI chat and multilingual
Tech stack
Hugo Supabase LinkTwist booking Sendpulse AI chat
The challenge

Where we started

  • A thin WordPress site with fragmented URLs and outdated booking logic.
  • Almost no visibility for destination-specific searches, the queries that actually fill cruises.
  • A botched prior migration left canonical conflicts, lost redirects, and indexing issues.
  • Search performance was sliding at the start, with clicks and impressions both falling.

Google Search Console: the 6 months before we started

Metric 6 months before When we started Change
Clicks 15.6K 8.09K -48%
Impressions 505K 385K -24%
Click-through 3.1% 2.1% -1.0 pt
Avg. position 18.1 14.7 +3.4
The full story

How we built it

How it started: a proud brand losing ground in search

DanEri Yachts had a genuine product story: luxury catamaran cruises around Crete, Rhodes, Milos, and Cyprus, sailing since 2017. But none of that authority reached the people searching for it. The site was a thin WordPress build with shallow pages, uneven content, and fragmented URLs, and a prior migration had left the technical base in disrepair with canonical conflicts, lost redirects, and indexing issues.

The clearest symptom was the destination gap. There were almost no pages for the specific places cruise buyers research first: Milos drew impressions but converted at a fraction of a percent, and Rhodes, the destination with the most potential, sat near position 39 with zero clicks. The root cause was not a penalty or a bad algorithm update. It was architecture: no destination clusters, no decision pages, and a technical foundation that needed real repair. This decline was the starting point we were hired to reverse, not an outcome we produced.

daneriyachts.com
How it started: a proud brand losing ground in search
The rebuilt daneriyachts.com homepage: a photo hero with a catamaran, the "Luxury Sailing Since 2017" line, and direct cruise CTAs.

Fixing the migration, then rebuilding on Hugo

Before we could grow anything, we had to stop the bleeding. The first workstream was migration repair: we audited redirects and legacy URLs, resolved the canonical conflicts confusing crawlers, rebuilt the sitemap and indexing setup, and recovered the commercial pages the botched prior migration had orphaned. Unglamorous, precise work, and the foundation everything else depended on.

With the debt cleared, we rebuilt the whole site on a Hugo static architecture, chosen for speed, control over every page, SEO scalability, and safe deploys. Static generation also let us inject content like discount campaigns directly into the HTML, so it is visible to search engines and link previews before any JavaScript loads. This was not a repaint of the old site, it was a new commercial foundation.

01

Audit redirects and legacy URLs

02

Resolve canonical conflicts

03

Rebuild sitemap and indexing

04

Recover orphaned money pages

daneriyachts.com
Fixing the migration, then rebuilding on Hugo
Premium cruise cards showing category, route, and duration with discounted prices. The discount is injected statically so it is visible to search engines and previews.

The content machine: 5 clusters, 71 articles

The biggest opportunity was the one the old site had missed entirely: destination content. We built a strategy around 5 destination clusters and 71 articles. Each cluster was engineered, not just written: it opens with a destination pillar page and branches into the guides, comparisons, and decision pages travelers actually search before they book.

Those decision pages are the heart of it, because they answer the real question every buyer has: which cruise should I book? Day versus sunset, catamaran versus party boat, Rhodes Marina versus Mandraki. Every page carries FAQ blocks and structured data, and depth is consistent rather than propped up by a few long outliers. The Rhodes pillar now carries real trust numbers from the operation: 72+ cruises, 2,592 nautical miles, and 698+ guests.

Rhodes 16
Milos 15
Paleochora 15
Ierapetra 15
Cyprus 10
271,947

words published

170

pages built

1,516

median words/page

daneriyachts.com
The content machine: 5 clusters, 71 articles
The Rhodes cluster pillar page: a hero over Anthony Quinn Bay, trust numbers of 72+ cruises, 2,592 nautical miles, and 698+ guests, and the cluster's 16 articles below.

A real booking platform, not a contact form

Content brings travelers in; the booking platform turns them into customers. So we built a complete one on Supabase rather than a simple inquiry form. Visitors create an account or sign in with Google, use a dashboard that keeps their booking history, and weigh options in a cruise comparison cart before committing. The flow runs through LinkTwist from date and guest count to a Buy Now action, with PDF e-vouchers delivered automatically by Sendpulse.

Underneath sits a full operational system: an affiliate program with tracking and payouts, 4 admin roles so the right people have exactly the access they need, and 20+ database migrations covering accounts, carts, bookings, discounts, security, and partner reports. The design that carries it all is a bespoke luxury nautical system, not a template theme dressed up to look premium.

01

Create account or Google

02

Compare cruises

03

Pick date and guests

04

Buy Now (LinkTwist)

05

PDF e-voucher (Sendpulse)

4

admin roles

20+

database migrations

Instant multilingual support with DanEri AI

A luxury brand selling across Greece and Cyprus in three languages cannot leave questions unanswered, and travelers rarely research on a nine-to-five schedule. So we built "DanEri AI," an assistant that lives on the live site around the clock. It detects the language a visitor is writing in, English, Russian, or Greek, and replies in that same language in about two seconds, at any hour.

The point is continuity, not novelty. At the moment of highest intent, silence until business hours is the worst outcome. DanEri AI removes that gap, keeping the visitor in the funnel and moving toward a booking. The whole site was built for EN, RU, and EL, with localized paths, a language switcher, and proper canonical and hreflang handling.

~2s

reply time

3

languages (EN/RU/EL)

24/7

always on

daneriyachts.com
Instant multilingual support with DanEri AI
The "DanEri AI" widget on the live site: a guest asks in their own language and gets an answer in about 2 seconds, at any time of day.

Built for AI search, not just Google

We did not build this site only for the traditional ten blue links. The same qualities that make it rank make it quotable by machines: deep, structured content, FAQ and JSON-LD at scale, decision pages that answer questions directly, and full three-language coverage, all of which make DanEri Yachts a credible source for AI Overviews, ChatGPT, and Perplexity.

Taken as a whole, the numbers describe a site rebuilt to last: 271,947 words across 170 pages, 71 articles in 5 clusters, and the platform behind them. We reversed the conditions dragging the old site down and left DanEri Yachts ready to compete in both classic search and the AI answers shaping how travelers choose their next cruise.

165

JSON-LD pages

162

FAQ pages

222

sitemap URLs

2,333

images

What we did

The approach

Migration repair

Fixed redirects, canonicals, and sitemaps to recover the indexing lost in the previous migration.

Destination content strategy

Planned 71 articles in 5 destination clusters (Rhodes, Milos, Paleochora, Ierapetra, Cyprus) built around real traveler questions.

Fast static rebuild

Rebuilt the site on Hugo with staging and production separation and clean, localized URLs.

Booking platform

Added accounts, a customer dashboard, a cruise comparison cart, PDF e-vouchers, and an affiliate program on Supabase and LinkTwist.

AI assistant and schema

Added a 24/7 assistant that replies in the visitor's language, backed by FAQ and JSON-LD markup on the key pages.

The results

What we shipped

271K+

Words published

170

Pages built

71

Expert articles

165

Schema pages

2,333

Images

3

Languages

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