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Case study · Client · SEO and AI visibility
Louisville Historic Tours: from invisible to the top of search.
A tour company recommended by The New York Times was hard to find online, and the bookings it did win were leaking at the last step. We rebuilt the site and the path to booking.
#1
organic result for “ghost tour louisville”
AI
named first in Google AI Overviews
2x+
sales, as reported by the owner
2004
locally owned and guiding Old Louisville since
The situation
Louisville Historic Tours has guided walks through Old Louisville since 2004, built on founder David Dominé’s books and recommended by The New York Times.
The constraint
Traffic was only part of it. Visitors who did find the site struggled to book, so demand the business had already earned was leaking at the last step.
What we built
A new website, built from scratch for speed, mobile and search
A dedicated page for every tour including the Old Louisville Walking Tour, Ghost Tour, Witches’ Tree and Glitter Ball City
A fixed booking path from search result to paid ticket in fewer steps
Structured data and answer-first content so Google and AI assistants can read, trust and cite it
The result
The new site went live on August 13, 2026. About 12 weeks later, Louisville Historic Tours holds the first organic result for searches like “ghost tour louisville” and “what is the witches tree,” and Google’s AI Overviews name it first for the city’s best walking, ghost and true crime tours. In the owner’s words, traffic skyrocketed and sales more than doubled. Dated screenshots are below.
“Our traffic skyrocketed and our sales have more than doubled after bringing in Hunley Media. These weren’t quick spikes but sustained growth. We’ve doubled our team and continue to grow. Hunley Media was the reason.”
The proof
Captured in a private browser window in Louisville on November 5, 2026, about 12 weeks after the new site went live. Rankings and AI answers change over time; these show exactly where things stood that day.
Sources: louisvillehistorictours.com
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