/01Challenge
Roamify is a travel eSIM platform covering 200+ destinations, trusted by more than a million travelers - built and evolved by a team. This case study is not about building it. My mandate is discoverability: the product grows fast - hundreds of country pages, multiple languages, a constant stream of new content - and keeping all of it fully visible to search engines and AI assistants is a discipline that needs a dedicated owner. That's the role I took on.
Programmatic catalogs are where technical SEO gets hard: thousands of destination and plan pages that must render, get crawled, deduplicate, and index correctly - in every supported language - while the product keeps shipping around you.
/02Approach
The sprint was hands-on - most of it shipped as code in the Next.js application, from routing architecture down to the metadata of individual pages.
- SEO engineering & routing - a large share of the work ships as code: routing and URL architecture reworked so paths, localized routes, and redirects serve users and crawlers equally well.
- Indexation & coverage - investigating crawl and rendering behavior, keeping primary pages reliably present in Google's index, and tracking coverage in Search Console.
- New & optimized SEO pages - new landing pages created for search demand the site wasn't capturing, and existing pages reworked: headings, content structure, and internal links.
- Metadata architecture - dynamic titles, descriptions, canonicals, and hreflang generated correctly for every destination, plan, and language.
- Structured data - JSON-LD across key templates, so search engines and AI assistants read the catalog as entities, not just pages.
- Programmatic SEO at scale - dynamic sitemaps and internal linking tuned for thousands of eSIM destination pages.
- GEO / AI search - FAQ blocks, source-cited market data, and AI-ready summaries structured so generative engines can quote the site, not just rank it.
- Performance & UI - Core Web Vitals improvements, plus selected interface refinements, including the site's most recent UI updates.
/03Result
Search visibility has improved substantially: key pages across the catalog are indexed, monitored, and steadily growing their coverage in Search Console. Destination pages across 200+ markets ship with correct metadata, structured data, and sitemaps in every supported language. New SEO pages have widened the site's search surface, and reworked routing and existing pages now match how travelers actually search.
All of it landed in a single week - on a live product, without pausing the team's release cadence. That's the point of this case study: Roamify shows what I do when the job isn't to ship a website, but to make an existing one visible, fast.
