{"id":15517,"date":"2026-07-07T15:41:38","date_gmt":"2026-07-07T13:41:38","guid":{"rendered":"https:\/\/dokonline.nl\/?post_type=case-study&#038;p=15517"},"modified":"2026-07-07T15:41:39","modified_gmt":"2026-07-07T13:41:39","slug":"bootuitjes","status":"publish","type":"case-study","link":"https:\/\/dokonline.nl\/en\/case-study\/bootuitjes\/","title":{"rendered":"Bootuitjes: from new build to top positions for Amsterdam&#8217;s high-intent leisure queries"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Rather than bolt on channels one by one,&nbsp;<a href=\"https:\/\/dokonline.nl\/\">Dok Online<\/a>&nbsp;built the full commercial infrastructure together: website, content strategy and execution, paid acquisition, email, link building and CRO as a single coordinated system. Each piece, designed to feed the next. Within twelve months, the full engine was live and contributing.<\/p>\n\n\n<style>.kt-accordion-id15517_f3ac2d-59 .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:10px;}.kt-accordion-id15517_f3ac2d-59 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;background:#ffffff;padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-accordion-id15517_f3ac2d-59 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid 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):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger{background:var(--global-palette7, #EDF2F7);}.kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette6, #718096);}.kt-accordion-id15517_f3ac2d-59 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id15517_f3ac2d-59 .kt-blocks-accordion-header:focus-visible{color:var(--global-palette3, #1A202C);background:var(--global-palette8, #F7FAFC);border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}.kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:after, .kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger:before, body:not(.hide-focus-outline) .kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion--visible .kt-blocks-accordion-icon-trigger:after, body:not(.hide-focus-outline) .kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basiccircle ):not( .kt-accodion-icon-style-xclosecircle ):not( .kt-accodion-icon-style-arrowcircle ) .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger:before{background:var(--global-palette3, #1A202C);}.kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:hover .kt-blocks-accordion-icon-trigger, body:not(.hide-focus-outline) .kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basic ):not( .kt-accodion-icon-style-xclose ):not( .kt-accodion-icon-style-arrow ) .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible .kt-blocks-accordion-icon-trigger{background:var(--global-palette3, #1A202C);}.kt-accordion-id15517_f3ac2d-59:not( .kt-accodion-icon-style-basic ):not( 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.kt-accordion-pane:not(:first-child){margin-top:10px;}.kt-accordion-id15517_f3ac2d-59 .kt-accordion-panel-inner{border-top:0px solid transparent;border-right:0px solid transparent;border-bottom:0px solid transparent;border-left:0px solid transparent;}.kt-accordion-id15517_f3ac2d-59 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{border-top:0px solid #f2f2f2;border-right:0px solid #f2f2f2;border-bottom:0px solid #f2f2f2;border-left:0px solid #f2f2f2;}.kt-accordion-id15517_f3ac2d-59 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header:hover, \n\t\t\t\tbody:not(.hide-focus-outline) .kt-accordion-id15517_f3ac2d-59 .kt-blocks-accordion-header:focus-visible{border-top-color:#eeeeee;border-top-style:solid;border-right-color:#eeeeee;border-right-style:solid;border-bottom-color:#eeeeee;border-bottom-style:solid;border-left-color:#eeeeee;border-left-style:solid;}.kt-accordion-id15517_f3ac2d-59 .kt-accordion-header-wrap .kt-blocks-accordion-header:focus-visible,\n\t\t\t\t.kt-accordion-id15517_f3ac2d-59 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header.kt-accordion-panel-active{border-top-color:#BE530B;border-top-style:solid;border-right-color:#BE530B;border-right-style:solid;border-bottom-color:#BE530B;border-bottom-style:solid;border-left-color:#BE530B;border-left-style:solid;}}<\/style>\n<div class=\"wp-block-kadence-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-id15517_f3ac2d-59 kt-accordion-has-10-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-basic kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"false\" data-start-open=\"none\">\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-1 kt-pane15517_e9b120-f3\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">New website<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Working closely with the Bootuitjes team and their developers, we translated the brand&#8217;s vision into a site built to convert. Mobile-first, with a booking flow optimised for group enquiries and an expanded product range: arrangement pages, themed experiences, combo bookings and event-specific pages.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-4 kt-pane15517_03bd89-30\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Planning for topical authority<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/dokonline.nl\/en\/strategy\/\">We approached the content<\/a>&nbsp;the same way we do for every client: start by mapping everything someone searches from first question to final decision. In Amsterdam and Haarlem, a boat trip is one option among many, so rather than only targeting booking queries, we mapped the full leisure search landscape. Every occasion, audience and intent: city discovery, day trips, parties, family outings, birthdays, corporate events. Content built for each, across three languages (NL, EN, DE) and both cities. The result is a content structure that reaches buyers wherever they are in their decision, in their own language.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-3 kt-pane15517_944afc-d9\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Technical SEO foundations<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">We&nbsp;<a href=\"https:\/\/dokonline.nl\/en\/technical-seo-audit\/%5C\">built the technical foundation<\/a>&nbsp;into the new site from day one: Core Web Vitals, mobile performance, page speed and schema markup across product, event and location pages. Site structure and internal linking were mapped directly to the topical clusters, so the content we created could be crawled and ranked.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-7 kt-pane15517_9efc42-04\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Linkbuilding<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">A structured programme placing Bootuitjes on relevant Amsterdam, lifestyle, family and event platforms, building domain authority across the leisure and experiences niche.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-10 kt-pane15517_04de8e-11\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Google &amp; social ads<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">We built and managed the full Google Ads account from scratch, structured around real booking intent: brand, non-brand search and Performance Max campaigns mapped to the experiences people actually book, from borrel boats or barbecue boats to corporate outings and bachelor parties. Budgets, bids and creative were optimised continuously around what drove enquiries, and paid search quickly became one of Bootuitjes&#8217; strongest-converting channels. Alongside it, we ran awareness and lead campaigns across Facebook and Instagram to build reach and feed the funnel.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-8 kt-pane15517_c8b186-22\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Visibility in ChatGPT, Google AI Overviews, and Claude<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Content structured to surface in AI-generated answers: clear, factual and organised around the questions people ask before they know where to book. Bootuitjes appears in both Google AI Mode and AI Overviews for key activity queries across Amsterdam and Haarlem.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-9 kt-pane15517_62ea38-6b\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\" type=\"button\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">CRO and brand voice<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p class=\"wp-block-paragraph\">Heatmap analysis via Microsoft Clarity, conversion funnel improvements across high-traffic pages, and a consistent brand tone of voice applied across every channel.<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rather than bolt on channels one by one,&nbsp;Dok Online&nbsp;built the full commercial infrastructure together: website, content strategy and execution, paid acquisition, email, link building and CRO as a single coordinated system. Each piece, designed to feed the next. 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