Nova Circle

Scalable platform and SEO-driven growth for travel startup

Nova Circle is a Swedish startup on a mission to make travel recommendations more personal and relevant. Rather than relying on anonymous star ratings or tourist traps, their app helps users discover experiences trusted by people they actually know – their own circle.

To scale their concept and build organic traction, Nova Circle teamed up with Kruso to develop a new web platform, supported by a robust technical SEO strategy and AI-powered content generation.

May 2025

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From a closed app ecosystem to open web visibility

The product originally launched as a mobile app but quickly faced a familiar startup challenge: without a clear brand and enough initial content, user acquisition proved difficult.

Recognising that most travellers start their search for recommendations on Google, Nova Circle made a strategic decision – moving their focus to the open web to meet users where they already find themselves.

Built on Sanity, powered by AI

Kruso delivered a new website built on Sanity CMS and Elasticsearch, with an emphasis on performance, scalability, and technical SEO.

Alongside the technical foundation, we integrated our custom AI content engine to generate high-quality, search-optimised articles based on real user intent and targeted keywords. The goal? A content-rich platform designed to perform well in search and resonate with the right audience.

Results right away

In the last four months, Nova Circle has seen significant improvements in their organic performance compared to the full 12 months prior to the launch:

+ 20 488 % more active users
+ 37 525 % more impressions
+ 16 636 % increase in organic clicks

These results are the outcome of combining a strong technical setup with a clear, content-led growth strategy – built for how people actually look up travel recommendations.