Case Studies
Travel Operator Case Study
Summary
Website Background: UK Travel Agency specialising in adventure holidays.
Main Objective: Expand the site's reach to foresee the interest in travel-related sites post COVID-19 travel restrictions.
Results: Organic search traffic has grown by 30% during the COVID-19 pandemic.
The Case Study
The Objective: As this client is within the travel niche, we sought to expand the site's reach to foresee the interest in travel-related sites post COVID-19 travel restrictions. We also wanted to target as many new keywords relating to our client's travel destinations.
The Website: This is a UK-based travel agency specialising in adventure holidays around the world.
The Challenge
- Content strategy implemented based on keyword research
- Regular high value blogging relating to Covid safe travel
- Internal linking to feed relevancy signals throughout pages
- Outreach link building programme
The Strategy
Keyword Research
With travel being one of the hardest hit industries due to the COVID-19 pandemic, demand for the conventional keywords we were targeting plummeted. Therefore, our team conducted a fresh keyword research so as to identify new keyword opportunities to target based on what users were searching for during the pandemic.
Blog Content Strategy
The keyword research provided the foundation for a content strategy where we published several blog posts on a monthly basis. These blog posts specifically focused on targeting keywords that were related to travel during the pandemic. By targeting these long tail search queries, we were able to bring in more organic traffic and improve the site's keyword visibility.
Internal Linking Strategy
With new content being added to the blog section as well as optimising the existing content on the website, we implemented an internal linking strategy by adding links to other relevant web pages on the client's site. Doing this not only helps direct users to the client's core money pages, but also allows Google to see the relationships and structure between the pages on the site.
Outreach Strategy
The client's backlink profile was relatively safe with the majority of the anchor texts used either branded or URL-based. Therefore, we implemented a more aggressive outreach strategy by securing backlinks from topically relevant domains using targeted, keyword-rich anchors. This helped continue to build the site's authority.
The Results
The site's organic search traffic has grown by 30% during the COVID-19 pandemic.
The number of users increased from 26,147 to 34,091
The number of sessions increased from 33,584 to 41,976
Trip & General enquiries about their travel packages increased by 134.39% from 442 to 1,036.
On top of this, the client is now ranking for 9,076 keywords within the top 10 pages of the search results compared to 5220 keywords before the pandemic.
This represents an increase of 73.87%.
Related Case Studies:
- Law Firm Case Study – Demonstrates lead generation strategies for service-based businesses.
- Medical Services Case Study – Shows similar growth strategies in another service industry.
- Self Development Content Publisher Case Study – Demonstrates how content can drive traffic and enquiries.