icelolly.com: SEO Case Study

The UK’s largest holiday comparison website required our support in developing a robust SEO strategy which would turn a YoY decline in organic traffic into continuous growth.

The approach

As with many travel sites, there was a focus on delivering a lot of text purely for SEO purposes. Our approach was to completely rebuild the holiday type and destination content to focus on the customer’s needs and the search engine.

Our long-term SEO strategy incorporated the following:

An in-depth audit highlighting all technical issues currently impeding SEO growth, project managing updates with the client’s development team
A complete re-write of over 100 destination pages, focusing on delivering engaging content which educates the customer
On-going outreach – utilising our journalist contacts to share informative and newsworthy content pieces to help increase brand awareness, brand citations and external links

We also support the digital marketing team on a variety of topics, helping them to stay ahead of technology changes and become an integral part of their company.

The results

Within the first 3 months, we achieved top 3 rankings for a number of competitive keywords, helping to turn a YoY decline in generic organic traffic volumes into a 19% YoY increase.

Further optimisation has seen further increases to 39% above previous years plus a 20% increase in revenue – all across generic pages excluding the home page.

19%

YoY increase in
organic traffic

100Destination pages optimised

20%

YoY increase in
organic revenue