SEO Case Study

EXECUTION & INNOVATION

Our initial step was an in-depth SEO Audit of TLA and a competitive analysis. This work diagnosed both opportunity & problem areas. We had to amend the website’s International Targeting settings in Google Search Console – a key technical step which teed us up for success from the outset.

To accurately measure inquiry submissions, we set up Conversion Tracking in Google Analytics using Google Tag Manager. This enabled us and the client to precisely measure the leads being generated.

Our Keyword Analysis was the next important step. By trawling through the search data available, we identified key terms that we could use as primary focus keywords for our landing pages. These keywords had to be relevant to the audience & product, have purchase intent, not be overly competitive/saturated – and have a high monthly search frequency. Striking this balance was a real challenge.

We restructured and keyword-optimised existing blog content with impressive results. Working closely with the client, we created new blog content for TLA’s Travelogue and structured/optimised this so it would earn us a ‘Position Zero’ or ‘Featured Snippet’ listing at the top of the search results page. Once again, we had real success with this.

Our SEO Audit contained a link analysis section. Relative to competitors like Scott Dunn and Abercrombie & Kent, the number of external, ‘follow’ links pointing to TLA was extremely low. With the help of our outreach specialist and our copywriter, we had 9 original pieces of content published as guest articles on various popular, hand-picked luxury travel and lifestyle blogs in the hopes of driving relevant Referral Traffic and improving TLA’s backlink profile.