Holiday Gems: Building brand through content marketing

Our task was to create a digital asset, drive people to it and influence those visitors to take action.

  • Boost organic traffic and get major media exposure through content-led SEO

Method

When Holiday Gems asked us to deliver increased traffic, search visibility and booking conversions, we knew we needed a plan.

That’s because they faced two considerable challenges:

  • They were using no above-the-line advertising.
  • And they compete with huge brands like Thomas Cook, Thomson, and Expedia.

From early- and medium-stage researchers through to those ready to book, we produced an SEO strategy designed to follow customers down the entire purchasing funnel.

We aimed to drive engagement and conversions through keyword-targeted interactive content.

And we set out to boost awareness and backlinks through news-related PR activity.


Results

In three years, organic traffic jumped by 514%.

Year One: Organic year-on-year traffic up 199%

Year Two: Organic year-on-year traffic up 51%

Year Three: Organic year-on-year traffic up 36%

Holiday Gems now benefits from a healthy six-figure organic audience each month.

They rank highly for headline keyword terms, often outperforming their bigger rivals and their huge advertising spend.

Traffic and bookings come via thousands of short, medium and long-tail keywords, from the big headlines though to medium-tail destination searches and long-tail research queries.

And that highly targeted SEO strategy also delivered another notable result: Holiday Gems’ organic traffic conversion rate is 21% higher than their paid traffic conversion rate.

To find out how we can help you, contact our team today.


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