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.


Latest from Tecmark


And while moving and dealing with all the usual ‘stress’ we wrote a survival guide to moving offices – you are welcome! So we left our lovely 15th floor haven behind … and moved up to the 3rd floor of 127 Portland Street in central Manchester.


Link building is often referred to as one of the most difficult and time-consuming aspects of SEO. With Google constantly clamping down on tactics, it’s becoming more and more important to master the age-old techniques; one of which is chasing unlinked brand mentions.


The creation of user personas is a powerful technique for helping to increase the usability of your website or web app. Personas span from knowing your client base by conducting user research and who you’re targeting your website or services for.