SEO & Website Digital Marketing Case Study:
Holiday Accomodation Tour Operator

	Sector:	Travel & Tourism - Niche market
	SEO & Website Digital Marketing Services provided by SMART:	Website design & development \| Keyword Research & Analysis Copy writing \| Image optimisation \| Content optimisation Managed Newsletters \| Press Release & Press Liaison PPC campaign set up and maintenance On-going site maintenance/content updating \| Link building campaign
	Target Market:	Holidaymakers seeking accomodation in authentic Spain & the Canary Islands

Client Overview:

The client had acquired an existing independent holiday brand to launch its new holiday company. They required a new website to promote the range of holiday accommodation available in mainland Spain and the Canary Islands. The brand specialises in privately owned Spanish villas and apartments in off-the-beaten-track locations; away from centres of mass tourism. They offer holiday accomodation in traditional, relatively unspoilt and uncommercialised areas of Spain and they are one of the few UK tour operators to include holiday accommodation on all seven Canary Islands within their programme. As such they appeal to a niche market; tourists seeking a holiday with an authentic flavour of the area they are visiting.

SEO & Digital Marketing Objectives:

Under its previous ownership the brand's website had attracted an average 600-700 visitors a day, however 80% of these were 'paid for' visits arriving at the site via PPC campaigns, with an average of only 20% of visitors arriving from organic listings or direct traffic. The client was keen to reverse this trend and reduce the amount spent on PPC advertising. Additionally, only .3% of the traffic generated through PPC campaigns converted to an enquiry and the average cost per click was 55p. The client needed to improve the quality of traffic generated through online advertising.

Create a new website that is easy to navigate, informative and reflective of the brand
Increase organic visitors and direct traffic to the site
Create and maintain a new, efficient & cost-effective Google PPC campaign
Improve the quality of online advertising to reduce the average cost per click
Improve online advertising conversion rates
Maintain brand awareness with database of existing customers
Increase brand awareness in the national travel press

Results SEO & Digital Marketing Programme:

The website now attracts an average of 500-600 visits per day, 85% of which arrive at the site via search engine organic listings, referring sites or direct traffic. On average only 15% of visits are now paid for.

Advertisements in the Google PPC campaign achieve top ten listings across a broad spectrum of targeted keywords and phrases, with a relatively low average cost per click of just 16p. Average conversion rate is up to 1.38%, which in real terms has reduced the average cost per conversion from the previous £183 down to £12.

The website appears on the first page of major search engines across a range of popular keyphrases. It continues to attract a consistent flow of quality traffic, with a healthy average of 7 pages viewed during each visit.

SMART provides a dedicated team with established proven processes in place to improve website performance. We successfully increased organic traffic to the client's website while reducing the amount spent on online advertising and improving conversion rates.

Want to know more about SMART SEO & Digital Marketing?

- At SMART we offer a wide range of SEO, SEM, web site marketing & promotion and digital marketing services as part of our holistic marketing approach. Call us now for a chat on 01270 503291 to discuss how we can make your website work better for you or email us and we'll contact you at the best time that's most convenient for you.