Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
We provided advice and guidance to Alpine Comfort’s well-meaning web designer then complemented this with hands-on SEO techniques that more than doubled the amount of Google visitors and lead enquiries the holiday chalet brand had enjoyed in the previous season.
We were able to half the amount of money Zanzibar’s Pongwe Beach Hotel had to invest each week on paid search advertising in order to generate the number of sales required. We did this by rebuilding their Google Ads campaigns, rewriting all ads and refining keyword bids.
Safari & Beach Holiday’s search network campaigns were suffering badly due to targeting potential customers in the wrong locations and those who use devices that didn’t convert well into sales. We doubled the number of leads they got each month without increasing ad budget.
Because most people use Google search to find holiday destinations offers, achieving high rankings in natural search results is key to introducing your brand to potential customers. It also helps maintains high visibility which encourages customers to develop enough trust in your brand to book their trip with you online.
However, because most marketing agencies have yet to discover exactly what it takes to acquire top rankings for competitive search queries, we have become a much sought-after team of holiday sector specialist search marketers due to our consistent results. In such a competitive market, the last thing you want to do is to hire SEO consultants that have to learn which areas of holiday SEO work best to achieve top rankings.
Despite what some marketing agencies claim, Search Engine Optimisation for the holiday industry involves a lot more than just optimising the content and metadata of your web pages for keywords phrases that relate to the destinations you offer. It also involves a great number of tried and tested tactics that ensure Google is given everything it needs in order to reward your pages with top rankings. Our bespoke SEO campaigns cover all the bases – from keyword research and technical SEO to content marketing and inbound link building. These factors are required to help you reach the search markets you would otherwise lose to competitors.
As part of all of Albion’s on-site SEO campaigns, we routinely take measures to remove the issues that make it difficult for Googlebot to efficiently discover, crawl, index and then rank your web pages. This includes measures to remove duplicate content caused by inexperienced web editors over-tagging blog posts. We sidestep keyword cannibalisation where two or more pages are optimised for similar keyword phrases that cause your pages to compete against each other and “share” the ranking power between them and drop their position.
Our on-page SEO campaigns also make use of savvy internal linking methods that pass maximum ranking power on to your most important pages and we ensure Google has no issues with page load speeds, with broken links, temporary redirects and a range of hidden errors that most web editors and marketing team staff are totally unaware of. All of which are the hidden issues that hold sites back in the rankings and hand those all-important online customers to your competitors each day.
Of course, achieving top positions in Google won’t bring your holiday or travel business any extra traffic or sales if your pages are optimised for keyword phrases that few people search for – or phrases your site is unlikely to achieve high rankings for due to the high competition from leading brands. So we always do valuable keyword research in order to ensure both your and our team enjoys a full understanding of the most lucrative target keywords to optimise your pages for. This includes uncovering essential “modifier” and “qualifier” keywords that qualify your pages to rank highly for a whole range of search queries your market uses when searching for brands that offer holidays to their chosen destinations.
For example, if one of your products related to “holidays in Spain” we would not only optimise the relevant page for that specific phrase but also include a whole range of other, less obvious keywords in the page’s heading, subheadings, textual content, image file names, image alt tags and the meta data. This usually includes words Google knows are highly relevant such as “vacation”, “trip” “family”, “package”, “all-inclusive” and other words people tend to include in their search queries when researching or booking holidays.
More than that, many holiday brand website editors and marketing staff are totally unaware how much money they are leaving on the table by neglecting to weave other words into their holiday product pages such as “book”, “booking”, “best”, “cheap” or “exclusive” as well as a whole host of other words that relate to the destination. In this case “Espana”, “Spanish”, “Mediterranean”, “Beach” and others. Of course, it is this insider knowledge of how searchers think and act that gives our clients the advantage over others and allows them to out-rank the competition in Google.
Sure, there is a whole lot more to effective Search Engine Optimisation for holiday brands than just keyword research and on-page optimisation. That’s why all of our campaigns ensure your team is able to do as much of the ongoing work as you chose in-house. Or leave it with us, it’s up to you. From content creation and outreach to link building campaigns, we not only use pro SEO tools to uncover the most valuable blog posts your site would benefit from producing, but also show you how to reach out to promote those posts around the web.
As all experienced SEO experts will tell you, inbound link building is the most effective way to generate the signals Google needs to give you the top positions. For this reason we always ensure we provide lists of the best incoming links that are helping your competitors achieve high rankings, so you or we, can go out and acquire similar links. These are the links from other highly trusted and relevant sites that pass valuable “ranking power” to your target pages. They are also the essential ingredient that push our client’s competitors beneath them in the search results, to give them a growing share of the holiday search market.
Flying the flag for the most notorious pirate ship on the seas
Ahoy, me hearties! Albion’s landlubbers were invited aboard the ship of that scurvy-bitten seadog rogue Calico Jack, to cast light on why the flow of new shipmates was drying up. And shiver me timbers, during our adventures we put all hands on deck to help the crew learn the ropes about reeling in more treasure. Damn your eyes!
Keeping turnstiles spinning at one of the UK’s most loved theme parks
As a popular zoo and theme park in the UK, our client has to keep hundreds of families (and other animals) happy and fed every day as well as keeping the park busy. We work with their in-house team and have contributed to their busiest seasons to date via top Google rankings and a range of online advertising campaigns.
Acquiring repeat customers for a recreational vehicle hire firm
With hundreds of happy customers under their belt, Portugal based Siesta Campers have been first choice for campervan hire for almost a decade. However, the launch of a new site saw their traffic and sales drop do the ground – that is, until we came in to resolve the problems and increase their online sales from search traffic.
