The Challenge:
Increase WST’s search visibility in the competitive sector of school travel, with the aim of increasing conversions.
The Approach:
To strengthen WST’s SEO rankings, we developed a new SEO content strategy based on comprehensive keyword research, a content audit and audience insight around teachers – their target audience. Our approach included producing regular, timely hygiene content pieces for four top destinations as part of a new content calendar, with brand-new BAU blog content to further engage audiences.
To ensure continued success, we also created a topline plan for the 2019/20 financial year.
Outcome:
New SEO campaigns have also proved effective, with total quotes from organic traffic rising by 18% YoY.
The results show healthy growth for WST, with consistent conversion rate improvements from the new site over a significant period when comparing Q4 2019 (2.17%) to Q4 2018 (1.67%).
