WST: increased visibility through SEO


Part of the NGT Group, WST is an educational tour operator dedicated to helping students fall back in love with learning. Over the last six years, they’ve worked in partnership with Delineo to maximise every opportunity across organic and paid search.

The Challenge

The COVID-19 pandemic had a profound impact on the school travel market, leading to a significant decrease in searches. This meant WST needed a strategy to navigate the uncertain market, keeping them at the forefront for when travel returned.


In an adjustment to the ongoing SEO strategy, all budgets were front-weighted in line with the beginning of the school year to deliver maximum impact at the start of 2022. On top of this, we focused on optimising the current core UK trip pages and adding new ones to promote WST’s rankings in this area. This was all combined with ongoing tech health to ensure the site operated at its best.

WST: increased visibility through SEO


Our ongoing SEO work has increased overall visibility for trip pages, with a marked increase since September 21st 2021. This puts WST in the very best position for when the market bounces back.

  • 11% increase in visibility for all targeted keywords
  • 12% increase for destination-generic keywords
  • 42% increase in new users
  • 208% increase in organic sessions

Want to push your business up the rankings? Get in touch to talk SEO.

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