Case Study: SEO

one of the leading travel organisations in the world employing over 7,500 staff in 300 offices around the world.

Summary
1 Wide ranging SEO campaign combined
with PPC synergy and social media
elements drives vastly improved keyword

Luxury tour operator travels up the rankings, CTR and traffic to world leading
travel operator

rankings thanks to SEO campaign 2 Increase in number one Google keyword

rankings by 100%

3 Increase in unique search visitors of 105%

Objectives Year on Year

In 2008 leading luxury travel and tour operator Kuoni recognised that their online presence did 4 Increase in organic search engine traffic
not match up with their innovative, world-class offline presence and turned to of 69% over 6 month period
bigmouthmedia for help.
5 Prominent universal search listings in
Kuoni wanted to increase their visibility for non brand traffic, and with the credit crunch Google for top destination videos
looming they knew that they had to act quickly. In the face of increasingly aggressive
approaches being adopted by the competition in the travel sector, an innovative campaign
was required to give Kuoni’s destinations the exposure they required.

The objectives of the campaign were: “ Over the last 18 months, we

1 Creation of an innovative strategic SEO campaign have seen some significant
improvements in our natural
2 Increase exposure for 1st tier generic destination based keywords on the first page of
search visibility which has
Google by 30%
translated in similar
proportions to an increase in
Our solution site traffic whilst maintaining
Bigmouthmedia suggested that the creation of a far reaching SEO campaign boosted with PPC
current conversion levels.”
synergy and innovative social media aspects would be key to their online survival during an
economic downturn. Matt Rooke, E-business Director,
Kuoni Travel
The key actions undertaken included:
1 Implementation of a destination strategy based on analysing the key search period for
different destinations and holidays. The SEO campaign was designed to optimise
destinations ahead of seasonality search spikes, gaining maximum exposure and traffic at
peak search periods
2 Creation of ‘authority pages’ and implementation of on-page optimisation

3 Ethical link building campaign designed to maximise potential of authority pages

4 Construction of increased synergy between SEO and PPC strategies and keyword targets

5 Implementation of top performing PPC creatives in the meta descriptions and title tags of
website destination pages
 Case Study: SEO

Our solution (continued)

Social Media Press Release
Kuoni was the first UK travel company to use social media releases in their link building
campaign. These press releases with embedded videos were designed to achieve widespread
second wave proliferation, as well as increased rankings for target phrases and universal search
listings for the videos used.

i-Travel
Bigmouthmedia recommended the implementation of a travel guide http://i-travel.kuoni.co.uk,
an area of the site where content and videos could be uploaded and deep linked back into the
key destination pages, to boost the site’s authority status.

Results
During the campaign Kuoni saw:

1 44:1 incremental ROI from our SEO initiatives

2 I04% increase in total organic traffic [Sept 08 - May 09]

3 First page rankings in Google for over 90% of Tier 1 keywords

4 Increase in first page Google rankings for top tier destination keywords by 70%, far
exceeding client objective of 30%

5 Increased CTR on destination pages

6 Increase in share of organic traffic by 24% [Sep 08 to May 09]

7 Prominent universal search listings in Google for top destination video

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Want to know more?

Speak to a bigmouth today, email hello@bigmouthmedia.com
or call 0845 130 0022 for more information on our SEO
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