Helpful Holidays: Helping traffic increase by 90% - Organic

A Englis seaside landscape with a beautiful sunset and clifftops

Service and Project Type

Search Experience Optimisation

Relationship

Helpful Holidays is a sub-brand of Sykes Cottages, who we have been working with for a number of years. We were tasked with supporting several SEO projects for the brand’s site to attract more organic traffic to their key location-based cottage listing pages and help increase bookings.

Problem

Helpful Holidays wanted to enhance online visibility and drive substantial organic traffic to key location pages (listings of properties in a specific area) and collection pages (listings of properties with specific shared features, for example properties with a hot tub) to drive more bookings.

Helpful Holidays website being displayed on desktop

Solution

Our strategic approach revolved around meticulously optimising both meta descriptions and content across select key location and collection pages. By employing industry-leading SEO practices we built a foundation for long-term organic growth and progress.

Because the site was restricted in terms of the template for pages we couldn’t impact UX through traditional means, and had to rely on how we structured content and considered onward journeys as the way to influence user experience.

Our process involved four key stages:

Analysis: Our team conducted a thorough analysis of Helpful Holidays’ existing meta descriptions and content structure. We identified opportunities for improvement and growth whilst keeping in mind the technical limitations of their site.
Keyword optimisation: Leveraging data-driven keyword research, we strategically infused high-performing keywords into meta descriptions and content to maximise search engine visibility.
Compelling meta descriptions: Our skilled copywriters crafted enticing and informative meta descriptions that not only captured the essence of each location but also encouraged click-through rates.
Content enhancement: We revamped existing content with engaging and informative elements. Careful consideration was given to the enhancing user experience by providing valuable information to potential visitors, and useful onward journeys to support the path to booking via internal linking.

Helpful Holidays Search feature being displayed on desktop

Results

Working in partnership with the client led to a remarkable enhancement in Helpful Holidays’ online visibility, driving a 90% increase across the designated location and collection pages.

Our SXO approach (thinking about SEO and user experience) helped unlock both immediate progress and provide the platform for sustained performance.

In a digital landscape prone to volatility, our tailored approach not only weathered the storm but also delivered substantial growth. Helpful Holidays is now better positioned to attract and engage with a broader audience, ultimately contributing to the company’s long-term success.