The Loveholidays website delivered some of the most advanced holiday search functionality in the industry, however, they were behind the curve when it came to their user interface (UI) and content depth. Our client needed a UI that delivered beautiful, useful information to their customers, without detracting from the core functionality of the site.
addmustard conducted a content audit on the loveholidays’ website which highlighted multiple issues that were hindering not only their organic search engine visibility, but also negatively impacting users’ perceptions of their brand. However, there were also elements of the site’s content that could be preserved, so the team set out to map existing content alongside conceiving new themes based on search trends and customer insights.
Working alongside Loveholidays’ own creative and technical departments, new pages were built for the core organic landing pages which led to the expansion of 1,816 pages targeting multiple stages of the customer’s research and purchase journey.
Factoring this campaign into a wider migration project that was implemented simultaneously, year-on-year organic visibility saw an increased of 248%. Plus, during the company’s peak booking month, their keyword portfolio saw an increase in top 10 positions of 178%.
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