Following a Google algorithmic penalty in November 2016, Inspired Luxury Escapes’ year-on-year SEO visibility had declined by 51% in less than 2 months. The business was feeling the repercussions of the visibility loss through a decrease in traffic and subsequently sales, however didn’t have the expertise internally to establish what, or why, it had happened, and more importantly how to rectify the issue. As a result, website enhancements and content production had been halted, which had caused a further acceleration in visibility decay.

addmustard conducted a technical SEO and content audit on the Inspired Luxury Escapes website which highlighted multiple critical technical issues which were hindering Inspired Luxury Escapes’ organic search engine visibility. Once all issues were identified and communicated the key areas of high, medium and low priority improvements to recommend.

This activity, along with ongoing page optimisation and content production, has meant that Inspired Luxury Escapes’ organic visibility has now superseded the level the site had achieve pre-Google penalty (penalty received late 2016). Visibility is now up 118% year on year.

We initially focused on resolving the onpage conflicts detected in the audit, while content production for 268 onsite destination, hotel and generic pages was carried out with the aim of reducing page bounce rate and improving overall user engagement with optimised content for luxury holiday terms.

In just five months Inspired Luxury Escapes saw a 400% increase in online conversions and an overall 18.2% increase in tracked luxury keyword positioning in SERPs.

Since the site’s content was updated it has seen a 118% increase in organic visibility and page bounce rates improving by 33%.

addmustard’s SEO improvements resulted in Inspired Luxury Escapes achieving a rapid and total recovery from it’s Google penalty, bringing its visibility back to its original levels.

Inspired Luxury Escapes provide hand-picked luxury holidays in some of the most prestigious hotels and resorts around the globe. Nominated multiple times over for their unrivalled specialist operators and professional staff, Inspired Luxury Escapes offer a luxury holiday service that is second to none.

Online conversion rates


Organic visibility


Improve bounce rate


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