SEO Consultancy Case Study: Organic Growth for Travel Client

Challenge

Gap 360 faced the challenge of standing out in an increasingly competitive travel sector. The company sought to improve its organic visibility for high-traffic, competitive search terms, driving more organic traffic and increasing bookings. They also needed to reduce their dependency on paid traffic to lower marketing costs and improve long-term sustainability.

SEO Strategy

My approach was comprehensive, blending technical SEO improvements, content strategy, and on-page optimisation to align with user search intent.

SEO Strategy Development & Internal Training:
I created a tailored SEO strategy, providing in-depth training for Gap 360’s internal team on SEO best practices. This empowered their team to manage and maintain the SEO efforts in-house while ensuring a cohesive and sustainable long-term approach.

Optimising Page Templates & User Intent Alignment:
A key part of the strategy involved refining the website’s page templates to better match search intent. By understanding and adapting to the searcher’s needs, I helped build landing pages that not only improved user engagement but also performed better in search results.

Content Roadmap & Topical Authority:
I worked closely with the team to develop a robust content roadmap that increased topical authority and improved brand visibility. The content strategy centred around creating high-value, targeted content for search queries that matched user intent, such as “Delhi belly”, “Work and holiday visa Australia”, and “Moon party Thailand”.

This content strategy drove both increased rankings and enhanced brand awareness, capturing a wider audience and elevating Gap 360’s overall SEO profile.

Commercial Keyword Focus:
Key commercial terms, such as “Work Abroad” (4.4k monthly search volume), “Solo Travel Groups” (1.9k), “South America Tours” (1.3k), “Thailand Travel” (1.3k), and “Guided Tours” (1k), were the primary focus of the SEO campaign. These high-volume, competitive keywords were targeted strategically to boost organic visibility and drive relevant traffic.