Background

Following a referral, the owner of ForeverVacation got in touch with us in May of 2020 in the midst of a challenging time for the travel industry, when many other companies were closing their doors for good.

ForeverVacation specialise in providing day tours in 14 cities around the world. They stand out due to their all-inclusive nature and completely private experiences, providing a local, friendly and knowledgable tour guide on every tour. Their aim to provide easily accessible travel experiences has led them to success with travellers looking for hassle-free holidays, with tour prices inclusive of all entrance fees, private transportation and even delicious lunches!

The business was keen to use globally uncertain times as an opportunity to ramp up their SEO and PPC efforts, with the aim to put them in a far better spot to capitalise on a larger slice of the travel market when it started to return to normal levels.

How Did We Do?

Given that the travel market was declining at the time, our initial focus was auditing the site and creating a long-term SEO strategy. This included a comprehensive content roadmap focussing on category pages, subcategory pages and specific tour pages, optimising for transactional searches at all levels of intent.

Our research into the market found that the customer journey was far longer and featured a lot more research than the average ecommerce client - something we weren’t necessarily surprised to see! We devised a longer form content strategy to help supplement our transactional content, developing key content that got the ForeverVacation brand in front of far more potential travellers at a much higher point in the funnel.

This led to a seamless coming together of both our long form and transactional content, making sure users continued to interact with the brand regardless of the point they were at in their journey. All of our different types of content have sky-rocketed in terms of organic visibility since we began working on the site, dominating for competitive transactional and research based queries for hotspot travel locations across the globe.

What About PPC?

We started our PPC activity towards the beginning of 2022, as we were starting to see the travel industry show signs of recovering in some countries - even though numbers of people travelling were still comparatively low, there were increasing numbers of research-based searches and people starting to plan holidays away.

Starting with Google Ads, we reviewed and updated our previous research and structured a number of well optimised campaigns to capture high intent transactional traffic, initially focussing on the businesses’ most important locations.

Through continual hands-on monitoring, plenty of testing and constant optimisation of targeting and ad variations, we were seeing impressive return on ad spend which also helped to establish the business as an important operator, going toe to toe with huge tour-aggregating websites that dominate the market.

To this day we continue to see ever-growing paid and organic success, proving that we can help businesses be profitable in even the toughest of economic times.