The purpose of this page is to provide a case study of our approach to Search Engine Optimisation (SEO) for the www.lovetoescape.com website, using what we call intelligent optimisation.
Overview
There are literally billions of web pages on the internet and this means that most search results bring back literally tens if not hundreds of thousands of pages of results. When it comes to searching for holiday accommodation, the chances of recognition are even more difficult for an individual owner, as most of the sites that come up for searches on the first few pages (and if you’re not on page 1 or 2 of the results then forget it) are often the home pages of web sites with hundreds if not thousands of other similar properties.
This is not just frustrating for the accommodation owner, it is also frustrating for the holiday maker, as they often end up having to do a “double search” – find the website, then go on the website and search again to find a suitable property. As a result what increasingly people tend to do is put in a very specific search phrase into the search engines. Anyone looking for a hotel with a swimming pool in Brighton is not going to put just the word “hotel” into google, unless they have a lot of time on their hands…
Intelligent optimisation
We have found that of our 40,000 odd visitors a month, we can get up to 35,500 different key phrases being used, so while we of course optimise for more general phrases (for example we’re page 1 for “holiday accommodation and attractions in the UK”, and optimise for “property types in location” combinations), we also use “intelligent optimisation” for our individual premium listings. What we aim to do is get individual premium properties listed on the organic results pages (as opposed to sponsored results) for specific key phrases relating to their property. This is intelligent optimisation.
To give you some specific examples of phrases we have optimised on:
“Luxury Lake District B&B” – page 1 of google
“Luxury cottage in Fife” – page 1 of google
“cottage with pool in fife” – page 1 of google
“large group cottage in east sussex” page 1 of google
“luxury large self-catering cottage in wales” page 1 of google
All of these give results to specific premium listings around phrases agreed with the owners. As a result all of these properties are receiving multiple enquiries and bookings through the site. This is intelligent optimisation!
Please click the link to learn more about the Intelligent Optimisation SEO technique.