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
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…
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:
The ideal is to dominate the first page of the organic results and to cover it for
all variants of a key phrase. For example in the Lake District, the Ullswater website
covers all types of searches for holiday accommodation and things to do.
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!