Cruise.co.uk are a leading provider of cruises online working with big–name brands such as MSC Cruises and Princess Cruises. In a competitive industry, Cruise.co.uk were able to use their online strategy to effectively navigate a challenging landscape and at the start of 2023, achieved their highest online visibility in years. Smooth sailing is never a guarantee online though and after some updates to their website design, they saw some fluctuations in their rankings. We worked with their team to help regain their rankings within the SERPs.
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Brand
Cruise.co.uk
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Website
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Sector
Travel
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Services
SEO
Results
Objectives
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Increase organic rankings
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Boost traffic to their site
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Increase organic leads
What we did
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Getting technical
Going from strength to strength online, Cruise.co.uk wanted to update the design of their site to reflect their growing brand. While the site refresh meant their website design looked better than ever, they noticed a dip in some of their rankings and asked our team of SEO whizzes to help boost their digital performance back to the top.
Our SEO tech team set out to identify any areas of their site that had been impacted by the redesign and create an action plan to support Cruise.co.uk’s goals. Providing their development team with a digestible working document, we helped their team prioritise technical updates to ensure key areas were updated first.
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Working in tandem
Once technical updates were identified and their dev team began to implement changes on the website, we continued to work closely with their team. After potential amends were highlighted and handed over to them, we then ran testing on the completed work to make sure everything was running smoothly.
During this period our working relationship with Cruise.co.uk strengthened exponentially, working in tandem to deliver the necessary updates to ensure their website’s success. By providing them with a clear strategy to accelerate their continued growth online and supporting them post redesign, we cemented ourselves as their go-to digital marketing partner.
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Changing the focus
After seeing some great success before their redesign, and achieving their highest online visibility in five years, we looked at how we could once more boost their online presence by a shift in strategy. Previously targeting location-based keywords and more niche areas of their site, we decided to change tack and look at boosting pages on their site that were already performing well but could be even better.
With a number of headline phrases ranking on page one, we created a strategy using technical SEO and outreach to help propel these rankings higher on the SERPs. Through this change in focus, we were able to continue to drive traffic to key areas of the site while other aspects of the site were undergoing more technical SEO post redesign.