Park Holidays are the largest provider of caravan holiday parks in the South of England offering great value family UK caravan holidays and short breaks, and a selection of touring and camping holidays too. Originally fulfilling SEO work in-house, they wanted the support of an experienced agency to take their online rankings, website traffic and conversions to the next level. Appointing Ingenuity Digital as their agency partner, we were chosen for our reputation, credibility, and track record for long-term partnerships.
Using a blended strategy of onsite and offsite techniques to achieve Park Holiday’s objectives, our focus was split between the ‘Ownership’ and ‘Holidays’ sections of their website.
Park Holidays UK
SEO, Content, Outreach
increase to phrases on page 1
uplift in total site rankings
increase in sessions
growth in new users
increase to phrases in the top 100
average link domain authority vs SLA of 20 across 16 links
increase in sessions YOU for 'Ownership'
YOY increase to their ‘Arrange a viewing’ goal for 'Ownership'
increase in sessions YOY for 'Holidays'
increase in transactions YOY for 'Holidays'
increase in revenue YOY for 'Holidays'
Improve online rankings
Increase website traffic
TECHNICAL SEO 101
Heavy on the technical, we implemented our extensive SEO 101 approach using our proprietary competitor analysis tool and extensive technical auditing process to identify website areas for improvement. Also completing forensic link analysis, we reviewed the quality of their existing link profile to safeguard against link penalties.
Testing optimisations across category pages, meta descriptions, title tags and target URLs through our in-house developed toolkit, we implemented improvements that would optimise performance. while the Ownership URLs were improved to make them more SEO friendly. These changes generated quick wins for organic performance by helping Google view the website with more relevancy.
Extensive keyword research drove the SEO strategy, allowing us to identify new opportunities and the implementation of content optimisation across key category pages improved their organic visibility.
Using our in-house developed Content Quality Score tool, we can measure and quantify the quality of content in line with top-ranking competitors. Signalling areas for improvement, we’re able to implement ongoing optimisations to improve their content and consequently, their organic visibility.
Operating in a Your Money Your Life (YMYL) industry, we recognised that E-A-T content was required to satisfy Google’s Search Quality Evaluator Guidelines and demonstrate Park Holiday’s expertise, authority and trustworthiness. We expanded and optimised their on-page content to engage potential prospects and answer search intent.
Our keyword research has recently expanded to cover the growing trend for ‘staycations’, with this reactive analysis being fed directly into their content strategy to leverage current audience interest.
GROWING THEIR DIGITAL FOOTPRINT
With solid technical foundations in place, targeted outreach pushed power to Park Holiday’s ‘Ownership’ section on the website.
Through domain authority gap analysis, we benchmarked against competitors to understand what gains needed to be made to close the gap.
Using interview styled questions to write engaging content, we built links across industry-relevant blogs and news outlets all which have a DA between 20 and 50.
Right from the start, we were impressed with the setup at Ingenuity and appreciated that there was a good mix of specialist and senior people involved in our account. With our account manager always on hand for regular calls and reporting, it has made Ingenuity a genuine extension of our marketing team. We have been very happy with the results achieved in a relatively short period of time and have now expanded our working relationship into other areas.