Case studies

Expedia

WHAT WE DID

Large-scale keyword research and content strategy in five languages

7 years as a client

5 international markets

1 million keywords generated

WHAT WE DID

Large-scale keyword research and content strategy in five languages

7 years as a client

5 international markets

1 million keywords generated

The challenge

 

We’ve worked with Expedia since 2014, with an evolving remit across both SEO and content. In 2019 we carried out one of the most ambitious projects the partnership has seen so far.

The team at Expedia were preparing to launch a new publishing platform for inspirational travel content. Its aim was primarily organic traffic acquisition, so they needed a content strategy backed up by SEO data.

So far, so standard. Except that the content needed to cover the widest possible range of travel-related terms – including everything from major attractions and points of interest to activities, neighbourhoods and more. Plus, Expedia needed it all in five languages: English, French, German, Italian and Spanish.

What we did

First things first, we began compiling huge-scale keyword research in all five languages. Your average keyword research project might cover something like 3,000 to 5,000 keywords, whereas we collated over 1 million keywords for this project. We provided keywords in English, French, German, Italian and Spanish, and covered a huge range of travel topics related to over 100 destinations.

The scope of the keyword research was only feasible thanks to our unique process for conducting keyword research at scale. Where traditional keyword research involves intensive manual effort, we do things a little differently. Through close consultation with the Expedia team, as well as our own travel industry expertise, we started by defining and categorising a comprehensive seed keyword list. We then used our machine learning-assisted process to generate a usable output list of more than 1 million keywords covering a huge range of topics.

This keyword list then formed the basis for both content strategy and wider SEO strategy, with far-reaching possibilities for ranking analysis and more.

Outcome

Using the keyword data we began defining a coherent content strategy that went beyond simple target topics. Data sent Expedia in a new direction and provided methodology for publishing inspirational content as well as more commercial content.

This content strategy then resulted in the creation of five separate content calendars.

We developed a calendar for each territory, to reflect the differences in search behaviour across the languages, but each calendar followed the same overall strategic vision, with common formats and titles to enable efficient localisation where possible.

Finally, we moved into production, with hundreds of titles written and delivered over the course of the year, and hundreds more set for future development.

Due to the success of the ongoing project, Expedia engaged us to carry out the same process at a smaller scale in the US.

MADE.COM

The team at MADE.COM knew their product catalogue had huge search potential, but they didn't have the data to properly assess it, or the means to get the data on the scale they needed - which is where we came in.

EXPEDIA

We’ve worked with Expedia since 2014, with an evolving remit across both SEO and content. Find out how we carried out one of the most ambitious projects the partnership has seen so far - Large-scale keyword research and content strategy in five languages.

OODEE

Oodee, a new and innovative skincare brand, launched at the start of 2022.  As a new concept, they required a digital PR campaign that would help launch the brand, earn valuable backlinks for SEO, and educate prospects.

THE HOTEL GURU

The Hotel Guru is a successful hotel curation website that came to us when they suffered a drastic drop in search rankings and traffic. The team tasked us with identifying what the cause of their ranking drop was and to devise a strategy to recover their position.

TRAVELSUPERMARKET

TravelSupermarket needed help producing multiple blog articles for 13 of their most popular European summer destinations. They wanted the blogs to be informative, factually accurate, and most of all, inspire travellers.

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