In this case study, we will examine how a leading Online Travel Agency (OTA) faced significant technical and on-page SEO challenges and how a comprehensive strategy was implemented to address these issues, resulting in a remarkable 3X increase in organic traffic within six months.
The OTA business specializes in hotel bookings and travel packages. Despite a strong presence in the travel industry, the company encountered several critical issues affecting its online visibility and user experience.
The OTA website was built using React, but it suffered from a range of technical issues:
Missing Canonical Tags
The absence of canonical tags led to duplicate content issues, causing confusion for search engines.
Unformatted Slug Structures
Unstructured slugs hindered Google’s ability to interpret and index the website’s content effectively.
Poorly managed redirections resulted in broken links and a disjointed user experience.
Cumulative Layout Shift (CLS) Issues
The site had a suboptimal Core Web Vitals (CWV) score, which negatively impacted user experience and SEO rankings.
In addition to these technical challenges, the website also had on-page SEO issues:
Meta Tag Optimization
The meta tags were not optimized for relevant keywords, affecting click-through rates (CTR) and search engine rankings.
Inadequate Title and Descriptions
The titles and descriptions lacked clarity and relevance to the content, reducing their effectiveness.
To address these challenges, a comprehensive SEO strategy was developed and executed:
Technical SEO Audit
A thorough technical SEO audit was conducted using Screaming Frog, which identified and listed all the technical issues.
Recommendations to the Development Team
The SEO team recommended that the development team address the canonical tag and slug structure issues, as well as optimize redirections and improve CLS.
Extensive keyword research was performed to identify high-potential keywords and content opportunities.
Content Gap Analysis:
A competitive analysis was conducted to identify gaps in the OTA’s content compared to competitors.
Sweet spot keywords were identified and optimized to achieve rapid results in search engine rankings.
New, high-quality content was created to fill the identified content gaps and target the optimized keywords.
Location-Based Landing Pages
To enhance local SEO, individual landing pages were created for various locations and optimized with local entities and keywords.
Site Structure Improvement
A structured site architecture was established to improve user experience and search engine crawlers’ efficiency.
The implementation of the above strategies yielded remarkable results:
3X Increase in Organic Traffic: Within just six months, the OTA experienced a substantial threefold increase in organic website traffic.
By addressing technical issues, optimizing on-page elements, and creating high-value content, the OTA successfully revitalized its online presence, enhanced user experience, and significantly improved its search engine rankings.
This case study demonstrates the effectiveness of a holistic SEO approach in overcoming technical and on-page challenges, ultimately driving substantial organic traffic growth and positioning the OTA business for long-term success in the competitive online travel industry.