Capitalising On Long-Tail Search Terms For Skyscanner

Capturing long-tail key terms to grow rankings and drive organic traffic.

Objective:

To increase traffic and rankings for low-hanging fruit terms.

Website history:

Skyscanner is one of the most popular online flight comparison websites in the world. Boasting a solid link profile and an unprecedented amount of well-optimised pages that were bringing in decent traffic already, they approached SUSO Digital to drastically increase and take their organic search traffic for their Australian market to another level.

Strategy

During our extensive keyword analysis of the website, we quickly identified that our efforts should be focused on targeting low hanging fruit search terms to yield quicker results whilst also keeping an eye on broader, more competitive keywords over time.

This involved a gargantuan effort from the SUSO team where we grouped pages into topical clusters and identified the most important keywords to target.

As part of our simple yet effective strategy, we optimized over 500 URLs every month by reworking the page titles and meta descriptions based on our keyword analysis.

Once the URLs had been optimized, we directed our efforts to composing quality guest post articles with a link to the client’s domain embedded within the article, and submitted these to topically relevant websites. Using this link building strategy allowed us to grow the authority of these web pages and substantially increase the amount of organic visitors.

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