SEO Case Study: London Toolkit

SEO Case Study: London Toolkit

Key Achievements

  • +220% ROI from implementing a comprehensive SEO strategy.
  • 10x increase in first-position ranking keywords.
  • +150K total ranking keywords achieved through targeted SEO.
  • Addressed and resolved technical SEO issues to boost user experience and organic visibility.
  • Improved content optimisation and user engagement through editorial training.

London Toolkit, a UK-based travel information site established in 2002, approached Aksel Digital, a London based SEO Agency to overhaul its SEO strategy. Despite being based in the UK, London Toolkit primarily targets international tourists, particularly from countries like the US, Canada, and Australia, who are planning trips to the UK.

Facing increasing competition and evolving SEO practices, the site required a comprehensive SEO strategy to retain its leadership in the travel information niche and capture more overseas traffic.

Challenges

  1. Competition and Outdated SEO Practices: London Toolkit was experiencing increased competition, especially from other travel sites targeting US and international tourists. Their outdated SEO practices were no longer competitive in a rapidly changing search landscape.
  2. Technical SEO Issues: The website had several technical SEO issues that hindered its visibility, including crawlability, indexing, and site speed problems. These issues limited the site’s ability to rank higher in search results.
  3. Content Gaps and Editorial Strategy: While the site had a vast amount of content, much of it was not fully optimised for SEO, and the editorial team needed guidance on how to maintain best practices.
  4. International Keyword Opportunities: The site was not capitalising on keyword opportunities aimed at international tourists, especially those from the US, Canada, and Australia.

SEO Goals

  • Fix technical SEO issues to improve crawlability and site performance.
  • Optimise content to increase rankings and capture more international traffic, particularly from the US, Canada, and Australia.
  • Provide SEO training to the editorial team for sustainable long-term optimisation.
  • Increase the site’s visibility for competitive travel-related keywords and drive higher conversions for tours, tickets, and UK travel packages.

SEO Strategy

  • Technical SEO Fixes: We began by conducting a full technical SEO audit to identify and resolve issues affecting the site’s performance. This included optimising crawlability, fixing indexing problems, and improving site speed, following the best practices we apply in our SEO services.
  • Editorial Team SEO Training: We provided in-depth SEO training to the editorial team to ensure they could produce content that was optimised for both users and search engines. This training was vital for maintaining the site’s SEO strategy in the long term.
  • Content Optimisation: After thorough keyword research, we identified key content gaps and opportunities to target high-intent search queries, particularly from overseas tourists. This included optimising existing content and creating new content tailored to the needs of international travellers.
  • Aggressive Link-Building Campaign: We launched a targeted outreach strategy to secure backlinks from high-authority, relevant websites. This helped to improve the domain authority of London Toolkit and boost its rankings in competitive search results.
  • Competitor Analysis and Keyword Targeting: We identified new keyword opportunities by analysing competitors and focusing on emerging trends in travel and tourism, especially those related to UK travel from overseas markets.

Results

  1. Keyword Ranking Growth:
    • London Toolkit saw a 10x increase in first-position keywords, which significantly improved their visibility for high-value search terms.
    • Total ranking keywords grew to +150K, allowing them to capture a larger share of organic search traffic in the competitive travel sector.
  2. ROI Growth:
    • Through a mix of technical SEO improvements, content optimisation, and link-building efforts, London Toolkit achieved a +220% increase in ROI, reflecting a notable improvement in sales of tours, tickets, and UK travel packages.
  3. Content and User Experience Improvements:
    • After providing SEO training to the editorial team, the content produced by London Toolkit became more optimised for search engines, resulting in improved user engagement and higher search rankings.
    • Technical SEO fixes led to faster site speeds, improved crawlability, and a better user experience, all of which contributed to higher rankings and more organic traffic.
  4. Long-term Organic Growth:
    • The strategic backlinking and content optimisation efforts enabled London Toolkit to maintain its competitive edge, despite growing competition. They secured rankings for 9,000+ top 3 keywords, ensuring consistent visibility to their target market overseas.

Aksel Digital’s comprehensive SEO strategy for London Toolkit resulted in significant gains in organic traffic, keyword rankings, and ROI. By addressing technical SEO issues, optimising content, and executing an aggressive link-building campaign, we helped London Toolkit achieve a +220% ROI and a 10x increase in first-position keywords. This case demonstrates our ability to drive long-term, sustainable growth for information-based websites that rely on international traffic.

Ready to Boost Your Website’s SEO Performance?

Whether you’re targeting international audiences or aiming to dominate your niche, Aksel Digital can help. Our tailored SEO strategies deliver measurable results, just like we did for London Toolkit.

Contact us today to discover how we can elevate your online presence and drive long-term growth.

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