Seek Marketing Partners
Travel Trade Ready Project Overview
Client Name:
Travel Trade Ready
Client Industry:
Tech
Services Provided:
SEO
Project Duration:
June 2023 - January 2025 (19 months)
Case Study Trigger Date:
September 2025
The Challenge
Travel Trade Ready provides a specialist API that connects different types of businesses within the travel & tourism industry, facilitating increased co-operation and partnership between those using the API.
They came to us with three clear goals in mind. Firstly, to increase traffic to the website. Secondly, to increase their number of page one rankings in search results, and thirdly, to increase their overall number of rankings, and where they sat in the rankings for those extra keywords.
The Strategy
Given the goals stated, it was clear that this project would be centred around SEO. That meant that a key early step in our plan would be research – keyword research to identify relevant, high-volume keywords that we could optimise content for, and then competitor research to see what business competitors who were already ranking well were doing with their site and its content to achieve those rankings.
Once the research was done, we’d settle into optimising TTR’s existing pages for their assigned keywords and writing new content for the site. Throughout this process, our development team would also be checking the site for technical SEO shortcomings and fixing them.
The Execution
The execution phase of this project went ahead as per the plan, with the onsite SEO team working through the research phase, and then providing a raft of new or updated content for the site – each page optimised for an appropriate set of SEO keywords.
At the same time, the offsite SEO side ‘cleaned out’ the site’s existing backlink portfolio (removing any poor quality backlinks that had been made) and then improved it further by continuously adding new, high-quality backlinks on a regular basis.
Likewise, the SMP development team made sure that the Travel Trade Ready site was always delivering the best technical SEO performance possible through technical optimisation, as well as dealing with any issues that arose with the site.
The Results
Let’s now take a look at each of the three goals for the project, and whether they were achieved.
Goal 1: Increase traffic to the website.
As the screenshots below show, traffic to the website (the purple line in the chart below, and the “Total Users” and “New Users” metrics in the screenshot below) definitely increased between the start of the project in June 2023 and its end in January 2025. Achieved!
Goal 2: Increase the number of page one rankings in search results.
As we can see from the comparative screenshots below, the number of page 1 rankings held by the Travel Trade Ready site also definitely increased (from 0 to 5) during the lifetime of the project. Achieved!
Goal 3: Increase the overall number of keywords ranking.
Both of the screenshots above show that, as well as the number of page one rankings, the overall number of keywords that Travel Trade Ready pages were ranking for also increased over the life of the project. Achieved!
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