Submerge

Challenge

Riviera Travel is a £200m holiday brand for the over 50s with a strategic push to move to direct sales via digital channels following decades of affiliate sales via newspapers. It needed to acquire passengers in volume to purchase worldwide holidays and river cruises.

Solution

Working with the in-house team, we identified high-priority keywords, set up monitoring and restructured travel pages. We created a weekly content programme working across website and social channels, delivering over 120 inspirational travel guides, video tours and interactive tools. We create a content calendar specifically targeting high volume, highly relevant search terms, providing top of funnel content that helped increase overall Domain Authority and expose the brand to new customers.

Result

While the Covid-19 pandemic depressed travel search in 2020, our work up to that point saw organic traffic to the site increase 1,200% year on year. The new travel magazine blog led to #1 ranking for a sizable number of high-priority keywords, a wider reach than ever before and improved customer engagement.

Challenge

Laithwaites needed to reduce its reliance on branded searches and grow organic visibility for non-branded, high-volume search terms. - Growing organic traffic by 40% within 12 months, aiming for over 2.8 million clicks across the site. - Achieving top 3 rankings for previously unranked high-volume generic keywords. - Addressing complex technical issues, including site crawlability, JavaScript rendering and duplicate content. - Shifting focus from branded to generic search traffic

Solution

To address the technical SEO site issues, we focused on optimising product landing pages (PLPs) across the Laithwaites site. We supported the rollout of 1,000 SEO-optimised PLPs, ensuring that each page had a clean URL structure, appropriate canonical rules and fully rendered content. A core part of our approach was developing high-quality, informative content that would engage users and improve SERP rankings. Submerge created around 200 new PLPs, each featuring detailed descriptions and FAQs.

Result

One of the most significant achievements of the campaign was the increase in organic traffic for www.laithwaites.co.uk. We boosted organic clicks, surpassing the initial target of 40%. This impressive uplift was largely driven by the technical improvements made across the site and the strategic focus on high-volume, non-branded keywords, which attracted a broader audience. Overall, the visibility of Laithwaites’ top 5 keywords improved by 222%, with over 1,000 new keywords added to SERPs.

Challenge

This international SEO and website development project targeted small to medium-sized businesses, government bodies and industry professionals interested in ISO certification and training, reflecting a commitment to quality, safety and efficiency in the US. Challenges included: - Increasing organic traffic by 40% and impressions by 200% within 12 months. - Providing SEO insights to inform broader brand strategies. - Growing organic traffic volumes over PPC. - Increasing brand awareness.

Solution

Our campaign revolved around rebuilding the website to establish a robust SEO foundation and boost performance. We upgraded ISO certification pages to improve their visual appeal, conversion rates and organic performance, ensuring they adhered to SEO best practices. The submerge team conducted thorough keyword research, competitor analysis and content gap analysis to identify high-impact keywords and content opportunities. With these insights, we developed a content plan.

Result

We grew ranking keywords to just under 1,000 within a few months, with organic clicks reaching over 400 within the same period. The campaign established the website as an authoritative source in the ISO certification space by developing rich, informative content and improving keyword rankings. This significantly increased the site’s ability to attract long-tail informational searches.