Single traveller specialists


This specialist holiday business has been organising group singles holidays for the last 30 years. The company is generally considered the UK's leading singles holiday provider.

The business had been active in the search marketing arena, driving sales and email sign ups, but wanted to improve the effectiveness of its organic search marketing activity.

An additional consideration was technical support for the migration to a new website, ensuring the new site was 'SEO ready' and maintaining existing SEO rankings.


Our initial investigations focused on how the current site links had been obtained. Links that were 'paid for', or of poor quality, could result in a significant loss of rank, and therefore needed to be removed.

We found that a number of best practice approaches for maximising the on-site content – eg. inter-linking and URL structure - had not been implemented.

Also landing pages were inconsistent, with little evidence of testing and implementation of the most successful pages. The site also required best practice CRO (Conversion Rate Optimisation) techniques to be applied, mostly around landing pages.

With this in mind, target keywords - arrived at by detailed keyword research, enhanced by Google Analytics and sales conversion data - led to a logical campaign split of Brand, Generic and 'Others'.

Exact-match search term volume identified the scale of opportunity and set the priority for SEO activity. (Our primary role/objective was to improve rank, but we also provided insight on landing pages to aid conversion)

We offered recommendations in the context of current rank, the commercial value of each term (ie. sales made) and an efficiency measure (ie. site visits to bookings made), the variability of which identified possible opportunities to improve conversion.


  • A 90% increase in organic traffic between Jun - Dec, compared to the same period in the previous year
  • 59% of all traffic in between Jun – Dec came from organic sources
  • All campaign terms in top three rank positions of Google within the first year

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Number1 have brought an innovative approach to selling traditionally offline products online. They have opened new markets to our business and brought more sales as a result.

 Richard Maggs, MRO Online

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