Web Site Design

Tourism TV a case study on Search Engine Optimisation

Tourism TV is an online directory of holiday accommodation, and visitor attractions throughout the UK. It enables people to watch videos of the places before they visit them. The films are professionally produced and edited and streamed online so everyone can view them on the website.

We where given a brief to "Get the site found" with optimisation of all the pages on the site. That meant optimising the landing page for each of the attraction and accommodations on the site for specific keywords such as "Bed and Breakfast Peak District". The directory pages had to be optimised for terms such as "Lake District Tourist Guide Video" and the Index page for terms such as "Tourism Videos". This meant that all the pages where optimised for specific keywords. This became very interesting considering the fact that there are currently over 300 pages on the site.

To do this we do not try to trick the search engines or guarantee overnight success. Everything good in this world takes time and effort. We go down the road of good content that uses the right keywords for the page, and delivers a great experience to the viewer.

We used a range of techniques to achieve good rankings. Everyone needs to remember one thing "It's not all about being top". It's about being in the top few pages, we have Websites that achieved more click through from visitors on the third page of search results than the first page. Tourism TV discovered this and realised what was important to them.

Being number one on search engines.

Or the number of visitors to the site.

We undertook keyword research to find out "What are people actually searching for?" from this we created a plan for every page on the website. Its really difficult to set targets for SEO however we went out on a limb and said we could improve the rankings within three month.

With hard work and determination we managed this.

Now the site is getting good results for a wide range of keywords including.

Tourism Video
Tourist Information Videos
UK Tourism Guide Videos
Northumberland Tourist Video

This is just a small number of a massive range of search results. We have been managing the site for 2 years.

We produce fortnightly reports on how the search results are doing. The site was initially over 3 years ago and even though there is nearly constant updates and changes to the site. The number of videos is outgrowing the site and as of February 2008 there are plans afoot to redevelop the site and make it even better.