Grand Prix Grand Tours
How we helped Grand Prix Grand Tours increase bookings by 9,543% with a 16,057% increase in organic traffic and secured links on the likes of Forbes and The Washington Post.
Grand Prix Grand Tours are the premier provider of motorsport travel experiences. Focusing on Formula 1, Moto GP, and Driving Tours, they provide a wide range of experience packages for motorsport enthusiasts all over the world.
“We instructed SEO Travel around 18 months ago and they have literally transformed our business. We went from around 1,500 organic hits per month to consistently over 20,000.”
Simon Mawdsely
Director
Organic traffic is up 16,057% after 12 months work
9,543% increase in enquiries and 20% increase in bookings
The site has reached page 1 of Google for key competitive terms such as “F1 tickets 2023”,“F1 packages 2022” to “Motogp Packages” and other extremely competitive phrases.
Built an email list of 8000+ intent-led prospects per month in 4 months
Retargeting social media campaign that drove 30+ leads from £500 budget (cost per click of £0.19 and cost per lead of £16.00)
Links and coverage from Washington Post, EuroNews, Express, F1 Chronicle, Forbes, Luxury Travel Magazine & more….
Challenges
Grand Prix Grand Tours team were looking to drive more traffic to their website and in turn drive more revenue into the business through enquiries. The problem they had is that they didn’t have the time, resources, or experience to build out a search engine strategy to help target key commercial phrases that would best capture search intent and compete with their larger competitors.
They also had no inbound marketing strategy to capture the details of visitors in the planning or discovery stage of their journey.
They approached SEO Travel to help them solve these challenges and implement a short, mid, and long-term strategy to increase their website performance and traffic.
Services Included
Technical SEO
Inbound Email Marketing
Link Building
PR
What We Did
As always, we started the campaign with a thorough technical analysis of the site to highlight where there were key issues so we could prioritise those that would have the biggest impact. The site was suffering from a mixture of performance-related issues, indexation issues, poor internal linking, and content not being found as efficiently as it should have been.
We worked to optimise the site’s title tags to include prominent keywords and improved internal linking between pages to start with. We then updated and standardised the header structure across all commercial pages and added UX improvements such as jump links alongside a bunch of core web vital work. We worked to remove non-performing, irrelevant blog content, with the idea that less is more and replaced it with evergreen F1 content to help improve the overall information availability of the site.
A combination of this work yielded some unbelievable results.
For the inbound marketing strategy, we identified challenges faced by Grand Prix Grand Tours customers by understanding key concerns or blocks faced by their sales teams. Using this data and research we put together a guide to booking an F1 trip. This comprehensive guide is a semi-evergreen content piece that highlights the best way to experience the F1 and a breakdown of the season, alongside tips and guidance on some of the common misconceptions and frequently asked questions around attending the F1. This guide was served across the website in high-traffic areas.
When users opt-in, they receive a personalized sequence which gets progressively more relevant as you interact with them. Segmentation is key with email marketing and the more specific we get, the higher open and click rates we boast.
This inbound strategy is driving 1000+ email subscribers per month alongside contributing to conversions, and direct revenue through bookings.
All this is made possible by the improvements done throughout our search engine optimisation strategy.
Results
– 16,057% increase in organic traffic since we started
– 9,543% increase in enquiry and booking conversions
– Links and coverage from Express, F1 Chronicle, Forbes, Luxury Travel Magazine & more….
– Ranking position 1 for a host of key commercial phrases
– Built an email list of 6000+ intent-led prospects per month in 4 months
– Segmented, personalised email campaigns resulting in 80% opens and 60%+ clicks
More from the Client:
“We instructed SEO Travel, around 18 months ago, and they have literally transformed our business. We went from around 1,500 organic hits per month to consistently over 20,000. The initial requirement from our side was link-building; SEO Travel recommended that a full-site audit and additional on-site SEO would give us the best value for money. In addition to the huge increase in organic traffic, we now have a website with significantly deeper content which has enhanced confidence in our client base.
In addition to SEO/link-building, SEO Travel now looks after our PR, email marketing, and social media strategies. We have also recently launched a second business and have already asked SEO Travel to provide their expertise here too.”
Summary
This project proves the power of a joined-up marketing approach when it comes to business growth. We dramatically increased the organic traffic to the website using Technical SEO, Link Building and PR, to key commercial pages, which naturally increased conversions, but also allowed us to develop a high-performing inbound strategy that drives prospects not ready to enquire through the buyer journey. The results have been unbelievable and have literally transformed the business.
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