The Unique Traveller is a newly launched web site promoting the services of a top quality Spanish tour operator who offers personal, corporate and incentive travel and more. Specialities include: wine tours wine tasting conference planning venue finding unique gourmet experiences The Unique Traveller wanted to increase search engine rankings in the medium to long term and to drive focused, targeted traffic to the web site in the short term.

The Unique Traveller has a web site of the very highest quality, consistent with its market positioning at the top end of the Spanish tour market, offering bespoke tours in Spain with an emphasis on wine.

They were concerned, however, to make the site visible to the major search engines both in the UK and worldwide through organic, free search listings and, in the interim, until high search engine rankings and associated referrals were achieved, to increase traffic and awareness through Pay Per Click advertising.

Increasing Search Engine Rankings

We implemented measures to ensure that The Unique Traveller web site achieves the highest possible search engine rankings in the major search engines:

• Google Sitemap

It was quickly found that only the home page of The Unique Traveller web site had been indexed with Google – the remaining hundreds of web site pages, packed with information about the company's services, were effectively invisible to Google!

We produced a Google sitemap, uploaded it to the web site server and registered it with Google. The sitemap gives Google invaluable information about the structure of the web site, allowing the Google spider to efficiently crawl the site, indexing all of its pages.

The Google sitemap had an immediate impact – the number of indexed pages increasing dramatically and the Google spider crawling and indexing web site pages properly for the first time.

• Web Site Optimisation

We examined every page of The Unique Traveller web site, ensuring that page titles, descriptions and keywords are set appropriately – given page purpose and content – in page coding. These changes will greatly increase the efficiency of search engine searches with the web site being 'reported' for relevant keyword phrases.

The optimisation work had almost immediate and very positive results. See the Google rankings below.

You can see the current rankings by clicking on any of the keyword phrases. You will see they are remarkably stable despite the length of time since the SEO work was undertaken.

Pay Per Click Advertising

Pay Per Click promotion was used after the site's launch to generate traffic until higher search engine referrals were achieved.

Itsnoprob provided a consultancy service in this area, setting up Google PPC campaigns promoting some of the web site's principal services.

Appropriate keywords were selected, ad content drafted, budgets set, geographical targeting implemented and regular reporting on results provided, with recommendations for change and improvement.

Once the ad campaigns had stabilised, after significant trial and error, management of PPC promotion was taken over by the client.