Passengers commercial airplane flying above clouds, front view. Concept of fast modern travel

Holiday Autos

Delivering high-quality SEO-focused content for key travel destinations in the US saw Axonn dig deep to deliver impressive results for Holiday Autos.

Holiday Autos is a global car rental firm, offering affordable vehicle hire across the UK, Europe and the US. Many of its hubs are located at airports, with easy booking and flexibility in terms of changes and cancellations, among its unique selling points.

With destination keywords being at the heart of its strategy, the company needed a large quantity of high-quality landing pages fast. Here’s how Axonn designed a process to deliver these not just on time but in a consistent style and format that would, ultimately, provide key commercial benefits for the firm.

0st

Page keyword ranking for multiple location-based queries

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Words of SEO-focused copy

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Optimised landing pages in just 3 weeks

Commercial airline. Passenger plane landing approach blue SUV car at airport with blue sky and clouds at sunset. Arrival flight. Vacation time. Happy trip. Airplane flying on bright sky. Car parked.

The Challenge

Holiday Autos’ goal was to improve its SEO ranking for travel-related keywords within the US. Some 51 destinations where they have car hire facilities all required a dedicated landing page and they needed these within three weeks.

That meant research, writing and proofreading all needed to be completed efficiently to meet the deadline. Furthermore, each landing page went through the brand’s own strict sign off process before being added to its website.

Axonn had a large amount of content to deliver in a short period of time and to a very high standard, so needed a plan. The level of briefing and organisation was key to the success of this project, with all members of the team committing to strict internal deadlines.

Our Approach

The client’s requirements for the pages were very prescriptive in terms of tone of voice and content. We gathered an experienced editorial team to be briefed on the work and set about breaking down the pages into groups of destinations, running through example pages for a steer on layout and content.

From there, we created a template that facilitated in conducting research for each of the pages, ensuring consistency throughout. Each page was broken down into four subsections and all of the desk research was conducted by Axonn’s editorial team.

  1. Introduction to the destination
  2. Weather, climate and local seasonality
  3. Nearby destinations to visit in a rented car
  4. Link through to other car hire destinations

With international SEO in mind, all of the landing pages had to be customised for a US audience. This included a specific type of keyword phrasing targeted at a US market. In addition, all content had to remain evergreen and needed to be both informative and engaging to ensure not only performance from an SEO perspective, but also to provide a strong appeal to page visitors.

Young man arms outstretched by the sea at sunrise enjoying freedom and life, people travel wellbeing concept

The Outcome

Axonn delivered all of the work on time and to an impressive level of quality – that’s 51 landing pages, averaging at 550 words each and totalling 28,050 words of copy with almost zero amends. 

All of the pages went live on Holiday Autos’ website and pushed up its keyword rankings, ensuring enhanced customer visibility around these commercial priority keywords for location-based searches. 

Overall, pages ranked in the top 20 keywords for multiple specific locations and the company saw a significant return on its investment in this content-heavy project.

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