Skyscanner travel writing case study

Civic Web Media began working with Skyscanner, the global flight comparison website, in 2015 after being referred to the travel site by an old client. In the past 4+ years, we have worked on a number of projects for Skyscanner’s Australian and New Zealand websites.

These projects have included:

  • Travel blog writing
  • Web copywriting
  • Copy editing and optimisation
  • Leading SEO projects
  • Seeding reviews

The majority of our work with Skyscanner has been to provide SEO-focussed content for their websites and to create engaging, informative and inspirational blog content. This helps travellers to plan their holidays and allows people to find the Skyscanner website more easily.

Travel blog writing

Skyscanner works with the best travel writers in Australia and New Zealand to provide regular content for its websites. This is written to help the site get found through search engines and the articles are also shared through social media and email newsletters.

A content assessment carried out by Skyscanner in 2018 found that one of CWM’s articles, Which airlines offer the best economy classes from Australia?, had been read by more than 270,000 people since it was first published in July 2016.

Skyscanner’s end of year round-up found that another of our articles, Why you should never post photos of your boarding pass online, was their second most read article of 2018.

Screenshot from Skyscanner socials

SEO travel copywriting

Strong SEO practises are vital for websites that want to attract more traffic, especially in competitive industries like travel.

Civic Web Media has been writing and optimising landing pages for the New Zealand site (where ‘flights from Auckland’ terms are the most competitive). By creating relevant, user-friendly copy with sound SEO foundations, we were able to consistently increase the visitor numbers to the Skyscanner website, which led to more conversions.

Data from the SEO copywriting project shows an increase in page visits year-on-year, based on a three-month sample (61% improvement) and a six-month sample (69% improvement) of pages worked on by Civic Web Media.

Three of the most notable improvements were:

Page 3 month visitor data 6 month visitor data
Auckland to London 285% increase 252% increase
Auckland to Gold Coast 173% increase 172% increase
Auckland to Singapore 143% increase 105% increase

 

Zoe Griffyn, growth manager at Skyscanner Australia, said “Civic Web Media’s work on our website has made a significant difference to organic traffic. We’ve seen improvements in page ranking, higher CTRs and an increase in organic sessions.

“CWM really get SEO and work tirelessly to implement new tactics to ensure continued improvement in web sessions.

“If you’re looking to really maximise your website’s ROI, I unreservedly recommend their expertise, knowledge, professionalism and customer service.”

By |2020-05-29T15:08:11+10:003 September, 2019|Categories: Copywriting|Tags: , , , |

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