The Thomas Cook-owned bedbank, which already uses Netizen Digital for its paid search activity, will now use FSI’s SEO tool to create hundreds of content pages built around key phrases and links back to the site.
Hotels4u head of e-commerce Steven Moore said he opted for FSI because the company had a much more transparent approach.
“We felt their approach would complement our website and increase natural visibility. We’ve seen some very positive results.”
Moore added that larger agencies lacked creativity and spent too much time trying to ‘chase’ the search engines’ algorithm.
“We’re not trying to trick Google into indexing us for keywords that we are not an authority in. It is very competitive out there and there are some bigger more established companies doing a very good job, it’s those guys that we’re looking to have equivalent rankings with.”
FSI co-founder Thomas Thiollier said conversion rates improve by 25% when people land on the correct page.
The campaign, which is currently focused on winter sun destinations, will switch to more mainstream destinations in January and February.
Moore said: “50% of all search engine traffic is now natural and we have a big pay-per-click budget. Our aim is 80/20 in favour of natural search.”
Hotels4u and FSI are also looking at how the site can be improved in terms of further optimising destination content and images.
FSI claims to have five other travel companies in the pipeline.