TUI takes lead on SEO

Online marketing agency LeadGenerators has been appointed by TUI UK to oversee search engine optimisation for its new Short Break Deals and Sky Deals brands.

The partnership is part of a wider deal to enhance TUI’s online brands, and their rankings on search engines, in the face of rising competition and the wider use of specialist agencies to work on natural search for travel companies.

LeadGenerators, which has been co-ordinating the work through TUI developers Panoramic Imaging, will also handle SEO for TUI’s Villa Deals brand.

GDS-heavy sites such as those included in the deal are said to pose challenges for SEO its apparent search engine-friendly content is often invisible and difficult to access.

“The challenge in such cases is to work with the client to develop options that enable spiders to index the huge volume of content into as many pages as possible, while taking advantage of the ongoing changes inherent in dynamically generated travel sites,” said Toby Kesterton, operations manager for LeadGenerators.

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