Case study
Globe Sailor
Project overview
GlobeSailor organises sailing holidays, cruises and yacht charters, both skippered and bareboat, in more than 180 destinations. Every boat is run by a vetted professional charter company, and customers can book bareboat and crewed charters, cruises and sailing courses through one site.
GlobeSailor competes with some of the biggest names in travel for yacht charter searches. Over a nine-month campaign in 2024, we focused on the destination pages that matter most for bookings and cleared the technical issues limiting how much of the site Google could crawl.
Project highlights
- 23% Increase in Google Top 10 Keywords From December 2023 to September 2024
- 32% Increase in Keywords in Positions 4 to 10 Over the Same Period
- 68% More Google Top 10 Keywords at the Campaign’s Peak in July 2024
The challenge
With more than 180 destinations, GlobeSailor needed unique, useful content for each one, written to rank all year round and peak in booking season. Each destination page was up against big travel brands and charter marketplaces for the same searches.
Technical issues were also stopping parts of the site being crawled and indexed properly, which held back its visibility in key international markets.
Our approach
We split the campaign between content and the technical setup, working through the priority destinations first.
- Destination Pages: New copy for priority destinations, based on keyword research, with local detail, sailing information and clear calls to action.
- Internal Linking: Structured each destination page for clear links between regions and charter types, so visitors and Google can find related trips.
- Technical SEO: Fixed priority issues with crawling, indexing and site structure, so more of the site’s destination pages could be found and ranked.
The results
- +23% keywords in Google’s top 10 results (December 2023 to September 2024)
- +32% keywords in positions 4 to 10 (December 2023 to September 2024)
- +68% keywords in Google’s top 10 results at the campaign’s peak (December 2023 to July 2024)
What our client said
The SEO campaign Bird delivered has had a clear, lasting effect. Bookings are up, visibility is stronger, and our authority in the sailing market is more evident than ever.
