How IProspect Boosted SEO Traffic For Aer Lingus During A Tough Time For Airlines - The Drum

iProspect won in the ‘Travel and Tourism’ category at The Drum Awards for Search 2022 with its work on improving SEO traffic for Aer Lingus. Here, we find out more about what went into this successful project.

Aer Lingus, the Irish airline, is considered to be a challenger brand in the European and North American markets. There’s lots of room to grow and expand its customer base – especially through organic channels.

The brief

The pandemic had proven to be challenging for aviation. The industry, with declining revenue in 2020, saw many major brands forced to cut costs, including spend on any digital activities.

Aer Lingus was different. The brand saw this as an opportunity to double down on SEO to supercharge its organic visibility and be ready when demand returned.

iProspect Ireland was tasked with growing the organic traffic and visibility through organic content and technical improvements on the website. The key objective was to boost SEO traffic in areas where Aer Lingus had previously very little or no visibility. By doing this it aimed to deliver record-breaking performance for Aer Lingus and put it on the map alongside other major players including Ryanair, Skyscanner or Kayak in organic Google.

The idea

iProspect created a strategy to improve organic visibility in three main markets: Ireland, the United Kingdom and the United States. The campaign we designed was based on the company’s priorities and a search volume-driven approach. We focused on long-tail searches...

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