Background to Project
Beverley Holidays in Devon have been providing holiday park accommodation and entertainment for nearly 60 years. Having expanded and evolved over the years, today the business has nearly 200 holiday caravans, 23 holiday lodges, 150 touring and camping pitches and 100 privately owned holiday homes. But one thing remains the same – the holidays parks are still very much a family business, with Beverley Holidays now in its third generation of the Jeavons family!
Holidaymakers can choose to stay on three different parks, all geographically close but each one offering a different type of accommodation and entertainment.
The award-winning 5 star parks host a collection of caravan holidays, including top-of-the-range hot tub lodges, and Beverley View boasts some of the best views in the English Riviera, with stunning sea views stretching across the South Devon coastline.
Beverly Holidays engaged with us in the first instance to assess how their suite of sites were performing and how they could use their online presence going forward and engage with their target holiday audience.
Our mission was simple; to identify what elements of the website were underperforming and how the organic search rankings could be improved. How did we approach it? That’s where years of experience working within the holiday park sector come in handy!
Right from the outset we agreed the objectives for each of the park websites and agreed KPIs to benchmark them against.
- Increasing the number of visitors to the main website and conversions to holiday bookings
- Targeting potential holiday home owners and increasing enquiries and ultimately sales
- Increasing search engine visibility for “Devon holiday” phrases – be on page one of Google for “Devon holiday park”.
- Reinforce Beverley Holidays as the number one destination for holidays on the south Devon coast
- Advise on how to encourage more engagement on social channels
- Increase the number of links back to the website
We carried out a full website review of each website and the local holiday park market. This identified optimisation opportunities and competitors to monitor in line with the business objectives. We then reviewed all the content across the sites, focusing on the high traffic pages to see where improvements could be made.
Our attention in the early stages focused on key SEO considerations, such as keyword research, information architecture, redirects and insights from Google Analytics.
The website review identified a number of areas which required improvement. These included improving the speed of the whole site, we ascertained that the site was performing very poorly scoring 0/100. With the help of their current website provider implementing our development recommendations and optimising the images on the site the homepage now scores above 80/100 for desktop speed.
Since the initial review we have continued to work alongside the Beverley Holidays team and establish a robust content strategy that has ensured they get much better visibility in search engine results. The sites now have first page search engine presence for significant search terms.
Google Search Engine highlights
- #4 – caravans with hot tubs
- #4 – hot tub lodges Devon
- #9 – Caravan sites in Devon
- #6 – holiday homes for sale in Devon
The sites are now attracting more authority and having improved content relevancy and engagement, rankings and visibility have increased exponentially.
This has led to true commercial benefit for Beverley Holidays, with significant traffic increases and improved conversion. We continue to work with them on a retainer basis providing strategic direction, SEO and specific online campaign help.
Key Project Facts
- 1st Page Google – Top organic search results for national holiday related search terms
- 80% Speed Boost – On page optimisation gives dramatic speed improvements and SEO rankings
The digital marketing expertise that you have provided to us over the last couple of years has been invaluable. Knowing that we can rely on them to support and advise our in house marketing team gives us great confidence.Claire Flower, M.D. Beverley Holidays