Global Relaxation

The Client

For 30 years, has been the spa booking specialist that has helped over 1 million people find their perfect relaxing spa experience.

Keeping things organic approached Edit in March 2018 with the challenge of increasing their online visibility and delivering a reliable long-term growth strategy.

However, during onboarding in April 2018, SpaSeekers were hit by a broad core algorithm surrounding relevancy, which resulted in a significant loss of overall visibility.

This meant that the previous KPIs were now replaced with a new challenge of turning around the site’s organic visibility.

Starting with SEO

Edit executed a detailed SEO strategy. This included:

  • Rewriting content across 300 URLs
  • Redesigning category pages
  • Technical auditing and fixes
  • Optimising meta data and internal linking
  • A 12-month blog strategy which covered hub, advice, and inspirational pieces

Strengthening backlinks with engaging content

Edit also rolled out a creative content marketing campaign to improve the client’s weak backlink profile. This consisted of three main pieces of content:

Sunsets Around the World

This visual piece used imagery from international photographers to show the sunset around the world for each hour, with 24 locations chosen. Powerful imagery was a core requirement to ensure top-tier publications would pick up the content, while the onsite asset gave journalists content to

link back to. The campaign’s global focus enabled us to capture the interest of international journalists.

European Relaxation Index

Here, we ranked each city break by how relaxing they are as destinations. We did this by compiling several data points, including how busy the city is and how happy the locals are. The data was then used to outreach to UK and international journalists to achieve further links and coverage.

A break at home

This simple UK-focussed campaign revealed the most ‘instagrammable’ locations to watch the sunset, based on social media data collected using Crimson Hexagon.

The Global Relaxation Campaign went live in June 2018, to ensure our content was at the centre of all travel conversations during the peak summer period. This was crucial as it’s a core time for for online bookings.

The results

Despite launching during a competitive period, we successfully achieved authority within the travel and lifestyle industry. Overall, the campaign achieved

  • 181 media placements in 5 months, including 105 referring domain links across top-tier international press. This exceeded the KPI of 100 links in 12 months.
  • 18,857 campaign page visits in 2 months, all generated from organic activity.
  • Coverage and links across the biggest and most relevant travel industry publications, including Forbes, Lonely Planet, Daily Mail, Vogue, The Telegraph, Business Insider, and Cosmopolitan.
  • reached record organic traffic levels and have seen a 21% increase in organic traffic year-on-year, as well as a substantial increase in online visibility and market share.
  • Design recognition from,, and
  • Best Use of PR in a Search Campaign and Best Use of PR – Travel and Leisure at the UK Search Awards 2018.



Media placements in 5 months


Increase in organic traffic levels YoY