Brendan Vacations
Guided and independent trips across Ireland and Scotland: chauffeur-driven tours, self-drive packages and private group travel.
Revenue
+11%
Impressions
+65%
Clicks
+14%
Position
-27%
CTR
-29%
What I did
A comprehensive technical audit uncovered a range of issues: multiple head and body tags in the HTML, parameterised URLs returning 404 errors, soft 404 pages, unoptimised images and redirect chains.
Images were compressed and all PNG files converted to WebP to improve page speed.
I also ran a hreflang audit that identified persistent issues including non-reciprocal tags and canonical URL mismatches. Both of these can cause the wrong version of a page to appear in the wrong country’s search results.
Regular market research informed the content strategy throughout. Research showed that Americans spend significantly more time consuming travel content than the global average and that building a trip itinerary is one of the most frustrating parts of travel planning for US adults. These insights shaped how the content calendar was prioritised.