Case Study

Holiday Rentals


This client wanted to rank for multiple location specific terms as well as broader keywords that will boost traffic across many different core pages on the site.

Website History

The site was SEO friendly and optimized for conversions at the start of the project, but their link profile was not as niche specific or powerful as the competitors.

Issues Holding Website Back

Small content issues
Low Authority

Our Strategy

The main reason the client was not ranking is because of their poor link profile. The first step of each campaign is to analyze the backlink profile to remove spammy and low value links that may prevent or hinder growth across the site.

We then began a full scale link building campaign to target various internal destination pages and other landing pages that targeted key terms such as ‘holiday homes’, ‘holiday villas’ and ‘holiday rentals’. We generated over 500 quality and niche relevant backlinks to the site.

One strategy we used was to create a guest post and embed a link within the article. This article generated over:

7.8k Facebook Likes
100 Twitter Shares
18 High Quality Backlinks


The link building campaign escalated a traffic increase of 98.88% through Google organic search.

Site usage metrics also improved over this period showing that we had targeted the right traffic generating keywords that also converted into more revenue.

Google delivered 61.95% more transactions and 64.35% revenue than it did the previous year.


"Worked with Will and his team for a couple of months now. They are very professional and service oriented. Deliver on time and super responsive when I have had any questions or concerns."

Pär L Review

Pär L, SW Gambling Affiliate

"Great service. Each month our traffic increases and we get tons of new leads. The only issue for us is keeping on top of all the new business!"

Steve C Review

Steve C, USA Investment Website Owner

"The Search Initiative really know they're stuff; took our site from nowhere to first page of Google for lots of really important keywords. We'd happily recommend them."

Jon N Review

Jon N, UK Property Website Owner

"We are ranking a large site for multiple terms and whilst the foundations are still being laid in the project we can see the value and the future position of our site - this is one agency I would have no hesitation in recommending to anyone who is serious about growing their business!"

James T Website Owner

"I think your team has done a wonderful job. Jonny does great work and is a very knowledgeable project manger. I would recommend your services to others that are looking for a hands-off SEO approach."

Brad W Review

Brad W A Conversion Rate Optimisation Agency

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