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SEO for Scoot Cycling Holidays

Posted on Thursday, November 3rd, 2011 by Helen

When a website already has a #1 position for some searches, particularly those using location-specific terms, it may be time to think about building on this with new SEO campaigns. Scoot Cycling Holidays, who recently commissioned some SEO work, were already sitting at the top of Google for “cycling holidays in Yorkshire” and related searches, but found that being in this position was not bringing them as much web traffic, and thus as much business, as they wanted.

Their target market is visitors from abroad, primarily those visiting Britain from the USA and Australia, who might want to take a short countryside break in the middle of a tour of major cities. As such people may not have a specific county in mind prior to their visit, they may be unlikely to type “Yorkshire cycling holidays” into Google. Furthermore, when I did some search popularity research with the location set to the US, I found that the monthly searches that include “cycling holiday” are fairly low. Thinking this was simply a case of the UK’s “holiday” being equivalent to the USA’s “vacation” I tried “cycling vacations”. Surprisingly, this was even less popular, according to Google’s Keyword Tool. After a bit more research, I found that the more commonly used term is “cycling tour”, and similar variables.

Choosing exactly which phrases to optimise the home page for was tricky for this site – they wanted to keep their position at the top for “Yorkshire cycling holidays”, and were already on page 2 for “UK cycling holidays”, which, although less popular, still brought them some traffic. “England bike tours” was the primary phrase I chose, while keeping the Yorkshire and UK cycling holidays content included so that they would maintain their positions. As the site had previously had very dilute and unfocused SEO content, the SEO for the “cycling holidays” phrases was improved by the treatment, even though they were only secondary terms. The site has since risen several places for “UK cycling holidays” and remains at position 1 for “Yorkshire cycling holidays”. It has made an entry a little further down Google’s search results for “England bike tours”, in which it could not be found anywhere prior to any treatment. As the SEO work is not yet complete, this is a promising start.

Too Many Meta Keywords

The meta keywords before the SEO treatment: the existing content was dilute and unfocused – more than half of the keywords had little relevance to the content of the page, or the SEO target. Google pays little attention to these anyway, so they were of little use, and getting in the way of the real content.

Cycling Websites Becoming a Speciality

Posted on Tuesday, March 30th, 2010 by Helen

Cycling Websites

Cycling related websites are proving to be an excellent area of business for us. There are several in our portfolio already, and some more in the pipeline.

Last year we built a website for the York Festival of Cycling, and this was followed by a new site for Get Cycling, one of several projects run by the Company of Cyclists. Get Cycling is a community interest company which organises and promotes cycling events, bike try-out roadshows and cycling festivals all over the UK.

Cycle Event Organisers

One offshoot of Get Cycling is now having its own website developed. Bikeboost is a scheme set up to promote and support cycling to and from work in urban areas. The first city to participate in the programme is Sheffield (one of the UK’s hilliest cities!) where 800 people will take up cycling to work. The scheme provides bike loans and support over a two year period, and will offer free cycle training in association with Sheffield cycling organisation Pedal Ready.

Our contribution to the project was a sophisticated bespoke (no pun intended) online system to manage the various BikeBoosts. Participants can register their interest and fill in an online questionnaire about their current commuting habits. People are selected to take part based on this information and the number of places available, and they are then given an account within the BikeBoost site.

Once admitted, participants can log into their account on the BikeBoost website and record their experiences and progress throughout the challenge, keeping track of the distances logged by themselves and their colleagues.

The online system makes it a whole lot easier to sign people up, loan them bikes, and find out how they’re doing. Reports on the facts and figures of the challenge are available at the click of a button.

Bikeboost

Another project run by Company of Cyclists is Cyclorama, an enormous, multilingual online cycling resource which is still being developed. Cyclorama incorporates the online cycling magazine Bike Culture, which features a vast array of cycling articles and essays on practically every aspect of cycling imaginable. The site also serves as an exhibition space for specialist cycle designers, manufacturers and retailers. Each exhibitor has their own profile page, which contains a portfolio of their products and a blog.

Cyclorama

Last month saw the launch of a website for the Big Bad Bike Ride, a sponsored charity bike ride which has been raising money to fund research into Friedreich’s ataxia since 1991. This site was set up to provide up-to-date news and information to participants, and to take online registrations and payments. Participants can also collect their sponsorship money online through Just Giving.

Big Bad Bike Ride

The next cycling-related website that we will be developing is Cycling City York, a project for the City of York Council which will promote York’s status as a Cycling City.

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