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Case Study
The Dragon Trip is a UK-based tour operator offering immersive group tours across Asia, which we helped significantly increase organic traffic through a strategic SEO approach.
A Case Study in SEO & CRO Success
Completed on:
2025-04-08
Ink Digital is brilliant, proactive, and results-oriented. Their work has not only delivered measurable growth but has also built trust and confidence within TTG’s team
Elaine Westbury, Head of Marketing at The Dragon Trip
The Objective
The Dragon Trip is a UK-based tour operator known for budget-friendly, immersive group tours across Asia. Their itineraries prioritise cultural experiences and off-the-beaten-path adventures, offering travellers unique and authentic journeys. As their customer base expanded, they recognised the need to enhance their online presence to attract more travellers and increase bookings. To achieve this, they sought a strategic SEO approach to boost their search rankings, improve site visibility, and ensure their digital presence reflected the quality of their tours.
Despite offering high-quality tours, The Dragon Trip struggled with low search visibility for key destination and itinerary package pages. Their rankings for important keywords were buried deep in search results, limiting organic traffic. To compete effectively in the online travel market, they needed to climb higher in search rankings and attract more qualified visitors.
Additionally, their website had technical SEO issues, including broken links, missing meta descriptions, and keyword cannibalisation. These factors were negatively impacting user experience and search performance. Fixing these technical problems was essential to maximising their visibility and improving engagement.
Finally, The Dragon Trip wanted to establish stronger authority in their niche. A competitor backlink audit revealed gaps in their link-building strategy. By securing high-quality links from authoritative travel publishers, they could enhance their credibility and improve rankings for high-value search terms.
The Results
102%
128%
51%
The Dragon Trip is a UK-based tour operator known for budget-friendly, immersive group tours across Asia. Their itineraries prioritise cultural experiences and off-the-beaten-path adventures, offering travellers unique and authentic journeys. As their customer base expanded, they recognised the need to enhance their online presence to attract more travellers and increase bookings. To achieve this, they sought a strategic SEO approach to boost their search rankings, improve site visibility, and ensure their digital presence reflected the quality of their tours.
To reach these targets, Ink Digital implemented a data-driven SEO and CRO strategy that addressed keyword optimisation, technical improvements, and authority building. Our first step was conducting extensive keyword research to uncover high-impact search terms related to The Dragon Trip’s destinations and itinerary packages. Using this insight, we built a structured keyword sitemap to guide content updates. By refining title tags, H1 headings, and meta descriptions, we ensured that every page was aligned with search intent and positioned for maximum visibility.
A deep technical audit revealed multiple SEO roadblocks, including broken internal and external links, missing meta descriptions, and keyword cannibalisation. We systematically resolved these issues, improving site functionality, search performance, and user experience.
To further strengthen their authority, we launched a targeted link-building campaign, securing backlinks from high-authority travel publishers. These strategic placements enhanced The Dragon Trip’s credibility, contributing to their improved search rankings and online presence.
Ink Digital’s strategic SEO and CRO improvements transformed The Dragon Trip’s search performance. By addressing technical weaknesses, refining on-page content, and executing a robust link-building campaign, we helped them achieve higher rankings, increased traffic, and stronger user engagement. These results reinforce our expertise in delivering data-driven, impactful SEO solutions for businesses looking to grow their online presence.
More leads, better rankings, or a strategy that delivers - just get in touch today and let’s build your success story together.
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