Problem / Goal
In 2008 when Skyscanner employed just 3 people, the landing pages were very basic and contained almost no content. They looked like a collection of links and there was a very high risk that such a structure would be banned by Google. The website was also not optimized for markets other than English, i.e. for other search engines like Bing, Yandex, Baidu, Seznam.
The positions of Skyscanner’s landing pages in search engine result pages (SERPs) was pretty poor, very often they appeared on the 2nd page or not at all.
As Skyscanner offered the site in 20 languages, optimisation of SEO pages for each country and language posed a non-trivial problem. As a result of the analysis of the main markets on which Skyscanner operated, a decision to start country-specific domains was made. An algorithm for building a webpage hierarchy was also modified to be specific and unique for each market on which Skyscanner operated.
After 6 weeks of design work, implementation was started, which finished in summer 2008 after another 6 weeks of work. A number of Google Analytics profiles were created to monitor traffic.
Apart from building SEO pages, our team dealt with other tasks, which indirectly affected the position of Skyscanner web pages in search engines. These actions included:
- implementation of SEO widgets,
- creation and running of the News service, aiming at hosting content linking to the main site,
- creation of CMS, based on Drupal, to build a system joining static and dynamic content, and
- marketing actions (e.g. advertising campaigns in social networks).