Driving traffic with SEO and commercial page link building.
Client: Party Houses
Service: Reactive PR
When: 2024
Party Houses is an independent holiday agency specialising in large group accommodation throughout the UK
The Strategy
When Party Houses approached us, their site already featured some regional location pages, covering areas like Scotland, Wales, North England, East England, Liverpool, and London. However, our early research revealed there was significant untapped potential to expand this further. Given the wide spread of Party Houses properties across the UK including areas like Yorkshire, Devon, Cornwall, the Lake District, and the Peak District – we saw an opportunity to target more specific local searches and capture new organic traffic.
SEO Strategy
We began with in-depth keyword research to identify which new location pages would offer the highest return based on search volume and user intent. We paid close attention to keywords that aligned well with the domain name (partyhouses.co.uk) and had strong commercial intent. For example:
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“party houses yorkshire” – 250 monthly searches
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“hen party houses yorkshire” – 200 monthly searches
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Plus broader terms like “large group accommodation [location]” and “holiday homes [location]”
We then worked closely with the client to create and optimise these new pages. Each was built with SEO in mind, structured content, keyword-rich headings, optimised meta tags, and smart internal linking. We also introduced a new sub-menu to the site’s navigation to ensure both users and search engines could easily discover the new location-specific content.
Organic Performance Impact
The strategy delivered strong results quickly. For example, the “Yorkshire Party Houses” page now ranks #1 (just behind the local pack) for “party houses yorkshire.” In just 12 months, this page has received over 3,000 organic clicks, according to Google Search Console.
Other new regional pages saw similar success, including:
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Peak District
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Lake District
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Devon
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Edinburgh
Together, these new pages significantly expanded Party Houses’ visibility in organic search and brought in highly targeted traffic.
Local Link Building
Alongside our SEO efforts, we implemented a digital PR and link-building campaign to strengthen the site’s authority. The newly launched location pages created perfect opportunities to acquire backlinks from local tourism boards, attractions, and accommodation directories.
By reaching out to relevant “where to stay” and “useful links” pages, we secured high-quality backlinks from sources such as:
These links not only boosted the site’s SEO authority but also delivered additional referral traffic, complementing our on-site optimisation work.
You can now stay in a Saltburn themed mansion
As well as local link building efforts, in just 3 months, we successfully built highly relevant, regional links straight to our commercial pages.
We accomplished this by capitalising on trends that could be linked to Party Houses. For instance, when the Netflix hit, Saltburn, and the mansion it featured was the main topic of conversation, we swiftly launched a reactive campaign. This campaign included direct links back to Party Houses mansions, with prices, bedroom information and links to book.
Stay in Netflix’ The Gentlemen themed manor house
In the binge-worthy show released on March 7th, “The Gentlemen,” Edward Horniman’s life takes a dramatic turn when he inherits a sprawling 15,000-acre estate and the coveted title of Duke of Halstead.
See some of the coverage we secured for our reactive campaign around this on Manchester Evening News, Yahoo News, and The Star.
The results of our combined approach so far
46.5% increase in purchasers via organic search.
Through technical SEO work and content marketing.
66% traffic increase for commercial pages
Including both new and existing commercial pages.
59% increase in revenue from organic traffic YoY
Including a rise of 16% in keywords ranking between positions 1-3 (440->510)
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