business type
B2C
Industry
Travel & Tourism
employees
10K
headquarters
London, UK
Challenges
Duplicate Content Across Multiple Domains
Managing multiple websites across different regions, Thomas Cook faced significant SEO penalties due to duplicate content appearing across domains. This jeopardized their organic search visibility and overall traffic.
Difficulty in Monitoring Regional SEO Performance
With several regional websites, tracking SEO performance across each one became overwhelming. Thomas Cook needed to ensure that each website was optimized for its specific audience without losing track of overall rankings.
Inefficient Keyword Tracking Across Regions
Thomas Cook managed a vast number of keywords for each region, but lacked a clear way to monitor keyword performance efficiently. This led to missed opportunities in optimizing for search trends and responding to ranking changes.
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Complexity of Managing Large SEO Data
The company was generating enormous amounts of SEO data from multiple sources, making it difficult to extract actionable insights quickly. They needed a more efficient way to process and make use of this data.
Solutions
Duplicate Content Resolution
AWR's detailed tracking and reporting capabilities allowed Thomas Cook to identify and address duplicate content issues across their domains. This helped restore their organic rankings and prevent further penalties from search engines.
Custom SEO Monitoring for Each Region
AWR provided a tailored SEO tracking system for each of Thomas Cook’s regional websites. By organizing data specific to each region, the SEO team could easily monitor and optimize performance for each target audience.
Streamlined Keyword Tracking
With AWR, Thomas Cook was able to monitor a large list of keywords across multiple regions in real time. This provided them with crucial insights into keyword performance trends, enabling them to adjust their SEO strategies dynamically.
Efficient Data Management and Reporting
AWR’s scalable and intuitive platform made it easy for Thomas Cook to manage large-scale SEO data. With automated reporting and customizable insights, the team could make informed decisions faster and focus on improving their search performance.
Rank tracking for us is an important metric for measuring the success of our (technical) SEO changes/implementations. With the day-by-day / week-by-week comparisons we can discover the impact of several changes made on our websites and how this contributes in increasing organic rankings. In times where search engines are changing their algorithms every day, it’s important to understand how and when this affects our rankings, so we can react on it.
Floris Gouw
SEO Coordinator Thomas Cook BE
Team
Bogdan Muntean
Larisa Rosu
Robert Dinu
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