Optimising discovery at the start of the travel journey

Project Background#

Skyscanner is a leading global comparison service for flights, hotels and rental cars, with strong awareness and a leading position in Korea. Rapid growth in Korea’s independent travel market during 2017–2018 diversified customer needs and increased demand. Content and page optimisation needed to reflect those changing search contexts.

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Delivery#

• Improved site performance through a Technical SEO audit.
• Provided new content guidelines and editor training for approximately 270 pages.
• Redesigned HTML structures for search accessibility.
• Updated metadata to reflect a wider range of customer contexts.

Customer Understanding and Research#

247COMPASS had developed deep insights into travel customers’ contexts and search behaviour through long-term content marketing work. For Skyscanner, we reassessed the critical price-comparison touchpoint and designed site architecture and content strategy around it.

Implementation and Improvement#

We designed an optimised content structure and worked directly across teams to help editors produce pages efficiently. This increased organic traffic and improved the value of acquired visits.

Lessons Learned#

Skyscanner’s growth-oriented, customer-focused team identified and decided on improvements quickly, contributing significantly to the results. We managed editor communication and page quality where the brand had limited capacity to do so directly. At the end of December 2018, the Singapore Skyscanner team visited 247COMPASS’s Korean office for a project review and discussion of market insights, bringing the engagement to a successful close.