Ink Digital

Last night a little goal of ours became real. Ink Digital won a UK Search Award for... Best Use of Search - Travel & Leisure (SEO) for our work with Girls Guide to the World. Winning any award is great, but doing it in travel feels special. It is an industry we have supported since day one, so to be recognised specifically for travel SEO means a lot. For me this is not just about one campaign. It is the result of all the improvements the team have been making over the last couple of years. - How we plan campaigns. - How we set objectives. - How we communicate with businesses. - How we report on what actually drives bookings, not just traffic. Girls Guide to the World have been a huge part of this too. They were fully invested from the start and gave the strategy the time it needed, even when the results were not instant. That trust let us do our best work. Big shout to the Ink team who have all had a hand in getting us to this point. Thank you to the organisers Don't Panic Events and judges at the UK Search Awards and congrats to all the other winners and finalists. The industry is clearly thriving and I am already excited to see what 2026 brings. If you are a travel brand or marketing manager looking to grow organic bookings and enquiries, I am always happy to have a chat about how we might be able to support you. #searchawards #seo #travelmarketing #travelseo #traveldigitalmarketing

Tonight is the UK Search Awards, and one of our campaigns is up for Best Use of Search in Travel. Over twelve months, our SEO has helped a women only group travel brand add in excess of £300,000 in organic revenue, off a monthly retainer of £2.5k. When we first started working together, organic visibility for their core terms sat at around 0.9%. Competing with big, established travel brands on that budget was always going to be a challenge. The goal was simple, not easy: - Make them visible for the right searches - Turn that visibility into enquiries and bookings - Prove that SEO could stand up as a growth channel, not just “brand hygiene” We focused on foundations and intent: -Built a full keyword sitemap around how women actually search, from “women only travel groups” through to age-based queries such as “travel groups for women over 60” - Created new destination and demographic pages that felt inspiring to read but were tightly tied to search intent - Ran a full technical audit and cleared thousands of errors and warnings so the site was easier to crawl and use - Rolled out structured data so trips and guides could earn richer results and stronger click-through rates The outcomes: - Visibility up from 0.9% to 39% across our tracked keywords - Organic sessions up by almost 10,000 year on year, with engaged sessions up by more than 8,500 - Annual conversions up from 1,580 to 2,596 - Organic revenue up by over £300,000 year on year What I like most about this project is that it is not built around generic holiday terms. It is built around the real questions and concerns of women who want to travel safely, confidently and with people like them. SEO was simply the channel we used to connect that demand to the right trips. Whatever happens tonight, I am really proud of the work the Ink Digital team have put into this and grateful to the client for trusting us with such an important part of their growth. If you are a travel brand and want to talk about how we approach SEO for campaigns like this, I am always happy to chat. #travelseo #travelmarketing #seo

If you are a B2B business, you know your ICP and their pain points. Why are you not investing in LinkedIn Ads? Your customers are there. Here is the catch. Do it properly by setting up your CRM first. Last week we advised a client that we needed to get the CRM set up first, so LinkedIn would be efficient and the results clearly visible. We set HubSpot as the source of truth for forms, deals, and closed lost reasons. Then we connected Fibbler so LinkedIn Ads and HubSpot could talk to each other. Now when someone sees a post or a paid impression and later fills in a form, we can see the touchpoints that moved the deal. We measure first touch, last touch, and influenced pipeline, not just clicks. Only then did we launch LinkedIn. Thought leadership from people. Retargeting to a named ICP. Tight spend, clear reporting. Sharing a snippet from my dashboard – this setup is a genuine cheat code in B2B when it is done correctly, without massive spend: - Ad spend: £1,864 - Influenced pipeline: £21,350 across 6 deals - Influenced revenue: £15,133 from 5 won deals - Return on ad spend: 8.12x Result. Every £1 on LinkedIn has a line to a deal in HubSpot, and decisions are made on pipeline movement, not vanity metrics. If you want to discuss how to reach your ICP through SEO or LinkedIn, drop me a message. #B2BMarketing #b2bseo #seoagency #linkedinads #fibbler

Here is how fixing a migration gone wrong ended up shortlisted for Best Use of Search in B2B at the UK Search Awards. A large B2B communications provider came to us after moving from a long standing co. uk domain to a new .co. We were not involved in the migration. By the time we logged in, the damage had already happened: - The old domain had been ranking for around 4,000 keywords - The new domain was ranking for almost nothing - Branded searches were surfacing legacy subdomains and old content instead of core services - Non brand visibility had all but disappeared, so paid was doing most of the work The brief was simple to say, hard to deliver: stabilise the new domain, rebuild visibility, and put them in a stronger position than before. We ran a focused four month sprint, concentrating on three areas. 1. Repair the technical foundations - Cleaned up redirect chains and crawl paths - Fixed indexation so authority flowed to the right commercial URLs on the new domain - Removed blockers that were stopping the site from being properly re evaluated 2. Recover and improve high intent content - Used historic Search Console and analytics data to find the pages and queries that had quietly disappeared - Rebuilt and expanded content around core topics like VoIP, SIP, Microsoft Teams and the PSTN switch off - Put a keyword sitemap in place that matched real demand, not just the new IA 3. Rebuild brand and non brand visibility - Tidied up profiles and internal links so branded queries pointed back to the main site, not old assets - Opened up more coverage for solution led, non brand terms that actually drive pipeline Where we got to after the sprint: - From almost zero to over 8000 keywords on the new domain, more than double the footprint it had when we first logged in - Overall keyword visibility up by 9.5% across desktop and mobile - Branded visibility up by more than 30%, with priority brand terms back in position one - Non brand sessions up around 70%month on month, growing from a small minority to a much healthier share of organic traffic The bit I like about this project is that it shows SEO does not always have to mean an open ended retainer. In this case, a detailed four month sprint was enough to repair the damage, rebuild visibility and put foundations in place that will keep compounding long after the sprint itself finished. That work has now been put forward for Best Use of Search in B2B at the UK Search Awards. Whatever the result, I am proud of the team for helping turn a migration problem into something much more positive. #b2b #b2bseo #b2bmarketing

With just over a month left in the year, how many people are still booking a holiday that actually departs in 2025? Very few. Most people are already thinking about 2026, and plenty are quietly planning 2027 bucket list trips too. Yet when you look at the search results, the big brands like British Airways & EasyJet are still heavily skewed towards 2025 terms and generic destination pages. That is the gap. Recently, we helped a travel client cut through that noise. Not by trying to beat those brands on overall authority, but by: - Updating from 2025/2026 to 2026/2027 earlier than every other brand - Building specific pages around 2026 and 2027 intent for their highest value destinations - Owning the long tail searches that the giants were slow to target - Creating content that answers the questions early planners actually have Result: they started to outrank the big players for the exact trips they make the most margin on, while also building a pipeline of future enquiries and bookings for 2026 and 2027. Because those pages were so tailored, they earned a strong click through rate early on. That higher CTR compared to the big brands is a clear signal to Google that the result is relevant and useful, which helps those rankings stick over time. The lesson is simple. If you only optimise for the next season, you are already behind your customers. Travel brands that start setting up their 2026 and 2027 search strategy now will: - Capture demand earlier - Build remarketing and email lists while competitors are still focused on this year Be the default option when people are finally ready to book If you are a travel business owner or marketing manager and you want to compete with the big names in 2026, now is the time to act, not in March. Follow me for more practical ideas on how smaller travel brands can use SEO, CRO and paid media to compete with the giants. #travelseo #travelmarketing #TravelIndustry #TravelBusiness #TourOperators #TravelAgents

We recently received this feedback from the team at Dishoom, and it really reflects what we aim to bring to every partnership. For us, great SEO doesn’t start with keywords. It starts with understanding the business, how it operates, the tools it uses, the goals it’s working towards, and what makes the brand unique. Only then can we build a strategy that actually fits. Every brand has its own voice, customer journey and tech stack. So our job isn’t to force a framework onto that, but to build something around it, from tracking and analytics to local SEO, content and paid media that supports real business outcomes. That’s what we’ve done with Dishoom, and what we aim to do with every brand we work with. If the strategy is wrong, it won’t compound or deliver the results you’re aiming for, regardless of how quickly it was put together. That’s why getting it right from the start matters. #hospitalitymarketing