Discover Scotland

The Solution.

We began with a comprehensive review of Discover Scotland’s existing keyword strategy. Through a detailed keyword gap analysis, we identified missed opportunities and areas where competitors were outperforming, using these insights to shape a targeted content and optimisation plan.

Existing pages were refined and optimised to improve performance, while new content was developed to expand reach. This included the research, creation and implementation of new service pages and blog content aligned to high-value search terms.

Alongside content improvements, we delivered a programme of technical SEO enhancements to strengthen site performance and indexability.

A key focus was also placed on user experience. Compared to competitors, the website’s UX was underperforming, so we implemented improvements to navigation, structure and overall usability to better support user journeys and engagement.

The Results.

Discover Scotland achieved a significant uplift in organic visibility and search performance, positioning the business more competitively within the market.

With a stronger keyword footprint, improved site experience and a more strategic content approach, the business is now better equipped to attract, engage and convert users searching for Scotland tours.

As a result, Page 1 rankings increased by 71%, total keywords grew by 63%, and wider improvements were made across bounce rate, overall UX and site performance.