Amadeus Hospitality case study

How Amadeus Hospitality transformed MQL, SQL and MRR with SaaS SEO?

Ashkar Gomez
11min read
Table of Contents

Company Overview

What happens when the provider of a global hospitality technology harnesses the potential of SaaS SEO Strategies?

Amadeus Hospitality set out to respond to that question with the goal of increasing their visibility and accelerating their lead generation efforts.

Do you know the results of our targeted strategy…? A notable increase in Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL) and Monthly Recurring Revenue (MRR).

The Results We Achieved at Glance

The well-planned SaaS SEO strategy we implemented made Amadeus Hospitality see remarkable improvements in its online presence and lead generation.

  • A 40% increase in MQLs within 12 months.
  • Top 5 rankings for 20+ high intent and niche relevant keywords.
  • A 25% decrease in bounce rate indicating increased engagement.
  • An increase of 18% in domain authority increased search engine visibility.
  • SQLs grew by 30% which results in more sales-ready prospects.
  • A 25% increase in MRR driven by more effective conversion funnels and better-quality leads.

The GSC performance as a result of our SaaS SEO efforts:

Amadeus Hospitality case study

Client Overview

Amadeus Hospitality
  • The Client is a leading B2B SaaS provider in the travel technology industry.
  • They provide a broad range of software solutions aimed at improving the effectiveness of airlines, hotels, travel agencies and other travel related businesses .
  • The company competes in a highly competitive market. They realized they must use SEO wisely in order to maintain and increase their market share.
  • So they approached us to increase their organic visibility by improving SaaS SEO.

Initial Struggles they had

After performing an in-depth examination of their SaaS product, it became clear to us that Amadeus is a well-established player in the industry, but they faced several challenges with their SaaS SEO Strategy.

  • Limited organic reach which leads to stagnant increase in website traffic. 
  • 40  to 50 MQLs per month and the majority of the visitors came through paid ads which increases the Cost of Acquisition (CAC) and slows down the MRR growth.
  • Low-ranking for high-value industry keywords. So they struggle to attract the right audience.
  • The website’s ranking potential has been restricted by a number of complex technical SEO problems.
  • The organic traffic conversion rate was less than 1%, which indicates a poor  content targeting.
  • A higher bounce rate of 65% signals low relevance and engagement.
  • 15–20 SQLs a month as a result of inadequate lead nurturing and ineffective targeting.

The performance of Amadeus when they approached as,

Strategies We Implemented and its Impact

Our team performed a comprehensive website audit and we took the following actions,

1.Keyword Research

  • We conducted in-depth Keyword Research and identified the high-intent keywords related to hospitality software solutions, travel tech and specific pain points of the target audience.
  • We targeted both long-tail keywords for niche searches and high-volume terms to capture the broad audience

Result:

  • Out of 70 keywords targeted, 45 keywords ranked in the first page of SERP. Notable high-intent and commercial keywords consistently ranked in the top 3 positions.
  • A 40% increase in organic traffic because of better keyword rankings.
  • The visitors are more likely to convert which leads to a 25% boost in MQLs

The improvement in the Keyword Position is as follows:

Amadeus Hospitality case study 1

2.On-Page SEO Optimization

  • We focused on improving readability, user experience (UX) and encouraging interaction in an effort to increase MQL and SQL conversions.
  • Our team optimized key landing pages and product pages by improving meta tags, Header tags and content around target keywords. 
  • They also structured content to match search intent to ensure alignment with buyer personas.

Results:

  • Improvement in important product and service page keyword rankings.
  • The users spend more time on pages that directly address their needs. This increases SQLs by 20%.

3.Content Marketing

Our content team underwent a complete makeover of amadeus content strategy. This includes,

  • We created informative blog posts with an industry focus that address the pain points of the potential clients.
  • We developed downloadable content like case studies and whitepapers in order to attract MQLs and SQLs.
  • We constructed a content funnel to guide leads from awareness to decision-making and ultimately conversion.

Results:

  • This helps Amadeus to establish themselves as an authority in the industry.
  • A 50% rise in organic lead generation through blog posts. This greatly increases MQLs by nurturing leads during the awareness phase. 

4.Technical SEO Improvements

We contributed a lot in improving the Technical SEO of Amadeus. The efforts taken by our Technical SEO team and its impact is as follows,

  • We made website speed optimization a priority. Our Technical team implemented Image compression, Lazy Loading and Minified JavaScript & CSS files to reduce the page load time. 
  • Realizing the growing importance of mobile search, we revamped the website for a mobile-first experience.
  • We Set up a strategic internal linking structure which connects the high-priority pages to spread the link equity across the website.
  • With the help of Google Search Console, we identified & eliminated duplicate content and addressed crawl errors.
  • In order to enable rich snippets in search results, we implemented schema markup for events, products, reviews, and FAQs.
  • We focused on improving the Core Web Vitals metrics which is a key to user experience and search rankings.

Results:

  • The average page load time dropped to 1.9 Seconds. This significantly improves the Largest Contentful Paint (LCP) and the overall site performance.
  • When mobile usability improved, the mobile traffic increased by 50%.
  • The website’s rich snippets started to show up in search results, which raised the CTR (Click-Through Rate) by 20% and gave the site more prominent positions in Google’s Knowledge Graph.
  • By adhering to Google’s Page Experience update, Amadeus witnessed enhanced engagement metrics, such as longer session durations, and a 25% decrease in bounce rates. This contributed to a significant increase in SQLs.

The Page Load Speed before and after optimization is as follows,

Amadeus Hospitality case study 2

5.Link Building and Authority Boost

  • We earned high-quality backlinks from hospitality Industry blogs, review platforms and partners.
  • We strategically place these backlinks to improve the domain authority and credibility.

Results:

  • Domain Authority increased by 18% which leads to better search engine rankings.
  • A 25% increase in SQLs from organic sources.

6.Conversion Rate Optimization (CRO)

  • We tested and optimized landing pages, CTA buttons and forms with A/B testing.
  • We simplified the lead capture forms. Thus the potential prospects move through the funnel easily.
  • We personalized messages to align with the different stages of the buyer’s journey. This encourages more conversions.

Results:

  • The user journey is improved and CTAs are clearer and more compelling. This leads to a 35% increase in conversion rate from MQLs to SQLs.
  • This directly influences the rise in ARR by 25%.

The improvement in ARR is as follows:

Amadeus Hospitality case study 3

7.Continuous Performance Monitoring and Analytics

  • With the help of analytics tools we continuously tracked the performance of amadeus and performed SEO audits regularly.
  • Based on the data, we consistently adjusted the content and technical SEO elements.

Results:

  • This helped us to refine our strategies and improve lead quality and conversion rate.
  • Over the course of six months, MRR increased by 15%, which was ascribed to a steady rise in qualified leads.

The comparison of the GSC performance before and after optimization,

Overall Impact on MQL, SQL and MRR

The multi-faceted SaaS SEO strategy we followed empowered Amadeus Hospitality to maximize visibility, improve lead quality and boosted its revenue.

  • The targeted content and keyword optimization increased the MQL by 40%.
  • Better user experience, lead nurturing and the CRO efforts we have taken boosted the SQL by 30%
  • The combination of improved lead generation and higher conversion rates increased the MRR by 25% over the span of a year.

The graphical illustration of the Improvements:

Amadeus Hospitality case study 4

What We Conclude

Our holistic and data-driven SaaS SEO approach made Amadeus Hospitality significantly boost its online presence.

We reduced our client’s dependency on paid advertising and we generated a 70% increase in qualified leads.

  • By enhancing organic visibility,
  • Creating targeted content
  • Optimizing the SaaS Sales Funnel and
  • Nurturing the leads effectively

We enhanced the MQL, SQL and MRR metrics of Amadeus Hospitality. This improvement not only increased our client’s revenue but also positioned them as a pioneer in the hospitality SaaS space.

So are you ready to take your growth to the next level?  Our SaaS SEO agency is ready to help you dominate your market. Let’s work together to make your success story the next big one.

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