Company 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.
- Despite offering many innovative solutions, the website struggled with Technical SEO Issues. It affects the user experience and search performance.
- So they reach out to us to boost the online visibility with advanced technical SEO.
Issues We Identified:
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 Technical SEO Strategy.
We Concluded the following as primary challenges to be sorted out:
- Slow Website Load Times: The pages load beyond the recommended 2.5 seconds. This negatively impacts the Google’s Core Web Vitals scores and user experience.
- Issues with Mobile Optimization: The website’s mobile experience was not at its best. It has slow load times, improper scaling and usability issues. This leads to poor mobile rankings.
- Ineffective Crawlability and Indexing: Search engine bots find it challenging to efficiently crawl and index important pages due to the outdated URL structure and an insufficient XML sitemap.
- Lack of Schema Markup: The website lacked proper structured data. Because of this, the website missed opportunities for rich snippets and enhanced search results such as FAQs, reviews and events.
- Deficiency of Core Web Vitals: Amadeus website struggled with Largest Contentful Paint (LCP), Interaction to Next Paint (INP) and Cumulative Layout Shift (CLS) which are critical metrics in Google’s Page Experience update.
Our Strategy to Revamp Technical SEO:
Our goal was to create a seamless and search friendly experience by resolving these technical issues.
To enhance the organic visibility, we took the following actions:
1.Website Speed Optimization:
- We made website speed a priority. Our Technical team implemented Image compression, Lazy Loading and Minified JavaScript & CSS files to reduce the page load time.Â
Result: The average page load time dropped to 1.9 Seconds. This significantly improves the Largest Contentful Paint (LCP) and the overall site performance.
2.Mobile First Optimization:
- Realizing the growing importance of mobile search, we revamped the website for a mobile-first experience.
- We implemented responsive design, improved the touch target size and compressed the content further for mobile.
Result: When the mobile load times improved, the mobile traffic increased by 50%. This also leads to higher mobile ranking and a more user-friendly experience.
3.Crawlability and Internal Linking:
- We redefined the site’s URL Structure to make the website easier to crawl. We created clean and keyword-rich URLs to better reflect the content of the pages.
- We develop an updated XML sitemap to effectively guide the search engine bots.
- 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.
Result: As a result, search engines were able to more easily index Amadeus’s website with an increase in crawl budget. This resulted in a faster ranking of newly published pages and better overall visibility in SERPs.
4.Schema Markup Implementation:
- We deployed structured data to improve search visibility. In order to enable rich snippets in search results, we implemented schema markup for events, products, reviews, and FAQs.
- We optimized breadcrumbs, which facilitate Google’s understanding and display of the site hierarchy.
Result: As a result, 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.
5.Enhancing Core Web Vitals:
- We focused on improving the Core Web Vitals metrics which is a key to user experience and search rankings.
- We decreased render-blocking JavaScript and improved server response times for Largest Contentful Paint (LCP).
- We prioritized important third-party scripts and made sure the website was interactive in less than 100 milliseconds in order to reduce First Input Delay (FID).
- We avoided late-loading advertisements that cause layout shifts and instead we specified image dimensions in CSS for Cumulative Layout Shift (CLS).
Result: 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.
The Overall Result We Obtained:
Our effort towards optimizing Technical SEO paid off with impressive results as follows,
- A notable increase in organic traffic driven by higher search engine rankings in important target markets.
- Amadeus experienced an increase in inquiries and lead generation as a result of enhanced user experience and site speed.
- The mobile-first strategy paid off, especially as mobile traffic exceeds desktop for the first time.
- There was a noticeable increase in user satisfaction as evidenced by a 25% decrease in bounce rate and longer sessions.
- Rich snippets and knowledge panels increased search engine click-through rates with proper schema implementation.
What We Conclude:
- The investment made by Amadeus Hospitality in technical SEO resulted in a notable increase in their business performance and organic visibility.Â
- As we addressed the core technical issues such as speed, mobile usability, and structured data, the company not only improved its search rankings but also delivered a superior user experience.
- Their increased conversion rates and a significant increase in organic traffic are proof of the effectiveness of technical SEO as a foundational strategy for online success.Â
- Our experience with Amadeus Hospitality makes a fascinating case study for any company wishing to use search engine optimization to improve their online presence and drive long-term growth.
Ashkar Gomez
Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.
