Topdeck Travel, the Global Touring-owned Australian travel brand with a global presence, offering unique and tailored group tours for 18-39 year olds to a wide range of destinations across Europe, North America, Australia, Asia, Africa, Middle East & North Africa.
Meet The Brand
What They Needed
A new site for the brand had been built on Drupal and was undergoing user A/B testing while sitting de-indexed on a subdomain, but it had changed developer hands partway through the build which meant that Topdeck had SEO concerns about bringing this site onto the main www and funnelling 100% of their traffic into it. Their in-house SEO team were confident in the general approach to handling the migration but wanted a fresh pair of eyes to look over the new site and give a viewpoint on how ready it was for a full go live.
With this done the brand also asked for some support and advice for their in-house team, wanting to have someone on call who was an old hand at large site migrations and could provide some stress management wisdom, as well as support on elements such as setting up the site’s information architecture for future international expansion.
What We Did
This hybrid audit and site migration mission had our lovely boys at Prospect Knight as trusted wingmen. They handled all the project management with Topdeck Travel while also supporting with ongoing comms and the general migration effort. Big pug hugs to Luke and the rest of the family, and don’t forget to have a chat with them if you’re after any help with your direct audience marketing efforts!
The first thing we did was run a comprehensive audit on the deindexed/test topdeck.travel website in order to identify strengths, weaknesses and what would be potential game-breakers from an SEO perspective if the new site was to be fully launched “as was.” We then passed our findings over to Topdeck’s dev agency, the Drupal legends at Zoocha, who got busy tidying things up.
With the devs beavering away on the technical fixes, including onsite enhancements like structured data and core code improvements, we dove into the architecture. Working alongside Topdeck’s internal SEO and digital team, we supported on everything from query research and URL structuring to planning a future-proofed information architecture so that the site would be able to expand smoothly into new international markets once localised content was available for audiences in the US and UK.
As the project progressed we undertook multiple rounds of testing, advice and consultation with the TopDeck internal team, including support with 301 planning and advice on how to go about testing pre launch for that extra peace of mind. We also provided comprehensive technical specifications for the international SEO setup so that both the developers and the internal team could be confident in this aspect of the site’s growth trajectory.
Not everything on the wishlist made it onto the final launch spec, as is normal with most launches, but all the essentials were covered and a top level roadmap established to help TopDeck’s internal SEO team get to grips with the next key milestones for organic growth, and how to go about prioritising them.
How Well Did It Work?
The site launched onto a new analytics profile so we can’t just screencap (boo!) but, as is clearly shown in the weekly organic sessions composite graph below, the launch went off without a hitch and there wasn’t so much as a blip in organic traffic. Can’t say fairer than that, and there was definitely a lot of relief at Topdeck to see that all the stress and planning was worth it!
Rachel Flynn, Global Head of Digital at TopDeck Travel, had this to say of the project and its results:
“Organic search is crucial for us and our best-performing channel for both traffic and conversions. So we couldn’t afford to take any half measures with re-launching the site. From the very first and slightly urgent call a week before Christmas, when I asked to pick their brains on our approach, the guys (Luke and Ruth) at Prospect Knight and Puglet Digital quickly responded and carefully steered us to a successful site launch with a thorough audit, detailed content and technical recommendations and a collaborative approach with both our internal teams and dev agency. Ruth’s expertise in all things SEO-related is unparalleled and our SEO strategist felt safe in the knowledge that she was always on the other end of the phone with clear and pragmatic advice. We’ve all heard the horror stories around site migrations so I was thrilled to find our organic search traffic remained stable post-launch – thankfully due to Luke and Ruth picking up my call that day before Christmas! Our team also loved working with them – which was the icing on the cake – and Ruth is now renowned across the Global Touring office for her expertise and cute little pugs alike.”
”Ruth’s expertise in all things SEO-related is unparalleled and our SEO strategist felt safe in the knowledge that she was always on the other end of the phone with clear and pragmatic advice. We’ve all heard the horror stories around site migrations so I was thrilled to find our organic search traffic remained stable post-launch.Rachel FlynnGlobal Head of Digital at TopDeck Travel