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Search Engine Optimisation (SEO) - Case Study
As a leading SEO agency specialising in the leisure and tourism sector, we partnered with Countryside Caravan Parks to enhance their online visibility, attract more qualified traffic, and increase direct sales through strategic search engine optimisation.
With multiple locations across the UK, Countryside Caravan Parks needed to improve their rankings for key search terms such as caravan parks in North Wales, UK staycations, and holiday parks near me. Our goal was to drive organic traffic from users actively searching for caravan holiday parks in the countryside.
Through consistent optimisation and performance monitoring, we significantly improved search engine rankings for key pages and boosted organic traffic to the website. The result? Increased visibility, more direct bookings, and a stronger digital presence in a highly competitive market.
Challenges & Market Landscape
01
Unoptimised Website Structure Limiting SEO Performance
When Countryside Caravan Parks approached us, their existing website had not been built with SEO in mind. The site structure was not search engine friendly, with inconsistent URL formatting, poor internal linking, and a lack of optimised metadata. In addition, the website suffered from slow loading times, limited mobile responsiveness, and missing technical SEO elements – all of which negatively impacted visibility on search engines.
Highly Competitive Local Search Landscape
With more families choosing UK staycations, the number of holiday parks investing in SEO has grown significantly. Ranking for location-specific terms such as “caravan parks in North Wales” or “holiday parks near Snowdonia” is increasingly difficult due to competition from large booking platforms, tourism directories, and national park sites.
02
03
Seasonal Fluctuations in Search Demand
Holiday parks experience peaks and troughs in visibility depending on the time of year. Without an always-on SEO strategy, many businesses miss the opportunity to build authority and capture bookings during off-peak seasons or early planning periods.
Strategic Approach
To drive long-term, sustainable growth for Countryside Caravan Parks, we implemented a carefully phased strategy designed to improve their organic visibility, increase direct bookings, and future-proof their digital presence.
01
In-Depth SEO Audit & Market Research
We began with a comprehensive SEO audit to identify technical issues, content gaps, and keyword opportunities. Alongside this, we conducted market research to understand how users were searching for caravan holidays and which terms competitors were ranking for.
Key Tactics:
- Full website health check including crawlability, mobile responsiveness, and loading speed.
- Keyword mapping based on high-intent, location-specific terms
- Competitor benchmarking to identify SEO strengths and weaknesses
- Analysis of current organic performance and user behaviour
Complete Website Rebuild with SEO Foundations
It became clear early on that the existing website wasn’t fit for purpose from an SEO perspective. We rebuilt the site from the ground up, ensuring the new structure supported both users and search engines.
Key Tactics:
- Fully responsive, mobile-first website design with a clear, optimised site structure
- Content restructuring to align with user intent and search demand
- Integration of SEO best practices including URL hierarchy, metadata, alt text, schema markup, and internal linking
- Improved page speed and performance
02
03
Ongoing Content Optimisation & Local SEO
With a solid technical foundation in place, we focused on expanding visibility through strategic content development and local SEO enhancements.
Key Tactics:
- Creation of optimised landing pages targeting long-tail and location-based keywords
- Regular blog content to capture seasonal search trends and build authority
- Google Business Profile optimisation and citation building
- Monthly performance tracking and SEO refinement based on analytics
Results
This SEO work has made the website easier to find, morevisible to potential customers
Key Metrics
What These Results Show
These SEO results demonstrate significant growth in Countryside Caravan Parks’ online visibility. In simple terms, the website is now showing up far more often when people search on Google for things like holiday parks, static caravans for sale, or caravan sites in North Wales.
A 172.90% increase in search visibility means the site is appearing much more frequently in search results — giving the brand far more chances to be seen by potential customers.
Top 3 Google rankings for 25 keywords means the website is listed among the first three results for 25 important search terms. These are prime spots that usually get the most clicks.
33 keywords now rank on page 1 of Google, meaning users are seeing Countryside Caravan Parks when they search, without needing to scroll to page 2 or beyond — which most people never do.
The site is now exposed to over 43,000 monthly searches, representing the total number of people searching for the types of services Countryside Caravan Parks offers.
And finally, reaching the #1 position for high-intent search terms — like “Caerwys View caravans for sale” — means the brand is now showing up first for the kinds of searches that are most likely to lead to bookings or enquiries.
“Working with the team at Staunton Rook has been a game-changer for our business. Before the SEO work, we struggled to appear in search results and relied heavily on word of mouth. Since the website rebuild and SEO campaign, our online visibility has skyrocketed, and we’ve seen a noticeable increase in direct enquiries and bookings. The fact that we’re now ranking number one for some of our most important keywords speaks volumes. The whole process was clear, professional, and tailored to our goals. We couldn’t be happier with the results”
SPOKESPEARSON TBC
Search Engine Optimisation (SEO) FAQ's
SEO (Search Engine Optimisation) is the process of improving your website so it ranks higher in Google search results. For caravan parks, this means being seen by more people looking for holidays, static caravans for sale, or local getaways.
SEO is a long-term strategy. For Countryside Caravan Parks, we began seeing significant improvements within three months, with continued growth as the campaign progressed.
We focused on a mix of high-intent, location-specific keywords like “caravans for sale in North Wales”, “static caravan site Flintshire”, and “holiday parks near Abergele” — terms we knew potential customers were actively searching.
The original site wasn’t structured in a way that search engines could easily understand. We rebuilt it with SEO best practices in mind — improving speed, mobile usability, and technical performance.
We track progress through metrics like search visibility, keyword rankings, and organic traffic. For Countryside Caravan Parks, visibility grew by over 170%, and they now rank in the top 3 for 25 key search terms.
Yes. By improving organic visibility, SEO helps drive more direct traffic to your website — reducing the need to rely on third-party sites that charge commission.
Once your site is fully optimised and ranking well, ongoing maintenance ensures you stay ahead of competitors. This includes updating content, monitoring rankings, and addressing technical updates.
It’s an ongoing process. While a well-optimised site provides a strong foundation, search trends and algorithms change over time — so continued optimisation is key to maintaining strong results.
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