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Digital marketing case study

Thomas Cook Tours, the world’s oldest international tour company, saw a 403% increase in non-brand organic search traffic within six months.


Thomas Cook in generating a rapid and significant turnaround in organic search results for their escorted tours website Thomas Cook Tours.

Despite being the most recognized brand within their industry, Thomas Cook Tours were experiencing anaemic growth in non-brand related traffic.

By providing advice on conversion optimization and design, and formulating and implementing an SEO turnaround strategy, Gnu World assisted Thomas Cook Tours in increasing organic search traffic by 403% in just 6 months.

“Gnu World, together with their knowledge and proactivity of the ever changing and challenging world of SEO, helped us grow as a business organically. Working and meeting the set KPI’s, they were the perfect extension to our team.”

Matt Taylor, Customer Acquisitions Manager, Thomas Cook Group PLC


increase in non-brand organic search traffic within 6 months


Google indexed website content over 6 months


links from 75 different domains built over 6 months

Addressed countless SEO, development, design & conversion issues

The Thomas Cook Tours turnaround

Thomas Cook Tours approached Gnu World in 2012 with a problem. Despite the fame of the brand, the company was quickly losing ground to competitors on search engines. As a result Thomas Cook Tours was losing out on a massive potential source of leads, while other brands were using the transition to digital to capture large sections of Thomas Cook Tours’ market.


The challenge put to us was simple but hard. We’d need to assess the Thomas Cook Tours website and provide recommendations on how to generate a massive improvement in organic search traffic for non-brand keywords within a short period of time, and then assist in the implementation of our recommended strategy.

Gnu World launched this campaign with an in-depth audit of the Thomas Cook Tours website, focusing on identifying any technical, content or design elements that could be improved to boost the website’s performance on search engines. This included a focus on conversion optimization and the way in which the brand presented its destinations and packages.

Campaign growth

Once the assessment process was completed, Gnu World rolled up its collective sleeves and got stuck into implementation. This included replacing large volumes of content on the website with strategically targeted, high quality travel copy,  as well as improving the overall technical performance of the site from a development perspective.


By the conclusion of the six month turnaround campaign the results were dramatic. Our activities generated a major increase in organic search traffic to the Thomas Cook Tours website, with traffic from organic searches increasing by over 300% in the last month of the campaign alone. At the conclusion of the campaign, monthly search traffic was up 403% compared to campaign launch.

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