Case Study:

Just The Flight Case Study

Google Panda recovery & content marketing.


Just The Flight provide a cheap flight booking and comparison service in the UK, selling over 150k flights every year to holidaymakers.

They operate in an extremely competitive sector, up against very large flight and travel brands. The travel industry is also one which has experienced significant volatility due to Google Panda and Penguin updates.

The Brief

Just The Flight experienced an 87% loss in organic visibility due to Google’s Panda algorithm back in 2011 and were subsequently impacted on further updates of the algorithm to 2014.

The client asked our team to help them recover from the dramatic loss in visibility and improve their organic traffic and sales in the long-term.

Our Strategy

We performed a thorough Google Panda audit, which identified low quality and engagement sections and pages on the website, as well as various technical issues, and thin and duplicate content.

We provided a set of clear and prioritised recommendations to help consolidate the website of bloat, reducing the website size by around 60%. We also developed a strategy to improve user experience and unique content for key landing pages.

We worked alongside the client to utilise internal data to provide the user unique and useful information for their travel, such as average flight prices, the cheapest months to travel, the average flight time for their chosen route, usual times of flight and carriers etc. This has now been widely replicated and adopted across the industry.

Additionally, we developed a fresh approach to content and PR strategy, creating fun and edgy content in various forms such as quizzes and infographics. Our PR team have also performed research and surveys to create engaging stories, which has helped the brand build significant media coverage and awareness.


Featured In...

Below is a small selection of mainstream and industry media coverage received from our content.

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Visibility Recovery







Just The Flight have experienced a recovery of approximately 70% in organic visibility, resulting in significant increases in organic traffic, sales and revenue.

While not at pre 2011 Panda levels, very few brands are able to experience a full recovery. Just The Flight is currently punching well above their weight, through a committed approach to improving user experience and a unique approach in the industry to content.

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