+88%
Increase in top 10 positions
+88%
Increase in top 10 positions
+71%
Average increase in SEO visibility
+71%
Average increase in SEO visibility
+10%
YoY increase in bookings
+10%
YoY increase in bookings
Scandic Hotels, a leading hotel chain in Northern Europe, sought to modernise their SEO approach across all local domains. Facing stiff competition from Online Travel Agents (OTAs) like Booking.com and Hotels.com, Scandic aimed to become the SEO market leader in the Nordics and compete directly with OTAs. The primary goal was to boost site performance by enhancing content relevance, improving technical health, and streamlining website structure - making it easier for both users and search engines to find and engage with Scandic’s offering across markets.
Scandic Hotels
Scandic is the largest Nordic hotel operator with a network of about 280 hotels with 58,000 hotel rooms in operation and under development in 6 countries. Every day over 15,000 team members go to work with one thought on their mind: to create great hotel experiences that keep our guests coming back.
Effective content strategy
Working closely with Scandic’s content team, we enhanced key areas of the website. A key part of this process involved evaluating and updating the content to ensure it was relevant and engaging. With AI, our specialists translated content into multiple languages, making it accessible to all local markets.
Improving website structure
To ensure a smoother user experience, we cleaned up outdated and broken links on the website and fixed around 100,000 broken external links, improving the website’s credibility and performance on search engines.
Technical improvements
To identify technical issues that could be affecting performance, we conducted a thorough review of Scandic’s websites and used that to implement changes to improve the website’s technical health. This made it much easier for search engines to find and rank the site.
Precis’ expert guidance and strategic approach to SEO have significantly improved our organic traffic and visibility for our brand. The collaboration between Precis’ consultants and our team was seamless and highly productive, showcasing the joint deep understanding of SEO and commitment to excellence.
Joel Davies
Head of Performance Marketing
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