Fingal SEO
Click2Convert began working with Fingal in April 2025. We were tasked with developing SEO performance from the ground up on their existing website, while maintaining the luxury look and feel of their brand.
Eager to get started, we prioritised restoring analytics and tracking, to ensure the business had complete visibility of performance across all digital channels.
With tracking foundations restored, we developed a targeted SEO strategy to drive stronger organic growth and reach new audiences.
Our Solution
We achieved fantastic SEO results for Fingal through seizing a variety of opportunities, including:
- Rebuilt Google Tag Manager and restored GA4 tracking to ensure accurate, consistent insight into guest behaviour and campaign performance.
- Implemented best-practice cookie consent settings and structured data tracking to maintain full GDPR, Google Consent Move V2 compliance and guest trust.
- Set up a verified domain level Google Search Console that captures all subdomains for complete click and performance data from Google organic search.
- Partnered with the Fingal marketing team to develop an evergreen content process, ensuring creation of high-quality pages as standard that continue to attract traffic year-round, with no loss of visibility between seasonal campaigns.
- Used search data to identify in-demand experiences and upcoming seasonal themes, guiding the creation of new offers that aligned with luxury travel and accommodation search trends.
- Optimisation of accommodation packages and offers to match guest search intent, to improve offer visibility within new audiences.
- Expanded visibility by connecting Fingal’s vouchers by opening up a new Google Shopping channel, helping the product reach new audiences during high-intent gifting periods such as Christmas and Valentine’s Day.
- Worked together with Fingal to improve performance of festive and seasonal sections through enhanced structuring, richer content and optimised user journeys.
- Targeted keyword optimisation across key high end Edinburgh hotel and F&B searches to improve visibility and ranking within these markets.
The Results
Through our tracking restoration project and SEO improvements, Fingal has achieved fantastic results across data visibility and organic performance.
With accurate attribution and key event tracking now in place, the business can make informed, data-driven decisions to support future marketing strategies.
Looking at our 2025 figures compared to the same period in 2024, some highlights of our campaign include:
- Keyword performance saw significant year-on-year improvements, with several high-value terms achieving substantial ranking gains and click growth.
- Key hospitality and travel-related searches moved into top positions, driving increased visibility and engagement across core areas such as dining, accommodation, and experience-based searches.
- Generic organic Google clicks up by 43% in 2025 compared to 2024, showing strong growth in non-branded discovery.
- Generic organic impressions up 74% year-over-year, with total organic impressions up 60% comparing 2025 to 2024.
Get in touch today to discover how we can improve your organic search rankings and restore full visibility across your digital performance to drive measurable results.
