CASE STUDY

CASE STUDY

Sector: Travel

Forecasting the Future of Tourism: 40,000 keywords, one smart strategy

When you're VisitScotland — the national tourism leader with thousands of URLs and a global audience — content opportunity is everywhere. But with such a vast landscape, the real challenge isn’t creating more; it’s knowing where to focus for maximum impact.

VisitScotland’s SEO and content teams needed a smarter, forward-looking strategy to identify which pages to optimise each quarter — across 7 global markets and 5 languages — long before the opportunity window opened. They needed more than a report. They needed a strategic partner who could forecast trends, prioritise action, and help turn insight into performance.

That’s where we came in.

Approach

We don’t just analyse data — we turn it into action. Our strategists built a Quarterly Trend Analysis framework powered by:

  • 40,000+ live keyword signals across UK, USA, Canada, France, Germany, Spain, and Italy.

  • Predictive modelling using historic and emerging search patterns.

  • Custom topical categorisation to map opportunity by topic, location, and URL.

Delivered 5–6 months in advance of each marketing push, our insights gave VisitScotland a clear, actionable plan to prioritise optimisation, content edits, and uploads — perfectly aligned to moments of peak demand.

We don't just deliver numbers — we deliver certainty. Through a fusion of human intelligence, smart tech and deep expertise, we helped VisitScotland move from reactive content marketing to a proactive, precision-driven approach — with proven results.

Results

Our predictions consistently aligned with real-world performance:

  • 9/15 top trending topics in the UK accurately forecasted.

  • 7/10 top trending UK locations successfully predicted.

  • 8/15 top trending topics hit in Canada, and strong results across the US, France, Germany, Spain, and Italy.

This strategic foresight has enabled VisitScotland’s teams to focus resources where they matter most — driving higher visibility, engagement, and impact.

In short: Smarter prioritisation, sharper performance, bigger wins for Scottish tourism.