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Global marketing and technology agency LBi has been recognised at this year’s Travel Marketing Awards, receiving both first and second place in the Best Use of Integrated Search category for its effective partnerships with Lastminute.com and Kuoni respectively. Both entries also received the Gold Standard accolade.

The judges awarded first place to LBi’s campaign for Lastminute.com, which sought to re-establish the online travel retailer at the top of SERP’s for the most competitive travel keywords. A content-led multi-signal search strategy, developed by LBi in collaboration with Lastminute.com, was central to this approach.

Second place in the category was awarded to Kuoni. LBi’s work with Kuoni was aimed at cementing the company as the market leader in luxury travel. LBi developed a bespoke multi-signal search strategy, which resulted in Kuoni outperforming its closest competitors by 5-10% and traffic from non-branded organic search is up about 100% YOY (Source GfK Ascent).

Organised by the Chartered Institute of Marketing’s Travel Industry Group (CIMTIG), the Travel Marketing Awards is the only event of its kind, recognizing marketing excellence in the travel industry.

The recent changes to Google’s algorithm mean that search rankings are now dependent on multiple signals, including content, social shares or “likes”, links and much more. LBi believes it is more important than ever for brands to create relevant, shareable content in order to amplify the signals which Google uses to rank web pages.

Zoey Chant, Group SEO Manager at Lastminute.com, commented: “We’re delighted to win the award for search. SEO is more challenging than it has ever been, but our integrated work with LBi, along with a commitment to continual innovation, has helped us achieve great results for Lastminute.com. We are excited to build upon our success in this channel with future award-winning search projects.”

Ed Ling, Chief Media Officer at LBi commented: “We’re thrilled to have worked with Lastminute.com and Kuoni to achieve both first and second place in this category. It’s not just a demonstration of our strong travel sector credentials, but also a real endorsement of the way in which we approach SEO alongside social media and PPC as part of a multi-signal approach.”

Published on: 9:30AM on 26th March 2013