As one of the world's leading travel platforms, Skyscanner wanted to significantly expand its SEO testing program across its EMEA region and relevant websites, representing 10 markets, 8 languages, and 16 page templates.
As one of the world's leading travel platforms, Skyscanner wanted to significantly expand its SEO testing program across its EMEA region, representing 10 markets, 8 languages, and 16 page templates. The challenge was not only identifying high-impact testing opportunities but also managing and executing them efficiently at scale, while maintaining consistency across a complex international website ecosystem.
The objective was to build and operate a scalable SEO testing framework that would continuously improve website performance through incremental optimizations. By applying SEO and conversion rate optimization (CRO) best practices, Skyscanner aimed to validate new ideas, uncover growth opportunities, and drive additional organic traffic across its global properties.
Intrepid developed precise testing schedules and workflows to support a consistent rollout cadence, assigning a specialized four-person team each contributing expertise across SEO strategy, testing methodology, implementation, and analysis.
Tests were prioritized based on projected impact, scalability, and business value to maximize results, embedding directly within Skyscanner's existing processes and technology stack to streamline execution.
Intrepid implemented the majority of tests directly within Skyscanner's Contentful CMS, testing a variety of on-page SEO elements including title tags, meta descriptions, H1s, heading structures, and FAQ content across multiple templates and markets.
Every test was measured individually to determine its impact and identify opportunities for broader implementation, with keyword footprint growth and average ranking improvements as the primary performance indicators. This approach enabled the team to launch approximately five new tests every week.
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