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Delivering a million pound uplift.

Getting organic search back on track.

From re-platforming the website to delivering a sustainable SEO strategy, here’s how Crafted helped one of the seven wonders of the modern world.

Eurotunnel Le Shuttle first partnered with Crafted to re-platform its website. Using Kentico, our production, DevOps, testing, SEO and development teams, combined to deliver a new site, that achieved both technical and marketing ambition.

The marketing team now had a dynamic platform that supported its various customer behaviours and profiles. Delivering personalised onsite content, email communications and integrating with its Single Customer View CRM.

Our SEO team identified growth opportunities in positioning Eurotunnel Le Shuttle as the trusted source for European travel queries. With that, we set clear objectives for organic search:


  • Improve visibility across discovery phase and informational searches
  • Increase organic traffic and revenue across travel inspiration content

What we did.

The SEO team, armed with content writers and data analysts, set to work, understanding the varying customer needs and interests. The result was a well-constructed content strategy, built on insight, search trend data and opportunity value. SEO results began to pick up speed.

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Our content planning phase reviewed all onsite content to merge similar articles and delete any that didn’t provide value. Over half of the site’s content was deleted or restructured. Seasonality and travel intent were analysed for UK, Dutch and French travellers to help inform new content creation. Onsite SEO enhancements were made to support crawlability, page relevance and featured snippet opportunities.

The Eurotunnel Le Shuttle marketing team are big advocates in agency collaboration across all campaigns. This included Eurotunnel Le Shuttle’s landmark 25th Anniversary campaign, where our SEO, design and development teams combined to produce the interactive microsite and onsite optimisation, supporting the wider brand and out of home activity.

Eurotunnel Le Shuttle’s blueprint for a bold new approach to content and organic search, will continue to deliver sustained results. In February alone, Eurotunnel Le Shuttle gained a 25% increase in overall organic revenue year-on-year, equating to an additional £1million.

The growth continues.

As our relationship with Eurotunnel Le Shuttle gains momentum, our Search Strategy team continues to build a content strategy that achieves results. A recent focus on driving-related content has achieved incredible results, with the creation of driving guides and optimisation of key driving-related pages resulting in a record number of drive/driving keywords ranking in Google’s top 3:

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Best Use of SEO - Travel/Leisure

From the very first meeting with Crafted it was clear that we were going to have a good relationship with them. Their broad range of technical, design and project management skills have made the re-platforming of our website one of the easiest and smoothest projects I have ever worked on.

Chris Gunton, Eurotunnel
The results.
Better visibility.
100% improvement in top three position rankings within driving and day trip terms
More traffic.
42% increase in sessions from travel inspiration content
New bookings.
37% increase in direct booking conversions and 72% uplift in assisted conversions
Increased revenue.
30% uplift in direct revenue and 43% increase in assisted conversion revenue