One of the UK’s most popular holiday research platforms , used by millions of online visitors to plan their holidays and trips abroad.

Project overview:

Astrid IQ embarked on a transformative journey with one of the UK’s largest holiday research platforms. This partnership resurrected the platform’s organic search traffic, which had plummeted by a staggering 64% following a sudden and substantial loss due to a Google algorithm update. This devastating blow had severely impacted the platform’s revenue and market position.

  • Initial traffic loss, Year-on-Year = 64%

  • Year-on-Year recovery to date = +69%


Traffic freefall: The platform, which had consistently generated millions of monthly page views for years, faced an unprecedented 64% drop in organic traffic, posing a significant threat to its sustainability.

Understanding EEAT: Our team identified that the traffic loss was likely a result of changes to Google’s guidelines concerning its Expertise, Authoritativeness, and Trustworthiness (EEAT) criteria, which became a critical focus for recovery.

EEAT, an acronym for “Expertise, Authoritativeness, and Trustworthiness,” is a set of criteria outlined by Google to assess the quality and reliability of websites. It plays a pivotal role in search engine rankings and the overall reputation of a website. Under EEAT, Google evaluates factors such as the credibility of content creators, the accuracy of information, and the overall trustworthiness of the website to determine its ranking in search results.

Our approach:

1. EEAT Deconstruction

We conducted an in-depth analysis of Google’s updated EEAT guidelines to understand the key factors impacting the platform’s trustworthiness in the eyes of the search engine giant.

2. Content strategy

A comprehensive content strategy was developed to rebuild the trust with Google by addressing the specific EEAT concerns.

3. Content guidelines

We provided the platform’s content team with clear and actionable content guidelines designed to align with Google’s EEAT requirements.

4. Trust building signals

To enhance trustworthiness, we introduced several crucial elements on the platform, including:

  • Newsroom standard editorial guidelines: Ensuring content adhered to journalistic standards.
  • SEO-friendly author bios: Highlighting the expertise and credibility of authors.
  • Transparency on advertising: Clearly communicating how the website utilized advertising to support its operations.
  • Company information signposting: Providing easily accessible company information to instill confidence among users.


Our strategic intervention yielded remarkable outcomes.

Within a mere six months, the platform’s organic traffic witnessed a remarkable resurgence, soaring by an impressive 69%, effectively restoring it to pre-EEAT update levels.

Our partnership with the holiday research platform exemplifies Astrid IQ’s commitment to overcoming complex challenges in the ever-evolving digital landscape. We continue to stand by our clients, providing innovative solutions that propel them to new heights of success.

For years, they enjoyed millions of page views a month, all generated by 1000s of different search terms.

However, following one of Google’s many algorithm updates, the site suffered a sudden drop in rankings and traffic.

Experiencing a drop like this is a difficult and stressful situation, but it can happen to anyone.

Search Engines update and refine their algorithms to deliver better, more accurate results.

And what worked well for years, can suddenly cause a complete collapse in traffic. It may
not be fair, but it’s the sea we all swim in.

The good news is that anything can be fixed with the will and dedication to do so. Losses like this can even be a good thing (in the long run!), forcing you to address issues you may have been avoiding and helping to improve your website in ways you may have never thought possible.

Our analysis of the site showed that while the content provided was truly unique and valuable, the company wasn’t doing enough to demonstrate the following:

  • Expertise
  • Authoritativeness
  • Trustworthiness

Being able to prove who you are and where your EAT comes from is increasingly important for websites that rely on search traffic. You might be the utmost global authority in your niche, but if your website isn’t doing a good job of proving it then you simply aren’t going to get the visibility and traffic your content deserves.

With meticulous analysis and plenty of hard work, the site pulled out of is slump and began a healthy recovery.

Contact us

If you would like to explore how we could work together, let’s have a quick chat.

You can call us between 9am and 5pm on 07976 642348 or drop us an email at