The founders Anton and Lars have, over many years, built the best flight booking service imaginable. With an entirely new structure for the information and the search engine, it can answer completely different questions than other travel booking sites. But what good is that if no one knows about the service? Here’s how they increased visitors to the site by 30 times in a year.
Avionero is an AI-powered flight search engine. This means, among other things, that it can provide meaningful answers to searches like “Stockholm to anywhere warm in November” or “somewhere romantic in Europe for two or three days around Valentine’s Day.” No other search engine can do that using real data. That’s why you sometimes notice that the flight you saw when searching doesn’t actually exist when you try to book it, or that the price isn’t accurate.
“I was working at another online travel company,” says Lars Kristensson, founder and CEO of Avionero, “and I struggled with the fact that it wasn’t possible to search in a way that aligns with how we actually plan trips. The most important thing might not be whether the flight leaves on a Thursday or Friday, but that I can find the best trip.”
Organic rankings in Google for Avionero.se
Lars and Anton, the founders of Avionero, knew that once visitors discovered the service, they’d stick with it. There’s currently no other platform so well tailored to how real people actually plan and search for trips. The challenge was breaking through in an industry as competitive as online travel. The answer was SEO—and the partner they chose was Brath.
“We’ve focused on the very start of the travel planning process,” says Lars, “so we’re high up in the funnel when people first start thinking about their vacation. That’s where we can help in ways no one else can.”
Together with Magnus Bråth, CEO of Brath, Avionero has grown from just a few hundred users per month to tens of thousands in only a year.
“I don’t see an upper limit for how many visitors the site can get,” says Bråth. “What we’re seeing now is just the beginning. SEO is a slow game, and this has only been the first year. The exciting part is still to come.”
How did it happen?
The first step in getting Avionero off the ground—like an airplane—was to truly understand what the person searching on Google actually wants. By diving deep into keyword analysis, several openings were found where Avionero could quickly reach its target audience.
“Every site has its own unique characteristics,” says Magnus, “and Avionero had an opportunity that others lack—higher up in the funnel. Since the platform can provide answers that other flight search engines can’t, we were able to capture visitors that don’t convert on other services.”
With that goal in mind, the team began adapting the site to better match Google search intent. Landing pages were rebuilt, the technology was optimized and sped up, and a long-term authority-building strategy was launched. With every change, clear improvements in Google rankings could be seen.
“We track the results daily,” says Lars Kristensson. “It’s incredibly exciting to see the development. We started building the best flight search engine we could years ago—and now we finally get to see it being used in full.”
Magnus Bråth
CEO
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.