GO Sport Travel Doubled Revenue from 26 to 54 Million SEK with SEO

Since 2012, Brath has worked with the sports travel company GO Sport Travel, which arranges trips to sports and music events worldwide. SEO has played a crucial role in helping them double their sales, now exceeding 50 million SEK per year.

When Per Gavelius first launched GOsporttravel.com, the timing could hardly have been worse. The site went live on September 10, 2001—just one day before the 9/11 attacks in New York. Flight bans and widespread fear followed.

– Selling NHL hockey trips during that period wasn’t easy, Per recalls. We had two choices: shut down or push forward.

He chose to continue by expanding into football and Formula 1, and after a few years, U.S. hockey was back on the agenda. These three products have remained the core of GO Sport Travel ever since, with football trips now by far the most popular.

According to Per, about half of their customers are returning clients, while the other half comes from Google Ads and SEO, where Brath provides support.

– We set up our first AdWords account around 2006-2007 and managed it ourselves.

In 2012, Magnus Bråth returned to Örnsköldsvik, where GO Sport Travel is based. Initially, Per was skeptical about the potential impact of SEO.

– I had my doubts at first, Per recalls. But within six months, we realized the results were far better than expected.

Hard Work in SEO Pays Off

Brath immediately started setting high expectations. Actively working on the website is crucial for SEO, and Per’s team had to start writing detailed descriptions for all trips, matches, and leagues. With a significantly larger number of landing pages and a boost in site authority, rankings began to climb.

– We got a crash course on how to structure and optimize our content. Today, everyone in the office contributes to writing new content—the faster we fill a new page, the better. At the same time, Brath stays proactive and keeps up with everything happening in the industry. They manage all our Google Ads, getting more clicks at lower costs than we ever could on our own.

Per is convinced that working strategically with SEO and SEM has given GO Sport Travel the push it needed. From 26 million SEK in revenue in 2012, the company grew to 54 million SEK in 2018.

– The growth is partly due to securing larger partnerships and building a strong customer base. But Brath has put a turbo effect on everything, ensuring a steady flow of new customers to our site. I highly recommend their services, Per concludes.

What Brath Does for GO Sport Travel

Brath manages all SEO and advertising for GO Sport Travel. While early improvements were noticeable, the real growth came after a full website rebuild.

We’ve previously highlighted our Google Ads work for GO Sport Travel. Below are some key statistics from that effort.

• Ad costs reduced by 13.7%
• 19.9% increase in customer conversions
• CPA (cost per acquisition) lowered by 500 SEK (28%)
• CTR (click-through rate) improved by 293%

GO Sport Travel has always been skilled at search advertising, but they sought Brath’s help primarily to reduce costs. The goal was to improve profit margins by lowering CPC (cost per click) and increasing customer inquiries. By enhancing profitability, GO Sport Travel aimed to gain a competitive edge in the highly saturated travel market.

Brath restructured the Google Ads account, creating clearly defined campaigns for more targeted ads. Once the structure was in place, we optimized keywords and ads, leading to a significant increase in CTR and lower customer acquisition costs by 28%.

GO Sport Travel’s Business

GO Sport Travel sells travel packages to international events, including flights, accommodations, and event tickets. One of their top sellers is Premier League trips, often to matches in London.

AdWords Results 2015 (compared to 2014):

• CPA reduced by 500 SEK (28%)
• 13.7% lower ad costs
• 19.9% more conversions