[ CASE STUDY ]

Building Visibility and Momentum for Victory Leisure Homes

+49%

INCREASE IN CLICKS

+103%

LIFT IN IMPRESSIONS FROM 'HOLIDAY HOMES' PAGES

£60K

IN MMR FROM PERFORMANCE CHANNELS

CRAFTED
FOR
CONVERSION

Victory Leisure Homes is a Yorkshire-based designer and manufacturer of luxury holiday homes and lodges, known for crafting premium, design-led spaces that redefine what holiday living can be.

Part of the Rix Group, Victory has built its reputation on craftsmanship, innovation and quality; from its award-winning designs to the introduction of technologies like Novus, all produced in its state-of-the-art facilities in East Yorkshire.

Despite this strong offline reputation, Victory’s digital presence didn’t reflect the scale or sophistication of its brand. The business was heavily reliant on branded traffic, meaning it performed well for users already searching for Victory, but struggled to capture the attention of potential new customers exploring the wider holiday home and lodge market.

The team enlisted the help of Green Ginger Digital to develop an organic search strategy that enhanced the brand’s digital visibility, attracted new audiences, and leveraged design excellence to drive discoverable growth online.

“Green Ginger Digital has completely transformed our approach to organic search. From the outset, the team’s ability to combine technical SEO with a smart and engaging approach to content has not only boosted our visibility but also brought in new, high-quality leads that we were previously unable to reach. The performance they have driven for us, organically, has reduced an over-reliance on paid, which means we can be smarter with our approach to that, too!”

- Lizzie Nelson, Marketing Manager at Victory Leisure Homes

THE
Challenge

While Victory’s brand and product range were well established, the website wasn’t structured in a way that search engines could fully understand or reward. Core pages were difficult to crawl and lacked the depth of content and semantic signals needed to compete in a crowded category.

The result was limited visibility beyond branded search, i.e. strong recognition from existing audiences, but little traction among potential new customers actively researching holiday homes and lodges.

Victory needed a technically sound, content-rich SEO strategy that would expand reach, build authority, and drive qualified organic traffic, while staying true to its premium brand positioning.

The goals were to:

Increase non-branded organic visibility and sessions.
Improve keyword coverage across key product ranges.
Drive higher-quality leads and enquiries from organic search.

Our
Approach

Green Ginger Digital implemented a complete SEO transformation, combining technical, content and strategic actions to establish a solid foundation for growth.

Key elements of our approach included:

Comprehensive site audit to identify crawl and indexation barriers, technical inefficiencies, and opportunities for structural improvement.
Rebuilding site architecture around key product categories, ensuring more precise navigation, internal linking, and stronger alignment with high-intent search queries.
Keyword and content strategy designed to target informational, commercial, and local search terms, supporting both awareness and conversion objectives.
Creation of new content hubs, including product guides, inspiration pages, and lifestyle-led editorial to capture early-stage searches and introduce new audiences to the brand.
On-page optimisation and schema enhancements to improve visibility for featured snippets and drive richer search results.
Collaboration with Victory’s in-house team to align website updates, PR coverage and social content with SEO priorities, to deliver consistent messaging and maximum impact.

By combining technical precision with creative execution, we positioned Victory Leisure Homes as both an expert and an aspirational brand: a go-to name for anyone exploring the holiday home and lodge market online.

Within the first year, Victory saw transformative organic growth, shifting from reliance on branded search to attracting and converting new audiences through discovery and intent-led queries.

Performance highlights included:

Year-on-year growth: clicks up 49% and impressions up 858% by September 2025, reflecting a step-change in search presence.
Recent momentum: Over the last three months, compared to the same period the previous year, clicks increased by 45%, and impressions rose by 736%, indicating sustained acceleration.
Content engine: The blog has become a central acquisition channel, with +9,825% clicks and +22,000% impressions in the last three months compared to the prior year, driven by new content hubs and improved internal linking.
Commercial categories: holiday homes pages delivered +30% clicks and +103% impressions in the last three months vs prior year. Holiday lodge pages saw a +147% increase in impressions, with a slight dip in clicks, indicating growing visibility that is now converting through ongoing on-page refinements and internal linking.

“Victory Leisure Homes already had all the ingredients of a market leader, such as strong design, a premium product and a recognisable brand. Our role was to translate these strengths into maximum search visibility. By improving site architecture, technical health and content relevance, we made it easier for both users and search engines to find, understand and trust the brand online. The uplift in performance reflects that foundation - and we’re only just getting started!”

-Nathan Hunter, SEO Content Strategist at Green Ginger Digital