{"id":13070,"date":"2022-10-21T07:08:08","date_gmt":"2022-10-21T06:08:08","guid":{"rendered":"https:\/\/inboundcph.dk\/case\/spies\/"},"modified":"2025-09-23T10:03:38","modified_gmt":"2025-09-23T09:03:38","slug":"skewer","status":"publish","type":"case","link":"https:\/\/inboundcph.dk\/en\/cases\/spies\/","title":{"rendered":"Spikes"},"content":{"rendered":"
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\n\t\t\t\t\t SEO CASE: SPIES<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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How SPIES improved their visibility on Google and became number 1 in 3 Scandinavian countries<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A SUCCESSFUL SEO COLLABORATION HAS CREATED BETTER VISIBILITY ON GOOGLE<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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No. 1<\/div>

on Google<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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6 years <\/div>

successful collaboration<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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That's what we did<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Education and training
Strategic consulting
Keyword analysis<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The competitive situation meant that Spies had to act<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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After researching the competitive landscape, Rasmus Panduro, Head of Digital Operations at Spies, realized that action was needed - competitors were running dry and getting most of the visibility on Google. Rasmus had heard that one of their competitors had worked with Henning Madsen from InboundCPH and contacted him to hear about a similar collaboration. In the conversation with Henning, it turned out that a collaboration was possible, as the collaboration with the competitor was only a start-up project and therefore not in conflict with a collaboration within the same industry.<\/p>

But for Rasmus and Spies, it's not just about finding the right skills - it's also very much about partnership: \"The most important thing was whether there was a match. When we at Spies work with someone, no matter who it is, both parties must get something out of it. In addition, there must be chemistry and mutual understanding that you are working for the same cause<\/em>\" says Rasmus Panduro.<\/p>

At the start of the collaboration, it was important for Rasmus to make a plan for how to utilize Spies' skills in collaboration with Henning's skills. Spies already had an SEO employee, so it was a matter of finding a balance between which tasks should be solved by whom: \"We are not an easy customer. We have many requirements for our partner. We were sitting with our own marketing department and copywriters, and a single dedicated SEO employee. So the need was really to figure out - how do we grow this together. Pretty quickly we found out what we were good at and what Henning was good at. This allowed us to put a team together and make a plan for how the collaboration would work best<\/em>\" says Rasmus Panduro.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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No. 1 on Google<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Together with InboundCPH, Spies developed a commercial model driven by commercial gain. The partnership with InboundCPH has allowed the company to strengthen their SEO knowledge and draw on learnings that they would not have been able to do on their own before: \"Quite simply, we wanted to be the best in the travel industry in terms of visibility. That was our goal. We didn't have a time horizon, but we were aiming for within a year. The most important result is that we have achieved that visibility and we are now number 1 in 3 Scandinavian countries.\"<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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How did the collaboration develop?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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With chemistry and a good foundation in place, a pragmatic approach was needed. \"Therefore, a plan was made for which tasks should remain in-house with the company's own SEO employee and how the strategic work should proceed in parallel: \"Our SEO employee took care of the very technical and operational part. Henning and I could take care of the strategic part. At the same time, the team InboundCPH provided could deliver the part of the package that primarily consisted of quick wins.<\/em>\"<\/p>

With the strategic overview in place and visibility growing, Spies could slowly start training their own employees with the new tools they had learned from Henning. The company had a plug and play solution that allowed them to optimize their internal resources. The tasks that Spies didn't have time for, such as keeping up to date with the latest Google updates, InboundCPH would take care of: \"What the collaboration has evolved into is that we ourselves have become stronger and stronger, and our own SEO employee has gained more skills. In this way, we are slowly transforming ourselves to handle new things and get the right skills.\"<\/em><\/p><\/div><\/div><\/div><\/section><\/div><\/div>

From a Danish to a Nordic collaboration<\/h2>

Over the years, Spies has gone from being a Danish company to a Nordic organization. This means that they have been able to pass on their learnings.<\/p>

This also means that InboundCPH is not only a partner in Denmark, but a partner for the entire Nordic organization. Expanding into new markets meant that the collaboration and strategy had to be rethought for Spies to succeed: \"What is very characteristic of InboundCPH was to say - if you're going to work with SEO in Sweden, you also need to find someone local who has knowledge of the local market. Instead of just saying we'll take it and risking that it went wrong. We really appreciate the honesty and focus on what InboundCPH could and could not help with. What InboundCPH could solve was to keep us updated on Google updates, link building and site hygiene<\/em>\".<\/p><\/div><\/div><\/div><\/section><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t THE COLLABORATION<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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What was the most important part of the collaboration?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"It's about trust, transparency, mutual understanding and respect. There is no one world champion here - we are world champions together. I have three mantras I work with. One is unpretentious - meaning that we are all part of a process to make this happen. The second is clarity (transparent), the third is offensive - and it fits really well with InboundCPH and our collaboration. What InboundCPH has been really good at is understanding our issues and our challenges.\"<\/em><\/p>

Rasmus Panduro, Head of Digital Operations<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\tListen to \"Rasmus Panduro - Travel agency and SEO in a global pandemic\" on Spreaker.<\/a>