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Balcarres Estate Case Study: 180% More Social Reach

Balcarres Estate
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About Balcarres Estate

Balcarres Estate operates in Scotland’s luxury hospitality and holiday accommodation industry. The historic, family-run estate offers beautifully restored lodges and farmhouses surrounded by scenic countryside and centuries of heritage in the East Neuk of Fife.

Located just south of St Andrews, the estate welcomes couples, families, and groups looking for a unique Scottish getaway. As more travelers searched online for distinctive places to stay, Balcarres Estate wanted to improve its visibility and reach a wider audience.
What We Did (1)

What We Did

Marqade developed an organic marketing strategy designed to increase visibility and improve engagement across search and social platforms.

Key initiatives included:
  • Enhanced accommodation and destination pages
  • Refined keyword targeting
  • Improved website content and structure
  • Strengthened organic search performance
  • Expanded organic social visibility
  • Optimized content based on user behavior
  • Monitored campaign performance and engagement trends

The Challenge

Choosing a holiday destination often starts with an online search. Balcarres Estate wanted to ensure its unique accommodations stood out and inspired more travelers to explore the property.

The primary goals included:
  • Increasing organic search visibility
  • Reaching more holiday travelers
  • Growing engagement across search and social channels
  • Promoting luxury accommodation options
  • Encouraging direct website visits
  • Building long-term brand awareness
A stronger digital presence would help more travelers discover the estate while planning their next countryside escape.
The Challenge (1)

See How Organic Visibility Inspired More Travelers

Stronger search visibility and improved social engagement helped Balcarres Estate reach more travelers looking for luxury stays in Scotland. The campaign attracted a wider audience while encouraging visitors to spend more time exploring the estate and its accommodations.
See How Organic Visibility Inspired More Travelers

Search Visibility Improved

More travelers discovered Balcarres Estate through organic search during the reporting period.

Key improvements included:
Clicks increased from 1.5K to 1.74K
Vector (3)
Impressions increased from 35.9K to 36.8K
Vector (1)
CTR improved from 4.2% to 4.7%
Group (3)
Average position improved from 17.8 to 14.8
Group (3)
Better rankings and a higher click-through rate helped more people discover the estate while researching luxury holiday stays and countryside escapes.
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Visitor Engagement Increased

Website engagement also showed positive growth, indicating that visitors were spending more time exploring the estate and its accommodation options.
Key improvements included:
  • Total users increased from 3,164 to 3,395 (+7.3%)
  • New users increased from 3,087 to 3,305 (+7.06%)
  • Returning users increased from 486 to 592 (+21.81%)
  • Average engagement time increased from 1m 19s to 1m 21s
  • Engaged sessions per user increased by 9.07%
The increase in returning visitors and engagement reflected growing interest in the estate, giving potential guests more opportunities to explore the properties before making a booking decision.
Visitor Engagement Increased

Organic Search Grew

Organic Search continued to attract highly relevant visitors actively planning their next trip.

Key improvements included:

  • Users increased by 12.12%
  • New users increased by 13.7%
  • Returning users increased by 24.04%
  • Event count increased by 7.67%

These improvements show that more travelers were finding Balcarres Estate through search and interacting with key pages across the website.

Organic Search Grew

Organic Social Reach Expanded

Organic Social became one of the strongest-performing channels during the campaign, introducing the estate to a much larger audience.

Key improvements included:
  • Users increased by 208.7%
  • New users increased by 207.83%
  • Returning users increased by 100%
  • Event count increased by 221.9%
Social content encouraged more travelers to discover the estate, browse its unique accommodations, and engage with the brand before planning their stay.
Organic Social Reach Expanded

Campaign Outcomes & Business Impact

Over the reporting period, Balcarres Estate strengthened its online presence and expanded its reach across search and social channels, helping more travelers discover its luxury accommodations.

Key Results

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CTR improved from 4.2% to 4.7%
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Average search position improved from 17.8 to 14.8
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Total users increased by 7.3%
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Returning users increased by 21.81%
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Organic Search users increased by 12.12%
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Organic Social users increased by 208.7%
These improvements helped Balcarres Estate reach more travelers and strengthen its presence across organic channels.

Client Feedback

“We’ve always believed Balcarres Estate is a place people need to experience for themselves, but first they have to find us. Marqade helped more travelers discover our estate and explore everything we have to offer online. It’s been rewarding to see more people engaging with our website and learning about our holiday homes. Their team has been approachable, supportive, and genuinely invested in helping us grow.”

— Balcarres Estate Team

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