Salamair

About the Client 

SalamAir is a fast-growing low-cost airline operating across the Middle East, Asia and Europe. As route networks expanded, the business relied heavily on paid media to drive seat sales, particularly for new destinations and seasonal demand. 

While paid channels delivered volume, our client recognised the growing cost pressure and the long-term risk of underinvesting in organic demand capture, particularly for route-based and destination-led searches. 

The Challenge 

SalamAir’s organic performance was heavily skewed toward branded demand. While brand search performed strongly, the airline was under-represented across non-branded, high-intent searches such as route combinations, destination travel planning and price-driven queries. 

• This resulted in: 
• heavy reliance on paid media for seat sales 
• missed demand earlier in the traveller decision journey 
• rising acquisition costs as paid competition increased 
• limited organic visibility for newly launched routes 

The challenge was to scale organic ticket sales without increasing reliance on paid media, while ensuring traffic translated into bookings, not just visibility. 

Our Approach 

We rebuilt SalamAir’s SEO strategy around commercial travel intent, not brand presence. 

Rather than focusing on generic airline SEO, we: 

• mapped route-level, destination-led and travel-planning search behaviour 
• aligned SEO structure with how travellers search and decide 
• ensured technical foundations supported scale across multiple markets 

The strategy prioritised non-branded demand capture, particularly where paid media costs were highest or where new routes needed faster awareness. 

Strategy & Execution 

Route & Destination Intent Modelling 
We identified high-value route combinations and destination searches where SalamAir had competitive pricing but weak organic visibility. SEO priorities were aligned to commercial route importance, not just search volume. 

Technical SEO & Site Architecture 
 
We restructured page hierarchies to support scalable route and destination pages, ensuring search engines could efficiently crawl and index commercial content across markets. 

Content & Journey Alignment 
 
Content was rebuilt to support traveller intent, answering pricing, timing, baggage, and destination questions that influence booking decisions, while reducing friction in the path to conversion. 

Cross-Channel Alignment 
 
SEO performance was reviewed alongside paid search data, allowing us to prioritise organic investment where paid costs were highest and yield improvements were most valuable. 

Outcomes 
 
The new SEO framework shifted SalamAir from brand-dependent organic performance to a scalable, route-driven demand engine. 

Key Results: 

• 63% increase in total website visitors within the first three months post-launch compared to the previous year. 

• Growth of over 75%+ average year-on-year organic traffic, sustained across the remainder of the year. 

• Organic search became the primary acquisition channel, outperforming all other channels by more than 50%. 
• Organic search continues to be the main driver of online growth and visibility for SalamAir.