Trainline
Empowering SEO Optimisation through Umbraco Development and AWS
Trainline, Europe's leading platform for train and coach bookings, struggled to manage its SEO pages because it lacked a CMS! Their team had to rely on developers for changes, causing delays that made it hard to optimise pages for search engines.
Cogworks was hired to help integrate a CMS into Trainline's AWS system. This project expanded into a full redesign of their homepage and key pages, using Umbraco CMS and connecting important APIs.
The Impact of a Developer-led CMS
Trainline faced significant challenges without a friendly CMS interface:
Content Control Limitations: The SEO team couldn't make independent content updates and had to rely on monthly developer cycles, delaying SEO optimisation.
Inefficient Workflows: Updates were deprioritised in deployment cycles, affecting responsiveness to keyword trends and search engine updates.
API Integration Needs: The platform required seamless integration with APIs like National Rail's real-time data.
Design Limitations: The existing homepage and SEO landing pages did not offer optimal user experiences, limiting engagement.
Seamless SEO and Cloud Infrastructure Integrations with Umbraco CMS
What we did:
Umbraco CMS Integration with AWS Architecture: Cogworks integrated Umbraco CMS into Trainline's AWS system, enabling the SEO team to update and publish content in real-time. The CMS connected seamlessly with Trainline's booking engine and National Rail's API, allowing flexible management of real-time train data.
Full Redesign of Homepage and SEO Landing Pages: Initially focused on CMS integration, the project expanded to include a complete redesign of Trainline's homepage and SEO landing pages. Cogworks improved user experience and visual appeal, optimizing the site for desktop and mobile users.
Front-End Development and API Integration: Cogworks developed the front-end and integrated APIs to provide real-time train times and station information from National Rail. This ensured accurate, up-to-date data for users while maintaining platform flexibility.
SEO Editing and Workflow Improvements: With Umbraco CMS, Trainline's SEO team could independently manage and update landing pages without developer reliance, enabling faster implementation of SEO strategies and content updates.
The Results
Instant Content Editing: The SEO team gained full control over the content, enabling faster updates and more agile SEO management.
Improved SEO Rankings: A 15% increase in Google search rankings within three months drove a substantial boost in traffic.
Increased Organic Traffic: Traffic rose by 25%, with improved engagement metrics like lower bounce rates and longer time-on-page.
Streamlined Workflow: The new CMS eliminated bottlenecks, allowing the SEO team to quickly implement strategies.
AWS Integration and Umbraco Development Driving Success
By integrating Umbraco CMS with AWS infrastructure and redesigning key pages, Cogworks empowered Trainline’s SEO team to work more efficiently, resulting in significant gains in traffic and search rankings. This case exemplifies how strategic technology solutions and UX improvements can drive real business outcomes in the travel and transportation sector.
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