Guernsey-based online travel agent Just the Flight has unveiled a website redesign partially prompted by the introduction of Google’s Panda algorithm.
Just the Flight claims the redesign features improved navigation and functionality and reflects the company’s “revitalised web strategy and brand”.
Mark Byart, director of internet at Just The Flight, admitted the introduction of the Panda algorithm, which was designed to combat content farms and low-quality website content, had led to a rethink of the OTA’s strategy.
“Google Panda certainly made us stop and think again about our web and content strategy. Our site had a lot of ‘bloat’, it was too big and the quality of content and user experience was just not high enough,” he said.
“The huge changes we made have had a dramatic impact and the latest redesign is another huge leap forward for the brand.”
The introduction of Panda in 2011 prompted Just the Flight to carry out an audit which resulted in 50% of its web content being removed.
The OTA said it then replaced lower quality content with “original, engaging new content items highly focused on the user” and has since seen traffic return.