Directory + publishing
The New Forest Edit
A place worth finding.
A forest with a winding path and a cottage in a clearing, raised in green pins.
What changed
- The New Forest Edit, google impressions: Google impressions rose 334% and the average position climbed from 32 to 12 as the guides found their place in search. Source: Google Search Console through Google Analytics, 1 to 28 June against 21 September to 18 October 2026. A new site, so the growth runs from its first months.
- The New Forest Edit, clicks through to booking partners: Visitors clicking through to book a cottage rose 246%, with visits from organic search up 110%. Source: Google Analytics, outbound clicks to booking partners and organic sessions, June against September 2026.
- The New Forest Edit, share of visits from ai assistants: AI assistants such as ChatGPT now send 22% of the site's visits, up from 3% in June. Source: Google Analytics, sessions by source, June against September 2026.
A holiday-cottage directory has two audiences: people looking for the right stay, and the search systems that need to understand each place and property.
The work
A directory organised around the places visitors want to explore.
Property discovery and editorial content in one experience.
Search considered in the structure of the site from the start.
The decision that matters
The work connects the practical act of finding a cottage with the character of the New Forest: guides to its villages, walks on a map, and every fact checked before it is published. Within four months Google was showing its pages 334% more often, and AI assistants were sending a fifth of its visits.
On the record
Google Search Console through Google Analytics, and Google Analytics sessions and outbound clicks, June to October 2026.
The letters Aa raised in green pins.