Haven Holidays has selected Latitude to run all search engine optimisation work across its website.
The appointment follows a competitive pitch for the Haven Holidays business by Latitude and two undisclosed agencies.
The Bourne Leisure-owned holiday home company said SEO is now an essential part of its overall digital marketing strategy alongside paid-for search campaigns.
The deal comes during a major overall of the Latitude business with the launch of its Latitude Organic brand.
Search director Jon Myers said: “Just that one word – search – defines the internet. Searching online is virtually instinctive now, it’s just ‘what you do’, wherever you are on the internet.
“The lesson in this for e-marketers and brand owners is brutally simple: be found or die.
“The much harder task will be working out where and how to be found.
“Consumers are making the internet their own and changing the rules of engagement. Being found in the right places and the right ways in this new user-generated online environment is fast becoming the biggest challenge faced by brands.”