We've been working with Trafalgar since 2009, when they approached us to improve search visibility for the tours they operate to over 200 worldwide destinations. In 2011 we also took on Trafalgars PPC campaigns, developing a strongly integrated campaign combining SEO and PPC with the aim of dominating paid and organic search results.
Heres how we did it.
As the project ran across both SEO and PPC, coordination was key. It was also important to ensure we took a global approach, as Trafalgar operates worldwide and the project encompassed all operating regions.
Key stages of the project.
Creating regional search term lists - destination keywords for SEO and PPC, taking into account local variations in terminology
Site review - optimising landing pages and meta data, primarily for destination and tour pages
Link building - focussing on building relationships with influential travel bloggers and publishing interesting and valuable content
3-pronged PPC - AdWords, Microsoft adCenter and Facebook
Ecommerce tracking - monitoring transactions from paid and organic search in orger to keep campaigns as cost-effective as possible
Our relationship with Trafalgar has gone from strength to strength since it began in 2009, and we're continuing to build on this whilst producing exceptional results that well exceed Trafalgar's expectations. These results have meant we've been given additional budgets from each of the regional operations to invest in search for the remainder of 2013, which we'll use to generate even more revenue via content marketing and paid search.