STANDING OUT IN A SATURATED MARKET
OUR APPROACH & RESULTS
e began by taking an audit of the client’s past performance, analyzing search engine result pages, and pay-per-click advertising to determine the basis of our strategy. In our research, we identified that outranking the wineries was an unlikely and risky proposition. Furthermore, we identified opportunities to “piggyback” on high-ranking tourism sites and local business sites that could compete with the high-ranking wineries. We sought to rank for specific keywords by leveraging “niche search engines,” which had enough authority to outrank the wineries.
We then created tour experience products for the client, which ultimately sold on these 3rd party sites. When creating the content for business profiles and experience products, we targeted specific keywords. The ultimate result was a #1 organic search position on the highest searched for terms relating to wine tours. On Google search, the client’s TripAdvisor profile and tour experiences outranked all competitors.
We were also able to rank the client’s website for secondary tour opportunities that led to new business, including brewery tours and pub crawls. We also utilized pay-per-click search ads to increase visibility and the likelihood of securing the highest percentage of search traffic. By implementing Google Ads extensions like promotional offers and location-extensions, we were able to double the size of the traditional text ads to take up more real estate on search results.
In addition to conducting SEO on terms related to experience tours, we also optimized the client’s website for search terms relating to their core services. The optimization work resulted in an over 300% increase in organic search traffic for the client’s core services (compared to the same period the year prior.) Additionally, the client reported a significant increase in call volume and newly closed business over the summer months.
In a single season, our SEO and PPC services led to 2,872 individual winery tour tickets sold as a direct result, and more than a 50% revenue increase within the client’s core services of party buses and wedding transportation (compared to the same period the year prior.)
- Digital Strategy Consulting
- Search Engine Optimization
- Pay-Per-Click Advertising
- Conversion Rate Optimization