Winner of Best Use Of Search Engine Optimisation at the CIM Travel Marketing Awards.
Best practice from Propellernet.
Sovereign Luxury Holidays provides luxurious 5 star holidays, family holidays, honeymoons and weddings abroad. We initially started working with them in March 08, but the specific campaign/work we conducted for this entry began in January 2009.
For the start of the New Year, we were briefed to increase online bookings, visitor numbers, brochure downloads and ultimately revenue - in areas different to those that were already performing well for Sovereign in natural search.
We were briefed to identify those areas that could perform better in natural search and come up with a strategy to make that happen.
Based on the brief and our innovative approach to SEO, we decided to focus on Family Holidays and the ‘Flourishing Family’ campaign was born...
Firstly, we applied our unique and innovative approach to SEO, which uses our strategic planning tools: Revenue Potential Model (RPM) and Persona Insight.
Propellernet’s RPM works by analysing the estimated amount of traffic available for specific key terms (using Google’s traffic estimates) and layering our client’s conversion rates, average order value and profit margins into our model.
This enables us to predict what revenue would be generated by specific keywords, if we were to achieve any of the top five natural search rankings for them. This helps identify the most lucrative keyword targets.
Secondly, Personas are created through Persona Insight research, adding a layer of customer insight and giving us an accurate picture of the types of people Sovereign could engage with and their motivations for searching with those specific key terms.
This Persona Insight enables us to understand our online target market, who they are and what motivates them to search and buy. We then map the media channels to reach them and the specific online media and lifestyle touch-points that are a part of their everyday lives. This helps to focus our link building efforts.
Applied to Sovereign:
• Our RPM identified that there was significant revenue potential around the key terms ‘family holiday’ and ‘luxury family holidays’.
• Our Persona Insight research identified the ‘Flourishing Family’, which enabled us to develop accurate media lists and targeted creatives.
• Editorial content (http://www.sovereign.com/families/children) was created, optimised and edited for www.Sovereign.com to ensure it engaged our Persona the ‘Flourishing Family’.
• Content was also pitched to and placed on relevant websites like toffsworld.com, with links back to Sovereign.com.
• Regular emails of family holiday offers and daily updates to key media via Propellernet’s exclusive travel journalists twitter feed resulted in national coverage on sites such as DailyMail.co.uk, TimesOnline.co.uk and Guardian.co.uk.
There was no extra budget available for additional SEO retainer/time. We needed to therefore achieve maximum results for Sovereign using our existing retainer.
This was where the Revenue Potential Model allowed us to focus our efforts to ensure we were going after the most lucrative keyword targets: ‘family’ based keywords.
We were also targeted with completing all SEO work within a 5% Cost of Sale.
All SEO activity was completed within our monthly retainer and no further budgets were required from Sovereign for extra activity or media spend.
We set ourselves the goal to reach the number one position in Google for the search term ‘luxury family holidays’ as well as increasing visits, bookings, revenue and brochure downloads from ‘family’ based key terms, while staying within a target Cost of Sale of 5%.
Sovereign reached the number 1 position in Google for “Luxury Family Holidays”, one of the key search terms identified from our Revenue Potential Model.
MEASUREMENT AGAINST KPIs
Success was measured by how we performed against Sovereign’s KPIs (Visits, Online Bookings, Revenue and Brochure Downloads).
We made significant % increases across all of Sovereign’s KPIs and our innovative approach to SEO resulted in position one in Google for “Luxury holidays” and “Luxury Family Holidays”.
“The ‘Flourishing Families’ campaign has contributed to a significant increase in the proportion of holidays that are now booked online with Sovereign” Jo Geary, Online Marketing Manager, Sovereign Luxury Holidays.
For more information: www.propellernet.co.uk
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