Icelandair Hotels wanted to get more traffic and greater conversions, wherein site visitors would book on the website directly as opposed to booking via third party resellers for greater profitability. The secondary goal was to cement this hotel chain as Iceland’s largest and most premiere hotel chain.
Build an extensive internet marketing strategy and work with developer on a brand new site that included extensive sales funnel throughput analysis to make the steps to booking a room more intuitive. Strategies included, SEO, PPC, content marketing, social media marketing, conversion analysis, and testing.
Increase in Revenue
Increase in Organic Traffic
Increase in Conversion Rate
Blog Traffic Increased By 242%
Developed effective content marketing strategy, with aggressive goals for blog production.
Micro Questions & Answers
We set out to answer micro answers with blog strategy (ex. temperature in Iceland in December), answering the little questions about Iceland for tourists.
Facebook for Blog Promotion
In conjunction with social media strategy, we used Facebook and a small budget to boot blog readership and republishing.
Developed a top-to-bottom internet marketing strategy, which included working with a local developer for a brand new website. The main goal was to secure more bookings through the website and away from 3rd party resellers for increased profitability. Also, achieved 97% room occupancy rate in second year.
The initial challenge was identifying the appropriate keyword targets and then applying optimization to the right group of pages that would show results the soonest, especially with hundreds of different tour pages across the site.
The resulting gains only took a little over 2 months and are the result of dramatically improved SEO, content, and KW rich H1 tags. We worked with client to increase conversion rates via improved landing page – all of which has a direct bearing on organic traffic.
Increase in New Users
Increase in Destination Page Conversion Rate
Increase in Goal Completions
In Just 2 Months, New Users Increased By 30%
Improved Landing Page
Worked with client website designer to improve page functionality, trust badges, live chat, better header tag content, and visual elements to make pages 'stickier.'
Dramatically Improved SEO
After a full set of keyword research, published all-new optimization of meta titles, descriptions, and content.
Developed content marketing strategy, strategies to increase Facebook likes and engagement, published all new blogs to profile with small 'boosted' budget.
With new SEO, better content, re-worked landing pages and content marketing, the client saw a 30% increase in new users and as a result of the improved landing pages, a 72% increase in conversion rate for their destination page. The main goal was conversion and completion which greatly increased in just 2 months.
The initial challenge was that Lokal Travel is in start-up mode and wanted to drive revenue through a more affordable organic channel; using this as a vehicle to drive the company financially to a place where they could begin to use Paid Search.
We decided to start small with their start-up budget and simply work on improving their SEO. This was done via automated and custom methods. Within 2 months, organic traffic improved 25% and this was only the start as the bulk of their site still needed new optimization.
In Just 2 Months, Organic Traffic Improved 25%
Built Out Navigation
Strategy to create new page combinations that included location + activity, which dramatically increased number of meaningful landing pages that matched with our keyword research.
Dramatically Improved SEO
Developed content marketing, strategies to increase Facebook likes and engagement, published all new blogs to profile with small 'boosted' budget.
Worked with client developer for automated SEO due to high number of tour type landing pages and only focused custom SEO on home page and category pages. The client needed to grow organic channel quickly to meet revenue goals so content marketing and improved SEO were implemented immediately, resulting in 25% increase in organic traffic in just 2 months.
Gravity was hired in 2018 to determine the cause(s) of a 20+% drop in organic traffic for a client in the mental health professional licensing space. What follows are the findings of our audit with recommended fixes and strategy steps to reverse the decline and get back onto a positive trajectory. After extensive research of the client’s Google Analytics, crawl of site, SEO-quality review, Google search console, Google trends and speed tests, we turned our attention to recent Google algorithm updates that related to the client.
We were able to determine that the client’s website had been negatively impacted by a Google algorithm update called, ‘medic.’ The reason for the update was simple, Google was concerned about people getting unqualified medical advice from the internet, and this algorithm update penalized medical-related websites that lacked proper citation authority for the information or advice they published. A simple way to understand citation authority is this: whether it is reasonable for a user to see the name, face and qualifications of the authors. And, even though this client had been in business for decades and was operating in good faith, the website severely lacked citation authority and so was negatively impacted by this update - there were ‘winners’ and losers as with most updates.
In 6 Months, Organic Traffic Was Up 25%
Uncovering the nature of declining organic search takes years of SEO experience because the reasons why a website may be losing ground in organic search are extensive and co-mitigating.
Know Where and Why It Matters
Confidence in the Conclusion
Based on our fact-finding and research, we determined the client's website (company SIC code is that of a psychiatric hospital) was negatively affected by Google’s ‘Medic’ algorithm update.
After a variety of measures were taken towards improving visibility of credentials, qualifications, and photos, improving page load speed, SEO, UX, and implementing a more complete content marketing strategy, downward trajectory of organic traffic fixed and traffic growth and rank jumped back and showing almost 25% up.
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