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Staying in Sync with Search Engines

IMPAQT Case Study: Travel

 

One of the top travel planning sites came to IMPAQT with the overarching goal to drive qualified traffic and increase search visibility within the major engines. The client's site content was fluid and ever-changing. In addition, Google engine updates caused our client's site traffic to fluctuate significantly during campaign implementation.

QUESTION:

How could IMPAQT optimize the client's dynamic site and keep up with engine updates?

REVELATION:

IMPAQT focused on optimizing the site's static page sections, including page titles and headings, and also delivered page-specific recommendations for 50 site pages. To make sure that these recommendations stayed consistent as new pages are added, the IMPAQT Team also developed SEO templates for future pages.

IMPAQT went even further to ensure an optimized website for the client, by providing on-site education seminars for the entire editorial team. These seminars focused on SEO best practices and provided our client with the tools and knowledge needed to implement SEO best practices successfully in the future.

Through IMPAQT's reporting tool and close relationships with the engines, we were able to monitor the changes in visibility for the client. IMPAQT conducted extensive ongoing research to find the root of traffic fluctuations. This research helped us provide the client some useful advice for responding to search engine changes.

The IMPAQT:

Through working with IMPAQT, the client has enjoyed consistent improvements in visibility:

• Overall organic traffic increased 215% over a 4-month period within the three major search engines.
• By implementing these recommendations, our client was also able to achieve top search rankings for ultra-competitive Travel-oriented search terms:
• 88% of target keywords achieved Page 1 rankings in Google
• 61% of target keywords achieved Page 1 rankings in Yahoo!

 

 

"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."

The Forrester Wave™:  US Search Marketing Agencies, Q1 2011 (January 2011)

 

 

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Staying in Sync with Search Engines