Home$0 to $177,000 in Single Page Revenue in 6 Months

$0 to $177,000 in Single Page Revenue in 6 Months

April 2019
$0 to $177,000 in Single Page Revenue in 6 Months
Description

In order to compete on a SERP dominated by aggregator websites (cheapcarribean.com, Costco, Travelocity, and at the time containing not a single brand result) the strategy boils down to “creating the best page on the internet to represent this query.”

Challenges

This meant we needed to create a beautiful, fast website that provided all of the context a visitor may be looking for; where are the resorts, what do they include, what’s the guest experience like, and what are all the different ways a searcher might be looking for this information – including what order must it be presented in.

Solutions

After a detailed technical SEO audit of the Client’s legacy ColdFusion CMS, we created technical requirements that first needed to be cleaned up, focusing first on reigning in the site’s crawl budget and reducing keyword cannibalization.

From there we built a topic model using semantic keyword data that we believed best represented all the terms and content that would be needed to allow a page unlike all the current ranking URLs to break into the top results on Google.com. This meant redesigning the pages content and experience, refactoring the HTML to be both fast but contextually relevant of all the semantic terms identified within the topic model, making sure the page was as fast as possible – which in itself presented a lot of challenges as this specific query is indicative of being an image heavy web page.

Getting the page rebuilt took a few months. The company is a BIG company and their full-time development team had a lot of priorities ahead of our technical requirements.

Because if this we worked where we could outside of the page code to make incremental increases in ranking the page, this included rebuilding the site’s sitemaps, robots.txt files, cleaning up all settings within Google Search Console, and starting to build links.

As iterative changes were made to the page, and even the site overall (we built a blog for this client on the Ghost platform and worked closely with their internal IT teams to get it deployed; giving us even more opportunity to push more relevant content and support internal links.

Impacts

The ultimate result was after 6 months, moving from the top of page 2 to #1 ranking for the main keyword (and thousands of other related terms) on both mobile and desktop SERPs.

The increase in rankings led to a net increase of organic traffic to the target page of almost 1,100% (from 16,547visits from January 1st through June 30th to 194,577 visits).

This led to taking this page from creating no revenue (literally $0) to a page that generated $177,000 in just online sales in 6 months.

$0 to $177,000 in Single Page Revenue in 6 Months

April 2019
Digital Strategy Marketing Strategy
Accessibility; User Experience
link building
SEO
Digital Strategy Marketing Strategy
Accessibility; User Experience
link building
SEO
Description

In order to compete on a SERP dominated by aggregator websites (cheapcarribean.com, Costco, Travelocity, and at the time containing not a single brand result) the strategy boils down to “creating the best page on the internet to represent this query.”

Challenges

This meant we needed to create a beautiful, fast website that provided all of the context a visitor may be looking for; where are the resorts, what do they include, what’s the guest experience like, and what are all the different ways a searcher might be looking for this information – including what order must it be presented in.

Solutions

After a detailed technical SEO audit of the Client’s legacy ColdFusion CMS, we created technical requirements that first needed to be cleaned up, focusing first on reigning in the site’s crawl budget and reducing keyword cannibalization.

From there we built a topic model using semantic keyword data that we believed best represented all the terms and content that would be needed to allow a page unlike all the current ranking URLs to break into the top results on Google.com. This meant redesigning the pages content and experience, refactoring the HTML to be both fast but contextually relevant of all the semantic terms identified within the topic model, making sure the page was as fast as possible – which in itself presented a lot of challenges as this specific query is indicative of being an image heavy web page.

Getting the page rebuilt took a few months. The company is a BIG company and their full-time development team had a lot of priorities ahead of our technical requirements.

Because if this we worked where we could outside of the page code to make incremental increases in ranking the page, this included rebuilding the site’s sitemaps, robots.txt files, cleaning up all settings within Google Search Console, and starting to build links.

As iterative changes were made to the page, and even the site overall (we built a blog for this client on the Ghost platform and worked closely with their internal IT teams to get it deployed; giving us even more opportunity to push more relevant content and support internal links.

Impacts

The ultimate result was after 6 months, moving from the top of page 2 to #1 ranking for the main keyword (and thousands of other related terms) on both mobile and desktop SERPs.

The increase in rankings led to a net increase of organic traffic to the target page of almost 1,100% (from 16,547visits from January 1st through June 30th to 194,577 visits).

This led to taking this page from creating no revenue (literally $0) to a page that generated $177,000 in just online sales in 6 months.

Work details
work
Client
Sandals Resorts
business
Industry of the client
Travel & Leisure
people
Audience
Business to Consumer
public
Geographic scope
International
settings
Service provided
Digital Strategy, User Experience (UX design), Content Marketing, E-commerce Creation, Search Engine Optimisation (SEO)
today
Collaboration period
From: March 2016Till: April 2019
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