Key result
Case study detail
Classic British Hotels had previously run SEO & PPC with a major UK-based agency.
We migrated the client to QueryClick's strategy team to revamp the SEO & PPC campaigns.
Conversion Rate Optimisation (CRO) techniques were also implemented site-wide.
1st Year Case Study Highlights
SEO Campaign Spotlight
Resolved all the extant technical onpage & canonical issues.
Consolidated the hotel listings from 8-9 page to just 1-2 preserving domain value.
Removed unnecessary pages & built out targeted landing pages for SEO & PPC keyphrase targets.
Refocused user SERP journey into positively reviewed site functionality (particularly the map)
Targeted linkbuilding campaign around business USP (luxury hotels), and rearchitected internal linking strategy.
SEO Campaign Achievements
PPC Campaign Spotlight
Reallocated the budget based on hotel capacity & value.
Replaced all broad & phrase matching bids with expanded sets of exact match terms.
Implemented comprehensive negative keyphrase lists.
Refreshed all PPC creatives with 3-4 alternative sales messages featuring bid term, matched to landing pages.
Introduced dayparting to all campaigns, dropping out low click to conversion periods.
Built out seasonal campaign opportunities.
CRO campaign spotlight
Campaign Summary
Combination of services deliver much more effective ROI in isolation.
SEO underpins campaign architecture.
PPC & CRO in combination can offer excellent click through rates and lower cost per acquisition.
Effective value to client of +£350k & over 7 million pageviews in 2010.