This company has been an AddReal client since 2007 and
our relationship continues to evolve as our role in the
company's online marketing and measurement effort grows.  Overview Since 2008, we have been researching and analyzing the achievements of the client's online marketing efforts. In the first stages of our relationship, we provided basic market research including a structural profile to understand how people behaved in the luxury travel industry. We then moved on to assist the client with analytics to demonstrate how it shifts up against the competition, then we provided overall surveillance with online marketing. The result was our creation of a completely customized online marketing map system to track natural search media results for our customer. Objectives We examined what range of actions we needed to take to help raise visibility in online searches and increase online reservations. At that moment, our main goal when looking at how to improve the multiple online efforts was to bring together an enclosed set of data and organize it in such a way that the information would be best read towards the growth of this exclusive company as a whole. In the end, we wanted to provide efficient aggregation of this data to understand the direct relationship between visibility in natural search media results and the revenue from the luxury website. Solution Knowing that all of the data recollected by our analytics team would need to be sorted and presented so that Luxury could see well-defined solutions for its online marketing efforts, AddReal began to collect data, and then systematically organize it. The uneven data was brought together in AddReal’s marketing dashboard to represent how multiple permutations of these data sets could enormously improve the campaign, giving the group a comprehensive amount of information and the most logical lines of solution. We could also align our revenue data with the various content topics we had optimized in order to measure each of our search engine optimization objectives. Results - Because of the success of AddReal’s marketing dashboard, we were able to display all the data we had analyzed. Most importantly, we were able to convert the data into reservations by focusing better on optimizing the visibility of keywords with greater revenue potential, as opposed to volume by itself. - Natural search optimization strategies based on this information have contributed to significant increases in online traffic to the websites and into the bookings from natural search. - Organic search referrals to the website have grown to 15,870 per month. - Position one rankings alone have increased 187%. - 78% of the site's rankings are in top 10 positions. - The site outranks its closest competitor by a margin of 3-to-1 on non-branded keyword phrases.  |
