iProspect received within the ‘Journey and Tourism’ class at The Drum Awards for Search 2022 with its work on enhancing search engine optimization visitors for Aer Lingus. Right here, we discover out extra about what went into this profitable mission.
Aer Lingus, the Irish airline, is taken into account to be a challenger model within the European and North American markets. There’s numerous room to develop and broaden its buyer base – particularly by natural channels.
The pandemic had confirmed to be difficult for aviation. The trade, with declining income in 2020, noticed many main manufacturers compelled to chop prices, together with spend on any digital actions.
Aer Lingus was totally different. The model noticed this as a chance to double down on search engine optimization to supercharge its natural visibility and be prepared when demand returned.
iProspect Eire was tasked with rising the natural visitors and visibility by natural content material and technical enhancements on the web site. The important thing goal was to spice up search engine optimization visitors in areas the place Aer Lingus had beforehand little or no or no visibility. By doing this it aimed to ship record-breaking efficiency for Aer Lingus and put it on the map alongside different main gamers together with Ryanair, Skyscanner or Kayak in natural Google.
iProspect created a technique to enhance natural visibility in three principal markets: Eire, the UK and the US. The marketing campaign we designed was based mostly on the corporate’s priorities and a search volume-driven method. We targeted on long-tail searches for essentially the most worthwhile and the most-demanded locations Aer Lingus supplied to prospects.
The company used search quantity and development knowledge to determine that searchers needed extra data and to know flight data, promotions, the places, to and from the airport journey, scale of the airport and inside navigation of it, and the way linked the placement is to others. With this data it was now able to start creating on-page copy, which might be extra rigorously optimized and targeted on delivering excessive worth for our customers.
Targets for the mission have been excessive as market analysis performed by Aer Lingus indicated that demand can be returning attributable to optimistic modifications with journey restrictions. What was achieved with the mission was an unrecognizable change to natural visibility. The optimization mission was very profitable and rating visibility went by the roof.
There was a rise in natural visitors for a set interval by 50%. Periods elevated by 138.17%, which equates to roughly 1.75m further classes. Enhance in key phrase rating visibility went up by 25%, and the typical rating for this set of pages moved from 7.29 to 1.82 in Google Search Console.
This mission was a winner at The Drum Awards for Search 2022. Discover out which of The Drum Awards are presently open for entry.