Page 3 - TD19_eCase Study_Pullman Cairns SEM

STRATEGY

Brand
Organic
On Page
RESEARCH IMPLEMENT Off Page
Discretionary

ANALYSIS Reporting
Demand Real Time
Intent Reach Web Traffic Dashboards

Target Collaboration
Market
Strategy Legal

SOLUTION

Brand & non-brand keyword Initial optimisation of the Increase website visibility (long
research: Extensive research website: Involves aligning the term strategy): With the goal to
into keyword trends, website with high demand achieve position #1 in Google
competitors, consumer search terms; a core focus organically, 185 factors are
behavior, demand and intent. being to rank above the fold monitored on a daily basis to
Traff1k™ D1g1tal reviews (top 5 places) for keywords determine trends, demand and
historical conversion data to which convert at a rate of 80% rankings. Tactical adjustments
identify those which are more or greater. are then made to the on/off
qualified to convert, delivering page strategy based on this. This
the highest possible ROI. is part of a long term Search
Engine Marketing strategy with
Traff1k™ D1g1tal.

RESULTS

BOOKINGS +22.5%

ROOM NIGHTS

BOOKINGS 1

+46.3%

ROOM NIGHTS
1
+52%

LOCAL PROPERTY SITE
REVENUE 1 Source: 1 Revenue/Bookings & Room Nights through the hotel microsite, Accor
Direct Web Lever Report, Gross Bookings September 2017 Vs September 2016.

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