Globus Family of Brands Scores High in Travel Industry with Comprehensive Search Engine Marketing Plan
The Globus family of brands provides a variety of products addressing the needs of
today's diverse traveler with unparalleled vacation experiences, full of discovery and
insight. Globus family of brands has been offering hundreds of unique itineraries all over
the world for almost 80 years.
Search Engine Visibility: Region Terms | Brand Terms
Challenge
When the Globus family of brands initially came to 90octane, they had a specific
challenge: a lack of brand visibility within the search engines in the highly competitive
travel space. Their lack of visibility was apparent within both the paid and organic listings
as even their company's URLs were not appearing for brand-specific searches.
Solution
90octane worked with Globus family of brands to develop a comprehensive twelve-month
solution incorporating many company brands, each with a unique target audience. The
plan included:
- A strategic search engine optimization program to include the Globus, Cosmos,
Monograms and Avalon Waterways brands. This included unique keyword
strategies, optimization recommendations, target audience analysis, as well as
linking and submission recommendations for each brand.
- A pay-per-click program map consisting of: keyword and creative
recommendations, engine recommendations including new technologies, budget
recommendations and a sophisticated bidding strategy corresponding to regional
seasonality.
- Synchronizing their public relations efforts with pay-per-click campaigns.
As a part of this plan, 90octane utilized proprietary tools including the 90octane
Optimization PlatformTM as well as the 90 Visibility IndexTM.
Results
After one year, the Globus family of brands saw tremedous gains in visibility. Organically,
top thirty listings increased by 329%, top ten rankings went up by 342% and number one
rankings increased by 297%. In addition to excellent brand visibility, Globus gained
organic exposure for combined category and region-specific terms. The pay-per-click
campaigns also surpassed expectations. Travel-based keywords average more than
$2.50 per click; however, this program achieved half that with an average cost-per-click of
$1.24 - while focusing on highly competitive and converting keyphrases. Combined,
these campaigns generated a total of 117,285 clicks to the Globus family of brands'
websites.
The four Globus family of brands continue working with 90octane to build upon their
current successes and expand their core audiences.
For more information, please contact info@90octane.com
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