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Case Study:

Travel Guide Portal in Goleta, CA

“Search Engine Pros are experts in web marketing…”

Industry: Tourism
Location: GoGoleta, CA




GoGoleta chose to grow their web presence with Search Engine Pros.

Case Study

The Problems is a Goleta travel guide which provides information about everything needed to plan a Goleta family vacation. Find the best hotels, restaurants and activities Goleta has to offer! organizes all of the best deals on Goleta restaurants, Goleta hotels and Goleta activities in one convenient location. Instead of searching high & low across the internet to find what you need, brings all of the local vacation tips and information into one convenient portal. Visit the website to download a complimentary PDF of GoGoleta’s Family Vacation Guide.

They faced the challenge of creating more awareness for the city as a travel destination, and chose to develop an online presence with a highly customized web marketing strategy.  Shaping perceptions of a city and attracting tourists is never easy, and always expensive.  GoGoleta’s website needed to be optimized for the search engines.  The website was not registered with Google Webmaster Tools and needed Google Analytics. They needed to design a custom online marketing campaign which focused on Goleta as a family vacation spot.  The website was not mobile friendly and with more than half of searches occuring on mobile phones now, fixing the mobile issues was key.  They consulted with our internet marketing experts to get help with modernizing their web presence and improving their online performance.

The Solutions

WEBSITE: We started by fixing the mobile friendliness issues at the site and making sure it viewed properly on all devices, including desktop, mobile phones and tablets.  Next we worked fixing issues with viewing on various types of browsers.  We equipped the website CMS with the best SEO and social media plugins.  We created graphics to enhance the appeal of the website.

SEO: Next, we ran a keyword research report to identify a set of high traffic / low competition keywords that we could use on the blog and social sites.  After choosing the best keywords, we wrote a keyword rich description of (essentially an optimized BIO) with these keywords, and published it into dozens of local website directories and social media sites.  We then plugged in those keywords in all of the best locations on their website to enhance the Google friendliness of their website.

SEO is broken into two distinct buckets: “on page” factors and “off page” factors. On page factors include such items as: a website’s crawl-ability, internal linking, keyword selection and placement, meta tags, etc. Off page factors (which are far more important) include building link popularity (inbound links) into your website.

There are over 250 factors that determine whether your website will rank on high on Google.  Google’s mission is to organize the world’s information and make it universally accessible and useful. The SEO’s mission is to organize the client’s information and make it robotically accessible and profitable.

SOCIAL MEDIA:  Next, we helped optimize their social media presence. This involves entering the new optimized BIO (with high traffic keywords) into the BIO section and uploading and tagging photos with high traffic keywords.   Search Engine Pros social media team has a unique approach to social media, incorporating SEO and high touch graphic design. This provides our clients with an unrivaled competitive advantage.   We design, create and deliver a high-quality, professional social media strategy that matches our clients business and style.  The keyword rich social media status updates are “strategic” in that they help the SEO efforts.

Interesting Stats: Did you know that 66% of marketers claim that social media indirectly impacts their business performance?  Furthermore, 47% of Americans say Facebook is their #1 influencer of purchases. (Forbes)

BLOGGING: Next we opened up discussions about a publishing plan to shape perceptions and stay “top of mind” with the target audience.  Our ultimate goal was to get more awareness for the city of Goleta, and promote the city as a travel destination, particularly for family vacations.  We developed a solid content publishing plan that included blogsnewsletters and social media posts with strategic steps to success.

We write content with high traffic keywords, anchor text, alt tags, and title tags to help the web site rank higher and generate more traffic from the search engines (which is where 80% of consumers make buying decisions now – search engines!).  The content engages, entertains, educates and incentivizes customers to keep coming back to website.  Links to local events are added to generate good will with local partners.  The “multi-touch” marketing approach creates a “ubiquitous presence” that builds the brand and increases word of mouth referrals.

During the initial strategy talks we identified a list of “power partners”, which are essentially similar business categories that would be most likely to co-market and co-promote.  When we write content, we include links to resources that we feel are worthy of sharing with the target audience.  This is a core aspect of our overall strategy, “help a million, make a million”.   Help enough people along their own path, and they’ll feel compelled to help you in return.   For example, if a travel agent recommends a local photographer, that travel agent is more likely to be open to co-marketing, back linking and reciprocal social promotion.  The most successful websites are ones that are the most connected. 

EMAIL NEWSLETTER: decided to setup a cost efficient email newsletter GoGoleta.comsystem that would enable them to stay top of mind with their email subscribers.  We designed a high touch email newsletter and assisted with the organization the email list.  We created an opt in strategy which asked visitors to enter their email to download a comprehensive Goleta Travel Guide.

Each month we write a compelling email subject line that will increase open rates. With each newsletter, we research open rates for various email subject lines before deciding on the best email subject line (and byline) to use.

Marketing TipsEmail subject lines matter. Really. 64% of people say they open an e-mail because of the subject line. Personalized subject lines are 22.2% more likely to be opened. For B2C emails, the words “Alert,” “New,” “News,” “Bulletin,” “Sale,” “Video,” “Daily,” or “Weekly” (though not “Monthly”) all increase open and click-through rates. For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best.

Interesting Stats: 64 percent of marketers say increasing email click-throughs and open rates is among their top priorities this year.  67 percent of marketers say that email is key for attracting and engaging prospects, and the best path to increase marketing ROI. (Forbes)

The Results

With the newly optimized website, social media presence, and newsletter system, they were able to publish keyword rich blogs about the local hotels, restaurants and activities.  By sending out marketing campaigns month after month according to a schedule, they saw their page views increase consistently year over year.

Sessions (defined as a person visiting the site):

December 1st, 2013 – December 31st 2013: 127 Sessions

Tourism Google SEO and Traffic

December 1st, 2014 – December 31st 2014: 298 Sessions  (more than doubled!)

Tourism Google SEO and Traffic

December 1st, 2015 – December 31st 2015:   524 Sessions   (more than doubled!)

Travel Tourism SEO Google Traffic

The important thing to keep in mind, is that with the plan that signed up on was our lowest available promotion plan.  This plan is typically will not experience traffic increases, but rather we tend to see traffic maintenance, keeping the same levels of traffic constant, and not dropping off.  GoGoleta was happy to see that the marketing campaign over-delivered for them by doubling the user sessions year after year.

The newsletter publishing was also a success, consistently getting above 20% open rates! (Nielsen reports the average email open rates at 15.17% nationwide.)


GoGoleta said the following:

“We are glad to see the web presence growing after we hired Search Engine Pros.” is now on first page of Google for “Goleta Family Vacation” and “Goleta Travel” and “Goleta Family Events” +100’s of other search terms.  The new website is now attracting high-quality organic traffic.  This is not a fluke, but rather a result of the smart combination of a Google friendly web site with constant editorializing on the blog and social sites.

With most businesses paying monthly retainers ranging from $500-$3000 (on average) for each channel of their digital marketing campaign (WEB DESIGN, SEO, SOCIAL MEDIA, GRAPHIC DESIGN), we helped realize the highest possible ROI by deploying a highly organized full service web marketing campaign for 1/4 of the cost of the competitor.

Web Marketing Campaigns Travel SEOWeb Marketing Campaigns Travel SEO

Web Marketing Campaigns Travel SEO

About Us & What We Do

We deliver customized online marketing solutions that match our clients preferences, business and style. Get more visitors, increase sales.  We bring together product design, brand communications, social connections and content to help businesses win the hearts and minds of friends and supporters.  Image matters. And having a professional approach with your marketing is priceless.  Get serious about your web marketing strategy – schedule a consultation with one of our pros today by calling 800-605-4988.  

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