Search Engine Optimisation & Online Marketing
Boating holidays on the Norfolk Broads are a popular and competitive marketplace. We have been proud to work with Norfolk Broads Direct for the past 4 years to give them an online experience worthy of their core values for quality and customer service, using search engine optimisation, content marketing, web development and social media marketing.
FIGURES COMPARE MAY 1st - AUGUST 31st 2013 TO THE SAME PERIOD IN 2016. DUE TO SEASONAL FLUCTUATIONS, THIS IS THE ONLY FAIR WAY TO REPORT TRAFFIC IN THE TOURISM INDUSTRY.
Norfolk Broads Direct are a family run business offering luxury boating and cottage holidays on the Norfolk Broads. Operating from Wroxham they are in an ideal location to welcome guests to the Broads and offer one of the best fleets the region has to offer. Owners Paul and Barbara Greasley had a fantastic vision of what holidaying on the Broads should be, and have lead the industry into a new wave of luxury breaks, upgrading their fleet heavily and stopping at nothing to ensure customers get a holiday experience beyond their expectations.
They contacted us in January 2013 looking for a website that would reflect that. They looked to move to a new mobile friendly website with improvements in both search engine performance and site usability.
We began by rebuilding the Norfolk Broads Direct website, incorporating a straightforward site structure and navigation, making it more user friendly to potential customers. We also made it responsive, making it the first of the Broads holiday websites to adopt a mobile friendly layout. The new website was built in Wordpress and takes advantage of its in-built SEO tools to optimise page titles, content and meta descriptions that appear in search engines. The site structure is carefully planned out, with target keywords for each landing page, and less important content moved down the hierarchy.
The content management system allows easy addition of new content which keeps the site fresh and increases search engine interest, while a blog gives an informative insight into life on the Norfolk Broads. Content, structure and performance is reviewed and managed monthly, ensuring loading times, keyword frequency and link juice distribution continue to be in line with recommended guidelines.
We soon started to see significant improvements in search engine rankings across the range of tracked keywords, and these have continued to increase ever since. Traffic comparisons are produced on an annual basis, due to the seasonal nature of the tourism industry. Web traffic based on the same periods from 2013 and 2014 increased by 28.99% and has continued to increase through 2015 and into 2016 – now up 192%. Bookings increased by 12% in 2014 and increased by another 14% in 2015. Online bookings through the broads.co.uk website have continued to increase year on year, rising by a staggering 69.1% from 2013 to 2016.