CASE STUDY: Qantas - Supporting the Spirit of Australia
Provided by Performics
Our aim was to improve share of voice by 200% and move ranking for our hero term to the first page of search engine results.
What was the Challenge / Background of the Campaign?
Qantas were fluctuating between pages 2-4 on Google search - we needed to improve this. It was evident that the various key landing and content pages on the UK section of the Qantas website lacked relevance to the products and services on offer. To address this, we planned widespread content updates.
What was the Campaign Objective?
Improve Qantas' organic visibility for terms around flights to Australia to increase brand awareness. Create a foundation for further dominance of the vital Australian flights market in organic search.
What was the Solution?
We took a tactical approach to on-site content - we implemented content development in parallel with major PR campaigns, thus allowing both support for these campaigns and fundamental SEO changes to be made.
We made technical recommendations and global navigation changes were implemented to improve relevancy and ensure authority was being targeted to the appropriate landing pages.
What were the Results?
In our primary keyword group of the top 100 flights to Australia key terms, we increased share of voice 531% from 0.78% to 4.92%. Over the course of 10 months, we improved ranking for Quantas which was previously fluctuating between pages 2-4 so it was steadily appearing in the top 3 on page 1. This keyword alone drives over 40,000 searches every month and accounts for 50% of the search traffic in this market. The improvement in Qantas' search visibility equates to a 600% increase in organic traffic from all tracked keywords and a revenue increase of £229,000 p/a.
What were the Key Learnings of this Campaign?
To achieve this success we needed an adaptable strategy that didn't necessarily fit in with a typical content-based SEO approach. This PR-centric strategy required unique and innovative solutions to a plethora of issues that arose when trying to combine the two disciplines.