Jurys Inn Search Marketing
Our role
We have worked with Jurys Inn in a close and successful partnership since 2003. Our primary ROI driving vehicles are organic and paid search.
Challenge
Cybercom were given a brief with the following specific campaign objectives for 2010:
- Increase organic visits by 10% and non-brand organic revenue by 10%
- Decrease the PPC campaign cost per conversion by 25%
Solution
We developed a strategy centred on location and events that targeted the core consumer segments through the use of sub domains, social media, digital PR, page optimisation, analytics and creative copy. Audience and behaviour insights were key in formulating a search campaign that ensured Jurys Inn were visible for each core search during the user buying cycle. Establishing these kinds of search paths for our target audience allowed us to tailor the search campaign for their behaviour.
The following elements were the core drivers of our SEO strategy:
- Identified keywords that performed well in paid search and build a target organic list from these.
- Implemented an onsite strategy that promoted these keywords throughout the site
- Targeted both head and long tail keywords against each location
- Working alongside our social media team, we developed a link building campaign structured around blogger outreach, social media news releases and creating a unique blog on the Jurys Inn domain.
- Using tools such as Google Analytics, Conversion Optimiser and Google’s new search funnels, our paid search campaign is consistently optimised to establish the best ROI for each property. Taking advantage of paid search advancements such as local extensions and site links, along with SEO results and map listings, we look to dominate above the fold for key searches.
Highlights / Awards
- Organic visits increased 35% (non branded increased up to 109%
- Revenue increased by 31% (non branded increased up to 69%)
- PPC cost per conversion went down by 65%
- Total conversions improved by 37% and ROI increased by 46%
- DMA Awards UK 2010 – Gold Award for ‘Best Use of Search (Natural and Paid)'
- DMA Ireland Awards 2009 – Best Search Marketing Campaign
- HSMAI Awards 2009 – Best Digital Marketing Campaign
- NMA Awards UK 2008 – Nominated Top 4 ‘Best Search Marketing Campaign’
