Background:
Fish & Pips is a luxury catered ski chalet company based in the French Alp resorts of Meribel and Val d’Isere. Now in their 8th year, Fish & Pips came to us at the end of 2010 to with the goal of getting more traffic and driving conversions through their website. Fish & Pips is an excellent example of what long-term, ongoing search efforts can do for your online performance.
What we did:
- Conducted keyword research to guide the optimization of on-page elements
- Guided the creation of new pages, and navigation changes to ensure key pages like Special Offers were easier to locate
- Added clearer calls to action on site and on targeted landing pages, making the flow through to the booking process easier
- Conversion analysis and the resulting simplification of the booking process
- Implemented and managed paid search campaigns with varied budgets depending on seasonal trends
Results:
Over the past two years we have seen continuous and gradual improvements to a number of metrics.
From the time of our initial setup, there has been a lot of positive movement in the Google search results for 12 targeted keywords, six of which are now appearing in the top half of page one. When we began work on Fish & Pips, the site’s organic ranking for these keywords was on page 5 to beyond page 10 of Google US and UK. Fish & Pips’ position for the remaining six keywords has also made significant progress, moving a minimum of two pages closer to page one.
During this time, we have seen overall traffic increase of 38% year-on-year.
Additionally, organic traffic increased by 17% while organic non-brand search traffic (being traffic from search engines that does not include Fish & Pips or related terms) increased by 80%. Similarly, 10 top organic non-brand keywords have sent an average of 600% more traffic to the site year-on-year.
What it has meant for Fish & Pips:
These improvements have resulted in clear benefits for Fish & Pips, with more bookings coming through the online booking form, enquiry form, and by email. For example, when comparing the same month in 2013 and 2012, a 180% increase in online bookings was seen.
With ongoing search marketing and the hard work Fish & Pips put in on and offline, we are confident they will continue to see the benefits of their investment well into the future.
