Challenge: The key was to understand Rovos Rail’s vision, taking what they’re passionate about and translating that into SEO ranking content, with the intent of exposing a new target audience to their luxury brand. The content on their site was extremely limited, offering very little information on what each of their journeys offered. This was negatively influencing their SEO rankings and traffic, while also frustrating users who were unable to source the information that they required. Our aim was to increase content and online exposure and, by extension, organic traffic.
Solution: We implemented a rich content strategy, with the intent of expanding the landing pages available on the site, thus increasing its domain authority and SEO-weighting. We took each journey and expanded on its highlights and attractions, including strategic keywords and deep links in every article. We focused on digital storytelling and the idea of using narrative to entice people to venture to exotic locations.
Results: 214% increase in organic traffic and 231% increase in non-brand organic traffic from June 2012 to Aug 2013. In the same period, we experienced a 92% increase in landing pages that drove traffic, and a 167% increase in indexed pages. Rovos became the number one ranking destination for relevant keywords, including “luxury train travel”. We increased Rovos’ online presence, enabling their brand to be found by users browsing various terms, in various areas, thereby growing the online visibility of our chosen keywords – and in turn, ensured Rovos reached an extended audience.