Case Study - Glenwood Springs Chamber Resort Association

Mary C. | 16 July 2004 |

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Case Study:
Glenwood Springs Chamber Resort Association

The Glenwood Springs Chamber Resort Association came to Blizzard because they needed a better presence on the Internet. They realized it was time to kick things into high gear, and asked Blizzard to concentrate on optimizing and marketing their website. Their account manager began attacking their promotion from many angles.

He began by optimizing the site for search engine performance. By making sure the right keyword phrases appear on the home page in the right density, he was able to optimize search engine performance of the site. In conjunction with this, he began research for listing the site in as many directories as he could find that would accept Chambers of Commerce. This helped not only to drive traffic to the site, but also to steadily increase the site’s link popularity. The account manager also submitted their site to one of our link building programs. The results were almost immediate. The site more than doubled its link popularity, from 190 to 385, in just two months from April to June.

The link building and optimization working together have allowed the site to enjoy top 10 listings in Google for the search phrases “Glenwood Springs”, “Glenwood Springs Colorado” and “Glenwood Spring”, all of which are important keyword phrases for people looking for what they offer.

The other key ingredient to the Chamber’s promotion success has been their pay-per-click accounts. We set up Overture and Google AdWords accounts for their site to ensure that they would enjoy a good presence in all the major search engines. The results here have been excellent as well. In the month of May, from Overture alone, they received 1421 visitors that otherwise never would have found their site. Additionally, they received another 1072 visitors from Google AdWords at a cost of only $.07 cents per click, which is an absolute bargain in the pay-per-click market. That’s almost 2500 visitors in one month that three months earlier would have never found their site. To put that into perspective, that is 25% of the overall traffic to their site that they never would have gotten.

The other upside to the story is that as their account manager has taken the time to hone their pay-per-click accounts to a fine point, their traffic has increased each month, while spending per click has gone down. We are steadily working toward getting the most possible traffic for the money they are spending. The overall result has been a steady increase in traffic since February, the month before promotion began. Below is a graph depicting the increase in traffic. (Tracking began in mid-February, which is high ski season in Glenwood Springs.)