Promotion Case Study - Five Star Destinations

Mary C. | 13 December 2004 |

Promotion Case Study
Russ Cabe, Blizzard Internet Marketing, Inc.

Client Profile:
Five Star Destinations offers worldwide luxury accommodations ranging from Mediterranean villas and ski condos to large luxury yachts, and everything in between. Their properties span the globe, offering the very highest level of accommodations, but their Internet presence was not nearly living up to its potential.

The Challenge:
Drive more qualified traffic to their web site by increasing internet presence.
Increase revenue generated by web site.
Decrease reliance on pay-per-click resources by diversifying traffic sources.

The Strategy:
The client hired Blizzard Internet Marketing, Inc. to develop an aggressive plan to improve their web site performance in major search engines. The key ingredients to the plan were:
Increase web site saturation in Google.
Before web site promotion started, Google was only indexing the site’s home page, completely unaware of all of the web site’s interior pages.
Increase link popularity.
Before promotion began, the site had only 62 backward links.
Optimize site for search engine performance.
Prior to promotion, very little had been done to the site to consider how search engines view it.

The Results:
Within the first three months of promotion, the following results have been achieved:
The site has gone from web site saturation in Google of 1 page to a total of 1,490 pages. That means they now have 1,489 more opportunities to be seen on the Internet than they previously had. Further, as we have discussed in previous issues, search engines favor larger sites.
Working in conjunction with their hosting company, we reorganized the web site to improve organization of information for visitors and to optimize individual pages for increased overall presence in search engines.
Link popularity has increased from 62 to 1,587 links.
Traffic to the web site has almost tripled since promotion began.

According to Robin of Five Star Destinations, “We’re so busy we can’t see straight.” When asked how business this year compares with the same time last year she stated, “We have really, really increased business. We have been so busy we have joked about wanting to turn it off for a little while.”