I was approached by OleOle.com in February 2010 to devise and implement an SEO strategy that would maximise the sale of travel packages to the FIFA World Cup across multiple territories and in multiple languages. The major challenge of this assignment was represented by the lateness of the brief and the absence of a solid SEO structure, just 4 months before the start of the event.
My role in this project was multi-faceted and core to its success.
- I created content in 3 languages and handled all on-the-page SEO in order to maximise the strategy of acceleration of the website ranking on search engines. Relevant and keyword-rich content was also created and posted in 5 languages on a multitude of supporting websites.
- I coordinated the design and worked with the CTO and the Development Team to achieve the best information architecture possible with a very restricted development budget and the challenges of integrating a CMS (Magento) with an existing Travel Management System (InfoTree ProTour).
- An aggressive 3-month link-building campaign ensured the website’s high search engine visibility.
- A multi-lingual AdWords campaign also ran in parallel and until the end of the FIFA World Cup, as well as a banner advertising campaign in the USA (mainly through FoxSports online).
Achievements:
- Search investment:sales ratio of 1:10.
- PR 4 was reached in 6 weeks.
- PPC click-through rates up to 25%
- The coordinated team efforts and the strategic investments made in SEO and SEM for this highly competitive campaign resulted in many top 3 Google SERPs in several languages and many territories on key terms such as:
- “World Cup Tickets” (UK, US) – Highest position: #2
- “Billets Coupe du Monde” (FR and most French-speaking countries) – Highest position: #2
- “Viajes al Mundial” (MX, US, ES) – Highest position: #1
- “Entradas Mundial” (ES) – Highest position: #3
- “Boletos Mundial” (MX, US – Highest position: #1
- #1 position was also reached on other highly-competitive keywords in English, French and Spanish: World Cup Tickets Final, Champions League Final Tickets, with a peak achieved on “Viajes final mundial” (#1 on Google.es) as Spain reached the final stage of the competition.