866.249.6095Digital Marketing Case Study
InterCoastal Net Designs launched Outer Beaches Reality on Dec. 11th , 2019. This case study is an overview of the strategic digital marketing tactics that brought OBR to the top of Google for all the most competitive keywords in the span of 3 years.
IT ALL STARTS ON THE HOMEPAGE
The Homepage, Navigation, Meta Tags and Search Bar are all vital factors that helped us rank OBR from position 26 to position 9 organically for Outer Banks Rentals.
RESPONSIVE & MADE FOR MOBILE SEARCH
Our responsive websites have a flexible layout offering users a seamless experience from desktop to mobile
Comparative Analysis
January 2022 compared to January 2020
Below showcases the traffic increase + Average Position Increase from the launch of the website on Dec. 11th,2019 through February 21, 2022.
ON PAGE ONE OF GOOGLE
OBR was not currently using any Outer Banks or OBX terms. My first task was to add all Outer Banks terms to the site.
I updated the URL structure & changed the directory to include top keywords.
Added links to each of the top landing pages to help spread out the authority for each page and increase the overall sites authority.
Created multiple new pages structured around high search volume keywords like Outer Banks Vacations, OBX Oceanfront Rentals, Outer Banks Pet Friendly.. ect.
Added FAQ schema to multiple SRP's to help increase visibility on Search Engines like Google.
Heavily optimized existing pages by adding high search volume keywords, interlinking popular pages, creating calls to action and updating meta tags.
Optimized the GMB by posting, updating locations, adding descriptions with keywords, adding tracking URLs & selecting attributes
Increased user experience by updating the SRP page to flow better. Adding Videos on how to use popular features like the favorites section: VIEW VIDEO , Created specific landing pages based on user intent during 2020. Like the Gift Certificates Page which was optimized to include gifts for First Responders and other trending terms for 2020.
01.
Optimized the Homepage by:
- Adding Outer Banks Keywords
- Interlinking important landing pages
- Updating Meta Tags
- Including +390 in the meta title to create a higher CTR
- Added 3 call to action buttons in the top section
- Added Keyword Anchor Text
- Updated the Navigation to include high search volume keywords
02.
Optimized existing pages with targeted keywords like Hatteras Island Rentals.
Interlinking popular search pages on each of the main SRP's to increase ranking for particular keywords, reduce bounce rate and help Google crawlers understand the structure of the website better.
Increased UX by updating the search features on the SRP pages. Included Flexible Check-in tabs, added the number of properties available for the given day selected to increase page sessions times.
03.
Added FAQ schema to multiple pages to increase visibility on Google. Within each of the answers I added hyperlinks to popular landing pages to increase CTR & time on the site.
Below is a highlight reel of the latest optimized and new landing pages on the OBR website. Each of these pages have been optimized with OBX/ Outer Banks keywords, Hatteras Island Keywords and optimized for the individual targeted audience.
Since 2019, we have seen extreme growth in the local market especially for our targeted Outer Banks keywords. In January 2022 OBR ranked #1 for all major Hatteras Island terms and ranked on page #1 for all Outer Banks terms and consistently maintaining it's position in the local map pack for Outer Banks Rentals.
Below is a chart showcasing OBR's rise to the top compared to all of their most prominent local competitors on Hatteras Island
Below is a chart showcases OBR's growth over the span of 812 days. OBR went from ranking on page 3 of Google for its top area keywords to a firm spot on page 1 for the last year.
In January 2022, Outer Beaches was purchased by Vacasa. This will be the second purchase on Hatteras Island for Vacasa.