A quick SEO review of the TUI Cruisedeal web site.
Citation preview
1. Page 1
2. Page 2Page 2The UK Cruise landscapeAlthough the Eurozone
distrust, international and cruise tourismis supposed to continue
growing in 2013 with an incrementbetween 3.5% and 4.0%The total
worldwide cruise industry is estimated at 22 billionwith roughly 21
million annualized passengers carried.Thomson Cruises represents
only 1.5% of this market wheresignificant possibility to grow
exist, in conjunction with therelease of the brand new site
cruisedeals.co.uk.
3. Page 3Page 3Cruise audience and behaviourAccording to Google
Insight for Search, the audience search about cruisesover all year,
with a peak during January preceded by a relatively calm period.A
fairly amount of customers are interested in exotic
destinations.
4. Page 4Page 4Cruise audience and behaviour (cted)The trend
appears unchanged since two years, confirming consumers will tobook
a cruise holidays starting from the beginning of the year.An high
concentration of UK travellersduring the summer period suggests
theearly booking as an area to invest inoptimization.
5. Page 5Page 5Search engine presence and market
shareBolsoverCruis9%Cruise.co.uk20%Cruise Deals6%Iglu
Cruise21%NCL13%VirginHolidayCruise19%ThomasCook Cruise12%Currently
ranking keywords* This analysis is not exhaustive as it currently
uses a limited keyword and competitors dataset up to date as of
January the 7thBolsoverCruis2%Cruise.co.uk30%CruiseDeals5%Iglu
Cruise27%NCL5%VirginHolidayCruise31%Market share by ranking
presence
6. Page 6Page 6Basic Link Profile327 links in total, with a
huge drop recorded in the last few months, perhaps due to anattempt
to recover from some penalization. However, the majority of the
links are notfeaturing any keyword in line with the user
demand.Links should be contextually relevant to the destination,
hence included within thecopy of the hosting site.Numbers that
counts!Virgin Holidays 36k+Iglu Cruise 141k+Cruise.co.uk 525k+
7. Page 7Page 7Web site pages health status comparisonCruise
Deals NCLVirgin Cruise Iglu Cruise Cruise.co.ukBolsover
CruiseWorseperformingBestperforming
8. Page 8Page 8No surprise at all: basic SEO is ignored Sitemap
is missing Ugly not customised 404 error page URLs are not SEO
friendly Poor site speed Duplicate pages Minimal pages content
9. Page 9Page 9What about the user experience?1. Which criteria
has beenused to order the offers?It is not the price,It is not the
length of stayIt is not travelling date2. How can I read this?
10. Page 10Page 10Where is the compelling offer?What should I
be amazed from? Why should I call Cruisedeals customer centre if
there isanything that attracts me?In essence, its notall about
price.
11. Page 11Page 11Processes havent changed selling and buying
processes have simply evolved
12. Page 12Page 12Search engines have evolved tooWelcome to the
Zoo: Panda & Penguin the two most recent andscary Google
algorithm that lead a plethora of web site to loseranking and
traffic by overlooking at the content strategy moreseriously than
ever.
13. Page 13Page 13A short cut cant be takenA solid bridge
between consumers and sites is required.
14. Page 14Page 14Sites deserves more love than they were used
toTechnicalSEOCreativeThinking& DesignOutreachSocialMediaOn
PageSEOSearch Experience Optimization andContent Marketing
Strategy
15. Page 15Page 15If a tree falls and nobody listen, who
cares?Search engines are sophisticated, but cantread a web page as
human do (not yet). Adjusting technical SEO, facilitate the
crawlingprocess. On Page SEO help users to locate the mostrelevant
page they need while fulfill theengines necessity to figure out
what eachpage is about.TechnicalSEOOn PageSEO
16. Page 16Page 16Build a content marketing strategy to
stimulate theaudience to buyproducts (that arenot required at
thetime).CreativeThinking& DesignOutreach delivery theright
message tothe right group ofpersons.SocialMedia generate trafficand
and stimulatethe onlineconversations.
17. Page 17Page 17Content strategy supports your site for
lifeOn and off site content is required On site addspages,
authority, relevancetowards a subject helping yoursite to be
recognised as atrusted authority within yourniche. Offsite create
online assets tospread and create multipletouch points that also
sendspowerful signals to searchengines.
18. Page 18Page 18and help increasing the demand &
conversionsContent marketing wont magically turn every person into
acustomer, but at least it guarantees an uptick in return
visitors.To make it working it is necessary answering to questions
like: What are the ultimate goals of your consumers? Which channel
is your audience using today? Who / What influences your
audience?But most importantly: What we can do for our users
today?
19. Page 19Page 19Relevant content related to the cruise
proposalsSimilar to the cross-over marketing, we need to provide
users will all theinformation they need to improve their customer
experience.This will increase consistently the opportunities to get
customers closer to thebrand in an engaged way.
20. Page 20Page 20Outreach target groups and influencersA
research from Skyscanner reveals recommendations from virtual
strangersto be increasingly influential. Last year 34% of
travellers went on travel andchose a destination while suggested by
someone they only know online.
21. Page 21Page 21Pinterest: pictures paints thousand of words
Its the third most popular search engine in US. It offers real SEO
value as all the links are follow Other users can be invited to
contribute to your boardsstimulating the online conversation
22. Page 22Page 22Finally do not rely on the last
click-modelTracking users and conversions foronline and offline so
tounderstand whether time spentand pennies generate ROI.Channels
cannot be treatedanymore as in silos. An integratedplatform is
required to understandthe interrelationship betweenchannels and see
how one canfeed the other.