Background
Turk Launches is a 300 year old river boat company that offers Thames river cruises along one of the most beautiful waterways in South West London.
MediaVision approached Turk Launches at the beginning of February 2011 after identifying several weaknesses within the Turk Launches SEO setup. In an industry that is flourishing online, MediaVision was tasked with the goal of improving Turk Launches’ online visibility by the time the boat cruise season peaked in the summer of 2011.
The Market
We can see the general rise and fall of web interest over the course of each year below, but what is worth noting is that there has not been any growth in web interest in recent years, thus making MediaVision’s job even tougher. In addition to this, March has always been a steady month whereby no actual increase in web interest has taken place; we can therefore surmise that any improvement during the month of March is due to improvement in SEO work, rather than due to an increase in web search interest.
Strategy
Given the short space of time in which MediaVision had to produce results, it was essential that a tight and immediate strategy was put into place. Having quickly come to terms with the industry and what consumers expect from a top quality Thames River Boat Cruise company, MediaVision focused much of our attention on the onsite SEO compliance of the Turk Launches website. A thorough compliancy report was completed and necessary onsite changes were made to the website itself as well as the content within the website to ensure that all signals pointed to a quality website with quality content.
Results
Having only had a portion of February and the month of March to work with thus far, improvement to the Turk’s launches website traffic was immediately apparent, with significant improvements shown to non-branded organic search traffic volumes and quality of traffic. Traffic volumes on the 1st of March 2010 were almost identical to traffic volumes on the 1st of March 2011. However, whereas traffic volumes in 2010 remained stable throughout March, we can see below that work carried out to the Turk Launches website has resulted in massively increased non-branded organic search traffic volumes of 455% in March 2011 – a significant improvement in year on year growth:
Conclusion:
The motivation behind this case study is to illustrate how quickly an effective SEO strategy can begin to take effect on a website. An improvement in traffic of over 450% in one month is exceptionally impressive. Turk’s Launches is now ahead of schedule in terms of their website’s traffic volume targets and as a result can expect one of their busiest peak seasons ever, thanks to their improved web visibility to potential customers. We will be sure to check back in after the summer and keep you posted on Turk Launches ongoing improvement.