Case Study: OnFoot
Launched in May of 2002, OnFoot is the first free adventure travel Website that leverages the Internet to help active travelers find, plan and prepare for treks and climbs anywhere in the world. OnFoot offers a comprehensive, online catalog of more than 1,500 treks and climbs in more than 100 countries worldwide.
OnFoot’s Top SEO and SEM Tactics:
When it comes to climbing Kilimanjaro and trekking to exotic destinations, John Briggs seems to have done it all. He’s traveled the world to climb with the most knowledgeable outfitters and explored a lion’s share of mountains. In 2002, John left behind a high-tech executive career and pursued a new venture that stemmed from his long-time passion for climbing. In May 2002, John launched OnFoot, the first one-stop, online shop for adventure travelers and climbing enthusiasts.
To gain market exposure for OnFoot and quickly reach the targeted on-line audience, John was convinced he needed to leverage the major search engines to drive visitors to his new site. Drawing from his e-commerce experience at Yahoo and seeking guidance from our company, OnFoot was out to get highly qualified traffic from search engines without having to spend hundreds of thousands of dollars building an on-line brand. This case study will showcase the accounts of OnFoot’s site evolution and its ascent to top of the major Search Engine rankings.
‘Googled’ in Less than 30 Days
When OnFoot.com made its debut, none of its pages were listed on any major search engine despite many submission attempts. The goal was to penetrate the top two search engines, Google and Yahoo! Now that Google results also appear on Yahoo, the following tactics were used to get listed primarily on Google.
With this strategy in place, OnFoot maximizes their marketing budget and can eventually decrease their keyword spending over time. Over 50% of OnFoot 2002 sales were accredited to the keyword buy for "Kilimanjaro”.
OnFoot’s Rankings on Google: 30 Days after SEO
Keywords Ranking Climbing Kilimanjaro Trips Page 1 #8 Kilimanjaro Climbing Trips Page 1 #4 and #5 Kilimanjaro Trekking Page 1 #3 Kilimanjaro Trekking Guides Page 1 #8
Savvy Content Design Boost Incremental Sales and Pages Indexed on Google
Once the search engines were steadily driving traffic to OnFoot.com, we made recommendations to enhance the user experience by giving visitors more related information based on their clicking behavior. OnFoot added a series of "actionable” content sections that appeared at seducible moments on popular pages. Using the following "point of action” techniques, OnFoot increased the number of visitors that booked trips and purchased related books, maps, and gear.
By increasing the number of text links on the home page and frequently used pages, the search engine bots followed these links and even more OnFoot pages were indexed on Google.
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