a451 Search Engine Marketing

Viking River Cruises

BRIEF

• To target potential customers, primarily UK residents of the age 50 years plus (otherwise known as ‘Silver Surfers’!).
• Increase their brand awareness.
• Viking were not solely looking for online sales. They wanted to use Search Engine Marketing to increase their customer relationship database through gathering email addresses of potential customers.

SOLUTION
a451 used both SEO and PPC together to compliment each other to increase Viking’s online presence:

• Analysis was carried out to find targeted keywords, such as “river cruises” to remain competitive in the industry.The technical issues were dealt with via liaising with Viking’s Web Developers, Monochrome. Additionally a451 gave advice on site structure and analysed data to report back on how the Web site was working.
• PPC was used to increase brand awareness and remain competitive amongst the top competitors, complimenting the SEO.
• Additionally used PPC for short term promotions.
• Online programs to analyse the figures and benchmark the site against its US sister company.

a451’s on-going Search Management service monitors the online marketing effort, including; natural search, PPC, email marketing and promotional campaigns.

RESULTS
Overall traffic to Viking River Cruises Web site has increased 300% since the outset of contract. Search traffic has increased 449% since December 2007. Additionally, Viking River Cruises has Top Google positions for a number of key phrases including the competitive phrase “river cruises”..

The PPC campaigns have a CTR (click through rate) of 19% with 10% of those continuing on to making an enquiry, which has been increasing month-on-month. The campaigns have achieved the benchmark conversion rate set by the sister company in the USA. 

Managing Director - Viking River Cruise Line