• Implementation of 'hreflang' and canonical tags resulted in tens of thousands of pages on international versions of the site being indexed and ranking.
  • Traffic for travel holiday related pages more than doubled in the first three months of the new format pages rolling out.

The Challenge

Virgin Australia is Australia's second largest airline and had two main objectives.

  1. Increase traffic and bookings via organic search for holiday packages.
  2. Increase organic traffic on international versions of it's website (e.g. USA or UK site) to attract more direct international bookings.


I headed a team at SEO agency, Dejan SEO in Brisbane and we were lucky to have earnt the trust of Drew Ascough from Virgin Australia as he'd seen our team speak at conferences. However, a big challenge was that all on-site changes needed to go via a development queue at Virgin that had a major backlog due to an upcoming change to their flight booking system. The challenge therefore was convince others within the Virgin team of the potential value of our recommendations to allow them to be prioritised.

The Process

We started with a full technical audit of the site and found a number of issues such as:

  • duplicate content (lack of canonical tags)
  • thin content for holiday package related pages (or in some cases their simply were no pages targeted high value potential terms).
  • majority of the pages on international versions of the site such as UK, USA were not being indexed by Google


Once the audit was done then we broke up recommendations into:

  • Technical changes requiring internal development tasks: We split these into individual tasks to be lodged based on priority. For example, the international sites lacked 'hreflang' tags to signal to Google the language and location of the site.
  • A content strategy was created for holiday package pages with advice provided on what content and sections to include for these pages. We worked with Virgin's team to create a template for these pages which could then be populated by their content team.
  • We then did outreach to earn links to the new pages to boost authority.


Note: Budget below related to monthly SEO retainer for agency (not paid search)

The Solution

  • Implementation of 'hreflang' and canonical tags resulted in tens of thousands of pages on international versions of the site being indexed and ranking.
  • Traffic for travel holiday related pages more than doubled in the first three months of the new format pages rolling out.
Skills Used

SEO

Industry

Travel & Leisure

Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study

1

ROAS

Kings of Diamonds

Kings of Diamonds is a busy and successful ecommerce diamond merchants in Hatton Garden, London. KOD had been running Paid search across GoogleAds and Google Shopping for over six months before reaching out to Delta Marketing.


The paid search campaigns were delivering a positive ROAS but results fluctuated by month and were too unpredictable to enable the business to plan customer numbers and work loads

Nu-Tank

Nu-Tank are a Queensland polyethylene water tank manufacturer. With 25-years industry experience manufacturing high quality water tanks, they are a leading supplier of water tanks in the state and across Australia.

While they had a website and a digital presence, marketing efforts were still very reliant on traditional media, particularly television and print to generate leads and brand awareness.

Past attempts at running Google Ads through digital marketing agencies were unsuccessful and management were unsure if they could justify the return on investment.

0.4

CPL

Small Screen Producer

Pam Vinje and Mike Isbell initially contacted me through UpWork to assist with some issues surrounding click fraud they were seeing on their accounts and needed advice on how to best handle it. I was able to work through the complex problems by researching what was happening and ultimately solving them with a 3rd party solution. As a result of how well it went, they asked me to review and help manage accounts for their business.





0.57

CPL

Damore Law

This account was new to google adwords. They wanted to maintain a CPL of $70.

M1 Concourse

M1 Concourse, a race track and events center, faced challenges with low open rates, click rates, and minimal e-commerce purchases. The Digital Marketing Manager, responsible for email to social media and website efforts, felt they were underutilizing tools.

Yollo

In the world of travel, YOLLO Group Services, Inc. stands as a leading travel agency, specializing in all-inclusive packages for events such as Essence Festival, Urban Fiesta, and NBA All-Star. These packages not only provide access to the hottest events but also offer excursions, party passes, drink specials, and an abundance of fun. As a Manager at YOLLO Group Services, the challenges of email marketing were a roadblock to unlocking their marketing potential. This case study delves into YOLLO Group Services' partnership with Mayple and the transformation that ensued.

The Idea Village

In the dynamic world of startups and business scaling, effective marketing is paramount. The Idea Village, an organization dedicated to helping startup founders scale their businesses through a range of innovative programs, recognized the need to enhance their email marketing strategies. This case study delves into their journey of transformation with Mayple.

Direct Textile Store

Discover how Direct Textile Store, a leading online wholesaler catering to the healthcare and hospitality industries, unlocked the full potential of their email marketing with the strategic partnership of Mayple. This case study unveils the challenges faced, the impactful collaboration with Mayple, and the transformation that ensued.