Case Study: Saratoga Convention & Tourism Bureau
DiscoverSaratoga.org
| New Design and Internet Marketing Strategy; Monthly Search
Engine Optimization
Redesign Live Date: August 13, 2008
Client Overview
The Saratoga Convention and Tourism Bureau, located in the heart of downtown Saratoga Springs, is the official group destination headquarters! Known as the #1 destination for hosting group tours, meetings and conventions, the staff at the Saratoga Convention and Tourism Bureau is able to assist meeting planners with all the details.
Project Goal
To enhance the website's graphic appeal and navigation by implementing a new visual design and increase search engine positioning for
not only core 'saratoga' keyword phrases (saratoga, saratoga ny, saratoga springs, etc.), but also
for groups, meetings and conventions in the Saratoga area.
Plan of Action
- Created Blog for increased visibility
- Created 10 Minute Walking Guide map
- Added streaming video
- Created new Events section
- Added Media section
- Created FAQ for Saratoga Meetings
- Added Google Search Box
- Integrated informational pages with Business Member listings
- Created custom Contact Us pages
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Site design before |
Site design after |
Results from Website Design and Monthly Search Engine
Optimization
Placements in Google
- Authority Placement: ‘saratoga convention’ - out of 1.1 million searches
- #1 and #2 for ‘saratoga meetings’ – out of over 833,000
searches
- #1and #2 for ‘saratoga convention services’
- #1 and #2 for ‘saratoga group tours’
- #3 for ‘special event venues’ – out of 8.4 million searches
Stats Analysis
- Unique Visitors increased 57% in August 2008 versus August 2007
- August 2008: 40,078 unique visitors
- An increase of over 37,000 page views from August 2007 to
August 2008
A main reason for the redesign of the website was to make it easy for meeting planners to navigate the site
to find what they need, whether they are researching the region or actually requesting a proposal. The new design and site navigation enhancements, along with clear search engine goals, contributed to Mannix Marketing’s ability to create a marketing plan whose
results exceeded our client's expectations. Not only were we able to create an eye catching website, but we also showed that
the
Saratoga Convention & Tourism Bureau is an authority source of information in the eyes of the top search engines when it comes to conventions and meetings in Saratoga.
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