Any time a property re-brands, especially when attempting to move upmarket, it can feel a bit like uncharted territory. Instead relying on historical data to guide us, we have to think afresh about target markets, competition and keyword strategy. For us, the challenge was to fully communicate their new brand identity and give them a chance to compete in a new segment of their local market.
Looking closely at the strategies of the property’s competitors, both locally and across the region, we created a strategy for developing and communicating their new brand identity online. We also developed a comprehensive organic search strategy designed to drive traffic from new market segments while building on the historically strong organic search performance that the property website already had.
Results: The First 6 Months After Launch
In the six-month period after launching the new website for Bayside, we saw an immediate impact on key metrics when comparing against the same six-month period in the previous year, including a much higher volume of people finding the site through Google, and people spending much more time exploring the website.
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