In this case study, we look at one of our clients in the aviation industry and how we used our expertise in aviation SEO to grow their revenue by over 400%.
A look at the client
This client is a well-known aviation company that operates flights across North America. At Crum, we pride ourselves on being able to provide solutions to clients in all industries and aviation SEO is about as niche as it gets.
Despite being an enterprise-level client with the budget to make a small-agencies eyes-water, there were still challenges that our team had to overcome to ensure the success of the campaign. For instance, due to the competition across the aviation sector, finding gaps in the market can be difficult. Not to mention, the sheer volume of aviation companies means that creating a unique image can also be difficult.
The aim of this campaign was to increase brand awareness, improving user experience and overall digital performance. There are many different ways to bring awareness and improve performance, although each marketing channel comes with its own challenges and ROI.
What’s special about aviation SEO?
Despite SEO being at the forefront of this clients digital growth, we also carried out PPC, paid social and PR campaigns at the same time. As this is an enterprise-level client, their budget could facilitate for a full digital marketing expedition. However, just because they had a large budget doesn’t mean the success of their organic marketing campaign can’t be replicated with smaller budgets.
After an initial pitch and introduction to Crum, we started working with the client in order to find out exactly what they are looking for in an agency-partner and what goals they have. Once this was understood, we began working internally to research solutions and simulate campaigns using our advanced Ai tools. As the CPC was significantly high in this niche, the client decided to focus on organic marketing and PR with PPC and paid social supplementing these larger efforts.
If you are reading this and wondering what type of digital marketing best suits your business and its goals, here is a good rule to go by: if you are looking for quick results, use paid marketing (PPC and paid social). If you are looking for a strong ROI but can wait a few months, then go with organic. This being said, a combination of SEO and PPC is typically more effective than just focusing on a single marketing channel.
What makes aviation SEO challenging is the competition from aggregate sites and large budgets that competitors have. What would be a significant amount of spending power in another industry may not cut the mustard in the aviation sector.
The process that generated these results
The pitch: As with all relationships, everything starts with an introduction. Once a prospective client reaches out, we then put together a pitch that highlights what we can do for that client and a look at past client success. This introduction can take place over conference calls or if you’re lucky enough we may take you to a swanky restaurant.
Discovery period: Once the pitch stage is complete and a client signs-on, we then enter another stage of communication where we find out what goals a client has down to the smallest detail. To grow a clients business, you first have to understand how it works, who their customers are and the unique challenges that their sector brings. This is what we call a ‘discovery’ period and can take around a few days. Fortunately, our in-house Ai makes things much easier to quantify and understand a clients business sometimes better than they do themselves.
Strategy stage: Once we have learned all we can about the clients business and their industry, we then put together a series of documents and presentations highlighting areas that can be improved on in order to reach the goals that were originally presented. These presentations are split into three sections:
- The opportunity that we have spotted that will help the client business reach its goals. (e.g targeting a new demographic)
- A look at why this opportunity is good and how we’ve found it. (e.g why that demographic should be targeted).
- Implementation strategy and a plan on how we will make use of said opportunity. (e.g how we are going to target that new demographic).
Implementation: Our team made a series of technical and on-page suggestions to the client that were pivotal to the success of the overall campaign. These suggestions were based around improving site-speed (Core Web Vitals), user experience and crawlability.
Content briefs, keyword research and technical support was provided along the way as these implementation’s can’t be made without guidance and supporting documents. In some cases, our own developers went into the client site and made these changes for them.
Once the technical aspects of the site were ticking away, we then provided reports looking at how the business’s KPI’s have been met as a result of these changes and following our opportunity-advice. Very quickly, we moved to the on-page side of things and content creation/marketing. As SEO is an environment that must constantly maintained, it can never truly be done. Although, we allowed our Ai crawlers to keep tabs on any issues and alert the team if any problems came around. With this side of things being handled, it left our organic team with the challenge of researching, suggesting and creating content that the client could use to drive organic visibility and fulfill the business’s commercial goals.
Content marketing and link building are two things that we take pride in and approach creatively. We utilize media-connections, strong content and brand image to drive links and placements on some of the most respected publications on the web. Without spilling the entire tin of beans, we created aviation-based content that hadn’t been seen before and sent journalists crazy. An influx of inbound links along with the new technical changes that had been made pushed the site onto page one for some seriously tricky keywords.
The story doesn’t end here. Once we managed to rank the site for the desired keywords and increase the traffic, we then embarked on conversion rate optimisation. This is carried out to a specialist team that work with even more advanced data and a series of A/B testing platforms. We now work with the client on SEO, PPC, paid social and PR channels.
If you’d like to become a Crum client or see what we can do for you, let’s have a chat.