Pay-Per-Click or Organic?
The top question I am asked is, “Pay-per-click or Organic?”
My answer is, “It depends.”
Fuzzy? You bet. Sorry about that. The bottom line is that it depends on what you’re marketing. Recently I launched a campaign for a travel agency client wanting to increase cruise bookings.
Starting with a gemtravelsite base website, built on the Wordpress 2.6 platform, we determined how to integrate the content they received from their consortium for cruises.
The biggest issue all agencies & home based agents face is making sure they aren’t getting buried in search engine ranking by using canned content – it’s duplicate content as far as the search engines are concerned, period.
Next, we built pages for the cruise lines they wanted to sell, featuring the fact that they’re a specialist for a specific cruise line – but ALSO adding content for the features of the cruise line that consumers are probably searching for. Think: dining options, wedding options & kids programs.
Building the pages allowed us to utilize the built-in marketing features of a GemTravelSite, including tags, categories and search engine friendly pages.
Within a couple weeks, not only were they ranked as the #1 travel agency for the cruise line, the leads were coming in, without having spent a dime on Pay-Per-Click, which would have certainly generated immediate requests, but also immediate spending.
Chelle Honiker Yarbrough, CTC is a designer, programmer, writer, speaker and trainer on the topics of WordPress, social media marketing, business blogs, content management systems, managing travel leads and closing web sales.
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