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Key Results

0 %

increase in bookings

0 %

increase in organic search impressions

0 %

increase in unique visitors

Campaign Overview

Sector

Travel

Expertise

SEO, Content

Leaders in national and international cruises offerings, Royal Caribbean’s site features fantastic deals for different types of experience and traveler.

Working with Royal Caribbean over a significant period of time, our analysis showed that by optimising the Cruise Deals area of the site specifically, Royal Caribbean could benefit from a huge opportunity to increase rankings, traffic and bookings.

Following an in-depth on-site technical audit, keyword & content analysis and competitor bench-marking, our SEO team developed a heavily technical and commercially focused strategy to increase rankings. This strategy resulted in dramatic ranking and booking increases and was recognised throughout the industry with a win at the 2019 European Search Awards.

Client Testimonal

The Blueclaw team are always a pleasure to work with and they have been instrumental in the success of our new Cruise Deals section which saw significant rank improvements in a very fast time. Thank you for all your hard work and dedication!

Hannah Wetherill – Senior Media Planning & Partnerships Manager

The Objective

During our time working with Royal Caribbean, our on-site SEO analysis showed that by pursuing “Cruise Deals” rankings, Royal Caribbean could benefit from a huge opportunity to increase traffic and bookings.

The Solution

Following our on-site technical audit, keyword & content analysis and competitor benchmarking, the SEO team developed a heavily technical but commercially focused strategy based around three core areas:

  • Site hierarchy, new page creation and customer journey
  • Page structure & design
  • On-page content

A new site hierarchy with changes to better target keywords was created, based on keyword research and opportunities identified and mapped to the correct pages – including location-based pages too.

Working with Royal Caribbean’s team to change from one single Cruise Deals page to the creation of multiple, specific Deal pages, our aim was to more accurately target key phrases in line with the user intent and their buying journey. From here we:

  • Identified and recommended merging of old pages into new
  • Mapped keywords to the refreshed hierarchy
  • Reviewed and refreshed metadata
  • Rewrote all meta titles, descriptions, H1s on keyword mapping to create more targeted pages for the user

Our Results

The Blueclaw team’s Cruise Deals focus demonstrates the great results that can come from:

  • Technical onsite SEO excellence from audits and analysis to hands-on implementation
  • Industry-leading content and keyword research strategy
  • Systematic competitor analysis to identify and capitalise on opportunities
  • Travel SEO expertise to ensure that SEO strategy achieves commercial results
  • Close collaboration between client internal teams and agency specialists

Our focus on the Cruise Deals section of the Royal Caribbean site has delivered measurable success on every level – rankings, relevant traffic and bookings, and rapid ranking improvements:

  • “Cruise Deals” up 9% YoY from 1,243 to 4,250 clicks
  • “Last Minute Cruise Deals” up 9% YoY

Search Term

“Cruises”

Rank

4th position to 1st, Search volume: 60,500

Search Term

“Cruise Deals”

Rank

5th position to 1st, Search volume: 49,500

Search Term

“Last Minute Cruise Deals”

Rank

12th position to 3rd, Search volume: 18,100

Search Term

“Cheap Cruises”

Rank

7th (previously not ranked): Search volume: 12,100

Search Term

“All inclusive cruises”

Rank

19th position to 1st, Search volume: 5,400

Search Term

“Late Cruise Deals”

Rank

7th position to 3rd, Search volume: 3,600

Get in touch with our senior team to discuss all things SEO!

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