Fiji has over 300 islands, and 150+ resorts and hotels each offering a range of activities and experiences to engage potential customers. In such a saturated market, it’s difficult to ensure customers are both aware of your brand through organic search and are prompted to book directly rather through an aggregator service.
Cherryielding developed a keyword gap analysis, along with a comprehensive keyword universe documenting the thousands of possible search terms a customer could use to discover Tropica.
This explored the searches and the stages of the customer journey where Tropica already has strong visibility for customers. It identified specific opportunities for website content in the gaps.
With these insights, Cherryielding was able to subsequently optimise the Tropica website with additional relevant content and search terms. A content production plan was developed to fill the gaps between the key brand offering and customer interest. A clear pathway and direction was set and organic search rankings began to improve steadily.