The Cruise Line

Established in 1993, The Cruise Line are the UK’s original luxury cruise specialist and a leading agent for many of the world’s finest cruise lines.

cruiseline luxury cruises

“Getting S7 involved with our digital marketing has proven to be a great decision. Every plan, action and report is clear and concise and the results keep getting better. Having had our fingers burnt in the past, working with the team at S7 has been a breath of fresh air.”

David Smith, The Cruise Line

Objective

The Cruise Line approached Search Seven to help with both their SEO and PPC.

Firstly, with the aim of improving their current PPC performance so that they could gain an increase in enquiries for particular lines they were promoting, with a view to converting these quality enquiries into bookings.

They also wanted to grow the number of enquiries from their Organic traffic, so were keen for us to review their site from an SEO perspective.

Solution

Firstly, we corrected and fixed all tracking across the site, so we could accurately and effectively measure all activity.

For PPC, we then introduced a range of search, display and remarketing campaigns to reach a highly relevant audience. A strategy was then formed so we could be as responsive as possible to both seasonality and time-sensitive deals.

This also considered how we would best reach target audiences for each line, as well as adhering to particular policies each line had on bidding on branded terms.

Regular contact was maintained to ensure all the above was followed through correctly.

From an SEO perspective we performed a thorough audit of the site to uncover any potential technical issues which were holding the site back from reaching its full potential. These were prioritised and addressed, whilst the meta data for the site was also refreshed and aligned with our research phase which looked into the search behaviour of their target audience.

From our understanding of their target audience we were also able to put in place a successful online PR strategy which helped raise awareness of The Cruise Line in publications both online and in print – including World of Cruising, Cruise News UK and The Express to name just a few.

Results

  • PPC Click-through rate has increased by more than double for certain lines
  • Cost per conversion has fallen by 46%
  • Organic traffic has increased by 160%
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