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Search Engine Optimization Case Study
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Client: Yogi Bear's Jellystone Park Camp-Resort at Natural Bridge
Website: www.campnbr.com
“After analyzing our website traffic and discussing our goals,
MorePro
constructed a comprehensive SEO program and PPC campaign.
Through MorePro’s
leadership and analysis we are consistently ranked
on the first pages of the 3 major
search engines and in the number one position
for many of our keywords”
Margie Dettman,
Campnbr.com Owner
The Problem
Jellystone Park in Natural Bridge, Virginia is a franchised campground & RV park, licensed by Leisure Systems Inc. They are one of many campgrounds in the state of Virginia competing for camping enthusiasts, as well as families going on vacation. Due to the overwhelming competition for vacation accommodations and amenities in the area, Yogi Bear's Jellystone Park at Natural Bridge needed a way to stand out from the crowd. While the owners did get some offline marketing and indirect online traffic from the corporate office, the campground was left up to its own devices, more or less, when it came to online marketing. The problem, you could say, was that they weren't getting as many online conversions as they felt they needed in order to stay competitive in the online arena. Breaking down the problem even further would reveal that the campground suffered from a lack of exposure in the online marketplace (i.e. organic search engines,
local search listings, pay-per-click, etc).
The Solution
MorePro Marketing proposed that an aggressive Search Engine Optimization strategy be implemented in order to increase the amount of relevant traffic that the website received organically. This would include items such as:
- SEO Site Audit & Analysis
- Optimization of Existing Content
- Creation and Implementation of New Content
- Link Building Campaign
- Social Seeding of the Park to Relevant Niche Websites
The Results
Jellystone Park in Natural Bridge, much like other hospitality & travel-related industries, experiences seasonal traffic. Therefore, it was important to compare the traffic to the prior year – not to the prior month. Positive changes in website performance included:
- Average of 30% increase in organic website traffic every month from March 2008 – September 2009
- Range of 9-59% improvement every month, with each month's organic search traffic performing better than the prior year without fail
- Average of 13% increase in conversions/reservations from 2009 compared to 2008 during the busy camping season for the park (March-August)
- According to the keywords tracked, an average increase of 25% in Google Visibility achieved (Visibility based on appearing on first 3 pages of search results)
- Increased backlinks from <300 (March 2007) to nearly 8,000 (September 2009) - an average of 260 naturally appearing links a month
