Case Study
TravelStore is an award-winning travel agency based out of Los Angeles, California. With a total of eight locations across the state, TravelStore ranks as one of the best travel agencies in the country, and is also a member of the Signature Travel Network. Elite SEM has helped to grow the brand’s organic traffic, year over year, since TravelStore became a client in 2013.
Challenge
With multiple companies in the travel space sharing the same (or similar-sounding) business name, TravelStore needed to expand reach and brand authority while ranking ahead of competitors for organic searches that involved their brand name.
Solution
Elite SEM built a strategy to raise TravelStore to the top of the SERPs for queries involving their brand name. As part of the strategy, Elite SEM employed the following initiatives:
- Optimized Existing Content
- Schema Markup
- Rel Publisher Linking
- Optimized Social Profiles / Created Social Calendar
- Freebase Profile Creation
- Wikidata Profile Creation
- Wikipedia Page Creation
- Built Brand Citations
More and more, Google’s evolution has pointed to the provision of quick and easy answers within the search results pages. People now find that when searching for answers, rather than links to relevant pages being served up, the answers to questions about sports, weather and more are often included directly in the results, as well as the Knowledge Graph.
Knowledge Graph appears for search queries that include the brand name.
Elite SEM worked on a Knowledge Graph for TravelStore, so that people searching for either the brand name or terms related to the business would be directed to the site.
Results
In three months, Elite SEM acquired a Knowledge Graph for TravelStore, so that people searching for “travel store” now see a clearly defined area at the top of the page with key information on the business—brand name, logo, founding date, Wikipedia page link.
Knowledge Graph answers also appear for questions and search modifiers that include the brand name.
TravelStore rose above the competition in its category. The “billboard effect” of the knowledge graph has increased TravelStore’s organic traffic while substantially elevating its brand profile and trust factor.
“Elite SEM helped TravelStore gain a Knowledge Graph result, which really increased our brand visibility in Google Search. We’re starting to see our logo appear next to SERP results and we continue to see organic traffic increase.” Lynette Dominguez | Director, Online Marketing
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