Case Study : Jumeirah Collection
The Website: Jumeirah Collection is the retail arm of Jumeirah. An online shop where customers are able to buy many unique products which can only be found within Jumeirah's chain of hotels. Everything from a luxury Burj Al Arab bed and linen, experience vouchers, decorative items for the home to corporate and lifestyle souvenirs and gifts. The online store delivers to anywhere in the world and epitomizes a world of online luxury.
The Brand: YoFirst Sekari believed that Jumeirah Collection consists of products which are synonymous with Jumeirah's brand of exclusive luxury, we believe the items on sale epitomise and add to Jumeirah's luxury brand experience. Alternatively as the Jumeirah brand becomes recognised as the leader in all things luxury so the Jumeirah stamp on any product will of course endorse its luxury status.
The strategy: The campaign took into consideration vertical as well as horizontal business and product categories defining online competitors which mirror if not compete with Jumeirah's own unique portfolio of hotels. The purchasing cycle of customers had to be considered, whilst a potential customer is in the research stage of their holiday booking and searches for Burj Al Arab in Google they should at this stage be exposed to the virtues of having delivered a Burj Al Arab bed in their own home. A parallel approach considered the comparative environment for specific product categories, an area where Jumeirah Collection already had some good SERP results due to the uniqueness of some of the products. This was identified as a key area where much progress could be made.
Delivery: The proposal was to deliver a unique KeyPhrase which matched the brand and the website yet was unique enough to compete."YoFirst Sekari conducted Keyphrase research and an online competitive analysis.
A technical review of the site brought out into the open some key barriers to Jumeirah's website which needed to be overcome aligning all link text categories and sub categories with the keyword research findings, and identifying a strategy for tagging database driven results within delivered by the content management system. The marketing strategy identified a key opportunity to separate products into defined categories competing for broader terms, which were again identified by the keyword research and competitor study. Pages were developed describing the categories of products which lay in between the home page and the product database.
Finally a Pro-Active Online PR, article development and social bookmarking campaign was scheduled. A directory building campaign was also initiated. 3 releases per month were pre-planned and activated. The Press Releases where themed around specific product categories, considering seasonality during the campaign timeframe.
Results: After much research and in consultation with Jumeirah Marketing and PR department the Title KeyPhrase was determined as Gorgeous Luxury Gifts. The term not only had a substantial amount of click through traffic, but was an opportunity Jumeirah Collection could compete in and drive a substantial amount of prominence and gain advantage within Page Rankings.
The PR releases were a great success and slowly improved with every release, resulting in a combined Lifetime activity of 176,170 reads. There were substantial gains in visibility for the phrases specifically targeted within the Online Press Releases. The most significant gains were for "inspirational experiences" and "luxury spa packages".
As prescribed there were major gains in page Rankings for the generic product categories with 5 now ranking on average within the TOP 5
The Website: Landmark Properties is one of the leading real estate brokerage firms and consultancy providers in Dubai. Landmark approached Sekari in a bid to enhance its websites competitive positioning online, with a plan to make enhancements to the current site, as well as promote Landmark Souk, the companies new online property sales portal.
The strategy:
- Research
- Analysis
- Action
- Promotion
The strategy was to implement a full technical Audit and Search marketing strategy for Landmarks current site which provided the technical and marketing insights required for the new site enhancements. Landmark needed to target an international market as well as regional. Our strategy was based on .ae and .co.uk domains as a starting block to a more enhanced multilingual approach in the future.
Strategy Delivery: Following the audits YoFirst Sekari identified that Landmark could make a huge impact driving relevance to named property developments. This was an area in which there was little to no search competition and had the potential to generate a high amount of relevant traffic of speculators searching for property developments. With this potential goldmine in mind YoFirst Sekari acted recommendations to develop a Search strategy targeting property developments, building content that enhanced Landmarks profile of information regarding developments in Dubai. Keyphrases were established, technical implementations where made and a link building campaign launched.
Results: As expected Landmark showed considerable gains within the first month. Landmarks positioning for development and development + location keyterms saw the greatest gains overall, furthermore, the momentum gained by the website for the development sections also resulted in an increase of traffic for more generic terms.
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