Case Studies

Raffles Dubai

Facebook and Google PPC Campaign

Sekari developed a Facebook and Google PPC campaign targeting the local UAE community. The campaign was developed to drive awareness and interest in Raffles Dubai Hotels Restaurants and Bars and their Festive Season  products and activities. A further focus was developed on the new REDLounge.Terrace recently opened earlier in the year.

The Strategy

The campaign was developed to promote the Raffles festive season content on the website, and further content was developed as Facebook Pages, helping to develop an online community of followers. By coordinating the two campaign centrally and simultaneously Sekari where able to optimise the budget diverting to whichever of the two platforms where delivering the optimum results.

Landmark Properties

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 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 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.

Atlantis The Palm, Dubai

The Website

Atlantis The Palm, Dubai part of the Kerzner International Holdings group of Hotels is one of the most iconic hotels in Dubai. The hotel marketing team needed to increase the visibility of the hotel within organic search results, driving more traffic to the hotel in their largest foreign in bound markets, which at the time showed no visibility in Russian and Arabic Search engines and low listings in International English search engines. At the same time increase the visibility their other business units such as the Aqaventure Water Park, and all their unique set of leading restaurants, bars making each individual business visible in its own category in the organic listings of local search engines. 

The Strategy

Short Term

The Short term strategy was to immediately ensure the visibility in English, Arabic and Russian in Search Engines by making technical changes to the website to remove barriers to the way search engines review the Atlantis's content.

Sekari also targeted inbound sources of business as well as local and regional search engines focusing on Google.ae, Google.com, Google.uk Google.ru & Yandex.

Long Term Strategy

Was to increase the visibility of Atlantis The Palm, Dubai for international keyphrases driving hotel room revenue at the same time increase the visibility of the other business units such as the restaurants, the Aqaventure Water Park, the Spa and the Sanctuary Nightclub within local search results promoting the venue to the local UAE community.

The Research

Sekari conducted a full marketing strategy and technical review of the website. The technical review resulted in some fundamental issues with the website especially in the foreign languages including recommended changes to the content management system. Changes were recommended and support given to the development team to increase the visibility of the content visible to search engines within the site and the internal links from the international home page to the site Dubai site. 

Our marketing strategy included a online competitive review of Atlantis, The Palm's international markets in the United Kingdom, United States of America as well as Russia including both Yandex and Google.ru. For the regional Middle East Market an online competitor study was conducted in English and Arabic of the UAE, Saudi Arabia, and Egypt in both English and Arabic.

Sekari delivered optimised content in each of the three languages which our technical team then implemented through the central content management system. At which point Sekari then commenced the monthly campaign in all three languages.

Results

Within the first 3 months the Russian and Arabic websites were visible within search engines, where especially in Yandex Atlantis had not previously been visible. Secondly significant gains in visibility where identified for the local business with page 1 ranking for keyphrases such as Italian Restaurant, and Japanese Restaurant in Google.ae. Sekari also delivered significant gains globally, with the Atlantis now ranking No.1 for "Dubai Hotel" and No. 2 for "Dubai Hotels" in Google.com and Google.co.uk respectively.

Arabic and Russian language sites where previously had no visibility whatsoever for any keyphrases where now beginning to rank.

The increase in global positions and in visibility of the Atlantis in foreign search engines resulted in a traffic increase from Organic listings of up to 60% from previous years figures. There was a 100% traffic increase for the term "Dubai Hotels" with 1,201 terms with that phrase delivering traffic to the site and a 300% increase in traffic from organic listings for the term "5 star hotels".

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

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 and products on offer. 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 possibility of having certain items waiting in their room on arrival, which in turn helps to promote other products within the luxury range which can be delivered to your home such as a Burj Al Arab Bed. 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 Key Phrase which matched the brand and the website yet was unique enough to compete. SEKARI conducted Keyphrase research and an online competitive analysis.

A technical review of the site brought out into the open some key barriers to the way search engines viewed the Jumeirah’s website, these barriers needed to be overcome before advancing in the search rankings. 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.