The Challenge
Virgin Holidays wanted its cruises website to become a point of information for its consumers.
The Strategy
Edit took a two-tiered, content-led approach. The first tier involved a cruise guide hub full of informative articles that will influence the customer’s decision-making. The second tier involved a creative-led content approach designed to engage with influential websites that will attract links and engagement, raising both generic keyword rankings and the site’s domain authority.
The Results
The cruise guide achieved a massive amount of page views (into the 100,000s), leading to a large influx of microconversions. There was also an increase in domain authority resulting in a boost in rankings and visibility.