Virgin Holidays wanted its cruises website to become a point of information for its consumers.
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 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.