Maximized visibility inspires ocean adventures.
As one of the world's premier cruise lines, Princess needed to ensure that their organic search visibility equaled their sterling reputation. AMP Search was tapped to create a strategy that would maximize exposure to potential passengers seeking information through major search engines.
Analyzing Princess's organic visibility revealed a tremendous opportunity for search term growth by focusing on the cruise line's destinations. To capture this opportunity, AMP focused on optimizing the onsite factors considered by search engines and building the offsite authority of Princess.com.
Onsite optimization began with a review of the site coding and architecture to enhance search spidering efficiency and ensure proper keyword usage. Offsite optimization included the execution of link-building opportunities and the development of cruise-related content to engage travelers and further position Princess as the cruising authority.
Since the campaign's onset, organic visibility has improved 24% and organic search visits and bookings have grown 57% and 241%, respectively.