Turning a negative situation into a positive experience that has generated huge demand for this leading tourism provider.
Experience Oxfordshire is a Destination Management Organisation that promotes the county of Oxfordshire to encourage tourism, working and living within the area. During the start of the pandemic in 2020, this organisation came to us with a goal to remain visible and relevant and improve their online visibility, so they were top of mind when the tourism industry could get back on its feet.
Being positioned with the tourism industry at this time presented a huge challenge for Experience Oxfordshire when maintaining its digital presence. Despite providing rich information about the Oxfordshire area, the level of search and interest in travel and exploration became near obsolete. This heavily restricted the organisation and its goal to remain relevant for when things began to open up again.
To ensure the client remained competitive with their authority and search ranking, we established a thorough digital marketing strategy that was focused around using the time productively and proactively to overhaul, refine and update all areas of the website to ensure the business would be as visible as possible online once the economy opened back up.
Our SEO and technical team dissected every part of this massive website, looking at the internal linking architecture, the faceted navigation and the content optimisation.
At the same time, our content team worked with the client to refine and improve the content, as ever focusing on adding value and educating the user beyond that which the competition was doing.
The pandemic presented a rare opportunity to pause, reflect and make wholesale changes that would greatly improve things for years to come. By focusing on the positives we were able to make this the reality for this fantastic company.
Experience Oxfordshire was able to maintain its existing rankings and enhance many areas which had previously been lacking. Their online visibility is now greater than at any time before the pandemic. We’re recording a 256% increase in leads and enquiries through the website, we are seeing traffic levels more than double the 2019 numbers and users to the website has passed 400,000 in the past 12 months.