Situation

The Grapevine Convention and Visitors Bureau (CVB) is the official destination marketing organization (DMO) for the city of Grapevine, Texas. The CVB experienced a common trend for many DMOs: the increase in website traffic began to slow down. In order to improve traffic and rankings, Grapevine CVB needed a better way to add and update content, which would make it easier for search engines to properly crawl and index their website.

Solution

Simpleview teamed up with Grapevine CVB to begin the process of building a new website. The CVB's dedicated SEO Analyst from Simpleview thoroughly reviewed each section of the website, and used keyword research and top page analysis to determine navigation.

Throughout the year after the website launched, the two teams consistently updated content and built microsites to boost traffic even further. In addition, monthly reports tracked the progress of visits, organic traffic, completed KPIs, and rankings from top search engines. Using monthly reports as benchmarks allowed the teams to adjust the content strategy as needed to help optimize pages based on performance and trending search.

Results

The CVB's goal was to increase the visibility of their destination, and specifically, local events. Monthly statistics continuously boast year-over-year growth, much in part to the ongoing content strategy and microsites that are optimized for organic search.

The most popular pages on Grapevine CVB's previous website were the homepage and events pages. However, after two years in their search engine optimization (SEO) engagement, internal pages have gained huge traction and rankings among the search engines.

In an effort to increase traffic and search for mobile devices, Grapevine CVB also utilized the Simpleview SEO team for a Mobile SEO engagement. Now, both sites are optimized for reach and each receives a significantly lower bounce rate, which gives visitors the optimal experience based on their device.

Consistent with their goals, Grapevine's top pages are related to year-round events, vintage trains, and wine. In addition, ongoing desktop and mobile optimization ensures the CVB is positioned for success in the years to come.

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