Situation

Visit Orlando is the official Destination Marketing Organization (DMO) for Orlando, Florida- the most visited destination in the United States. Their mission is to market the area globally as a premier leisure, convention and business destination for the continual economic benefit of the community.

In March 2011, Visit Orlando underwent a domain name change during the launch of their new website. With so many changes occurring simultaneously, the DMO staff knew that this was not only a great opportunity to make updates to their current Search Engine Optimization (SEO) strategy, but to utilize the knowledge and resources at Simpleview as well.

Solution

The Visit Orlando team was willing to take calculated risks and balanced approaches to these challenges. They understood that new methods shouldn't be abandoned quickly and true results take time.

The DMO staff openly and consistently communicated questions, concerns, and SEO ideas. In return, Simpleview worked hard to constantly push for proven results. Throughout the process, Visit Orlando staff worked closely with the Simpleview SEO team to utilize recommendations and best practices. Some of the highlights include:

  • Site traffic increases only a few months after domain change
  • Ongoing content updates to maximize optimization
  • Implementing custom holiday landing pages and reports

Results

Visit Orlando has had great SEO success- more than 36 consecutive months of year-over-year growth to their natural traffic. The Simpleview SEO team worked diligently to update more than 500 URLs throughout the domain change, which was a contributor to the growth of organic visits to the site. In addition, Visit Orlando staff continuously creates new content for multiple pages within the site. Simpleview then reviews the content and offers suggestions and insight, which allows ongoing site optimization. Lastly, staff from Visit Orlando and Simpleview worked to create custom holiday landing pages to give a unique presence to the site throughout the year, and to rank for those same topics out of season, further strengthening their position in the search engines.

From October 2011 to April 2014, Visit Orlando has seen some tremendous organic search growth in key areas of the site, including:

  • Discounts & Tickets page increased by 263%
  • Things to Do page increased by 171%
  • Calendar of Events page increased by 75%

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