After the SEO campaign’s launch, the site kicked off a string of continuous year-over-year growth in organic traffic and regained its rightful place in position one on Google.
Yosemite Mariposa County Tourism Bureau
Summoning Visitors to the Sierra
By optimizing Yosemite.com’s website, we boosted organic traffic and overall sessions while increasing partner referrals for local stakeholders.
Redefining a National Park’s Digital Landscape
Yosemite.com is the official website of Yosemite Mariposa County Tourism Bureau, and when you’re number one, there are plenty of competitors out there looking to knock you off the top spot. To ensure the brand’s staying power, we worked to optimize the site, creating search-friendly content to showcase the park’s natural beauty.
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Key Opportunities
Rise above competitors in search
Tell compelling, search-friendly stories
Drive partner referrals
Highlights
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23
%
Traffic increase
-
165
%
Increase in blog pageviews
-
9
%
Decrease in bounce rate
-
15
%
Organic traffic increase
Rising Above the Rest
Once we started researching Yosemite.com competitors, we discovered scores of sites with higher-ranking pages due to their grip on keywords for the park’s natural attractions and outdoor activities. This didn’t fly with Noble. To reach our client’s goals, our performance marketing team dug deep into the realms of SEO and keyword research to optimize the site’s existing pages for search engines.
Telling the Stories to Compel Visitors and Search Engines
Up next: creating new content. We researched topics and keywords to learn what users were searching for and strategized what would perform well on the site. Then, we unleashed our content team on new pages centered around popular Yosemite National Park topics. At the same time, our development team was hard at work on a site redesign.
Driving Partner Referrals
Our SEO efforts on this project led to our final challenge: Increasing partner referrals. This was the final push. To get the Yosemite.com “Hotels” page (among other key stakeholder pages) to rank above competitors such as Trip Advisor and Expedia, we optimized content using extensive keyword research and strategic copywriting.
“Our site has seen exponential growth over the last few years. We’re looking for a new hosting company because of how much our traffic and volume have increased. Clicks to the site and overall traffic have continued to improve, and our organic and paid page views have increased by 40%. It’s been a team effort to accomplish that growth.”
Jonathan Farrington, Executive Director of Yosemite Mariposa Tourism Bureau
Outcomes
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23
%
Traffic increase
Year over year, traffic to Yosemite.com is up by nearly a quarter
-
165
%
Increase in blog pageviews
As we continue to add relevant blog topics, traffic to these pages has increased
-
9
%
Decrease in bounce rate
Efforts to weed out unqualified traffic have resulted in less abandonment of the site
-
15
%
Organic traffic increase
Visitors are finding the site in higher numbers thanks to increased SEO efforts
-
2
%
Average session duration
Visitors spend more time on the site than the previous year, which is excellent news for stakeholders
-
16
%
Lodging referral increase
Year over year, referrals to partners offering accommodations are on the rise
-
88
%
Paid media lodging referrals
Efforts to increase paid media spend are paying off in dividends, with referrals to lodging partners nearly doubling
-
96.3
M
Paid media impressions
Nearly 100 million impressions are the results of strategic paid marketing efforts
Ready to get to work?
Lets make this year your best yet.
