Case profile
Trilogy Aviation Group has a select audience. Luxury private jet charters are expensive and cater to wealthy individuals, corporate travelers and the top one percent of earners. The strategy was two-fold.
The first part was an aggressive Google Ads campaign rebuilt from the ground up to target geographic regions popular with frequent private flyers, with better landing pages that matched the message of each ad to lift conversions and lower click prices. We built search campaigns on exact-match keywords for specific offerings, added ad extensions and more compelling copy, and used call ads, responsive search ads and expanded text ads to drive impressions and click-through. In-market audiences and detailed demographic targeting kept the spend granular, and by fully using the budget we let Google's automation maximize conversions within it.
The second part was SEO for organic placement and natural leads. That began with a redesign from a custom PHP site into WordPress, then content optimization, advanced interlinking, keyword mapping to specific landing pages, header hierarchy, site speed, title and meta improvements, alt attributes and a solid foundation for incoming links.
The challenge
A custom PHP site fought every optimization and the paid campaigns were burning budget on broad terms in the wrong places. The audience is tiny and extremely valuable, so both channels had to be precise: the right regions, the right intent, landing pages that matched the ad and a site that search engines could finally read.
What we did
- Redesigned the site into WordPress with proper 301 redirects to preserve equity.
- Set up Search Console, disavowed toxic backlinks and installed optimized titles and descriptions for priority keywords.
- Used Screaming Frog to optimize interlinking with exact-match anchors and link titles, and created an HTML sitemap.
- Added schema, improved speed with caching and image compression, and moved to a better server.
- Rebuilt Google Ads with geo-targeted campaigns, exact-match keywords, extensions, in-market audiences and matched landing pages.
The results
Organic traffic increased 108.9% (7,853 vs 3,760), new users 126.8% and bounce rate improved 8.2%. The campaign won the 2020 Global Marketing Award for best SEO travel campaign. See the organic side of the story in the travel SEO case study.
