HomeMy WebLinkAboutTDC 012018 Backup1Search Engine Optimization / Search Engine Marketing
Program Update
January 24, 2018
SEO (Search Engine Optimization):
The goal is to be the first page of search results for as many
relevant keywords as possible for increased visibility
VisitStLucie.com –this is focused on improving the organic
performance of a website.
There are various factors that influence organic
performance and ranking, such as website content, page
meta information, and competitors.
What is SEO?
SEM (Search Engine Marketing):
This consists of paid search ads on Google.
When a user searches relevant keywords associated with
Visit St. Lucie, they have the opportunity to be shown
search ads alongside organic listings.
A click is counted when a user clicks our search ad and is
directed to a relevant page on VisitStLucie.com for more
information about what they initially searched.
What is SEM?
Generate 22,200 clicks to VisitStLucie.com (based on SEM
budget of $1,440 per month)
Increase visibility of VisitStLucie.com in search engine result
pages
Consistently identify areas of optimization on all web pages to
ensure maximum results
Ensure a greater share of relevant and interested consumers
find visit VisitStLucie.com instead of our competitors
Goals & Objectives
15,160 clicks
total
April 2017-December 2017
Results –Clicks by Month
Results –Clicks by Month
91.25% New Visitors
14,057 Sessions
12,800 New Users
Performance Summary
3.92%
Average Click-
Through Rate (CTR)
Travel Industry
Standard:2.18%
Results –Clicks Throughs Over Time
Top Performing Keywords
Blended Rank: includes universal results in its rankings (i.e. videos, places, news,
images, carousel, and major site links)
SEO Results
Future Recommendations
Current SEO / SEM Budget
SEO --$6,720 annually
SEM --$17,280 annually
Increase annual SEM budget to $40,000 per year to compete with
comparable destinations and a global marketplace (estimated click
through increase to 45,000 per year)
SEO --$6,720 annually
SEM --$40,000 annually
TOTAL INVESTMENT: $46,720