Facing serious headwinds during the reopening of ports following the pandemic, Holland America Line partnered with DAC to drive qualified organic traffic. Starting with in-depth analyses and auditing to identify gaps in HAL’s website content, DAC crafted non-branded keyword strategies and new website copy, and optimized page structures and site navigation to focus on destination-specific needs.
The updates led to the ranking of an additional 5,000 non-brand keywords in just over two months. Lead form submissions rose 65% and revenue by 136%, while organic traffic also saw impressive growth, with a YoY increase of 103% and a 54% increase in traffic compared to the same period in 2019. This outrageous performance has been recognized at the OMMA Awards 2023, taking the prize in the Search Marketing: SEO Campaign category despite stiff competition. Kudos to all involved!