A quick SEO review of the TUI Cruisedeal web site.

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The UK Cruise landscape
Although the Eurozone distrust, international and cruise tourism
is supposed to continue growing in 2013 with an increment
between 3.5% and 4.0%
The total worldwide cruise industry is estimated at £22 billion
with roughly 21 million annualized passengers carried.
Thomson Cruises represents only 1.5% of this market where
significant possibility to grow exist, in conjunction with the
release of the brand new site cruisedeals.co.uk.

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Cruise audience and behaviour
According to Google Insight for Search, the audience search about cruises
over all year, with a peak during January preceded by a relatively calm period.
A fairly amount of customers are interested in exotic destinations.

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Cruise audience and behaviour (ct’ed)
The trend appears unchanged since two years, confirming consumers will to
book a cruise holidays starting from the beginning of the year.
An high concentration of UK travellers
during the summer period suggests the
early booking as an area to invest in
optimization.

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Search engine presence and market share
Bolsover
Cruis
9%
Cruise.co.uk
20%
Cruise Deals
6%
Iglu Cruise
21%
NCL
13%
Virgin
Holiday
Cruise
19%
Thomas
Cook Cruise
12%
Currently ranking keywords
* This analysis is not exhaustive as it currently uses a limited keyword and competitors dataset up to date as of January the 7th
Bolsover
Cruis
2%
Cruise.co.u
k
30%
Cruise
Deals
5%
Iglu Cruise
27%
NCL
5%
Virgin
Holiday
Cruise
31%
Market share by ranking presence

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Basic Link Profile
327 links in total, with a huge drop recorded in the last few months, perhaps due to an
attempt to recover from some penalization. However, the majority of the links are not
featuring any keyword in line with the user demand.
Links should be contextually relevant to the destination, hence included within the
copy of the hosting site.
Numbers that counts!
Virgin Holidays – 36k+
Iglu Cruise – 141k+
Cruise.co.uk – 525k+

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Web site pages “health status” comparison
Cruise Deals NCL
Virgin Cruise Iglu Cruise Cruise.co.uk
Bolsover Cruise
Worse
performing
Best
performing

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No surprise at all: basic SEO is ignored
• Sitemap is missing
• Ugly not customised 404 error page
• URLs are not SEO friendly
• Poor site speed
• Duplicate pages
• Minimal pages content

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What about the user experience?
1. Which criteria has been
used to order the offers?
It is not the price,
It is not the length of stay
It is not travelling date
2. How can I read this?

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Where is the compelling offer?
What should I be amazed from? Why should I call Cruisedeals customer centre if there is
anything that attracts me?
In essence, it’s not
all about price.

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Processes haven’t changed…
… selling and buying processes have simply evolved

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Search engines have evolved too
Welcome to the Zoo: Panda & Penguin the two most recent and
scary Google algorithm that lead a plethora of web site to lose
ranking and traffic by overlooking at the content strategy more
seriously than ever.

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A short cut can’t be taken
A solid bridge between consumers and sites is required.

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Sites deserves more love than they were used to
Technical
SEO
Creative
Thinking
& Design
Outreach
Social
Media
On Page
SEO
Search Experience Optimization and
Content Marketing Strategy

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If a tree falls and nobody listen, who cares?
Search engines are sophisticated, but can't
“read” a web page as human do (not yet).
• Adjusting technical SEO, facilitate the crawling
process.
• On Page SEO help users to locate the most
relevant page they need while fulfill the
engines necessity to figure out what each
page is about.
Technical
SEO
On Page
SEO

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Build a content marketing strategy to…
… stimulate the
audience to buy
products (that are
not required at the
time).
Creative
Thinking
& Design
Outreach
… delivery the
right message to
the right group of
persons.
Social
Media
… generate traffic
and and stimulate
the online
conversations.

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Content strategy supports your site for life…
On and off site content is required
• On site adds
pages, authority, relevance
towards a subject helping your
site to be recognised as a
trusted authority within your
niche.
• Offsite create online assets to
spread and create multiple
touch points that also sends
powerful signals to search
engines.

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…and help increasing the demand & conversions
Content marketing won’t magically turn every person into a
customer, but at least it guarantees an uptick in return visitors.
To make it working it is necessary answering to questions like:
• What are the ultimate goals of your consumers?
• Which channel is your audience using today?
• Who / What influences your audience?
But most importantly:
• What we can do for our users today?

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Relevant content related to the cruise proposals
Similar to the cross-over marketing, we need to provide users will all the
information they need to improve their customer experience.
This will increase consistently the opportunities to get customers closer to the
brand in an engaged way.

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Outreach target groups and influencers
A research from Skyscanner reveals recommendations from ‘virtual strangers’
to be increasingly influential. Last year 34% of travellers went on travel and
chose a destination while suggested by someone they only ‘know’ online.

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Pinterest: pictures paints thousand of words
• It’s the third most popular search engine in US.
• It offers real SEO value as all the links are “follow”
• Other users can be invited to contribute to your boards
stimulating the online conversation

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Finally … do not rely on the last click-model
Tracking users and conversions for
online and offline so to
understand whether time spent
and pennies generate ROI.
Channels cannot be treated
anymore as in silos. An integrated
platform is required to understand
the interrelationship between
channels and see how one can
feed the other.

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Thank You