We’ve been having a great time working with Ningaloo Blue, the overall winner of ourÂ PublicityShip Hidden Jewel Award.Â Â Getting a publicity campaign up and running while launching a new blog-enabled website during one of the busiest whale shark seasons on record has certainly made it interesting!Â So, here is an update on what has been happening.
The new new website at ningalooblue.com was launched in May. Keyword research was used to identify the sorts of queries that are being used, to maximise the opportunity for Ningaloo Blue to be found. The site structure was redesigned to make it easier for travellers to find out about the different adventure travel options available at Ningaloo. Â Â
The site was indexed rapidly by Google, and has already started drawing traffic on some of the new keywords. Â It will take a while to get better rankings on some of the highly competitive travel keywords, however we are confident we will get there. Â This is the sort of strategy that will pay long term dividends for Ningaloo Blue, as the cost of pay-per-click search traffic on the competitive keywords is already significant, and will only increase. Â
Once strong rankings are achieved, they should be able to be retained on the strength of content rather than advertising spend.Â The blog is getting good visibility including through Technorati, where it has a blog authority ranking (Technorati), a good result for less than a month’s exposure.Â The new blog helps capture some of the excitement of swimming with the whale sharks – this year has been a fantastic season, just this week they had two days where they swam with 10 or more separate whale sharks.
Ningaloo Blue are already seeing enquiries coming in via the site, including a query from a New York journalist wanting more information on the whale shark tours, and queries from travellers seeking advice on getting to Ningaloo. This is great news for Ningaloo Blue, who are aiming to raise awareness of the tours in the US and Europe as well as getting a better profile with independent travellers.
Their publicity campaign planning started earlier this year, and has already been delivering results. As a result of the publicity campaign, the West Australian and Sunday Age have featured Ningaloo Blue in their travel news, and the high-ranking global news site, about.com, has expressed interest in Ningaloo and requested information on tours that include Ningaloo Blue’s whale shark tours. Whether this results in coverage or not we’ll have to wait and see, the awareness-raising is invaluable.Please let us know what you think about the new site through email or comments, all feedback very welcome.