Sterling Holiday Resorts Limited (commonly referred as “Sterling”), a leading holiday lifestyle company headquartered in Chennai, India, has been in the business of providing exceptional holiday experiences to their guests for over three decades. Their booking website (and also their corporate website) was experiencing lower footfalls amidst a scenario where the market was dominated by online travel agencies and big hotel chains. The larger and well-established brands enjoyed organic traffic to their websites from an aspect of branded and category keywords, making it difficult for Sterling to get the required traffic to its website. Additionally, in terms of visibility, there was ambiguity in the minds of the general public whether Sterling was catering only for their VO segment (Vacation Ownership or Timeshare segment) customers, or if they also catered to the FIT (Free Independent Traveller) segment. The Covid-19 pandemic also added to the challenges faced, by causing a huge dip in the search volumes for the category as a whole, impacting Sterling too.
Rage was tasked with the objective of effecting a significant increase in Sterling’s website traffic. After a detailed study of the website pages, Rage worked on a set of SEO initiatives over a period of a year, which covered the following:
Rage also addressed hygiene aspects such as:
The efforts resulted in an increase in