Richardson's Group

UK & EUROPEAN AWARD-WINNING 5,224% RETURN ON SPEND.

"The Further team continue to achieve exceptional results for us. Winning the UK Search Awards at the end of 2011 and the European Search Awards in 2012 demonstrates just how far we have come working together. "

Emma Day
Marketing Manager | Richardson's Group

Brief

With over 400 boats, Richardson's operates the largest fleet of holiday cruisers on the Norfolk Broads (6,000 holidays each year). Traditionally, Richardson's had relied on agents to fill their boats in return for commission paid on each holiday booked. Further recommended Richardson's move to ‘direct’ bookings online to ensure 100% share of booking revenue.

Strategy

A paid search ‘testing phase’  was then used to identify the highest ‘converting’ keywords to target, not just those with highest ‘volumes’!  Competitor analysis, including backlink research, was also carried out to determine the amount of work required to set and achieve campaign KPIs. A new SEO strategy was created for the forthcoming year, ongoing monthly SEO undertaken and continual competitor monitoring carried out.

Results

Services deployed