We know “search” is more than just the Google
search bar. Any platform with a search bar has the opportunity to reach your
target audience. To answer this need,
Pacific
created “Content Play,” an easy way to transform written content into video content and expand a
brand’s social presence with quick production time, reduced costs and a
professional look.
In the
travel industry, there are opportunities left on the table. From hotels to
activities to flights and packages, there’s no shortage of search demand beyond
Google itself.
In
addition, with
82%
of all internet traffic coming from video content
and
64%
of users being more likely to buy after watching a video
, we have the
opportunity to diversify traffic to more direct areas and drive more bookings.
The Challenge
Vrbo
wanted to increase its brand's search
visibility in platforms beyond Google, as well as expand its social presence
with useful and reliable listing content.
The
Strategy
As
YouTube daily page views per visitor
are near 9,8 million and almost 14% of all its traffic is originated from
search, we thought why not turn written content into an asset that gets
results no matter the platform? And even further, why not turn it into a video
asset?
Using
our self-sufficient proprietary process and asset library, Pacific quickly
created SEO-friendly scripts and storyboards, transforming
Vrbo
family destination guides
into five visually stunning and professional
videos, each linking back to a U.S. family destination guide landing page with
kid-friendly activities ready for YouTube and other social channels.
Each
video was directly uploaded to Vrbo’s YouTube with SEO-optimized descriptions,
tags and elements for each chapter.
The
Results
The
videos went online in late July 2021, and after six months we saw all videos
ranking under “Suggested Videos” and owning the following rankings for the
following videos.
On
YouTube:
-
San Diego
-
San Diego kid activities (#7)
-
Things to do with kids in San Diego (#8)
-
Best things to do with kids in San Diego (#7)
-
Kids in San Diego (#7)
-
Family-friendly activities in San Diego (#5)
-
Orlando
-
Things to do with kids in Orlando (#4)
-
Kid-friendly activities in Orlando (#12)
-
Myrtle
Beach
-
Things to do with kids in Myrtle Beach (#1)
-
Myrtle Beach kids activities (#4)
-
Destin
-
Things to do with kids in Destin (#2)
-
Destin kid activities (#6)
-
Destin kid-friendly (#5)
-
Gatlinburg
-
Gatlinburg kid-friendly (#9)
-
Gatlinburg with kids (#6)
-
Family-friendly Gatlinburg (#9)
And on Google:
-
Gatlinburg - We are ranking for “things to do with kids in Gatlinburg”
as a normal YouTube result in the search-engine results page (SERP).
-
Destin - Ranking in the Videos section of the SERP for “things to
do with kids in Destin” and “kids things to do in Destin”; ranking as a regular YouTube result for “family-friendly
things to do in Destin”
In
conclusion, by providing professional, succinct and entertaining videos that
are equipped with all relevant and appropriate SEO elements including
transcripts, titles, descriptions and more, Vrbo saw its ranking and visibility
on YouTube and Google quickly increase. And this solution was relatively easy
and efficient since it used existing family destination guides as the content
for the videos.