Melbourne Attraction Admits Balancing Quality Vs Quantity In SEO “A Challenge”

Melbourne Attraction Admits Balancing Quality Vs Quantity In SEO “A Challenge”
SHARE
THIS



It’s a fine line between quality and quantity when it comes to a brand’s SEO (search engine optimisation) strategy, and one Emma Cullen, projects and marketing manager at Melbourne tourist attraction Eureka Skydeck, says was a challenge for them.

Conceding writing copy for SEO is repetitious, Cullen said it was hard, but she would sit there continuously re-writing and re-reading it to make sure it sounds okay.

“It’s about trying to put together creative content that doesn’t seem like it’s repetitious, but also to maintain the SEO and the keyword minimum criteria,” she said.

It’s one SEO strategy to use repeating words or phrases on a webpage, which can increase the likelihood of a website coming up when a user searches those types of terms. But you can’t just stuff a whole heap of repeating words in and hope Google pushes you straight to the top of the search. The balance between quality and quantity is delicate – cross too much into quantity and the page will read badly, get bad reviews and ultimately get pushed down.

A Google search of the quality versus quantity debate also pulled a number of results, with the general viewpoint being quality will always trump quantity.

Google’s own SEO guide for beginners suggests: “Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email, forums, or other means. Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.”

“It’s hard,” said Cullen. “I will sit there for a long time trying to read and write it and re-write it and make sure it reads well to someone who is actually trying to find information about that topic.

“It is a challenge to try and write that copy, and I guess the more times you do it, the better you get at putting the same sentence in quite a few times.”

When we had a look at the Eureka Skydeck homepage, there were four variations of ‘things to do in Melbourne’, four ‘Melbourne tourist attractions’ variants and ‘Melbourne’ was mentioned 14 times, which were written within around 400 words of copy.

“When you’ve got a whole list of key terms for, say proposals, and you have to work into the copy four different ways to say ‘romantic night in Melbourne’ or ‘romantic proposal ideas’, so the copy, I believe, does become quite repetitious,” added Cullen.

“But that’s not exclusive to us, that’s for all brands that are trying the same strategy.

“The strategy has moved away from just trying to develop heaps and heaps of back links to a lot more credibility. I think Google is now aware you can’t just list a heap of backlinks to your site and that will move you up [in search].”

Not having the in-depth knowledge themselves, and the fact the digital landscape changes at a ridiculous pace, Cullen and the team enlisted the help SEO company Shout.

The brand had realised when people were searching specifically for Eureka Skydeck, the brand was coming up in Google, however when the more generic terms were being searched – such as ‘things to do in Melbourne’ – it was a good scroll down the page before the Skydeck was even mentioned.

When we Googled ‘things to do in Melbourne’ however the Skydeck’s new website wasn’t one of the top results – we had to click to the fourth page – Cullen said the strategy is only halfway there. There’s still a few more months to go.

The results so far though are pleasing for Cullen and the team. Monthly ticket sales have increased by 10 per cent each month, said Cullen, with a 38 per cent lift in traffic website, and 4.5 per cent increase in sales leads. There was also an 80 per cent increase in the click-through rate in generic terms.

Lead image via WorldEventListings.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]