Case Study: Revitalizing a Long-Standing Brand’s Search Presence
About the Client
Avis Alaska is a local rental car company in Anchorage, Alaska that has been family owned and operated since 1955. Over the past 67 years, Avis Alaska has grown to have 12 locations throughout Alaska that provide a seamless experience for both tourists and locals alike.
About the Project
In the past, Avis Alaska positioned itself as an authority on exploring the Alaskan roadway system by posting written content encouraging tourists to visit local businesses, go on hikes, learn how to drive safely in winter conditions, and many similar resources. This created a rhythm of seasonality in their business which was reflected in their search traffic. They consistently produced highly relevant content for almost three years before stopping at the end of 2017. The sudden break in their consistent posting schedule started having an impact on their search rank which eventually settled lower than where they had started.
Upon connecting with Orange Slice Marketing, Avis Alaska wanted to take charge of maintaining their website and creating new content while updating the existing old content. The goal of this would be to make the content fresh and relevant to today and simultaneously increase their overall site ranking.
Results
After the first nine months of making updates to ensure that Google could properly index and categorize their website and starting to create content for their website, Avis Alaska was able to achieve the following results…
Maintained an overall site health of 100%
A change in monthly impressions from 105K to 99.8K || 5.2% Decrease
An increase in monthly clicks from 1,055 to 1,260 || 16.3% Increase
An increase in monthly click-through rate from 1% to 1.3%
An increase in overall site ranking from 38 to 32.9 (lower is better)
Orange Slice, with nine months of effort, was able to put Avis Alaska in a strong position to transition to a new page in the Google search results and start the process of updating their old content.
