Challenge
Stratajet, a real-time private jet booking application, had spent five years building out a highly-polished service and product, which included a real-time booking capability (a market first) and required an agency to help them launch their business within the competitive aviation space.
Innovation
Phase one kicked off in January 2016 to support the launch of the brand, in which ROAST set about creating an integrated search strategy (both SEO and PPC), whereby the Stratajet brand’s offline look and feel flowed through their online presence. The key metric worked to during this phase was registrations. This allowed ROAST to build up an audience of users which were interested in the brand, generating an engaged user-base for future activity and providing insights on the type of people to target for more efficient prospecting.
Testing and learning was crucial in the early stages to ensure we were gaining both volume and efficiency within the account, and for Stratajet to feed these insights to back into their wider approach. Through this analysis and testing, we were able to advise Stratajet on their most important days of week, hours of day and also the importance of mobile; data which they then used to help plan marketing releases and time spent dedicated to their mobile website and app. SEO implementation of this strategy focused on Href Lang setup, optimisation for Answer Boxes and Voice Search, migration to a new website (Angular platform which can have SEO problems), speed of the website, expansion of destination pages to drive generic traffic, optimisation of GMB accounts and blog expansion.
Phase two was initiated in February 2017 with the aim of using the audience insights gained in phase one to drive actual bookings as our main KPI which allowed us to track and optimise towards increasing revenue for the business. We identified areas of their offering that Stratajet could dominate in, for example the lack of competitor traffic for ‘adaptive empty legs’ meant that it was a cost-effective way of capturing non-brand traffic through PPC.
