Virgin Trains were losing visibility as their site was under optimised for generic key terms and were also not ranking for quick answers for train-related queries.
Virgin Trains discovered that their competitors were being particularly aggressive in these areas, and so they needed to act fast to avoid losing business. The train operator, therefore, enlisted the support of Croud. From the off, it was clear that a thorough competitor analysis was required, with a strong keyword strategy that predominantly focused on high-value quick answer queries. We also noticed that there was a lack of clarity for potential customers around when off-peak and peak trains ran. This was having a negative impact on users during the booking process and was losing the company money.
The Croud Difference
- With the support of Croud’s on-demand digital experts (or as we call them – our Croudies), we reviewed thousands of keywords to identify queries that rank for quick answers
- Working closely with Virgin Trains, we completed a competitor landscape analysis to identify the size of the opportunity for ranking for quick answers, in particular around off-peak train times
- Analysing the content structure of competitor landing pages, we identified whose content was appearing for featured snippets
- Creating a content strategy, we targeted keywords around off-peak train tickets as this had a huge search potential
- Using expert copywriters on the network, we created content based on our keyword strategy
- We then created the new off-peak landing page on site and submitted it to Google for indexation
- Within two months this contributed to an 11% increase in new users
- The off-peak landing page also assisted in generating a considerable amount of new revenue
- We started appearing as a quick answer for two traffic-driving queries – peak train times and off-peak train
- We took the quick answers from their main competitor, The Trainline, and this contributed to a site increase in visibility of 18%