Key Objectives
Boost Parking Reservations
Attract Regional Customers
Build a Local Reputation
Highlight Location Amenities
The Project Background
Park ’N Fly is a national leader in airport parking reservations. It boasted 19 locations in 14 cities and nearly 50 affiliate locations across the United States. They serve everywhere from Atlanta to Denver to San Francisco, streamlining the airport process for travelers.
Park ’N Fly reached out to Captivate to help it grow its organic search visibility in each of its local markets. In order to stand out from competition, we formulated a multi-local SEO strategy, re-tooling several pages on Park ‘N Fly’s website, tweaking and adjusting local listings to redirect traffic back towards their website.
The Project Challenge
Before teaming up with Captivate, Park ’N Fly worked with another agency for a website redesign. Unfortunately, that vender did not properly take organic SEO elements into account, and Park ’N Fly saw its Google organic search traffic drop 14% compared to the previous year.
Moreover, the website had also lost some of its most critical on-site optimization elements including proper keyword usage.
In other words, it was not a good situation. Once Park ’N Fly engaged Captivate’s services, we needed to act smart and fast.
Key Issues
Lack of Optimized Content
Highly Competitive Landscape
Previous Dip in Traffic
Poorly Designed Website
The ROI Focused Solution
As with every SEO project we take on here at Captivate, we rooted all of our local SEO strategy and on-page optimization decisions based on in-depth keyword analysis and competitive market research.
Using this critical consumer market data, we re-optimized each local SEO landing page on the Park ’N Fly website, using the most relevant search queries to attract the right users, while incorporating technical SEO best practices that boost success potential.
Captivate also provided local maps optimization for each of Park ’N Fly’s corporate airport parking lot locations. Optimizing for local maps ensured that Park ‘N Fly would be discovered in local searches, whether via their main site or location-based listings.
The Results
Around two weeks after the initial on-site optimization, Park ’N Fly began to see a steady increase in its rankings and Google organic traffic. By year-end, we helped Park ‘N Fly recover all initial traffic losses and achieve substantial Y/Y growth.
40%
Increase
Organic Search Traffic
SEO sessions rose by over 200k.
5%
Increase
% New Sessions
Total new sessions grew from 65% to nearly 69%.
47%
Increase
New Users
Nearly doubled the total number of new organic users.
25%
Growth
Search Visibility
Higher rankings & visibility resulted in increased traffic.
10%
Increase
Ecommerce Bookings
Increased SEO traffic helped boost online reservations.
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