En un mundo digital, donde la presencia en internet de una compañía es cada vez más relevante y necesaria, puede ser complicado tener una visibilidad notable que te haga destacarte entre tu competencia y atraer a más clientes. Esto puede ocurrirle desde una startup hasta a una empresa líder en su sector con casi con 30 años en el mercado, como es el caso de Aeroméxico.
Aeroméxico detectó una oportunidad de incrementar su visibilidad orgánica y de la mano de Elogia, agencia de digital commerce marketing, tomaron ciertas acciones para aprovechar la migración a un nuevo esquema de sitio (CMS) y sacar el mayor provecho posible de su contenido.
Keyword research y keyword tracking. El primer paso fue seleccionar las palabras clave (keywords) principales en los sitios web de Aeroméxico, junto con un ejercicio de tracking para ver cuáles áreas debían mejorar.
Adicionalmente, para la campaña del Buen Fin 2017 se hizo una búsqueda específica de keywords para identificar los 20 principales destinos en los que Aeroméxico compite con otras aerolíneas. De esta manera, se generaron varios tags (etiquetas) que se implementaron en la landing page de Aeroméxico. Dichos tags, sirvieron para obtener más información sobre la interacción de los usuarios dentro de la página y ofrecerles mejores resultados, basados en sus búsquedas de destinos.
Benchmark de competencia y auditoría. Debido a que el objetivo era incrementar su visibilidad orgánica, se analizaron las principales aerolíneas para comparar su desempeño en este aspecto y detectar posibles mejoras. Dentro de esta auditoría del sector, se analizaron elementos como: título y meta descripción, encabezados (headers), contenido textual, mapa del sitio, arquitectura, semántica, anchor text, etc.
Revisión del sitio corporativo de Aeroméxico. Adicional a la revisión de keywords y a la auditoría de la competencia para detectar su visibilidad orgánica, también se realizó un análisis del sitio corporativo de la aerolínea para hacer una evaluación a nivel SEO en la cual se identificó que existía una penalización manual. Esto quiere decir que existía un etiquetado erróneo de las páginas de ofertas, lo que afectaba el posicionamiento orgánico de la empresa.
Elogia identificó los problemas causantes de esta acción manual de Google y se tomaron las acciones correspondientes para corregirlos, incluyendo la elaboración de un manual de best practices para implementar mejoras de posicionamiento en SEO.
Generación de contenidos. Para finalizar, se creó un calendario para la generación de contenidos en su página web, esto con el propósito de mejorar la visibilidad del sitio de “Vuelos” ante su competencia. Como complemento para esta tarea, se usaron herramientas como Safe Cont para hacer un análisis de la calidad de contenidos y Google Trends para analizar temas de calendarización y tópicos relevantes, relacionados con el sector de viajes y turismo.
Según palabras de Pedro Abad, CEO de Elogia México “trabajar con un equipo como el de Aeroméxico es todo un placer, no sólo por lo que significa como reto para la compañía, si no por el gran equipo que hay en la aerolínea y que hace que el trabajo sea mucho más sencillo para nosotros. Esta cuenta es de las que nos hace crecer como empresa, pues requiere enfrentarte a nuevos desafíos y a situaciones difíciles de encontrar en otros proyectos. Aeroméxico tiene todos los ingredientes para que podamos construir un gran caso de éxito conjunto”.
Con el análisis de datos públicos disponibles en la red podemos saber dónde se encuentra nuestro cliente, qué le gusta, en qué horario está online y cómo se comporta en las redes.
El Centro AVIN es una plataforma en línea y equipo de trabajo especializado que servirá como punto focal para realizar investigaciones, compartir información, y gestionar el contacto entre centros de investigación.
Piñatas Aldi y UPS México trabajan para enfrentar juntos los desafíos logísticos y continuar llevando alegría a través de sus piñatas a otros mercados desde su página de internet www.aldimyshop.com
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