National VOX – Digital Agency, based in Florianópolis, took over the planning and execution of the search marketing strategies of the companies Auto Viação Catarinense, in partnership with Sambba Propaganda, and Turtles adventure tourism operator.
For the passenger road transport company, the work consists of the execution of two strategies: SEO (search engine optimization), or site optimization for better positioning in search tool results, and sponsored links, via the use of AdWords, Google.
For the tour operator, the work to be developed is exclusively SEO. The goal is to win the consumer who searches for adventure tourism sites in Florianópolis already on the first page of the search tool result.
According to Eduardo Gentil, Director of Planning & Marketing of NationalVOX, the best search marketing strategy is a campaign that combines sponsored links with SEO practices.
Organic search traffic, resulting from SEO work, has a conversion rate in general higher and more qualified than that generated by sponsored links, being an investment that will bring return in the medium and long term. Sponsored links bring results as soon as campaigns are started, because ads are displayed almost instantly and can bring excellent results in the short term when well managed.
When combined, the two strategies work to, in Gentil's words, “to communicate and influence the client at that magical moment in which he is in all interest to locate exactly what he seeks when he presses the ‘enter’ so that Google does the search.”
