Off-Page Optimization

Case Study: Portstewart Surf School Catches Bigger Waves with Off-Page Optimization (Marketing GIS)

Client: A renowned surf school in Portstewart, Northern Ireland, offering expert instruction for all skill levels, unforgettable surf experiences along the Causeway Coast, and top-quality equipment rentals.

Challenge: The surf school, a favorite among adrenaline seekers and ocean enthusiasts, struggled to attract visitors from outside the local area despite their stunning location and excellent instruction. Their website, while well-optimized on-page, lacked the off-page SEO elements necessary to compete with larger surf schools and establish themselves as a premier destination for surfing in Northern Ireland.

Solution: Marketing GIS, a digital marketing agency based in Gazipur, Dhaka, Bangladesh, with a global perspective on SEO, partnered with the Portstewart surf school to implement a strategic off-page optimization campaign. Their approach focused on:

• Competitor Analysis: Marketing GIS conducted a thorough analysis of the surf school’s competitors in Northern Ireland and Ireland, identifying their online strengths and weaknesses in terms of backlinks and online presence.
• Link Building Strategy: Based on the competitor analysis and keyword research, they developed a targeted link-building strategy. This included outreach to relevant websites like travel blogs, surfing magazines (online and print), adventure sports websites, and local directories in Northern Ireland. The focus was on acquiring high-quality backlinks from websites with strong domain authority relevant to surfing and travel in Northern Ireland.
• Content Marketing (Optional): Marketing GIS recommended creating engaging content (e.g., blog posts, infographics) about learning to surf, the best surf spots along the Causeway Coast, and the unique experiences offered by the surf school. This content could then be promoted on social media platforms and shared with potential link partners.
• Social Media Engagement: They developed a social media strategy to increase brand awareness and online engagement. This involved creating engaging content for Facebook, Instagram (highlighting the beauty of Portstewart and the thrill of surfing), and potentially Youtube (showcasing surfing lessons and the instructor’s expertise).
• Online Reputation Management: Marketing GIS encouraged the surf school to actively manage their online reputation by responding to reviews on Google My Business, TripAdvisor, and other relevant platforms. This would not only improve customer satisfaction but also potentially lead to positive backlinks from these platforms.

Results:

• The off-page optimization efforts led to a significant increase in the website’s domain authority, indicating a stronger overall SEO profile and improved search engine ranking.
• Organic traffic from relevant keywords like “surf lessons Portstewart,” “surfing Northern Ireland,” and “best surf spots Causeway Coast” increased significantly.
• Website traffic reports showed a wider geographic spread of visitors, indicating the surf school was attracting surfers from outside the local area.

Metrics Showcase:

• Increase in Domain Authority: 20% (before: 30, after: 36)
• Organic Traffic Growth: 45% year-over-year
• Increase in Users from Outside Local Area: 30%