OUR WORK

AsiaWorld-Expo Unlocks Organic Search Potentials with Aloha

The Brand

AsiaWorld-Expo is a world-class venue in Hong Kong, offering over 70,000 square metres of rentable spaces for exhibitions, conventions, concerts, sports and entertainment events. This state-of-the-art venue is located right next to the Hong Kong International Airport and at the centre of an extensive and efficient air, land and marine transport network. It is the only venue in Hong Kong able to accommodate a full range of events from small, intimate functions to mega-conferences of over 10,000 delegates.

NUVA, with its serene 180-degree sea views, is an exclusive restaurant located inside AsiaWorld-Expo, offering the perfect setting for a sophisticated fine dining experience. Under the leadership of its talented chefs, NUVA’s menu is a celebration of authentic Cantonese cuisine.

Challenge & Goal

  • Client aims to use organic search as a core traffic driver. Additionally, website content is time-sensitive since it is based on various event information occurring throughout the year. Because of this nature, ongoing optimization must be conducted on a timely basis
  • Traffic fluctuation is high due to event scheduling peaks and slacks. To tackle the fluctuation, the campaign must also explore AsiaWorld-Expo’s other content hubs to attract interest and draw consistent traffic to the website. 
  • The campaign targets to brand AsiaWorld-Expo as Hong Kong’s premier event venue, as well as raise the awareness of its new restaurant NUVA.

Results

Impressions

(Whole website)

+58%

Clicks

(Whole website)

+58%

Keyword Pool Size

+60.7%

Impressions

(NUVA restaurant related webpages)

+2.2x

Clicks

(NUVA restaurant related webpages)

+1.2x

Source: Google Search Console (2018-2019)

After our continuous SEO enhancement, AsiaWorld-Expo has gained significant improvement in website SEO performance. Comparing the performance of 2019 to 2018, both average monthly impressions and average monthly clicks have increased by 58%.

NUVA related keywords which were not able to be ranked on Google can now gain the top position of the 1st page. NUVA related webpages have experienced a 2.2x increase in monthly impressions and 1.2x increase in monthly clicks since the page launched. 

The website achieved a large increase in keyword pool size. The average monthly keyword pool size increased by 60.7% in the Jan-Jun 2019 period, compared to the same period in 2018.

Strategy & Solution

  • Data-driven approach to explore new content opportunities

To strategize content direction, our team provided recommendations based on SEO data analysis and keyword research.

Our team adopted Quanery to gather 1st party organic search data of AsiaWorld-Expo’s website, analyzed website traffic, click-through-rate and average position data of different query groups to explore content gaps for potential traffic growth.

We also conducted keyword research and measured the content gaps between competitors. At the same time, we collaborated with AsiaWorld-Expo’s marketing team to modify content to increase ranking opportunities.

  • Keyword optimization with standardized workflow

Due to the business nature, event webpages have been the key driver of website traffic. It is key to ensure that new event pages can become searchable as soon as an event is launched.

As new event pages are created frequently, we implemented a standardized workflow to ensure SEO elements are applied with smooth indexing on Google. Our indexing practices allowed outdated event pages to be removed, while we made all new event pages searchable within 3 working days.

  • Optimized SEO in a multi-facet manner 

Our team also provided consultation on optimization practices outside of just SERPs rankings as support to branding initiatives. We leveraged various SEO elements and formats including images, structured data and more.

For instance, to make event information more interactive and easily available for users, Aloha recommended AsiaWorld-Expo to leverage event structured data to show upcoming event information.

event structured data
Event structured data is applied by AsiaWorld-Expo.

 

Featured snippet by Google
As a result of optimized page content with SEO elements professionally implemented, Google displayed AsiaWorld-Expo’s website as a featured snippet, attracting even more exposure and clicks.

 

Aloha’s team is very responsive and dedicated to our SEO project. Backed by their expertise in data analytics, they provided invaluable insights and assistance in SEO enhancement.

Rita Yip, Director of Branding & Corporate Communication, AsiaWorld-Expo Management Limited

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