Client Case Study Cliffside Malibu

Objectives

Cliffside Malibu came to Navazon for expert SEO help. They were blogging very regularly, and their site had thousands of pages of valuable content. However, something was wrong since they were losing organic traffic month after month. They needed help figuring out what it was, so that they could stop the bleeding.

Strategy

First, we had to figure out what the problem was with their rapidly declining SEO traffic. We began by running a site audit, where we found many errors. Their site was very slow and did not support mobile devices properly and, with over 60% of all web traffic coming from mobile, this was causing a high bounce rate. We took a look at the back-end of their site and saw many competing technologies used by various agencies and contractors throughout the years, which was one of the contributing factors to the site running so slowly. Our recommendation was that only way to fix the Cliffside Malibu site was to rebuild it from scratch. The website is made up of over 3,500 pages, which would have to be manually redone one-by-one. It was a huge undertaking and a potentially large expense for the client, however, the new management at Cliffside Malibu saw the long-term vision of a new website and we got to work.

Process

As we were converting thousands of pages manually to fix each problem, we also optimized each page by using the latest SEO industry-standard techniques. We build AMP pages for mobile devices that not only load extremely fast, but are also favored by search engines. Our web development teams in Los Angeles and Karachi literally worked around the clock for two months to complete the conversion.

As far as the design for the new website, we wanted to uplift the brand to a more positive and hopeful one. We achieved this by using contemporary colors and slightly tweaking their existing logo. Cliffside Malibu luckily had many years of analytics, which showed us that users were most interested in seeing photos of the property and staff. To serve this, we took aerial and real-estate style photography of the properties to show its serene environment and beautiful accommodations. We also took friendly photos of the staff against the ocean background to give off a calm, welcoming vibe. Once the new site was live, our SEM team went to work promoting the newly optimized pages. The results were nothing short of amazing.

Creative