Oktoberfest Case Study

Strategic Multilingual Search Campaign
“We are extremely impressed with the creativity SiteVisibility applied to this SEO campaign. They designed an innovative SEO strategy and were able to use the campaign to achieve some fantastic results very quickly.”

Tala Sabi-aish
SEO Manager

Download the Oktoberfest Case Study, part of the Expedia Group, is the online leader in helping travellers find accommodations including independent and major chain owned hotels, B&Bs, and self-catering apartments throughout the world.

The Brief:
SiteVisibility designed The Oktoberfest THEME™ campaign In order to improve online visibility for a particular group of keywords in four European languages. The campaign kicked off in the month prior to Oktoberfest and its relevance and timeliness ensured maximum SEO impact in a very short amount of time.

The Strategy:
Working with the French, Spanish, German and Italian sites, SiteVisibility targeted the Oktoberfest Tribe and the online hubs they inhabit including:

  • Multi-lingual keyword analysis and forecasting
  • Audience profiling and outreach planning
  • Optimising on-site content
  • Recommendations for improving URL structure and technical advice on resolving subdomain issues
  • Creating meta-data for each of the foreign language sites

The Results:
The campaign microsite went live and linkbuilding commenced in early September giving the Search campaign just a few short weeks before Oktoberfest, which runs annually for ten days from the end of September to the beginning of October.

In that short time, the following results were achieved:

In France:

  • Search terms like “hotels Oktoberfest 2011” reached page one
  • The top ten targeted keywords all appeared on page one of

In Italy:

  • The search term “hotel a Monaco di baviera” remained steady in the top five results
  • Six other targeted keyword terms began to rank in the top three pages

In Germany:

  • Phrases like “Oktoberfest hotels” began to rank on the page one of when they were previously not ranking at all
  • Over 50% of keywords targeted for this campaign ranking on the first or second page of the Google results where they were previously not ranked at all.