Traffic numbers weren’t the client’s sole focus, and the ultimate goal remains bringing people to island. Blueliner had to identify targets more likely to convert in a saturated market.
Because short tail search trends were so dependent on the allocation of yearly media spend, Blueliner was tasked with a solution for sustainable, targeted traffic. Blueliner researched the niche categories the brand was found in organically. In what segment did users regularly discuss the Cayman Islands as a point of interest and was there a steady stream of content and interest online in this cross section to justify optimizing the site organically for it? Blueliner identified the client’s two main segments.