Marketing Success Story - Vilas Tennis Academy

The objective of this project consists of the development of an organic positioning strategy and attract qualified visits of organic origin, which are the most likely to become new leads.

Vilas Tennis Academy

Vilas Tennis Academy is a tennis school in Mallorca founded by former Argentine tennis player Guillermo Vilas, world champion with a list of 62 ATP individual titles and four Grand Slam titles. The values that have defined Vilas as a tennis player are talent, hard work and dedication, characteristics that have led him to found a tennis academy where he transmits his methodology to players of all levels and all ages.

Vilas Academy is composed of different tennis professionals with official teaching qualifications as well as experience in national and international competitions, but all of them share the same methodology developed by Guillermo Vilas. Without a doubt, what sets Vilas Academy apart from other tennis schools is the discipline that is applied both in physical training and in the importance it gives to the psychological aspect, wishing to transmit the solid values of this sport through the vision of Vilas.

The Challenge

Currently, there are many companies that have decided to make the leap to electronic commerce, because their target audience has acquired a new behaviour regarding the use of the Internet, which in turn has transformed the phases of the purchase cycle. Users find what they need in the search engines: the answer to what exactly the problem or challenge is, the methods to solve it and to find the products and services that can help. They also have all the information about the organizations that are of interest to them.

One of the most valued practices in online commerce is the attraction of users through valuable content. Through an adequate SEO strategy, websites can attract the best-prepared users that are likely to become customers. There are studies that show that the organic channel is the one that gives more opportunities to close conversions.

Vilas Tennis has a national and international target audience, so the contracting of the services of the academy is carried out on the Internet. Considering the importance of acquiring their customers on their website, Vilas Tennis Academy discovered that their organic channel could have even more visits and thus have more opportunities to convert them into customers. In the same way that the website required a better content, considering that it is the portal that provides more information to users about the services of the school, and it is essential to offer the necessary content to close the sales processes.

The challenge for Vilas Tennis Academy, then, was to increase the number of leads or potential customers, increase the number of visits of users through organic traffic that are more likely to become customers.

The Solution

With the purpose of fulfilling the objective established with the client, Amara presented Vilas Tennis Academy with an SEO project proposal in order to improve the organic positioning of its website and to attract new clients through the organic channel. The solution for Vilas Tennis consisted of two major phases: a first phase of Setup, and an Ongoing phase (in development).

PHASE 1. Setup.

This first phase consists of the following points:

Strategy. The first point to develop the strategy for Vilas Tennis was to analyze the customers of the tennis school and create buyer personas (potential customers) and their buyer's journey. These profiles and the analysis of the behaviour of potential customers is an essential step to advance the strategy, especially to identify the content offers that must be prepared for each buyer according to the buyer's journey (awareness, consideration, decision). After mapping the contents that can be generated to attract new visitors to the website, we carry out a research work of keywords in order to apply the results to the SEO strategy. This keyword search was carried out in four languages: English, Spanish, German and Russian, which were the languages to be used on the Vilas Tennis Academy website. Another task to be carried out was to establish SMART objectives (specific, measurable, achievable, relevant and timely) in collaboration with Vilas Tennis Academy.
Redesign of the website menu and improvement of the UX. In order to optimize the website for organic traffic, we proposed a redesign of the Vilas Tennis website: using the contents with the aim of achieving better organic positioning, and working on web design to improve the user experience.
SEO audit of the website. It consisted in the correction of errors in the SEO strategy and the implementation of improvements in order to direct the strategy towards the objectives established with the client.
Building a blog. To generate content that reaches qualified visitors to become customers, we have worked on the development of a blog that will be used to perform the attraction actions. Through periodical publications, we will generate content from the keywords of interest of the buyer personas of Vilas Tennis Academy to provide content of value that begins to attract the audience of interest of the client.

PHASE 2. Ongoing.

This phase consists of carrying out the necessary services to achieve the objectives set in the Vilas Tennis Academy solution, including attracting and generating qualified traffic. To achieve this goal, we implement the SEO On Page - Pilar Pages practices, just as we plan a blogging strategy that consists of four publications each month. It also incorporates the work of the revision of the keywords and the adjustments to improve SEO positioning in the countries of interest.

3 months, +43% in Organic Traffic and +37% in Leads comparing to the previous year.

In less than 3 months, we have increased the organic traffic of the Vilas website by almost 50% comparing to the SEO efforts a year ago. The efforts of SEO project have focused on 5 regions: the UK, Germany, Switzerland, Sweden and Russia. In all countries, an increase has been achieved in the visibility and number of positioned keywords: +362% visibility in the UK; +329% visibility in Switzerland; +285% visibility in Sweden.

Solutions

Services

Sectors

Cases

About us

Academy

Blog

Vilas Tennis Academy's success story

The Challenge

The Solution

Results

3 months, +43% in Organic Traffic and +37% in Leads comparing to the previous year.

Implemented Services

Search Engine Optimization (SEO)

Website development

Content creation

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