James La Barrie met Skydive Orange’s management team at the 2017 Parachute Industry Association (PIA) Symposium in Chattanooga. At the time, we had no idea that our first meeting would blossom into a great relationship.
In 2017, Skydive Orange was under new leadership and with it a desire to rebrand the dropzone. The region had seen an increase in DZs, many of which were dropping prices to gain market share. Rather than follow that path, Skydive Orange elected to go the opposite direction by raising rates and focusing on a more complete quality experience. The Skydive Orange website didn’t reflect this new vision and so our design team was called in to revamp the site.
SEO Clean Up
Skydive Orange was one of the few DZs that had a high awareness of SEO years before everyone else in the industry. The site was ranking well, but some of the techniques used would be considered ‘black hat’ – a strategy frowned upon by Google. Part of our job was to clean up many spammy links that could eventually hurt the DZs ranking in the future – with a new website under development, this provided a great moment to optimize the site using white hat SEO techniques.
A Robust Blog
Part of the strategy for Skydive Orange was to develop a robust blog that would both educate first-time jumpers and keyword match many of the Google search queries in the targeted markets. Additionally, the blog strategy would spotlight members of the team and guests to humanize the brand. This technique would be a major focus as many skydiving centers all sell the same thing – free fall. We wanted to ensure that potential guests could see something more beyond just skydiving.
The original website was unwieldy and difficult to navigate, particularly on mobile. Because skydiving websites cater to three different types of clientele (tandem, AFF and experienced) sitemaps can get quite large. We looked at combining multiple pages and eliminating pages from the original sitemap that had minimal site traffic.
Following the launch of the Orange website, the site’s Google Search performance has continued to develop ranking in the top three positions for nearly all high volume search queries.