Project background

The concept of the “Centrope region”, with a combined population of about 6.5 million, was officially launched in 2003 by representatives of communities in southern Moravia, eastern Austria, Bratislava and western Hungary.

“With Centrope, we made a region in the middle of Europe which will enable us to compete with big regions of western Europe,” Rudi Schicker, Vienna Councillor, highlighted.

The goal of the initiative was to create a prosperous region in the heart of Europe through better cross-border cooperation.

The project website, myCentrope.com was provided information about Centrope, including cultural events, leisure activities and shopping opportunities in all four languages of the region.

Media and advertising companies from all four countries and Raiffeisen bank provided the backbone of the project.

The project

myCentrope was a new initiative with little awareness. 

As Managing Partner, Eva worked with Central Danube Regions and Marketing GmbH from 2013 to 2017 to manage SEO, SEA and daily content development for the Czech, Slovak and Hungarian myCentrope website, with the aim to improve paid traffic as well as increase organic traffic and thereby build awareness.

Developing & Managing Editorial Calendar

As first step an editorial calendar was established and new content was created for various target groups, including different type of travelers – families, senior and single travelers. 

The content was high-quality, and it was written with both search engines and users in mind

The content was continuously audited and evaluated. It was regularly measured to ensure it was achieving its goals to raise awareness and increase ROI. 

The editorial calendar was continuously optimized based on the results of the ongoing evaluation of the content.

SEO Audit & Increasing Organic Search

A SEO audit was carried out to identify as many foundational issues affecting organic search performance as possible.

During the audit, the following were analyzed:

  1. Technical analysis
  2. On-Page analysis
  3. Off-Page analysis
  4. Competitive analysis and keyword research

Based on the audit’s results, a SEO strategy was developed to improve performance allowing mycentrope.com to rank better in the SERPs.

Managing PPC & Improving SEA

Google Ads is the most popular ad network. Billions of searches per day happen through Google’s search engine.

We were responsible for setting up both search and display campaigns primary on Google but also on other search networks too (Bing, Yahoo, MSN). We  set up demographic targeting by age, gender, parental status, and household income to narrow the available reach for ads, and in order to make targeting more relevant and accurate. 

We managed placements, ads formats and pricing, including budgets. 

Results: Growing traffic & awareness and more SQLs

Increase traffic over 400,000 visitors per year

Increase average click-through-rates (CTR) from 2.6% to 6.32%

Improve Quality Score by 50%

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