Strategic Issue: Like most original brick and mortar business evolving into the 21st century of online business, United Airlines struggled to maintain top presence on search engines. Then was the era of the online travel agency (OTA) like Orbitz, Travelocity and Expedia who were born out of the digital age and dominated the search engines. The online booking channel from search engines account for around $2 billion in revenue annually so to most it looked as if the channel was doing just fine...

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Strategic Goal: Implement new search engine optimization (SEO) strategies to increased ranking and positions on search engines ultimately to increase organic traffic to united.com to purchase tickets.

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Strategy: Utilize new SEO tactics to make new pages and increase quality of pages:

• Utilize new structured data mark up.

• Speed up load time for home and product pages.

• Develop new product pages for increased indexable footprint.

• Clean up 404, 302 and duplicate content pages for a cleaner site, easier to index by search engines.

• Develop better keyword target rich content.

• Link building campaign in partnership with PR/earned media, partner pages

• Work with web developers to make sure all pages are WCAG 2.0 accessible and mobile indexable.

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Results: In 16 weeks of hard work from my team we increased organic traffic 5% and added another 3%  ($60MM) incremental revenue from the channel. We were able to add an additional team member and I developed a new org chart for growth of the SEO team over the next 2 years.