Study on Search Engine Optimization in Skycity Company

Company Introduction

Skycity is an iconic facility in New Zealand, offering world-class casino, various restaurants, hotel, and other activities such as bungee jumping and seasonal events. They opened its original Auckland casino in 1996, and then expanded their management to around New Zealand and Australia, being “SKYCITY Entertainment Group” known as one of the famous New Zealand’s symbols. They have been expanding their operation as they bought the Adelaide Casino in 2000 and Darwin Casino & Hotel in 2004. Auckland, Hamilton and Queenstown, are three cities where they have they have their main operations.

The primary objective of Skycity is “to drive earnings growth in order to maximize total shareholder return”.

Skycity has been attracting people domestically and internationally. Complex facilities and various events during all season draw New Zealander, which also has a perfect access that is located in the central of Auckland city collect tourist and visitors from other countries. Skycity is a prominent symbol of New Zealand, and it is no exaggeration to say that Skycity is an important part of New Zealand economy.

The New Zealand sky tower is the tallest structure in the Southern hemisphere. It is a major attraction situated in Auckland city which has a number of businesses. Considering the large nature of the organization and a brand name, globalization has played an important role.

International expansion is related to globalization, as it gives excess to overseas market and provides a platform to enter new markets. International development is a bi product of globalization which results in a stronger brand power in the case of Sky tower. Their wide range of business including restaurants, casinos, hotels and tourist attractions like sky tower viewing and sky tower climbs are very popular in Auckland.

Digital marketing tool is very efficient and has the power to quickly increase visitors to a website or online store, because that is important to SkyCity, have a good management of their SEO.

Another strategy that is used by search engine marketing agency, when developing websites using SEO (Search Engine Optimization), a set of strategies to improve the positioning or organic ranking on Google in a way that internet users will be presented with the option to choose and click on their website link, without incurring any costs to them.

A good CMS to manage SkyCity's online content will make a big difference. A user-friendly platform, with multiple and safe resources, enables them to have a better experience managing their website, Blog, or online store, providing them more motivation to keep SkyCity's content updated for their customers.

Another important factor to remember is Hosting. A good hosting quality can make their website faster and always live, as hosting problems can make people quickly give up, exiting their webpage.

Skycity has quality hosting and excellent management of their SEO tools, which are used to keep all their channels up to date and always providing relevant information to each of their different target audiences in their various activities.

The main goal of SEO is to generate traffic from organic search engines that convert to sales and leads, but two of its most valuable benefits include improving brand reach and improving branding.

SEO is a vast area and the field is so dynamic with a lot of changes and frequent updates that it gets difficult to track them down. In addition, it is vital for Skycity to pay attention to all areas of their business, so nothing is forgotten or neglected. Now, when it comes to search engine optimization techniques accessible, social media is a benefit. While it does not directly influence the search engine optimization for their business, it plays a crucial role in attracting traffic and in establishing a brand presence in the market for their business.

No matter how big or small their business is, it is wise to create a well-planned marketing strategy that integrates SEO and social media. The social media platforms used by Skycity today are Facebook, Twitter, Instagram, Pinterest and LinkedIn. These platforms are doing very well in the online marketplace. However, Skycity needs to remember that all social media platforms are unique and different and so they can include the right points in their strategy to make a positive difference in their business.

Skycity created a Fan Page to represent their business on Facebook in order to obtain long-term relationships with their fans, readers or customers.

They use some fan page strategies to enhance the brand image, for example, customers can use Skycity Facebook as a Fan Page, they also showcase their Featured Likes, that is, the pages they tune for, such as partnerships or related matters or subsidiaries, in the case of Skycity, casino, restaurants and others.

Skycity also shows the top five photos and always Getting in Their Fans News Feeds, always posting new videos or photos and announcing about upcoming events.

Skycity also offers the option to its employees for example, to promote their fan page, sharing the page with their connections, linking to the Fan Page from a Personal Profile.

The Skycity Fan Page is very interesting and uses its fan page to promote itself intelligently.

The best practices of Facebook are: Show their ads to the right set of people, be specific about who their want to reach, reach an interested audience, find more people like their existing customers.

How they do that? For example, a Skycity to reach new customers, they don't necessarily to show ads to people who have already liked Page, they can show ads to the friends of their Page fans.

A Skycity can refine their ad's audience based on content people have shared about themselves in their Facebook profiles, as such age, gender, relationship status, to offer their services for a right public target, for example, offer their entertainment as the casino to people who participate in online poker games.

Reach an interested audience, they can refine their ad's audience based on content people have shared about themselves in their Facebook profiles.

Interests targeting lets they define their ideal audience by their interests, hobbies and Pages they like on Facebook, Skycity offers a variety of entertainment that can be similar to people's interests and hobbies.

They identify interests from information people have added to their Timeline, keywords associated with the Pages they like, ads they’ve clicked on, and other sources.

Another practice on Facebook by Skycity is find more people like their existing customers, Skycity use page fans, customer lists, website visitors to find new customers or prospects is lookalike audiences.

Many businesses are engaging themselves for Facebook marketing. Numerous entrepreneurs are making the most out of social media, particularly Facebook, to promote their brands and services and expand their businesses. Venturing in marketing or placing ads on Facebook also allows businesses to have more potential contacts and customers. They can also make page which can feature more about their products.

And like any other thing in the world, placing Facebook ads have advantages and disadvantages. There are always things to consider, plan, and study in advertising their business.

To Skycity some advantages are:

1. 1. Facebook has a lot of users

People online are Skycity customers as well and can help further expand business. Facebook is used by people of all ages, it's a free way to deliver Skycity services and reach millions of people very quickly.

1. 1. Facebook ads are cheaper and longer

According to most of the internet marketers, these ads are much cheaper than other online services. And not just cheap but offers longer placement for text that can help they in introducing their business to their potential consumers.

1. 1. The advantage of newsfeed and friends' activity

They can know and watch most of their friends' activity with the help of the newsfeed. If someone clicks their ad, liked it, and commented about that, it will appear in their friends' newsfeed. So it is like exposing their ads double.

1. 1. Filtering of potential client

Aside from filtering the age bracket of potential customers, they can also filter them through the places where the users live in, called the local awareness advertisements. Through this filtering feature, ads can be sent to people who are just within or near the area of their business.

1. 1. Chance of being viral

Facebook has served as a home of viral videos, photos, posts, and even ads! When people think that their ad is interesting, made with full creativity, or informative, they like, comment, and share it big time!

To Skycity some disadvantages:

1. 1. Can be difficult in catching people's attention

People in Facebook are busy with their own stuffs: communicating with friends, looking pictures and videos, and updating their own profile. Sometimes, ads are being snubbed by the busy users most especially if the ads are dull and plain, because of that the Skycity ads are emotional.

1. 1. Negative comments are everywhere

If a customer tried their product and services and encountered something bad or he didn't like the experience at all, he can comment in their Facebook page right away. Many of the other customers are reading comments in a particular page for research, so if they can read negative comments, it can affect their sales. They must be ready to handle these negative feedbacks and make sure that this cannot affect their credibility as a service and product provider.

1. 1. Competitions everywhere

There are times that they just launched a new ad, and after a while, new ads are coming from the competitors as well, the same with what they have on their Facebook page. Duplication of the contents in their page by others can be easily done.

1. 1. Facebook Marketing requires a lot of time and resources

Maintaining Facebook ads and pages need a lot of time, resources, and energy. Earning likes and followers cannot happen overnight so they need to do a lot of promotion. And if they reach more likers and followers, they need to do a lot of replying job on comments and queries on their page and same with putting up attractive ads.

Like in Facebook marketing, many things have to be considered to achieve their objectives and goals.