Tropical Sky is an online travel agent based in East Grinstead offering worldwide luxury holidays. Tropical Sky have been working with Fresh Egg for the last two years, and as a result have gained excellent visibility in natural search, with terms such as honeymoons, luxury holidays and weddings abroad gaining prominent positions on the front page of Google UK.
In light of the success of the UK based site, working closely with Fresh Egg, Tropical Sky have now released an Irish version of their online travel site, offering the same top quality tailor-made holidays but geared towards the Irish market.
To assure that the success of the UK site is carried over to its Irish counterpart, Fresh Egg worked rigorously on the site to ensure that it was unique enough to be seen as a separate entity in the eyes of the search engines.
The biggest task fell to our in-house copywriter to rewrite copy for the entire site in order to present the site to search engines as unique, and differentiate it from tropicalsky.co.uk – a task that alone took over a month to complete, but also something necessary to guarantee the success of the new site.
Unique copy is important not only to distinguish the .ie from the .co.uk, but to also make the content acceptable to its target Irish audience and important enough for search engines so that it is able to rank competitively on its own merit.
Another important task is one regarding Meta content. To further set apart the Irish site from the UK version, Meta content must also be unique enough to stand alone and for this reason we have begun the task of amending the Meta content site-wide on tropicalsky.ie, to make sure that the two sites are indeed unique.
Page and image names have also been adjusted, prices converted to euros and contact details and phone numbers now point the offices located in Listowel in County Kerry, enabling the best support system for those looking to purchase a luxury holiday from Ireland.
An example of another site that has had to implement similar measures would be the international and UK based Amazon websites (www.amazon.co.uk / www.amazon.com) where content is so far removed as to be seen as completely unique.
Take the classic 80GB Black iPod as an example on each site (co.uk / com), pages advertising the same product are unique enough to not be classed as duplicates, something that would effect the way in which one or both would be seen by search engines.
It is all too easy to trip up when recreating a site for a new audience. Without the right knowledge, what should be a profitable exercise can turn out to be a fruitless and expensive one.
That being said, if done correctly, a website with a regional domain, hosted in the respective location can achieve the best visibility in natural search through the regional engines such as Google.ie.
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