BELLINGHAM INT’L AIRPORT (BLI) Current Parking Information - https://portofbellingham.com/index.aspx?NID=91
Airport Parking
The Airport Parking section contains one long page which identifies the following info: • Rates by location • Payment options
Important info is hidden: • Link to Parking Map
Missing important info: • Description of parking locations • Text Directions to parking locations • Link to Google Map Suggestions for BLI Parking Webpages
‘Parking Guide’ Suggestions for Bellingham International Airport
1. Parking information contained on multiple pages of the guide improving indexing and increasing the 1 number of pages ranking in search. 2. Prominent map clearly identifies parking locations. 2 3. Streamlined navigation that clearly displays parking content with easy access. 4. Flexible promotional section for quick adding, 3 deleting, and updating of parking and non-parking offers. 5. Clearly labeled parking options and rates with links to parking pages that include detailed information. 6. “Compare All Rates” link to give customers the ability comparison shop. 5 6 7 7. Print & Download options all parking info. 4 8. Email sign-up to capture users’ identity and to 8 provide additional offer information to consumer base.
Airport Search Results Visitors to airports are increasingly searching for information on the web including indentifying reduced rates parking options and discounts.
Keyword Avg. Monthly Searches Keyword Avg. Monthly Searches airlines at bellingham airport 10 bellingham washington airport 260 bellingham airlines 210 bellingham washington airport airlines 10 bellingham airport 5400 BLI parking 10 bellingham airport address 70 cheap bellingham airport parking 10 bellingham airport airlines 210 cheap bellingham parking 10 bellingham airport departures 70 cheap BLI parking 10 bellingham airport directions 20 cheap flights from bellingham 30 bellingham airport flights 320 cheap parking for BIL 10 bellingham airport shuttle 390 discount belligham parking 10 bellingham airport washington 20 discount bellingham airport parking 10 bellingham airporter 260 discount BLI parking 10 bellingham airporter bus 20 discount parking for BLI 10 bellingham airports 10 flights from bellingham 70 bellingham flights 140 flights from bellingham wa 90 bellingham international airport 1000 flights out of bellingham wa 70 bellingham international airport airlines 30 flights to bellingham wa 170 bellingham intl airport 30 parking for BLI airport 10 bellingham parking 50 parking for BLI 10 bellingham travel 210 port of bellingham airport 20 bellingham wa airport 880 what airlines fly out of bellingham airport 10 bellingham wa airport airlines 40 where is bellingham airport 20 bellingham wa airport car rentals 10 Off-Airport Parking Offers Off-Airport competitors directly market through their websites and through aggregator sites . Competitor Presence in Bellingham Airport Parking Searches
Searches for “Bellingham Airport Parking” generates significant pay-per-click ads and natural search results for off-airport competitors.
Red: Competitor Paid Search Results Blue: Competitor Organic Search Results Yellow: BLI Organic Search Results
Competitor Presence in Bellingham Airport Parking Searches
Google searches adding either “cheap” or “discount” generates aggressive pay per click ads and natural search results for off-airport competitors and aggregators.
Red: Competitor Paid Search Results Blue: Competitor Organic Search Results Yellow: BLI Organic Search Results
Pay Per Click Campaign
Objectives
• Presence – Ensure that BLI On-Airport parking options are clearly displayed to online users when they are searching for Bellingham International Airport parking
• Occupy additional page 1 real estate on Bellingham Airport Parking searches
• Prominence – Capture presence at the top of page for increased visibility
• Promote targeted offers designed to compete with off-airport parking competitors through targeted landing pages
• Craft targeted content in search results Pay Per Click Campaign
Strategy
• Select key phrases, and adjust them on an ongoing basis based upon activity – which results did people click on?
• We bid for each phrase – usually go for $.50 to $1.25 per click through
• We only pay that amount when users actually click through to the BLI site from the paid search result. We do not pay for being displayed and we do not pay if they click through the BLI organic results.
• Once the monthly budget is exhausted, no more funds spent until the following month starts. We can adjust at anytime to allow for holidays, Spring Break or other peaks. Other Marketing Opportunities
• Reserved parking through online reservation system
• Offer Discount Coupons to customers using reservation system
• Parking Guide provides a platform for Frequent Parker Program
• Billboard Advertisements – along Interstate I-5
• Radio Advertisements – KAFE, KISM, KGMI
• Airlines – Allegiant, Alaska/Horizon, Frontier Parking Reservations Parking Reservations