MAGO is an airport-centric travel company, defining how airports increase their non-aero revenues by leveraging a deep understanding of their needs and challenges. They provide a unique blend of products, technologies and services that empower passengers to choose better travel experiences, and airports to grow and diversify revenues.
MAGO's achievements:
MAGO (opens in a new tab) is an airport-centric travel company, defining how airports increase their non-aero revenues by leveraging a deep understanding of their needs and challenges. They provide a unique blend of products, technologies and services that empower passengers to choose better travel experiences, and airports to grow and diversify revenues.
Their vision is to change the relationship between passengers and airports from simply a means to an end, to an integral part of the whole travel experience.
With a 30-person digital team based at Manchester Airport, MAGO also has a presence in the US market with headquarters in Chicago. MAGO’s major clients include the largest airport group in the UK (MAG), which comprises Manchester, London Stansted and Eastmidlands Airports but also market-leading airport parking comparison sites including looking4parking.com and airportparkingreservations.com.
The challenge
Managing multiple sites often requires the involvement of multiple departments, making it very difficult for SEOs and content marketers to keep up with all the changes happening to the websites. MAGO's Organic Search team was no exception.
Changes being made to the site without our Organic Search team’s knowledge were leading to various issues such as broken links, JavaScript rendering problems or changes to the robots.txt files and XML sitemaps.
A delayed response to technical problems or unexpected content changes inevitably leads to losing prime search engine positions to competitors.
Very aware of this fact, Amy Leach, SEO Manager at MAGO, realized that they needed a solution that would keep track of all the changes being made on their websites. ContentKing's unique real-time monitoring paired with instant alerts and change tracking offered just that.
The solution
ContentKing's Change Tracking allowed MAGO to see all these changes in real time and gave them the chance to fix the problems before search engines could notice.
ContentKing allows us to track all changes made on a site by other teams, as well as our own changes, in real time, which would be physically impossible otherwise.
Instant access to the full history of all changes on their websites makes ContentKing a go-to platform when investigating a rankings drop or changes in conversion rates.
Having the ability to monitor our sites' performance on a page-by-page basis is incredibly helpful. ContentKing allows us to see the full history of all on-page changes—no matter how big or small they are.
The results
Today, ContentKing is used by MAGO's SEOs, its content managers and its developers and has proven its value in numerous critical situations.
Amy mentions just some of the benefits using ContentKing has brought:
1. Avoiding facing legal action thanks to real-time monitoring
One of the critical issues that immediately comes to Leach’s mind is when they implemented an impressive technology that would mirror price changes on the website directly into the page titles. Thanks to a bug, however, many of the page titles started to advertise MAGO's prices at $0.00.
Thanks to ContentKing's unique real-time nature, the team immediately received an alert about the page title changes and was able to resolve the issue almost immediately.
If we didn’t have ContentKing at the time of the page title changes, we would not only have seen an impact to our CTR and conversion rate on site, but we could’ve seen legal action against false advertising.
2. Safeguarded 1,000s of pounds in revenue from being lost
Nothing demonstrates the importance of real-time monitoring better than situations where various bugs get shipped to the live site and start causing issues.
Amy remembered a case when canonical tags on tested URL variants were linking to the staging page rather than their self-referring canonical versions.
Without ContentKing, this may have taken a few hours to discover. We were able to quickly identify and resolve this, but the impact could have otherwise cost us thousands of pounds in revenue each day.
3. Saving the whole website from being ignored by Google
A common issue found with deployments is the staging site’s robots.txt file being replicated to the live version.
If ContentKing hadn’t alerted MAGO about this issue, it would result in the whole site being ignored by Google, costing them their hard-earned positions in SERPs and the valuable traffic they generate.
4. Reducing SEO auditing time from hours to seconds
With ContentKing, SEO issues and unwanted changes are detected without you having to do anything.
Getting alerts to issues that occur across multiple domains has allowed MAGO to improve their team's productivity and focus on business strategies without needing to hunt for fires to put out after a release.
Rather than spending approximately 5-6 hours a month crawling sites and identifying any issues, ContentKing allowed us to identify those issues in just seconds.
To conclude: from avoiding legal action and significant revenue loss to disaster prevention and boosted productivity, selecting ContentKing as their SEO monitoring solution has been the right choice for MAGO.
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