First Page's SEO activation campaigns propel Cathay's branching out to lifestyle eCommerce

This post is sponsored by First Page

As a Google Premier Partner with offices operating in 11 countries, First Page specialises in performance marketing and digital advertising, offering innovative solutions to help businesses stay ahead of their competitors. As a finalist in the Asia E-Commerce Awards of 2023 in the category of “Best Use of SEO/SEM”, First Page played a vital role in reshaping consumer perceptions of the Cathay brand. Beyond travel, Cathay Shop expands various lifestyle pillars like payment, wellness, and eCommerce, expanding its presence in the lifestyle scene.

Expanding to Lifestyle

The goal was to further build on the present image of Cathay Shop and introduce existing customers to a larger range of products and services that enhance their lifestyle. This rebranding needed to be communicated effectively on all consumer communication channels, including Search Engine Optimisation (SEO). Traditionally, “push” channels such as press releases and social media marketing are used to maximise brand awareness. These methods aim to publicise the information as far-reaching as possible. SEO on the other hand is the opposite, as this “pull” method aims to draw niche demographics to the information when the user searches for specific keywords. The objective was to drive targeted traffic to products offered by Cathay Shop, reassociating the consumers’ perspective to being a lifestyle site.

First Page’s Approach With SEO

As Cathay Shop offers many products in different categories, such as electronics, wine, and more, opportunities presented themselves within the objective. Remarkably, First Page reverse-engineered the traditional awareness marketing method to drive traffic to specific product pages. In doing so, First Page supported Cathay Shop’s efforts in widening consumer’s mindset of the brand when they visited these product pages.

First Page made adjustments to specific product pages to make them friendly for search engines, shifting these products from the second page of search engine results to the first page. Doing so allowed visitors to easily find these products that are listed on Cathay Shop’s platform, resulting in an increase in shoppers and sales.

Cathay Shop’s Remarkable Growth

Through reverse engineering traditional awareness marketing methods, SEO accelerated the Cathay Shop’s campaign successfully driving consumer awareness to Cathay’s eCommerce offerings through targeted optimisation on specific product pages.

First Page understands the importance of creativity and adaptability as the landscape of SEO continues to evolve at a rapid pace. The future of SEO includes anticipating and reacting to the ever-changing demands and preferences of consumers as well as understanding algorithms and analytics. With its proud focus on innovation, First Page aims to remain the forerunner in Hong Kong’s digital marketing industry.