How Disneyland Paris worked on its SEO strategy
Posted: Wed Dec 18, 2024 5:57 am
Do you really need a natural referencing (SEO) strategy when your name is Disneyland Paris ? The Love Brand believed for a long time that it did not, due to its notoriety. Often deprioritized, it was the Covid-19 crisis that created the necessary electroshock among the leaders of the amusement park in France, in 2020:
At the time of the Covid-19 crisis, fake news multiplied, particularly cell phone number list about the reopening of the park. We lost control of the content on the Web and this pushed the brand to redefine its SEO strategy " , testifies Adrien Coulombeau, senior digital manager of Disneyland Paris on the occasion of the One to One event, the meeting place for professionals, in Biarritz.
"SEO has only recently been addressed at Disneyland Paris, mainly due to organizational constraints," he continues. Before 2018, the Disneyland Paris website was managed from the United States, and the teams in France only did maintenance. They integrated the requests of the group's businesses - activities, legacy, communication - who knew nothing about SEO."
End of 2018: France takes over the management of "its" website and SEO seems to be integrated into the priorities of the brand's roadmap. The technical migration of the site begins. However, it will be necessary to wait until the end of the first lockdown, in 2020, for the real SEO work to begin. The brand then calls on the company Botify, which works to increase the number of pages discovered and understood by Google.
At the time of the Covid-19 crisis, fake news multiplied, particularly cell phone number list about the reopening of the park. We lost control of the content on the Web and this pushed the brand to redefine its SEO strategy " , testifies Adrien Coulombeau, senior digital manager of Disneyland Paris on the occasion of the One to One event, the meeting place for professionals, in Biarritz.
"SEO has only recently been addressed at Disneyland Paris, mainly due to organizational constraints," he continues. Before 2018, the Disneyland Paris website was managed from the United States, and the teams in France only did maintenance. They integrated the requests of the group's businesses - activities, legacy, communication - who knew nothing about SEO."
End of 2018: France takes over the management of "its" website and SEO seems to be integrated into the priorities of the brand's roadmap. The technical migration of the site begins. However, it will be necessary to wait until the end of the first lockdown, in 2020, for the real SEO work to begin. The brand then calls on the company Botify, which works to increase the number of pages discovered and understood by Google.