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Marketing consultant reports organic gains for Fly Laredo website and social channels; SEO and domain issues flagged
Summary
A marketing consultant told the Laredo Airport advisory board that website and social activity for Fly Laredo has grown organically but needs SEO, metadata and domain housekeeping. Board members asked for a plan to add targeted digital advertising.
Aron, the airport marketing consultant, told the Laredo Airport advisory board that the airport's digital presence grew in February without paid advertising and that most activity was organic.
The report, shown to the board during the meeting, covered website traffic, device mix and social channels. "We have 3, almost 4,000 new users last month with a total time of interaction of 48 seconds," Aron said, describing the website's monthly performance. He said the site connects Instagram to the home page and includes airline links so visitors can see airline information and social content from a single page.
Board members pressed for more search-engine optimization and metadata work. "If your scope is to include SEO, then I would say that you need to start looking at that: not only the keywords, but the title, the description, and then your schema markup," a board member said during questioning.
Why it matters: the website and social channels serve as the airport's primary public-facing window. Low average session time and missing SEO elements can reduce visibility to prospective travelers searching for flights.
Key details: the consultant reported about 4,000 site users in the month reviewed and an average session of roughly 48 seconds. Social growth cited included roughly 50 new Facebook followers, 29 new Instagram followers and 28 new LinkedIn followers for a combined gain of about 72 followers across the three channels in the month. The consultant said Facebook followers total nearly 4,000 (about 74 percent local), Instagram about 1,500 and LinkedIn about 538 followers. He said Instagram, Facebook and LinkedIn were used because LinkedIn targets B2B audiences while Instagram and Facebook reach local consumers.
The marketing consultant said the airport has been unable to regain the X account for the airport and that multiple domains exist: flylaredo.com appears to redirect to flylaredotexas.com. Board members recommended purchasing additional domain names to avoid future redirection or ownership problems.
Board direction and next steps: Board members asked the marketing consultant to provide a short plan and estimates for targeted digital advertising (boosted posts/paid campaigns), and to confirm whether Google My Business is being managed as part of the consultant's scope. The consultant said digital paid advertising had not been undertaken recently and that running paid campaigns would require a budget allocation.
Ending: The board accepted the report and requested a follow-up with a one-page summary of recommended SEO fixes, the domain ownership status, and a cost estimate for a targeted digital campaign.
