Case Study: Children's Sports and Technical Camp AVTOSTART

Project Overview: The “AVTOSTART” children’s sports and technical camp is designed to teach children how to drive scooters, quad bikes, and go-karts, along with providing education on road safety and driving rules. Over the course of 9 years, Neolines collaborated with “AVTOSTART” to provide a full range of SEO and digital marketing services, including PPC campaigns, website support, and press-center management. Every camp session was documented with photos, videos, and reviews, which were then promoted across various online platforms to boost engagement and visibility.

SEO Services

1. Keyword Collection and Mapping:

   • Comprehensive research was carried out to identify the most relevant keywords related to youth sports camps, driving lessons for children, and road safety. This formed the basis of the semantic core that was mapped to the site’s structure.
   • An extensive competitor analysis helped uncover opportunities to target underused keywords and strategies to outperform similar camps in the region.
   • By mapping keywords to key landing pages, such as “Camp Program,” “Competitions,” “Parents’ Info,” and “Instructor Profiles,” we maximized search engine visibility and ensured an optimal user experience.

2. Content Development & Structure:

   • Developed a content strategy that included writing SEO-optimized content for each section of the site. This involved both educational and promotional material, with particular attention given to driving safety and camp activities.
   • Content updates were made regularly, including adding photos, videos, and blog posts from each camp session. This strategy helped maintain high relevance for search engines while also keeping parents and participants engaged.

3. On-page and Technical SEO:

   • Conducted multiple technical audits to ensure that the website met Google’s latest performance standards, particularly in terms of load time and mobile usability.
   • The team ensured the site followed a logical internal linking structure, helping both search engines and users navigate the site efficiently.

4. Ongoing SEO and Content Support:

   • The camp’s online presence was supported with the management of a press center, which provided daily updates and reports, including photos, videos, and reviews from the camp.
   • Social media platforms were consistently updated with SEO-friendly posts, including on Facebook, Instagram, VKontakte, and YouTube. Cross-platform engagement significantly boosted organic traffic.

5. PPC Campaigns:

   • Neolains launched highly targeted PPC campaigns promoting specific camp sessions, contests, and road safety events.
   • Animated banners and rich media ads were designed to engage audiences and drive traffic to the website’s registration pages.
   • The team continually optimized the campaigns, focusing on improving click-through rates (CTR) and lowering costs per click and conversion.

Gallery of the Children’s Sports and Technical Camp “AVTOSTART”

Information architecture of the website

Site Structure Framework: The Intersection of Semantic Core, Design, and Business Objectives

Lead Generation Strategy

1. Event Promotions:

   • The SEO and marketing team worked closely with camp organizers to promote on-site events like the “Brain-Ring” safety contest and the “Quads Cross” event, which were advertised through local and national online channels. These activities helped generate interest and direct leads to camp registrations.
   • Landing pages were optimized to address parents’ concerns regarding child safety and the educational benefits of the camp.

2. PPC Strategy:

   • Geo-targeted PPC campaigns were launched across search and display networks, focusing on specific regions where parents were likely to be interested in youth driving lessons and summer camps.
   • Constant A/B testing allowed for the refinement of ad copy and creative design, improving conversion rates and lowering costs.

3. Content Marketing for Lead Generation:

   • Blog posts and informational articles about road safety, driving skills, and camp benefits were published regularly. These articles helped attract parents through organic search results, and well-placed CTAs converted traffic into leads.
   • Multiple lead magnets were deployed, such as downloadable guides on child driving safety, which also served as effective tools for gathering contact information.\

Development of website structure

Marketing strategy development

SEO and PPC Campaign Results

1. SEO Performance:

   • Organic Traffic Growth: +65%
   • Organic Sessions: +22%
   • Overall Sessions: +28%
   • Keyword Visibility: +2,400 (increased by over 2,400 keywords in Google’s rankings)
   • Top 5 Keywords Performance: +50%
   • Impressions Growth: +12%
   • Click Growth: +11%
   • New Users: +55%
   • Returning Users: +32%

2. PPC Campaign Performance:

   • Click Growth: +47%
   • Conversion Growth: +196%
   • Average Cost-Per-Click (CPC): -8%
   • Cost-Per-Conversion: -48%
   • Click-Through Rate (CTR): +141%
   • Conversion Rate: +96%

Website Redesign (2017)

In 2017, Neolains initiated a complete website redesign to improve both the user experience and online visibility:

• Mobile Optimization: The redesign ensured the site was fully responsive across all devices, catering to a growing audience of mobile users.
• Improved User Experience (UX): Simplified navigation, clearer CTAs, and more engaging visual elements were introduced, making it easier for users to find the information they needed.
• Visual and Interactive Features: The team introduced interactive galleries and integrated social media channels, which helped boost visitor engagement and time spent on the site.

Teaching children to ride scooters and quad bikes

Video Project Case: Children’s Sports and Technical Camp “AVTOSTART”

 

 

Conclusion

The 9-year collaboration between Neolines and the “AVTOSTART” camp was highly successful, both in terms of online visibility and lead generation. Through a combination of robust SEO services, PPC campaigns, and continuous content development, the camp enjoyed sustained growth in both traffic and registrations. This project showcases Neolines ability to support a brand from initial development through to ongoing management and digital marketing expansion.