Case Study: Boosting Direct Bookings through Strategic SEO Optimization

Project Overview

Over eight months, we implemented a strategic SEO optimization plan to help a hotel enhance its online visibility and drive organic search traffic for improved direct bookings. By focusing on technical audits, keyword strategy, on-page optimization, backlink development, and GBP/Google Maps revisions and citations, we transformed the hotel’s online presence and significantly increased organic traffic.

Implementation & Key Milestones

Our journey began in March when we conducted a Discovery, Baseline Report and Technical Audit to uncover any issues that could hinder search performance. This assessment provided a clear starting point, allowing us to track improvements over time.

In April, we dove into keyword research, identifying high-performing terms that could drive more relevant traffic. We also optimized meta descriptions and title tags to improve click-through rates and search rankings.

By May, we shifted our focus to content strategy, crafting targeted pages that aligned with search intent. One of our goals was to capture search queries with long-tail keywords, helping the hotel rank for more specific, high-converting terms.

During June, we conducted a backlink audit and assessed UNAP (URL, Name, Address, Phone) consistency across different channels. Ensuring accurate business listings is crucial for local SEO, so we cleaned up inconsistencies and identified new backlink opportunities.

In July, we tackled page headings and refined the site’s structure to improve readability and search relevance. Additionally, we strengthened the hotel’s presence in local directories to further enhance visibility, making sure everything is consistent and up to date.

August was all about Google My Business (GMB) and Bing Business optimization. We fine-tuned business profiles, updated descriptions, and leveraged additional attributes to maximize engagement on these platforms. We also implemented Google Map Citations, a special technique we use on Google Maps to improve a property’s location citations across the web.

As we moved into September and October, we expanded GMB efforts by publishing events and promotional content to boost local engagement. Finally, in October, we compiled a final ranking and performance review, showcasing the impact of our SEO efforts.

Results & Key Achievements

Through this strategic approach, we achieved impressive growth across multiple SEO metrics:

• Keyword Rankings: The hotel initially ranked for 1,800 keywords in March. By October, that number surged to 2,821, marking a 57% increase.

Case Study: Boosting Direct Bookings through Strategic SEO Optimization

• Top 10 Keyword Positions: The number of keywords in the top 10 search results rose from 144 to 178, a 24% boost.
• Organic Traffic Growth: Monthly organic traffic grew from 3,800 to 5,400, reflecting a 40% increase on average.
• Year-over-Year Organic Traffic: Comparing March-September 2023 to the same period in 2024, total organic traffic increased by 40% (from 26,972 to 37,673 visitors).
• Referring Domains: We expanded the hotel’s backlink profile, growing from 235 to 283 referring domains—a net gain of 30 domains.

Case Study: Boosting Direct Bookings through Strategic SEO Optimization

• Interior Page Performance: The number of indexed interior pages increased from 30 to 39, and interior traffic has increased by around 80% on average.

Case Study: Boosting Direct Bookings through Strategic SEO Optimization

Conclusion: The Power of Strategic SEO

This SEO initiative successfully elevated the hotel’s search visibility, increased organic traffic, and positioned it as a stronger competitor in search results.

This case study highlights the value of consistent, well-executed SEO optimization. Investing in strategic SEO efforts can lead to sustainable traffic growth and increased revenue potential.