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.
NB: This is an article from Cogwheel Marketing, one of our Expert Partners
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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.
