Background
A boutique hotel chain with multiple locations across Switzerland was struggling to attract guests through online channels. The hotel chain had a visually appealing website and offered exceptional hospitality services, but their online visibility was poor, limiting their ability to effectively reach potential guests. To stay competitive and increase direct bookings, the hotel chain needed to implement comprehensive technical and local SEO strategies.
Challenges
The boutique hotel chain faced several critical challenges with their online presence:
Poor search engine rankings: The hotel chain’s website was not ranking well on search engine result pages for key search terms related to their industry, impacting their ability to attract organic traffic.
Technical SEO issues: A range of technical SEO problems were hampering the website’s performance, including slow page load times, broken links, and indexing issues.
Inadequate local search presence: The hotel chain’s local search presence was weak, making it difficult for potential guests to find and book their properties directly.
Objective
The primary goal was to enhance the boutique hotel chain’s online visibility and drive more direct bookings by implementing robust technical and local SEO strategies. A comprehensive plan was developed to:
- Improve search engine rankings
- Resolve technical SEO issues
- Strengthen local search presence
Process
Digimooz.eu, a leading digital marketing agency specialising in SEO, was engaged to help the boutique hotel chain overcome their challenges. The process included the following steps:
Technical SEO Audit: The Digimooz.eu team conducted a thorough technical SEO audit, identifying issues affecting the website’s performance and search engine rankings.
Technical SEO Fixes: Based on the audit findings, the team implemented various technical SEO improvements, such as optimising page load speeds, fixing broken links, and addressing indexing issues.
Local SEO Audit: The team performed a comprehensive local SEO audit, analysing the hotel chain’s online presence on search engines, local directories, and review platforms.
Local SEO Optimization: The hotel chain’s local search presence was enhanced by optimising their Google My Business listings, building local citations, and encouraging guests to leave reviews.
Keyword Research: The team conducted extensive keyword research to identify relevant search terms for each hotel location, focusing on both generic and location-specific keywords.
On-Page Optimization: The hotel chain’s website content was optimised for the targeted keywords, ensuring it was both user-friendly and search engine-friendly.
Performance Monitoring: The team continuously monitored the website’s performance, making data-driven adjustments to the SEO strategies as needed to ensure optimal results.
Impact
The collaboration with Digimooz.eu led to significant improvements in the boutique hotel chain’s online presence:
Enhanced search engine rankings: The comprehensive technical and local SEO strategies resulted in a substantial improvement in search engine rankings for targeted keywords, driving more organic traffic to the website.
Resolved technical SEO issues: The technical SEO fixes implemented by Digimooz.eu significantly improved the website’s performance, providing a better user experience and contributing to higher search engine rankings.
Strengthened local search presence: The optimised local SEO strategies increased the hotel chain’s visibility on local search platforms, making it easier for potential guests to find and book their properties.
Result
The boutique hotel chain experienced impressive results following the implementation of technical and local SEO strategies by Digimooz.eu:
Increased organic traffic: The hotel chain saw a 45% increase in organic traffic within the first six months, attributable to the improved search engine rankings and local search presence.
Higher direct bookings: The combination of increased organic traffic and a stronger local search presence led to a 30% increase in direct bookings, reducing the hotel chain’s reliance on third-party booking platforms and their associated fees.
Improved website performance: The technical SEO improvements delivered a better user experience, reducing bounce rates by 20% and increasing the average time spent on the website.
Enhanced brand reputation: With higher search engine rankings and a strong local search presence, the boutique hotel chain’s brand recognition grew, attracting more potential guests and fostering loyalty among existing ones.
Greater return on investment (ROI): The comprehensive SEO strategies delivered a substantial ROI, with increased direct bookings and customer acquisition far outweighing the initial investment in digital marketing services.
Continuous improvement: The hotel chain’s ongoing performance monitoring allowed them to continually adjust and improve their SEO strategies, ensuring their online presence remained strong and competitive in the fast-paced hospitality industry. The boutique hotel chain’s partnership with Digimooz.eu led to a dramatic transformation in their online presence and booking performance. The comprehensive technical and local SEO strategies not only boosted search engine rankings and organic traffic but also increased direct bookings and strengthened brand recognition.
