Case Studies | Onsite Optimisation
Introduction
The Barton Grange Hotel is a family run business situated just on the outside of Preston City Centre. Preston itself has a number of hotels including some national hotel chains.
Local hotel business tends to rely on several different areas such as general room hire, leisure facilities, business conferences, weddings and functions.
When Barton Grange originally contacted Custard Media Solutions, they were already with an existing online marketing company. The reason for the call was that although the hotel was paying the monthly retainer, they were not satisfied with the amount of enquires coming through the website.
Barton Grange Hotel were tied into a contract for 12 months and wanted an independent SEO review on what had happened over the past year.
Process
- We first carried out a review of the website and reported in a format that was easy to understand. Part of this process was local keyword research and working with Barton Grange Hotel on which keywords they would like to target and traffic volumes associated with this
- Site optimisation of the site by placing keywords around the site making sure all the meta data (robot data) was optimised for the right page including hotels, weddings, conferences etc.
- Installation of analytics and conversion tracking to the site so that traffic can be monitored more accurately
- We added a local business listing to Google so that the hotel can be found on Google maps
- Agreed an Online PR campaign to target the keywords using
- We then set up a PPC campaign that targeted all the keywords including special events such as Christmas Parties, Valentine’s Day, special offers and events
- Press release creation and distribution
- Forum Posting
- Reciprocal Link Exchanges
- Blog Posting
- Niche Directory Submission
- General Link Building
Achievements to date
- We have increased natural search traffic by 400% within 4 months of working on the site
- We have managed to create a successful Google Pay Per Click campaign that generates a positive ROI.
- Google number 2 for “preston hotels” “hotels in preston” “preston weddings”