Objectives

• Increase online resort reservations through organic search campaign during site redesign while maintaining efficient site conversion rate.
• Promote additional services of resort – spa, wedding receptions, food/beverage etc. -Maximize conference/group meeting business.



SEO Strategy

1. Keyphrase Research for Targeted Keywords


• Research historical results of PPC campaign so ensure correct terms are targeted.
• Analyze site link popularity against competition to determine keyphrases to target.
• All aspects of the resort are promoted, including spa, group meeting, F & B, weddings, banquets & events, special promotions/packages.


2. Create Optimized Sitemap


• Create site hierarchy to match keyphrase competitiveness.
• Add content pages to target additional keyphrases not represented.


3. Implement SEO Content to Increase Rankings


• Optimize title tags, headers, meta-keyword / meta-description tags to reinforcement existing page content.
• Create copy to include keyphrase-rich content.
• Disperse keyphrase targets across all site pages so minimize per page alterations.



Google 1st Page Rankings Include:

• #1 for san diego resorts
• #1 for san diego california resorts
• #1 for coronado resorts
• #1 for coronado hotels
• #1 for san diego beach resorts
• #1 for coronado california hotels
• #2 & #3 for coronado accommodations
• #2 & #3 for coronado hotel suites
• #5 for coronado weddings
• #8 for san diego hotel jobs
• #2 for san diego conference resort
• #5 for san diego meeting facilities
• #5 for san diego conference facilities



Hotel Del Coronado SEO Campaign Results

• Significant organic traffic increase in incremental non-branded traffic as a result of SEO campaign during site redesign while maintaining <20% bounce rate.


• First page Google ranking for top converting terms including #1 for “San Diego resorts.”


• 9,000+ keyphrases/month driving organic traffic.


• 1st page rankings for relevant group business terms such as #5 for “San Diego meeting facilities.”


• Organic search engine traffic is generating 43% of all site traffic.

Download Hotel Del Coronado Case Study (PDF, 1MB)