Objectives

• Increase online hotel reservations through property site and decreasing reliance on intermediaries.
• Maximize conference/group meeting business.
• Promote all services of hotel – wedding receptions, food/beverage etc.
• Track all SEO campaigns through to reservations.



SEO Strategy

1. Exhaustive Keyphrase Research for Every Possible Targeted Term


• Branded, city, state, regional terms, misspellings, local attractions and seasonal events.
• All aspects of the hotel are promoted, including group meeting, F & B, weddings, banquets & events, special promotions/packages.


2. Optimize Site Content for Increase Organic (Free) Rankings


• Analyze site link popularity against competition to determine keyphrases to target.
• Create copy to include keyphrase-rich content.
• Optimize Title tags / meta-keyword / meta-description tags to reinforcement existing page content.
• Create site navigation to focus internal link popularity on content rich pages.


3. Initiate PPC Campaign


• Setup Google Adwords and Yahoo Search Marketing PPC campaigns with targeted keyphrases
• Track individual keyphrases to booking engine
• Actively manage campaigns based on individual keyphrase conversion rate



Capital Plaza Jefferson City Campaign Results

• Significant ranking increase as a result of SEO campaign and increased link popularity.


• Top 5 Google ranking for all room-booking terms including #1 for “Jefferson City hotels.”


• 1st or 2nd page rankings for all hotel services.


• Search engine traffic is generating $8+/visit.


• 18:1 ROAS from organic campaign within 12 months of project completion.


• 14:1 ROAS from PPC campaign.

Download JQH Case Study (PDF, 1MB)