increasing organic search referred sessions by 2x
CHALLENGE
A hospitality client in one of the most competitive SEO markets had a problem. They decided to switch the booking engine to a new provider. The new booking engine was run by a corporate provider with massive online presence. This switch saw a sharp decrease in the search relevance of their own vanity site.
SITUATION
Park Central San Francisco, a 4-star hotel near Union Square and the Moscone Convention Center, was formerly the Westin Market Street. Though under new management, Park Central maintained a relationship with Starwood. By March, all reservations from the Park Central website had been directed to the Starwood website, and the hospitality giant was pulling search traffic from the hotel’s vanity website.
By July, there was already a drastic decrease in organic search traffic – down 72.74% compared to the previous year. The Starwood site did have one page dedicated to PCSF which contained some content on the hotel but it meant limited customization and updates. The vanity site included all of the actual hotel content; branding, F&B, fitness programs, packages, marketing initiatives, the standalone restaurant, and local area. Therefore, Park Central needed a way to compete with Starwood on organic search to maintain relevance for non-branded terms in local search.
SOLUTION
Further optimize the on-site content as well as begin an aggressive take-back of third-party links pointing to the Starwood website as the official PCSF website. These links include Google’s Knowledge Panel (Google Maps), Bing, Twitter, et cetera.
RESULTS
A year-over-year comparison from January 1 – April 18 yielded the following results:
152.49% increase in the amount of organic search referred sessions to the site.
• 175.93% increase in the amount of Google search referred sessions to the site.
• 13.64% increase in the amount of Bing search referred sessions to the site.
• 121.95% increase in the amount of Baidu search referred sessions to the site.
94.35% increase in the amount of mobile/table organic search referred sessions to the site
An average improvement in Google ranking for the targeted non-branded keywords of at least 30 spots. In other words, an improvement by at least 3 Google Search Engine result pages.
increasing organic search referred sessions by 2x
CHALLENGE
A hospitality client in one of the most competitive SEO markets had a problem. They decided to switch the booking engine to a new provider. The new booking engine was run by a corporate provider with massive online presence. This switch saw a sharp decrease in the search relevance of their own vanity site.
SITUATION
Park Central San Francisco, a 4-star hotel near Union Square and the Moscone Convention Center, was formerly the Westin Market Street. Though under new management, Park Central maintained a relationship with Starwood. By March, all reservations from the Park Central website had been directed to the Starwood website, and the hospitality giant was pulling search traffic from the hotel’s vanity website.
By July, there was already a drastic decrease in organic search traffic – down 72.74% compared to the previous year. The Starwood site did have one page dedicated to PCSF which contained some content on the hotel but it meant limited customization and updates. The vanity site included all of the actual hotel content; branding, F&B, fitness programs, packages, marketing initiatives, the standalone restaurant, and local area. Therefore, Park Central needed a way to compete with Starwood on organic search to maintain relevance for non-branded terms in local search.
SOLUTION
Further optimize the on-site content as well as begin an aggressive take-back of third-party links pointing to the Starwood website as the official PCSF website. These links include Google’s Knowledge Panel (Google Maps), Bing, Twitter, et cetera.
RESULTS
A year-over-year comparison from January 1 – April 18 yielded the following results:
152.49% increase in the amount of organic search referred sessions to the site.
• 175.93% increase in the amount of Google search referred sessions to the site.
• 13.64% increase in the amount of Bing search referred sessions to the site.
• 121.95% increase in the amount of Baidu search referred sessions to the site.
94.35% increase in the amount of mobile/table organic search referred sessions to the site
An average improvement in Google ranking for the targeted non-branded keywords of at least 30 spots. In other words, an improvement by at least 3 Google Search Engine result pages.
