How we got the client on the 1st page of Google.
SEO
Hotel Devín ****
Client Introduction
Hotel Devín**** is a historic and premium congress hotel in the centre of Bratislava with a great location by the Danube. Our target group was divided into 2 key segments: the first group is strictly business oriented (business owners, HR managers, event managers, etc.). The second important target group was travellers who want to visit Bratislava.
Objectives
The client set 3 main objectives:
1) Increase organic traffic to the site
2) Visibility of the main keywords on the 1st page in Google
3) Increase revenue from organic traffic compared to last year
Strategy
We selected the keywords that we saw the most potential in organic search and compared them to those keywords that we chose because of their business relevance to our client.
Our strategy was built on 3 main steps:
1) Linkbuilding – Based on the keywords we selected, we planned the right linkbuilding strategy.
2) Website Content – We worked on the website content to help our selected keywords in our linkbuilding strategy.
3) Structured Data – We also worked on implementing structured data to help robots better understand our website content and increase the chances of better visibility in search results.
How we proceeded
First, we performed an in-depth analysis of the keywords and selected those that fit the business purpose – and where we see the most potential for increasing their search rankings.
As a key factor for keyword selection, we made it our goal not to increase all keywords to as many positions as possible, but to get as many of the right keywords as possible on the 1st page of Google search – and get much-needed relevant traffic.
The main challenge was to decide which keywords to focus on the most – and which ones to try and push to get better positions in Google search, bearing in mind that we needed to gain performance in online revenue.
So we analyzed the potential of keywords divided into 3 groups.
We saw that there are some of them that have a decent search volume and yet we can see the potential of moving them to the first page in Google.
We then analyzed the performance of the keywords from the ppc campaigns and reduced the group of potential keywords based on their direct performance in online transactions through the website.
We then analysed the competition and big sites like tripadvisor, booking etc to see what they were targeting and were able to avoid this competition and get faster results.
Results
Organic search became the second strongest channel in terms of site traffic (23%) and brought the most relevant site visitors in terms of time spent on site (1min, 36s). Organic search became the 2nd strongest channel in terms of site revenue (33%).
year-on-year
increase
99,46%
in organic
traffic
year-on-year
increase
74,95%
in organic traffic
revenue
year-on-year
increase
97,69%
in phone clicks
year-on-year
increase
108,91%
in the number
of clicks on email
year-on-year
increase
47,37%
in the number
of table reservations
Organics accounted
for up
37,42%
in terms
of web conversions
Summary:
Despite the current challenging market and a new website, we managed to significantly exceed client expectations with an absolutely minimal advertising budget. This is a testament to the skill of our SEO specialists and the ingenuity of our strategy and linkbuilding.
Client testimonial
The goal of every website owner is to get on the 1st page of Google. However, I wasn’t sure if we could achieve this with our services in the face of so much competition. But thanks to ptagroup, I have no doubt anymore that marketing agencies are not just there to create ads, but mainly to make your dreams and goals come true. We’ve enjoyed working with them from the start, they’re professionals with a friendly approach and I really appreciate that they can offer unconventional solutions that work.
Jakub Majcin
Hotel Director