Boutique Hotel London: SEO-Driven Direct Booking Growth

Предизвикателство

A boutique hotel in central London was generating over 70% of bookings through Booking.com and Expedia, with minimal organic visibility for non-branded searches.

Стратегия

We implemented a comprehensive SEO programme targeting boutique hotel and neighbourhood-specific search terms, combined with technical optimisations and content marketing.

• • Non-branded keyword capture for boutique hotel and neighbourhood terms
• • Local SEO and Google Business Profile optimisation
• • Content strategy around London experiences and neighbourhood guides

Изпълнение

• • Built dedicated landing pages for each bookable experience and room category.
• • Created neighbourhood guide content targeting location-specific searches.
• • Optimised Google Business Profile with consistent category and attribute signals.
• • Implemented schema markup for Hotel, Room and Review structured data.

Търговско въздействие

• • Significant reduction in OTA commission spend through direct channel growth.
• • Higher average booking value on direct channel versus OTA bookings.
• • Sustainable organic traffic that compounds with ongoing content investment.