12-month SEO programme
Boutique Hotel London: SEO-Driven Direct Booking Growth
London, England
Challenge
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.
Strategy
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
Execution
- • 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.
Commercial Impact
- • 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.