AmbertonHotels.com: 35% Higher Organic Traffic

Hoteliers Co. JSC – owners of Amberton hotel chain – contacted us soon after updating their website. It was designed primarily to introduce hotel services to potential clients and to encourage them to book a room right away.

“To put simply, we wanted to arrive at a point where people would search for most popular keywords like “hotel in Vilnius“ or „viešbutis Klaipėdoje“ and find our hotels in the first search result page”, says Hoteliers Co. JSC head of sales and marketing Justė Gavienė.

The client asked for our advice on which online advertising channel would be the most effective to invest a limited budget to:

  • Increase website visibility online
  • Attract more potential clients
  • Increase room bookings

Initial website audit revealed that SEO potential was not exploited. In comparison with other advertising tools, SEO costs are modest and benefits are long-term. Therefore we advised the company to invest limited financial resources here.

Visitor Traffic Increased by More than a Third

Firstly, we selected 84 keywords related with website content. Then, we optimised landing pages for SEO ir created new ones. Finally, we rewrote website mata descriptions, page titles, breadcrumbs and content elements.

As a result, the website became significantly more visible in Google search results. Within 3 months of summer (high season for Lithuanian hotels), the number of visitors coming from a search engine increased by 35,95 percent, if compared with the same period in 2015.

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Visit duration is just as important as traffic itself. After optimisation, website bounce rate decreased by 24,70 percent. This suggests that website content matched visitor expectations better.

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One way to evaluate advertising performance is to compare its costs with alternative solutions, generating the same results. Our calculations showed that attracting similar traffic with Google AdWords would have cost 3 times more (calculations based on average keyword cost-per-click).

“The results are unambiguously positive. Proper hotel descriptions next to Google results, higher traffic. Also, we found that several IT tweaks in our website helped us get more bookings. With 25 keywords that our website was optimised for, we now rank in the top five SERP positions”, says J. Gavienė.

The company continues to invest in search engine optimisation to ensure stable improvement in positions and long-term traffic of potential clients.