Anvil Media, Inc. Internet marketing consulting : search engines, advertising, direct response and public relations

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Case Study: Hotel Max

Overview
Hotel Max is a hip, urban hotel in downtown Seattle. Formerly The Vance Hotel, Hotel Max required a new Web site to introduce the new identity to the downtown Seattle hotel market. Anvil helped by providing search engine optimization (SEO) services to increase visibility in organic search results.

Objective
The overall objective for The Hotel Max site re-launch was to increase visibility in organic search listings for top tier keywords (i.e. “seattle hotel”) and to drive qualified traffic to the Web site.

Challenge
Typical to many hotels, the Web site was fairly small in scope with limited opportunities to optimize code & copy. Hotel Max also faced extremely tough competition from a variety of downtown Seattle hotels.

Strategy
Leveraging years of previous hospitality experience, the Anvil team conducted in-depth keyword research to expand on previous efforts. In addition, Anvil revised elements of the site source code prior to submission. Special care was taken to leverage existing Vance Hotel visibility for targeted terms during the transition.

Results
Since Hotel Max's site has been optimized, and saw both visibility increase by 23% and traffic by 7%, Anvil has continued to optimize the site to increase organic rankings, traffic, revenue and ROI. By continuing with on page optimization techniques, as well as off page (Link Development), Anvil has been able to show significant improvement from the original case study in 2006. Organic visibility has increased another 14%, which has led to an increase in Website traffic of 45%. Online revenue (314%) has increased due to the additional visibility within the search engines, which in turn, has significantly increased ROI. Hotel Max's ROI now sits at 3,900%.

URLs
Downtown Seattle hotel