Overview
Hotel Lucia is a Portland hotel where style and comfort converge. Lucia’s Web site reflects their focus on aesthetics and service, and management wanted to boost visibility of their Web site and engaged Anvil Media to help.
Objective
Anvil’s primary objective was to increase qualified traffic to the Web site from search engines. Secondarily, Anvil was tasked with generating reservations through paid and organic listings.
Challenge
While Portland is not considered a major metropolitan city, there is still plenty of competition for keyword phrases like “Portland hotel” and “Portland Oregon hotel.” Secondarily, the site lacked significant amounts of body text that is required to score well in organic searches.
Strategy
The overall strategy for increasing site traffic was two pronged: boost organic and paid listings. To improve organic listings, Anvil provided detailed recommendations for creating optimized site copy and source code before submitting regularly to search engines. Anvil also optimized existing pay-per-click (PPC) accounts, exploring new combinations of keywords, copy and landing pages. Most importantly, Anvil managed implementation of ROI tracking and reporting, which involved interaction with the reservation system developer.
Results
After one year of search engine marketing (SEM) activity, Anvil was able to generate the following results:
- Increased organic visibility by 73 percent and number of first place rankings 700 percent
- Decreased PPC cost-per-click (CPC) by 61 percent
- Improved sales conversion on organic traffic by 74 percent
- generated an average return on ad spend (ROAS) of 500%
Since initially taking over the account, Hotel Lucia’s management company has added new properties and expanded their monthly service level across all properties.