Boosting Traffic and Revenue for a Luxury 5-Star Hotel in Scotland with a New Keyword Strategy​

Boosting Traffic and Revenue for a Luxury 5-Star Hotel in Scotland with a New Keyword Strategy​

The Challenge.​

A prestigious 5-star hotel located in the heart of Scotland wanted to improve its online presence and increase its revenue in a tough luxury market. They decided to try a new keyword strategy to see if it could help them attract more visitors to their website without spending too much on advertising. Their main goals were to drive more website traffic, cut down advertising costs, and ultimately grow their revenue. The hotel needed to find the best way to reach potential guests online without overspending on ads.

Insights & Approach​

Testing a New Keyword Strategy: To meet the hotel’s goals, we decided to separate their brand keywords from other related keywords. This helped us target more accurately and use the advertising budget more effectively in both Pay-Per-Click (PPC) and Search Engine Optimization (SEO).

Keyword Segmentation:

a) Pure Brand Keywords: These are the hotel’s exact name and specific branded terms that directly identify the hotel, like “Luxury Highland Hotel,” “Scottish 5-star Retreat,” and “Premier Scotland Hotel.
b) Other Brand Keywords: These include broader terms related to what the hotel offers, such as “luxury accommodation Scotland,” “high-end Scottish hotels,” and “5-star hotels in Scotland.”

PPC Campaigns:

a) Separate Campaigns: We created different PPC campaigns for pure brand keywords and other brand keywords. This allowed us to customize ad messages and bidding strategies for each group.
b) Optimised Bidding: We set higher bids for pure brand keywords to capture searches from people already interested in the hotel. For other brand keywords, we adjusted bids to get the best value.
c) Custom Ads: We wrote unique ad copies for each keyword group to make them more relevant. This improved the Quality Scores, which lowered the Cost-Per-Click (CPC) and increased the click-through rates (CTR).

SEO Initiatives:

On-Page Optimisation: We tailored on-page SEO strategies for both pure brand and other brand keywords to make the website content more relevant and visible to search engines.
Content Strategy: We created specific content that addressed both branded and non-branded searches, including blog posts, landing pages, and service descriptions.

The results.​

• More Website Visitors: The hotel saw a 30% increase in website traffic thanks to the targeted keyword strategies.
• Lower Advertising Costs: Overall Cost-Per-Click (CPC) dropped by 15% because of the strategic keyword separation and better bidding.
• Revenue Growth: Revenue went up by 25%, driven by more bookings and higher conversion rates from both PPC and SEO efforts.
• Better ROI: The return on investment (ROI) improved significantly by increasing traffic and revenue while cutting advertising costs.
• Stronger Online Presence: The hotel became more visible in both branded and non-branded search results, leading to ongoing organic growth and better brand recognition.

Conclusion

By trying out a new keyword strategy that separated pure brand keywords from other related keywords, the luxury 5-star hotel in Scotland successfully increased its website traffic and revenue while reducing advertising costs. This focused approach, along with integrated PPC and SEO tactics, shows how effective precise keyword management can be in the competitive luxury hospitality market.

Key Takeaways​

• Keyword Segmentation: Separating pure brand keywords from other brand keywords allows for more accurate targeting and better budget use.
• Optimised Bidding Strategies: Adjusting bids based on the intent of the keywords improves cost-efficiency and ad performance.
• Integrated PPC and SEO: Combining PPC and SEO strategies ensures consistent messaging and strengthens the hotel’s online presence across all platforms.
• Data-Driven Decisions: Using analytics for real-time adjustments leads to better performance and higher ROI.
• Content Diversification: Creating specialised content for different keyword groups enhances both organic and paid search effectiveness.

Need help? Contact [email protected] and let’s talk about how we can help you get more direct bookings.