A well-known London-based hotel management group were looking to increase direct bookings and improve search engine visibility in order to reduce reliance on OTAs.
During a full scale digital transformation project, they were searching for support with SEO services for their B2B offerings and individual properties - both hotel and F&B.
After a full scale audit of their current standing, I crafted SEO strategies for each property and began working on an AI content workflow to produce the high quantities of long-form content required of the brief. Working with solutions developers, I was able to craft a specific tone of voice for each property, guidelines, and protocol for content generation. I personally created strategic content plans for each property, conducting individual keyword and target audience research for each piece of content. I content authored each piece on the CMS, reviewed, edited, audited links, and input meta information - resulting in a content generation system that generated over 50 articles a month.
Leading on SEO efforts for the group, I regularly assisted with SEO and GEO research for campaigns and holidays, providing guidance for brand managers on keywords and the focus of content.
I conducted keyword, prompt, and trend-based research for themes and events, creating docs and decks for the client to present internally, informing social, performance, and content teams.
I implemented this research regularly, creating new landing pages as necessary, updating existing content, and feeding into discussions regarding the user experience of the sites.
Through this SEO activity, I've managed to secure position number one in highly competitive key terms such as 'hotels in London' and 'weekend in London', alongside increasing AI visibility scores to 46% from 2% within 6 months.
Over the course of the work, the direct booking conversion rate has increased for every property, with key user interaction rates (to book a table) over 35% for one F&B property.