Hotel ERP SEO Case Study: How We 4x Hospitality ERP's Organic Traffic in 6 Months

Many hospitality tech websites are developed without any concrete plan or proper keyword research and SEO implementation.

Discover how we helped our client in the hotel tech industry to increase their organic traffic by 205.3% and their conversions by 273.25%.

Let’s dive into it.

A summary of this hotel SEO Case study:

In 6 months, we achieved the following:

• The number of total keywords we ranked for increased by 443.51%
• The number of keywords they ranked for in the top 10 positions grew by 502.63% 
• Organic impressions increased by 228.17%
• Organic clicks increased by 205.3%
• Conversions increased by 273.25%

Below, you can see how the website has started growing after only 7 weeks from the moment we started implementing the strategy.

Let’s delve into the details.

Our client’s goals

This hospitality ERP provider was looking to improve their online presence and introduce the brand to a wider audience.

Here were their goals and expectations:

• Increase their visibility on search engines
• Increase their non-branded organic traffic
• Rank for targeted keywords as high as possible
• Attract organic signups and conversions

However, they were struggling with numerous challenges related to their website, its content, and performance, which needed to be fixed first.

Challenges

These were the challenges that they were struggling with:

• Thin content that wasn’t giving any value to its users
• A non-optimized website that had a lot of on-page element issues
• Plagiarized content that was pulling the website down on search engines
• A lot of technical issues and 404 errors without redirections
• Non-optimized sitemap full of non-needed URLs that were causing crawling and indexing issues

What did we do to achieve their goals?

To achieve these goals, our team of SEO and content marketing experts created an SEO strategy that focused on technical SEO improvements, content optimization, creating of new content for targeted keywords.

We devised an SEO strategy that consisted of:

• Identifying all the technical issues that needed to be solved
• Identifying plagiarized and thin content and creating a list of these pages
• Identifying website URL and website architecture upgrades
• Identifying places and events we want to track 
• Content optimization activities
• Keyword research, selection, and implementation of specific keywords for each page
• Creation of feature, industry, alternative, and use-case pages
• Link building through PR and blog postings without link farms.

To execute this strategy, we:

• Conducted a full website audit and created a technical report and plan to fix the issues that we implemented
• Created a new SEO strategy that mapped relevant keywords and clusters
• Optimized the articles and pages to target relevant keywords and be optimized for conversions
• Guided creation of clean, functional, and easy-to-navigate website design and wireframe pages
• Created consumer-oriented articles through a product-led content approach with unique tips.
• Generated high-quality backlinks

Before we started collaboration

These were the numbers before we began our SEO campaign: 

• 639 total keywords they ranked for
• 38 keywords that they ranked for in the top 10 results
• 387k Impressions in 6 months before our collaboration
• 5.47k organic clicks in 6 months before our collaboration
• 239 conversions coming from organic traffic in 6 months before our collaboration

From Passive to Strong Intent-based SEO Strategy

Besides investing in new functional website design, this Hospitality tech startup strategically invested in its long-term internet strategy of continuous SEO, content marketing, link building, and conversion tracking and optimization.

We created an SEO strategy for this client to shift from passive to strong intent-based SEO by identifying and targeting viable keywords and content opportunities.

To lay the foundations for scalable growth, we prioritized the following activities in the early stages of collaboration.

1. Technical and On-page SEO Optimizations 

We conducted a thorough technical audit of the website to identify and resolve any underlying issues that could impact its performance and search engine visibility. 

This involved optimizing site speed, improving mobile responsiveness, fixing broken links, and enhancing overall website structure.

We worked closely with the client’s development team to enhance the website's health, ensure the pages were indexed properly, and deliver a better UX.

Then, once we restructured all the pages, deleted the unnecessary ones, and redirected them, we optimized the website's on-page elements, including title tags, meta descriptions, and URL structures, aligning them with the identified keywords. 

This ensured that search engines could better understand the website's content and relevance to user queries.

2. Deep Keyword Research 

We conducted extensive keyword research to identify relevant and high-intent keywords in the hospitality ERP and hotel industry. 

But that’s not all.

We’ve also conducted the keyword gap analysis with their competitors to identify low-hanging fruits and opportunities to rank.

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Based on this analysis and the keywords we identified, we complemented our clusters and website map to ensure we covered each topic in detail.

This helped us optimize the website's content, meta tags, and headings with targeted keywords to improve search engine rankings.

Based on this, we also created in-depth content to ensure we present our client as an authority in the niche.

3. We built a Scalable SEO & Content Strategy 

We analyzed search trends and user intent to identify opportunities and enrich clients’ content with target keywords, enhancing visibility and relevance in search engine results. 

To capture diverse search intent, we created a content strategy and website map spreading across four key categories:

• Product pages - targeting specific pain points through the keywords related to their features
• Persona-based pages - targeting specific customers who are looking for solutions for specific types of rental properties
• Integration pages: targeting specific solutions and integrations their potential customers might be looking for
• Alternative-based pages - targeting their competitors to piggyback on their brand names and get traffic from users looking for alternatives

By restructuring their content map using the horizontal approach, we created a scalable relationship between parent and child pages on the website.

This approach allowed us to connect product pages with persona-based pages and integration pages, which helped us plan an internal linking structure in advance and improve the website’s link juice.

4. Content optimization

Within this stage, we identified and prioritized content issues and optimized our client’s web pages to align them with relevant keywords and improve their search engine visibility. 

Based on the website map we created and the clusters that we mapped, we created high-quality, informative, and engaging content tailored to our client’s target audience.

This included blog posts, articles, and landing pages optimized with relevant keywords to attract organic traffic and establish the brand as an industry authority.

Here you can see how one of their articles that was targeting important keywords started once we updated it:

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This allowed us to generate initial traffic and generate some growth right from the start of content production.

5. Link building and PR activities

Within this stage, we focused on building high-quality backlinks from authoritative websites in the hospitality industry. 

This not only improved the website's domain authority but also drove referral traffic and boosted search engine rankings.

Here’s how the number of referring domains increased during this period:

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It resulted in a solid website DR growth(to 57) during this period:

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6. User Experience and CRO optimization

We optimized the website's user experience by improving navigation, enhancing site structure, and ensuring easy access to relevant information. 

This helped reduce bounce rates and increase user engagement, positively impacting search rankings.

We continuously monitored and analyzed key SEO and business metrics, such as organic traffic, keyword rankings, and conversion rates. 

This allowed us to identify areas for improvement, make data-driven decisions, and refine the SEO strategy and website conversions accordingly.

So, the signups were growing as we were making progress:

Final results?

Results we achieved in 6 months

In 6 months, we achieved the following:

• The number of total keywords we ranked for increased by 443.51%
• The number of keywords they ranked for in the top 10 positions grew by 502.63% 
• Organic impressions increased by 228.17%
• Organic clicks increased by 205.3%
• Conversions increased by 273.25%

Conclusion

We see that hotels are generally too shy to invest in high-quality websites, SEO, and content marketing.

Not investing in it will turn out to be expensive for you in the long term, in the case of content marketing and SEO, as you’re leaving a lot of money on the table, needing more indirect business, paying more commissions to influencers, PPC agencies, sales, etc.

I hope this will give you another perspective on hospitality marketing and SEO possibilities, as ROI is there if you’re willing to invest in it.

Need help with the execution?

‍Schedule a 30-minute call with us, and let’s see how we can help you get the most out of your SEO!