Case studies.indd

LANDMARK
LONDON
138%
INCREASE
IN ORGANIC
TRAFFIC
Raising the online visibility of one of London’s most prestigious hotels
45.2%
REVENUE
INCREASE
BACKGROUND
Opened in 1899 as ‘The Great Central Hotel’, The Landmark London is a five-star hotel located
on Marylebone Road in central London. It was the last Victorian rail hotel built during
‘the golden age of steam.’
Today it is one of the capital’s leading luxury hotels. It has beautiful suites and guest rooms, as
well as conference facilities, restaurants and a spa and health club. It is a popular wedding venue,
and it is also open to non-residents who come to sample its awarding winning afternoon tea.
WHAT WE DID
|
(SEO) ORGANIC SEARCH
HOW WE COULD HELP
The Landmark came to us in October 2012. Traditionally, most of the hotel’s revenue came from
direct traffic, whereby customers already knew about the hotel and wanted to stay specifically
at the hotel, rather than completing a transaction after comparing similar hotels via a search
engine. However, it wanted to increase its visibility in search engines for competitive keywords,
such as ‘five star hotels in London.’
WHAT WE DECIDED TO DO
Therefore, we developed an organic search campaign that targeted these keywords so that The
Landmark’s website would appear as high as possible in the search engine results pages (SERPs).
We wanted to see an increase in traffic and, although the hotel will still predominately get most
of its transactions from direct traffic, an increase in transactions from organic search traffic is also
something we hoped to see. We also monitored The Landmark’s competitors to see how they
ranked in comparison for specific keywords.
“IN THE 12 MONTHS THAT WE HAVE WORKED WITH CLICK
C O N S U LT , T H E Y H A V E H E L P E D U S S I G N I F I C A N T L Y W I T H O U R
SEARCH MARKETING EFFORTS. WE’RE DELIGHTED WITH THE
R E S U LT S T H A T W E H A V E S E E N S O F A R ”
JOI CHUKU - HEAD OF MARKETING, LANDMARK LONDON
W E H A V E S E E N G R E A T R E S U LT S
Organic traffic to the Landmark site (excluding brand keywords) for October- November 2012 had
increased by 138% compared to the same period the previous year. We were able to optimise
112 keywords that weren’t getting traffic previously, and we’ve seen that over 50% of Landmark’s
keywords have increased in ranking.
50%
138%
OF KEYWORDS
INCREASED
RANKING
INCREASE IN
ORGANIC
TRAFFIC
We can also see some significant increases in various metrics across a 12-month period.
Below we've compared figured from April 2012 to April 2013:
COUNTY CAMPAIGN
(Targets industry keywords searched for alongside a particular county)
ORGANIC KEYWORDS USED
OVERALL TRAFFIC
33.4% INCREASE
29.7% INCREASE
MOBILE TRAFFIC
MOBILE REVENUE
72.8% INCREASE
84.4% INCREASE
Our organic search work has impacted positively on Landmark’s
revenue from online sales and transactions:
ONLINE
TRANSACTIONS
45.2%
28%
REVENUE
INCREASE
Let's
begin
WWW.CLICK.CO.UK
to
lay
the
PHONE:
foundations
0845 205 0292
INCREASE
of
your
EMAIL:
next
digital
[email protected]
project.