SEO Case Study 1: A Condo Hotel Web Site
An organic search campaign began on this hotel website in October, 2007 and continued at the same level through the end of 2008. During this time period, 3,000-3,500 words of keyword rich text were uploaded each month. In June of 2008, a keyword reorganization and back end optimization of the home page was completed and in the fall of 2008 three gateway pages were optimized for usability and Organic SEO.
Comparative statistical charts for the last quarter of 2007 and the last quarter of 2008 reveal a 50% increase in search-generated traffic in one year’s time. Keyword recognition for the website began at approximately 75 key phrases. By the end of 2008, search engines recognized more than 1300 key phrases on the website each month. The client reported that 70% of all sales were booked on the website. Google funnels were installed to measure user behavior on pages where keyword rich text was stored. Funnels revealed that 5% of traffic went from the blog or the news page to complete a purchase. This ROI exceeds print media and direct mail, estimated at 1-3%.