Hotel’s SEO Triumph: 180% Growth, Dominates BOFT Keywords

Founded in 2007, Georgetown Heritage Hotels (GTHH) has been a pioneer in preserving Penang’s rich heritage through exceptional hospitality, offering a unique blend of luxury and history that creates an unforgettable experience at a portfolio of hotels.

Challenge: Increase Organic Traffic and Direct Bookings

As booking accommodations through third-party platforms has become the norm, travelers enjoy greater convenience and variety. However, this shift has intensified competition for hotels, making it harder to secure direct bookings. 

The added fees from online travel agencies (OTAs) further complicate the situation, highlighting the pressing need to enhance organic traffic and drive direct bookings.

Georgetown Heritage Hotels recognise these industry shifts as a significant challenge and sees them as an opportunity for growth. By enhancing its online presence and focusing on driving direct bookings, GTHH aims to effectively navigate the competitive landscape and strengthen its market position.

Unveiling SEO Strategies

Firstly, we conducted extensive keyword research to understand our target audience’s search behavior. By stepping into the shoes of potential guests, we identified the most relevant keywords they are likely to use when searching for hotels or accommodations in Penang.

Leveraging these insights, we optimized the website to align with their search behavior by following these proven SEO strategies:

1. Optimize for Local SEO

• Google My Business
• Local Keywords
• Local Listings and Citations: Here are some of those listings TripAdvisor and Klook

2. Keyword Research and Optimization

• Targeted Keywords: Identify and target keywords that potential guests use, such as “family-friendly hotels in Georgetown”.
• On-Page SEO: Optimize meta titles, descriptions, headers, and content with relevant keywords. Ensure each page on our site is optimised for specific keywords.

3. Content Marketing

• Blog Posts: Create valuable content related to travel, local attractions, and hotel tips to attract visitors and establish our site as a helpful resource. For example, “8 Best Nyonya Restaurants in Penang (2024)”
• Destination Guides: Offer comprehensive guides and tips about the local area to attract travelers looking for information on things to do and see.

4. High-Quality Backlinks

• Earn Backlinks: Getting backlinks from reputable travel blogs, local businesses, and industry websites. For example:
  • Travel Blogs: We earned backlinks from travel blogs like Midlife Globetrotter and Pink and Undecided.
• By leveraging these high-quality backlinks, we have seen a significant improvement in our website’s authority and ranking, leading to better visibility and increased organic traffic.

The Outcome

Organic traffic surged 180.1% in 4 months, proving our success even in a tough, competitive niche.

The top 3 organic rankings have increased by 151.39%, and total organic ranking keywords have expanded from 1,200 to 3,000 within four months.

Achieved top rankings for challenging bottom-of-the-funnel (BOFU) keywords and high search volume, outpacing leading competitors like Booking.com, Agoda, and TripAdvisor.

Organic rankings have improved significantly following the Google HCU Update in September 2023 and the March 2024 Core Algorithm Update, demonstrating the effectiveness of our white-hat, battle-tested SEO strategies.

Georgetown Heritage Hotels effectively navigated the competitive landscape by employing targeted SEO strategies. Through detailed keyword research, local SEO optimization, and strategic content marketing, the hotel saw a substantial 180.1% increase in organic traffic and significantly expanded its keyword rankings.

By staying ahead of major competitors and adapting to recent algorithm updates, GTHH has enhanced its market position and online visibility, illustrating the impact of well-executed SEO practices.