Case Study |

The Alverton Hotel

Approaches used : #OffsiteSEO

Background

The Alverton is a Grade II listed hotel located within the Cornish capital of Truro, and has existed since 1830. The hotel features a brasserie and bar as well as conference and events rooms – making it a popular venue for work and celebrations as well as accommodation.

Objectives

The Alverton faced the challenge of targeting both visitors to Truro and the surrounding area, as well as locals looking to dine or hold an event.

The Alverton came to 3WhiteHats looking to boost their online rankings in order to compete with other local hotels, venues and restaurants. The objectives being for increased ranking to drive more traffic to the website, thus increasing sales. And from a marketing perspective, the hotel wanted to branch out and become known for its dining and as an events venue, rather than primarily a historic place to stay.

Strategy

Considering the objective to improve rankings in competition with other local hotels, we recommended the implementation of local search techniques, in order to rank for terms focused on the area.

We also recommended a wider campaign that looked to optimise the website and offsite content with keyphrases, as well as building mutually beneficial relationships with other businesses and influencers.

Action

Taking the nature of the industry into consideration we created a campaign that draws heavily on communicating with consumers, as well as targeting publications and bloggers.
This includes contacting both local and national bloggers to review an experience at The Hotel, helping to increase brand awareness and The Alverton’s backlink profile from reputable sites.

Results

The blogging day at The Alverton Hotel was a huge success with lots of happy bloggers, and consequently, lots of positive reviews for the hotel. Engagement metrics showed good interaction on the posts, with comments and social sharing particularly prominent. You can read Tin and Thyme’s review here.