Case Study : Self Catering Holiday House

Website

www.pebble-cottage.co.uk

Problem Statement

“The house is rented out in the summer but that is about all. No idea where leads come from, the website or tourist board and some PPC has just cost us a fortune as we seem to pay for enquiries for already booked summer weeks. We need some help to fill the house outside of the 8 summer weeks and at a cheap cost as margins are not big.”

Strategy/Plan

No real strategy existed and what was being done was targeting an incorrect audience by bad keyword selection.

The location of this Holiday House in West Sussex had little competition and thus a lot of internet searches were very specific. The strategy was to focus our keywords on the immediate location and as the business was listed in the tourist board brochures leave that as a medium to attract visitors that don’t know the area.

Work Done

- keyword selection on very specific low competition phrases
- on-site optimisation to fix some coding errors, create targeted pages per keyword phrase
- added google analytics s we could track progress and how the site was used
- added an availability calendar to increase conversions and enable people to find and book rather than previously find, phone up and book
- off-site optimisation included a few good quality inbound links, again not many needed as keywords were specifically picked due to low competition

Results

The campaign has achieved all what was asked in that bookings have gone from the 8 weeks of the summer to being March – October.

The key lesson from this work is that you don’t need high volume of visitors where you only have 52 weeks of the year to rent out, but what you do need is very well targeted visitors that will book.