Maybourne Hotel Group: The Berkeley logo

Raising the profile of world famous hotel, the Berkeley.

SEO

Maybourne Hotel Group owns three of London’s most renowned luxury hotels: Claridge’s, the Connaught and the Berkeley.

Challenge

Maybourne Hotel Group employed us to increase organic traffic for the Berkeley, as well as raising awareness of complementary offerings such as their Michelin-starred restaurant and the pool and spa facilities.

Approach

We developed a two-pronged strategy: firstly, ensuring that the site was rigorously optimised both technically and on the content side to be fully in line with SEO best practice; and secondly, we augmented this with an innovative outreach activity at the time associated more with digital PR than search marketing.

Creating interesting content is crucial to effective SEO. By crafting optimising existing and creating new content for Koffmann’s, the hotel’s Michelin-starred restaurant, we increased traffic and engagement by promoting recipes for signature dishes such as the pistachio soufflé, the most popular dish with reviewers and bloggers, expanding Pierre Koffmann’s biography, and enriching copy about the history of the restaurant.

We ensure our search campaigns are well integrated into our client’s wider marketing strategy and we use maximise marketing activity from an SEO perspective. For example, when Maybourne were promoting the outdoor pool, we boosted page rankings by positioning it as a luxury rooftop pool and spa, resulting in a 20% increase in organic traffic.

The second element of our strategy was to engage bloggers to increase natural traffic. Highlights included inviting top notch lifestyle blogger WishWishWish to the hotel’s afternoon tea experience. Her reviews reached 18,000 Twitter followers, gained 5,800 unique views and earned over 1,000 click-throughs from social shares.

Similar work included engaging some of London’s best-known lifestyle bloggers to compile a guide to Knightsbridge, where the hotel is located. As well as creating interesting web content, the bloggers shared their tips on social media, reaching a combined twitter following of over 21,000, and an Instagram and Facebook following of over 58,000 and 11,000 respectively.

Result

In 2014 we improved natural traffic to the main site 27% year-on-year compared to 2013. By creating engaging content and via rigorous onsite optimisation we increased unique page views to Koffmann’s, one of the Berkeley’s restaurants by 250%, and increased engagement on the pages by 27%.