Boutique Banff Hotels: Driving Traffic in the Shoulder Season
Keltie Baxter
The Client: CRMR
Canadian Rocky Mountain Resorts
These stunning hotels are truly worth checking out if you get the chance - seriously, this project was a joy to work on, and I'm more than happy to give them a quick plug! (Yes, they're that amazing!) 😉
The Need
Like many hotels in Banff, CRMR experiences reduced traffic during the fall months, sandwiched between the peak seasons of winter and summer. However, there’s a wealth of activities and attractions between September and December, making this time of year a hidden gem for visitors.
CRMR sought assistance in creating a series of articles designed to drive traffic to fall activities, encouraging visitors to return to their website for more information on their hotels and restaurants.
Deliverables
I’m proud to say I over-delivered on this project. The client had not explored SEO optimized articles before, and I saw significant potential to optimize their articles, transforming basic blog content with minimal ranking potential into first-page Google hits that compete with top-notch content in the area. Most importantly, the content is useful and beneficial to readers.
Content & Topic Research - Sourced all content and information to build credibility and an accurate read.
Keyword Research - Conducted thorough research on search terms and topics, advising on a keyword strategy that balances monthly search volumes, competition, and quality content that resonates with readers.
Competitor Research - Analyzed competitors to understand their strategies and the keywords they utilized.
Meta Tag & Title Tag Descriptions - Recommended optimized descriptions that include keywords and appropriate character lengths.
Follow Up - One week post-delivery, I reviewed the live articles to ensure there were no major red flags. I recommended some on-page optimization opportunities for the client to pursue to increase their ranking potential.
Final Product & Results
✨ Future Opportunities - This project enlightened the team about the importance of strategic and SEO optimized content to rank on Google. This initiative sparked their commitment to conduct an on-page content audit and develop a go-forward content strategy with targeted topics and keywords.
✨Three SEO Optimized Articles 👇
87 / 100 content score (Surfer SEO)
Potential 6,390 visitors through targeted keyword strategy
Achieved page 1 ranking for primary keywords within 14 days
88 / 100 content score (Surfer SEO)
Potential 7,610 visitors through targeted keyword strategy
Achieved page 1 ranking for primary keywords within 5 days
74 / 100 content score (Surfer SEO)
Potential 18,290 visitors through targeted keyword strategy
Achieved page 1 ranking for primary keywords within 5 days
