Case Study: Lucky Bansko


LUCKY BANSKO:

A LOCAL ORGANIC
SEARCH STAR
WITH A POWERFUL
SEO STRATEGY



THE
CHALLENGE

Lucky Bansko Aprat Hotel & SPA

BRIEF

Lucky Bansko is one of the leading hotels in Bansko and Bulgaria overall. A place where you can truly relax from the busy and stressful daily routine and really enjoy the service and attention you deserve.

Lucky Bansko nominations and awards:

  • 2 times “BEST HOTEL IN BANSKO” by TripAdvisor
  • The HIGHEST RATINGS out of all hotels in Bulgaria by TUI
  • Travelife has certified it as an ECO-HOTEL
  • Lucky Bansko Lucky Bansko SPA & Relax hotel is a member of the prestigious AMERICAN LUXURY GROUP – the leader in the direct access to the World’s premium luxurious hotels

SITUATION

  • Lucky Bansko operates in an EXTREMELY HIGH COMPETITION – 510 HOTELS in the area!
  • There are 75% OF FIXED COSTS in the industry.
  • Hotel’s website DIDN’T HAVE A GOOD SOLID TECHNICAL SEO FOUNDATION.
  • They DIDN’T HAVE A GOOD CONTENT STRATEGY and architecture too.
  • Although the brand is relatively popular, THEY DIDN’T HAVE MANY LINKS attracted to their link profile.
  • NO GOOD PRESENCE ON GOOGLE LOCAL PACK and no good Local SEO strategy respectively.

OUR
STRATEGY

Lucky Bansko Aprat Hotel & SPA

OUR
STRATEGY

PART 1

TECHICAL SEO

We started with REDESIGN of the layout of the website. All source code was rewritten and cleaned up, in the part of: HTML, CSS, JAVASCRIPT, JSON-LD, RDFa, MICRODATA, MICROFORMATS.

Along, during the coding process, we kept the IMPROVEMENT OF THE LOADING SPEED in our mind. We’ve improved it 10 times!

WE IMPLEMENTED OF SCHEMA.ORG LOCAL BUSINESS MARKUP , that evolved into a Hotel Type, complemented with all its specific properties.

A comprehensive and ADVANCED GOOGLE MY BUSINESS OPTMIZATION Strategy For Hotels (see next slide)

OUR
STRATEGY

PART 2

GOOGLE MY BUSSINESS

  • A strategy for USER ENCOURAGEMENT TO LEAVE REVIEWS by building an automated and streamlined process system at the hotel’s reception desk.
  • The branch code of the hotel and the HOTEL SCHEMA.ORG mark up were connected each other.
  • A 360° DEGREE VIRTUAL TOUR was made and integrated into the contact section on the website.
  • DAILY MONITORING OF THE ACCOUNT for the purpose of misappropriating and changing data from competitors through Google Map Maker.
  • STIMULATING THE PROCESS of user checking at the physical object of the hotel on it’s local business listing.
  • An environment and a commitment to ADD OR STORE OBJECTS IN GOOGLE MY BUSINESS was created.
  • DIFFERENT IMPORTANT SIGNALS for Google My Business were implemented on the contact us page on the hotel’s website.
  • A LOCAL CITATION STRATEGY that involves using user incentives to create Google Maps, Google Plus, other social networks and blogs citations of the brand of the hotel.

OUR
STRATEGY

PART 3

A DETAILED CONTENT STRATEGY

  • We performed a COMPREHENSIVE RESEARCH OF KEYWORDS AND PHRASES, used by potential clients of the hotel.
  • All phrases and keywords formed the so called SEMANTIC CORE and sub-cores of the hotel.
  • We used these semantic cores and sub-cores and created a document to REWORK THE CURRENT CONTENT STRUCTURE of the website.
  • As a result: the CURRENT CONTENT WAS REWRITTEN and extended and some new sections were created.
  • The fundamental part here is the Bansko section. During the research we’ve found that Bansko is a very popular and attractive location, so we decided to make a DEDICATED SECTION ON THE WEBSITE enriched with info about the location – traditions, geographic characteristics, ski season, restaurants and nightlife, festivals and holidays.
  • A BLOG CONTENT STRATEGY with a scheduling plan was created and connected to that strategy too.

OUR
STRATEGY

PART 4

ONGOING USER BEHAVIOR ANALYSIS

  • We used Lucky Orange Sostware to monitor what people had been doing on the websites pages.
  • HeatMap analysis was performed too.
  • Some changes were implemented according to the information collected from these sostwares.

RESULTS
2017 VS 2016

Lucky Bansko Aprat Hotel & SPA

RESULTS

2017 COMAPRED TO 2016

  • 343.60% More Organic Traffic
  • 603.65% More Pageviews
  • 315.94% More New Visitors
  • 35.42% Better Avg. Time on Page
  • 29.60% Exit Rate Improvement
  • 5132 Backlinks Attracted
  • 44 Domain Rating On Ahrefs
  • 39 URL Rating On Ahrefs
______________________________
2017______
2016

INDIVIDUAL NIGHTS
6 373
4 730

ROI
3,875.64%
520.47%

ANNUALIZED ROI
3,875.64%
520.47%

INVESTMENT LENGTH
1.00 years
1.00 years

TESTIMONIAL


Video review by the Marketing Manager
of Lucky Bansko – Mariana Petrova