Key Results
BACKGROUND
The Amba hotels were a group of four iconic London based hotels with a huge client base steeped in history. There central London locations and fantastic customer service have made them extremely popular with guests over the years.
Found have worked with the parent company Clermont Hotel Group for a number of years across, SEO, PPC, Paid Social and Data.
In 2020 it was announced that the Amba brand would be sunset and The Clermont brand would be brought into existence and take its place. This would me the migration of 4 hotels to two domains (one new and one existing).
CHALLENGE
The Amba hotel brand had been around for many years and Found were challenged with the migration of this long standing chain whilst the hotel group went through a re-brand of its three iconic hotels.
The main hurdle faced was securing the branded demand from users searching for Amba terms on the new domain and ensuring that bookings were not impacted following on from the migration.
OUR APPROACH
“We needed to ensure that we captured the Amba terms users would be searching for. We gathered all of the terms of value and split our approach into three key areas. Additional content, metadata and FAQs.”
ADDITIONAL CONTENT
We briefed in and created additional content for the new site that explained the rebranding of the hotels and that targeted Amba terms.
METADATA OPTIMISATION
We ensured key pages included the Amba terms within the metadata to ensure that the new site ranked well for the Amba terms users would be searching for.
FAQ TARGETING
Using inhouse built tools we scraped all of the potential FAQs and featured snippet terms that contained Amba terms and ensured these were included on the site either on the most relevant landing page or a generic FAQ or About Us page.
During the migration time the UK went into lockdown which made benchmarking performance extremely hard as the demand for hotels was almost at zero. Our focus for reporting success focused on keyword rankings and traffic when the industry opened up.
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
Plus over taking key competitors across 50+ high priority terms.
Caused by an increase in rankings for hyper-localised keywords.
As well as retaining number one positions for the old branded term.
"Found is fantastic, I'm so happy that we managed to find Found (no pun intended) They have great people, and they are such assets to the company. They are friendly, knowledgeable, hard-working, and diligent. I could not come up with enough superlatives to describe them."
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CLIENT
Mission
To replace onsite content that was outdated, poorly optimised, and wasn't focused on the user with performative pieces for Trust Payments.
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