Objectives
Our SEO campaign for Broome Park focused on three core goals:
Increase organic visibility across all services
Not just brand searches, but broader discovery terms covering accommodation, weddings, dining and golf.
Grow organic traffic from high-intent searches
Driving more users actively researching hotels in Canterbury and Kent.
Strengthen the technical and structural SEO foundation
Ensuring the website supported long-term growth, not just short-term ranking gains.
Strategy
To achieve these outcomes, we implemented a full SEO strategy tailored specifically to Broome Park’s audience, location, and commercial priorities.
Keyword Optimisation
We began with detailed keyword research across all core areas of the business. This identified opportunities beyond the obvious brand terms, including competitive regional searches and experience-led queries.
We then optimised:
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Page titles and meta descriptions
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Core landing page content
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Internal linking structure
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Heading hierarchy and topical relevance
This helped Broome Park appear more prominently for searches such as hotels in Canterbury, luxury hotels in Kent, and more.
Technical SEO Improvements
We addressed technical elements that impact how search engines crawl, understand, and rank the site.
This included:
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Indexability checks and crawl improvements
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Performance and usability enhancements
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Structured data improvements
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Strengthening page structure and content hierarchy
These changes ensured the site was technically sound and ready to support sustained growth in rankings.
Targeted Content Strategy
To expand Broome Park’s search footprint, we introduced a content approach focused on real user intent.
This included:
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New optimised landing pages targeting key services
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Location-driven content capturing Canterbury and Kent searches
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Supporting content designed to build authority and internal linking strength
This helped the site rank for a much wider range of queries, bringing in visitors earlier in the decision-making process.
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Results
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Total ranking keywords increased by 85%
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Keywords ranking in the top 3 positions increased by 39%
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Keywords ranking on page 1 increased by 121%
- Google impressions increased by 45%
- Clicks from search increased by 20%
Notable Ranking Improvements
Across the campaign, we’ve seen strong movement for both brand-led and competitive regional terms, including:
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Hotels in Canterbury – moved onto page 1
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Hotel Canterbury – improved by 32 positions
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Luxury hotel Canterbury Kent – now ranking position 2
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Afternoon tea Canterbury Kent – now ranking position 2
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Hotels by Canterbury – moved up 12 positions
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Hotel Canterbury – climbed from position 44 → 12
Alongside this, Broome Park maintains dominant positions for brand searches, reinforcing their authority in the local market.
