Halifax Hall Hotel, a boutique hotel in our hometown of Sheffield, approached us looking to improve their search rankings and gain more traffic from competitive terms. They wanted to be discoverable not just for their unique offerings with specific long-tail keywords but also for larger-volume terms like “Sheffield Hotel” and “Sheffield Boutique Hotel.”
Our SEO campaign for Halifax Hall Hotel set out to achieve three main goals:
Boost organic rankings for both longer-tail and higher-volume keywords across their main offerings – not just rooms.
Drive more organic traffic to increase direct hotel bookings, business event enquiries, and dining.
Improve the technical health of the site and overall user experience, making the website work harder for them.
To achieve these outcomes, we delivered a full-scale SEO strategy tailored to Halifax Hall’s goals and their ideal target audience:
Keyword Optimisation
Initially, we started with in-depth keyword research to find opportunities across all areas of the business, from overnight stays to conferences and afternoon teas. We then optimised page titles, meta descriptions, and on-page content to better target these search terms.
Technical SEO Fixes
We resolved all key issues affecting technical SEO health, including site speed, mobile usability, indexability, and structured data. This ensured the site was technically sound, search-engine friendly and visbible.
Targeted Content
A new content strategy focused on user intent driven content helped to improve visibility across all important services. From creating new well-optimised landing pages to a range of blog articles and guides, we produced content designed to capture relevant search traffic and support conversions.
Improved Tracking & Insight
We set up robust ecommerce tracking to monitor bookings and revenue by room type. This gave the Halifax Hall team the data they needed to understand what’s working, and where to focus next.
We saw strong gains across key performance areas:
‘Sheffield hotel’ – up 80 positions
‘Luxury hotel Sheffield UK’ – up 47 positions
‘Hotel Sheffield’ – up 47 positions
‘Boutique hotel Sheffield’ – up 5 positions to position 4
‘Sheffield conference centre’ – up 32 positions onto page 1
‘Afternoon tea in Sheffield’ – up 65 positions
