CASE STUDY
Barnacle’s Island Resort
THE CHALLENGE
Barnacle’s Island Resort is one of only a handful of rental resorts located on North Captiva Island, Florida, yet the company still found itself struggling to gain any traction in organic search results. The owner had just completed a successful redesign of her website and had all the pieces in place to embark on her first SEO campaign. The biggest challenge in the lodging/hospitality industry is the fact that the search results are dominated by “Goliath” aggregator sites like Trip Advisor and VRBO. Always welcoming a challenge, Nett Solutions eagerly accepted the invitation to partner with her in this quest to help David slay Goliath
THE "NETT" SOLUTION
Our goal was greater than increasing organic rankings alone. We set out to increase the amount of qualified organic traffic coming into the website, as well as the number of interested renters starting the online reservation process. From a branding perspective, we wanted to help make the Barnacle’s Island Resort name synonymous with North Captiva Island.
SEO WEBSITE AUDIT
We began with a thorough assessment of the website and provided detailed recommendations on how to fix issues and ensure the site was search engine-friendly.
TARGET KEYWORD RESEARCH & ONPAGE OPTIMIZATION
After extensive research, we had our target keyword set and were able to build a map for the on-page optimization. We implemented more readable and keyword-targeted copy, properly formatted and targeted page titles, added persuasive meta descriptions and implemented technical fixes to XML Sitemaps, URLs, and duplicate content.
CONTENT CREATION
The owner was not interested in blogging, so we pivoted to target offsite opportunities instead. We built an editorial calendar and assigned one of our college-educated, US-based writers, with an expertise in travel, to begin writing long-form content. Topics were generated based on feedback gained from outreach to various bloggers and travel websites. Placement on these other websites often came with a mention of the resort or a backlink. Some examples of our published work are below:
SEO WEBSITE AUDIT
We began with a thorough assessment of the website and provided detailed recommendations on how to fix issues and ensure the site was search engine-friendly.
TARGET KEYWORD RESEARCH & ONPAGE OPTIMIZATION
After extensive research, we had our target keyword set and were able to build a map for the on-page optimization. We implemented more readable and keyword-targeted copy, properly formatted and targeted page titles, added persuasive meta descriptions and implemented technical fixes to XML Sitemaps, URLs, and duplicate content.
CONTENT CREATION
The owner was not interested in blogging, so we pivoted to target offsite opportunities instead. We built an editorial calendar and assigned one of our college-educated, US-based writers, with an expertise in travel, to begin writing long-form content. Topics were generated based on feedback gained from outreach to various bloggers and travel websites. Placement on these other websites often came with a mention of the resort or a backlink. Some examples of our published work are below:
- http://www.keysproperties.com/blog/beach-vacations
- http://www.thatsnotcamping.com/general-category/five-ways-to-save-labor- day-with-last-minute-planning.html
- http://beinginawe.com/what-to-bring-to-north-captiva-island-florida-the- essential-packing-list/
THE "NETT" RESULTS
