Beechwood Hotel-Website Design and Marketing

 The Beechwood Hotel, located in Worcester, MA, is a unique and inviting boutique hotel. Housed in a distinct circular building, this hotel offers visually appealing designs both in the luxurious interior décor and remarkable exterior landscaping. The hotel is located in a quite setting perfectly distanced from the city, making Beechwood perfect for both the business and leisure New England traveler.

Brief Results

• Beechwood Hotel’s website ranks number one in Google for very competitive search phrases including: “Worcester Hotel,” “Worcester Boutique Hotel”, and “Worcester, MA Luxury Lodging.” The site also ranks in the top 10 in Google, Yahoo, and MSN for the following search phrases: “Worcester Lodging,” “Worcester, MA Lodging,” and “Worcester, MA Accommodations.”
• Beechwoodhotel.com received $219,016 in online revenue in 2007 vs. $203,289 in online revenue in 2006; and increase of 7%.
• Google has become the number one referrer of traffic to Beechwood Hotel, accounting for 37% of their total traffic.
  Marketing Strategies
• Focus on improving the hotel’s presence in the main search engines (particularly Google) in both organic listings and paid listings. 
• Optimize the site using keywords determined most important in initial research. This includes reworking page titles, page text and meta-data so the search engines know what the site is about. All this is done with the intention of improving organic rankings.
• Increase number of incoming links focusing on quality, authority sites. This is also done to improve organic rankings as search engines use the number of incoming links as a factor in determine the “importance” of a site.
• Run daily Pay-Per-Click advertisements to drive quality traffic to the website and reach new potential guests.
• ROI Tracker services are included to track campaigns that drive traffic to the website including Pay-Per-Clicks, directory listings, and search engine referrals. These statistics are analyzed to determine which have delivered an acceptable return on investment and will be the most effective in future marketing efforts.

What’s Next?

Beechwood Hotel will begin a new online promotion plan soon. From year to year, many of Blizzard’s best practices change extensively. This, of course, is in accordance with the constantly transforming nature of the internet. Therefore, the new promotion plan will again include:

• Starting research from scratch, including keyword research, to catch any changes in consumer preferences and fluctuations in keyword search volumes.
• New optimization using the most up-to-date SEO practices.
• Overhauling and monitoring paid advertisement accounts to constantly improve conversion rates.

Blizzard Internet will also continue to improve back links with directory work and link building and provide traffic reports coving traffic to the site and PPC performance.