CASE STUDY

Bruntsfield Hotel

Devising a content marketing campaign to increase web traffic and improve SEO.

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Bruntsfield Hotel

We manage several hotels for the Queensferry Hotels group including two of their Best Western hotels, The Bruntsfield Hotel in Edinburgh and Keavil House Hotel in Dunfermline.

As part of an ongoing content marketing campaign for The Bruntsfield Hotel, we developed a blog on the website and have produced a series of blog articles, with two articles developed each quarter.

The blog articles are created from concept generation, to come up with ideas that will drive traffic to the website, through research, data collection and copywriting to promotion via social media platforms and the website.

The articles are also optimised with keywords to support the search marketing campaign which operates alongside the content marketing.

REGULAR PERFORMANCE REPORTS

We provide regular reports on the impacts of the blog articles on site traffic and search rankings for targeted keywords, but also the level of engagement.

This includes in which channels the article was promoted and from which channels there was most success in driving traffic. Not only does this help in understand how successful a particular campaign was, it also helps inform future campaigns to maximise engagement.

One such article, titled “When is the best time to visit Edinburgh?” and published on May 9th 2016, was ranking in the top 10 results on Google for search phrases related to best time to visit Edinburgh. (Ranking data from 12th July 2016).

ENGAGING YOUR CUSTOMERS

In addition to writing blog posts we have lead interactive social media engagement campaigns, such as selfie competitions, which lead to followers on Twitter and Facebook sharing the competition and sending in photos.

Web Foundry are experts in devising online strategies for hotels that will set you apart in a highly competitive marketplace. Contact us to find out more.

Services Provided & Tech Stack
  • Web design and build
  • Content marketing
  • Search marketing
  • Email marketing
  • Print design
  • Hosting

Visit the website
Reporting Engine
Put your admin team in control of membership expiry, payments, analytics and much, more more.
Interactive Map
Overlay your events or business locations on an embedded Google map
Access Control Lists
Place members into groups to control what they can see or do.
Downloadable Reports
The client can view reports to show user activity, such as top products, abandoned carts, sales, shipping status and much more.
Responsive Design
The website looks spiffing on just about every device. Google also likes this feature and rewards the client with an improved ranking in their search result pages.
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The Chief Executive

Can get quick access to critical reports and the shared view of her management team

The Content Writer

The client's in-house writer has access to write and save draft content to the website. The content can be reviewed and approved and then published my an authorised manager.

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By choosing to work with Web Foundry, you are guaranteed a personal level of service and a website that generates new business. RUSSELL IMRIE, DIRECTOR