Case Study: A Look Into Seasonality and SEO
About the Client
The Inn at Whittier, built in the 1990s, is a laid-back hotel with a striking lighthouse design that features mountain and harbor views in Whittier, Alaska. Being one of the main deep-water port locations for major cruise lines like Princess, Phillips, and Holland America, the Inn at Whittier is often busiest during the height of the Alaskan summer tourism season.
About the Project
While the Inn at Whittier consistently generated bookings every season, they wanted to boost their online search rankings so that customers could easily find their website for the 2023 summer season. One of the challenges they faced was the seasonal nature of their business. While they are closed in the winter, they found that their online search traffic decreased, which caused their site ranking to drop as well.
Wanting to combat this challenge and grow their online presence, they went to Orange Slice to add SEO to their contract. The service that they signed up for was to ensure that Google could properly index and categorize the website since the Inn at Whittier did not have an in-house team member managing their website.
Results
Over the Summer 2022 season, Orange Slice took lead in making changes to the website to improve functionality and search crawlability which resulted in…
Maintained an overall site health of 100%
An increase in monthly impressions of 11.4K to 14.9K || 30.7% Increase
An increase in monthly clicks from 519 to 989 || 90.6% Increase
An increase in monthly click-through rate from 4.6% to 6.6%
An increase in overall site ranking from 26.8 to 15.5 (lower is better)
In just over a year, the Inn at Whittier has both moved up more than a full page on Google and is ranking higher year-round with relevant search terms.
