Danish
Admiral Hotel in Copenhagen aimed to expand its visibility beyond brand-specific searches and reach new potential guests who were not yet familiar with the hotel. In close collaboration with Admiral Hotel’s team, we developed a comprehensive SEO strategy that, through technical improvements, content optimization, and enhanced user experience, significantly increased the hotel’s presence in generic travel searches. This opened up an entirely new stream of guests searching for accommodation in Copenhagen without a specific hotel in mind.
Results
- 285% increase in monthly organic clicks from non-branded searches
- 72% growth in monthly impressions
- 292% increase in page 1 rankings
- 51% increase in total number of ranking keywords
- 41% improvement in Average Rank
The Challenge: Broadening Visibility Beyond Existing Guests
In Copenhagen’s highly competitive hotel market, Admiral Hotel had already established a strong position among guests specifically searching for the hotel by name. Together, we identified an opportunity to further increase visibility by targeting generic searches such as “hotel Copenhagen,” “luxury hotel Copenhagen,” or “weekend getaway Copenhagen.”
Analysis showed that a large proportion of the hotel’s organic traffic originated from brand-specific searches. By expanding visibility within non-branded searches, Admiral Hotel could attract an even broader audience of potential new guests who might otherwise discover competing hotels or online travel agencies like Booking.com.
Three-Pronged Strategy for Maximum Impact
To address this opportunity, we jointly developed a comprehensive strategy focused on three mutually reinforcing areas:
Technical Optimization
We resolved a range of technical challenges, including improving page speed, optimizing for mobile devices, and implementing structured data (schema markup) specifically for the hotel and travel industry. These improvements helped search engines better understand and present Admiral Hotel’s offerings to relevant audiences.
Strategic Content Development
In close collaboration with Admiral Hotel’s marketing team, we optimized and created new targeted landing pages for various travel segments and seasons. Building on the hotel’s existing expertise with seasonal packages and offers, we also developed additional commercial content focused on special events, staycation experiences, and getaway weekends—strengthening the hotel’s already rich seasonal offering.
User Experience and Conversion Optimization
We enhanced the internal link structure and navigation elements to ensure visitors could easily find relevant information and seamlessly complete bookings. These improvements not only elevated the user experience but also strengthened important search engine signals.
Turning Seasonal Trends into Opportunities
As a destination, Copenhagen experiences natural seasonal fluctuations in search activity. To capitalize on these variations, we developed a dynamic content strategy that leveraged peak periods such as summer tourism and Christmas shopping, while continuously optimizing evergreen content. This approach ensured that Admiral Hotel remained visible and relevant year-round, maximizing exposure during high-traffic periods and maintaining a strong presence even during quieter seasons.
From Digital Visitors to Physical Guests
The technical enhancements and collaborative content initiatives led to a remarkable increase in Admiral Hotel’s visibility in search results. Particularly noteworthy was the near quadrupling of page 1 rankings.
Most importantly, Admiral Hotel successfully expanded its presence beyond brand searches by securing valuable top positions for attractive generic search terms like “luxury hotel Copenhagen,” “hotel Copenhagen,” and “Copenhagen accommodation”—reaching entirely new customer segments.
The gradual, consistent growth since implementation demonstrates the power of a long-term, strategic approach to SEO. Instead of relying on short-term tactics, Admiral Hotel has now established a strong digital foundation that continues to drive value and welcome new guests month after month.
This case study showcases how close collaboration and strategic SEO can transform a hotel’s digital presence and business foundation by extending its reach far beyond existing brand awareness.
