SEO Case Study: How a Hospitality Brand Increased Direct Bookings by 290%
On March 4, 2025, a hospitality brand in Sedona, Arizona partnered with Goforaeo because too many bookings were coming from OTAs and paid campaigns. They had great guest reviews, but organic search was not bringing steady direct bookings. They wanted more people to book on their own website, without paying high commission costs.
This case study covers the SEO work completed from March 4, 2025 to November 17, 2025 in Sedona. You will see the monthly actions, the monthly numbers, and the clear before vs after proof. Everything is tied to trackable direct bookings, not just traffic.
Campaign snapshot: dates, location, and main outcomes
This was an SEO campaign focused on direct booking growth for a hospitality business. We worked on technical SEO, content that matches Sedona travel intent, local search visibility, and booking conversion improvements. The goal was simple: show up for the right searches, earn trust fast, and make booking feel easy.
By November 2025, the brand had a stable flow of direct bookings from Google. Growth came from improving high intent pages like rooms, packages, and location pages, plus stronger visibility in Google Maps. The biggest changes were not one time tricks, they were steady improvements layered each month.
Key results by November 2025:
- Direct bookings from organic search: 120 per month to 468 per month, an increase of 290%
- Organic sessions: 18,600 per month to 52,400 per month
- Booking conversion rate from organic: 0.64% to 0.89%
- Google Business Profile website clicks: 540 per month to 1,620 per month
- Google Business Profile calls: 110 per month to 310 per month
Starting point: what was happening in early March 2025
The brand already had a good looking website and strong photos, but it was not built to win search demand. Several important pages were thin, some room and amenity pages were hard to find, and internal links did not guide visitors toward booking. Many visitors landed, looked around, then left without taking action.
Local visibility was also weaker than it should have been. The Google Business Profile had the basics, but it was not active enough, and it did not show the depth of the experience. In a place like Sedona, travelers compare quickly, so trust and clarity matter a lot.
How we defined and tracked direct bookings
We kept tracking strict so the case study stayed genuine. A direct booking meant a completed reservation on the brand website booking engine or a tracked call that ended in a confirmed reservation. We used clear source rules so OTA bookings were not mixed into the numbers.
Direct booking rules used for reporting:
- Website reservations attributed to Organic Search in Google Analytics 4
- Reservations confirmed by phone when the call source was organic or Google Business Profile
- All bookings cross checked against the booking engine monthly totals for the same dates
Baseline metrics: March 2025
In March 2025, the brand averaged 120 direct bookings from organic sources for the month. Organic sessions were 18,600, and the booking conversion rate from organic traffic was 0.64%. Google Business Profile actions were present but not strong enough to drive consistent booking intent.
Baseline issues we found:
- Room and package pages were missing key search terms and clarity sections
- Thin local content, not enough pages targeting Sedona travel intent
- Weak internal linking from blog and guides to booking pages
- Mobile speed and layout issues on high traffic pages
- Google Business Profile lacked steady updates, photos, and Q and A coverage
Strategy overview: the SEO system we built for Sedona
We treated this like a direct booking system, not a blogging project. Hospitality SEO works best when the site has strong pages for rooms, experiences, packages, and location intent. Local SEO also matters because many travelers search in maps for hotels, stays, and experiences.
The strategy had four parts that worked together. We improved technical health and tracking first, then rebuilt high intent pages, then published travel content that supported bookings, and finally improved conversion so more visitors booked. Each month included specific deliverables, so progress stayed steady.
Technical SEO and tracking: making the website measurable and easy to crawl
We started by fixing tracking so everyone could trust the numbers. Then we improved crawl paths and page performance so Google and users had a smoother experience. This helped pages index faster and helped mobile visitors stay longer.
Main technical and tracking actions:
- GA4 conversion setup for booking engine steps and confirmation events
- Search Console review for indexing, coverage issues, and query trends
- Fixing duplicate URLs and weak canonical rules created by filters and parameters
- Improving Core Web Vitals on key landing pages by compressing heavy assets
- Cleaning site structure so rooms, amenities, and packages were reachable in fewer clicks
On page SEO: rebuilding pages that directly drive bookings
Most hospitality revenue comes from a small set of pages. We focused first on rooms, packages, and location intent pages because they attract high intent searchers. We also made these pages easier to scan and trust on mobile.
Key page improvements:
- Stronger titles and headings that matched real search terms like “Sedona boutique hotel” and “Sedona stay with views”
- Clear sections: what’s included, who it’s best for, check in details, and nearby highlights
- FAQ blocks based on Search Console queries and guest questions
- Internal links connecting rooms to packages and packages to the booking page
- Adding structured data for hotel content where it applied
Content SEO: travel guides that bring discovery traffic and convert
Instead of posting generic travel blogs, we created guides that match what people search before booking. These guides were written in simple words and connected naturally to room pages and packages. This helped the brand rank for more searches while guiding readers toward booking.
Content themes that performed well:
- Seasonal guides: spring hikes, summer escapes, fall views, weekday quiet stays
- Itinerary pages: 2 day Sedona trip, 3 day Sedona plan, couples weekend guide
- Experience pages: trails near the property, vortex areas, scenic viewpoints, local dining
- Practical guides: best time to visit, what to pack, how to get around Sedona
Local SEO: Google Business Profile and trust signals
In Sedona, many direct bookings start from Google Maps. We treated the Google Business Profile like a weekly marketing channel. We improved profile completeness, posting, photo updates, and review responses to increase actions like calls and website clicks.
Local SEO actions included:
- Profile category refinement and service attribute updates
- Weekly posts focused on availability, packages, seasonal highlights, and events
- Monthly photo uploads showing rooms, views, common areas, and experiences
- Q and A coverage based on common traveler concerns
- Review growth process and consistent responses in a natural voice
Conversion improvements: turning organic clicks into reservations
Traffic only matters if it becomes bookings. We improved the path from search to booking by reducing confusion and friction. We focused on mobile booking behavior because many travelers plan on phones.
Conversion updates included:
- Clear “Book Now” placement and sticky booking button on mobile pages
- Fewer distractions on high intent pages, especially room pages
- Trust elements near booking: cancellation notes, check in time, parking details, and review highlights
- Improved internal links from guides to the best matching package or room
Month by month timeline: actions taken and results in 2025
Below is the monthly breakdown from March 2025 through November 2025. Each month includes what we worked on and the key numbers. All booking counts shown are direct bookings from organic sources, using the tracking rules shared earlier.
March 2025: audit, tracking cleanup, and quick technical fixes
We aligned booking tracking in GA4 with the booking engine confirmation page and cleaned reporting so direct bookings were properly attributed. The biggest crawl issues were fixed, internal linking to room and package pages was improved, and the Google Business Profile basics plus photo set were also refreshed.
March work completed:
- Tracking and booking conversion events set up
- Site crawl cleanup and key internal link fixes
- Google Business Profile categories and core info refined
March data:
- Direct bookings: 120
- Organic sessions: 18,600
- Organic booking conversion rate: 0.64%
- Google Business Profile website clicks: 540
- Google Business Profile calls: 110
April 2025: rebuild room pages and tighten booking flow
We rebuilt the top room pages to better match real Sedona intent-based searches and make them easier to scan. Booking button placement was improved, clarity sections were added to reduce hesitation, and weekly profile posts plus Q&A updates were implemented.
April work completed:
- 6 room pages rewritten and restructured
- Mobile booking path improvements
- Weekly Google Business Profile posts started
April data:
- Direct bookings: 148
- Organic sessions: 21,900
- Organic booking conversion rate: 0.68%
- Google Business Profile website clicks: 620
- Google Business Profile calls: 128
May 2025: packages, experiences, and stronger internal linking
We created and improved packages that matched demand like couples stays and weekday escape offers. We also built experience focused content that connected directly to booking pages. Internal links were strengthened so visitors moved from inspiration to reservations.
May work completed:
- 4 package pages built or upgraded with clear booking intent
- Experience sections added to key pages with local details
- Internal linking map improved from guides to rooms and packages
May data:
- Direct bookings: 185
- Organic sessions: 26,800
- Organic booking conversion rate: 0.69%
- Google Business Profile website clicks: 740
- Google Business Profile calls: 145
June 2025: local area targeting and trust upgrades
We expanded local relevance with pages targeting Sedona areas and landmarks travelers use in searches. We improved review strategy and built more trust elements across pages. This month helped rankings stabilize and improved click confidence.
June work completed:
- 5 location intent pages created and linked internally
- Review request process introduced to staff
- Trust blocks added to room and package templates
June data:
- Direct bookings: 235
- Organic sessions: 31,400
- Organic booking conversion rate: 0.75%
- Google Business Profile website clicks: 890
- Google Business Profile calls: 170
July 2025: publish itinerary content and refresh snippets
We published itinerary guides and improved meta titles and descriptions on pages with high impressions but weak clicks. The itinerary pages brought discovery traffic, then internal links pushed visitors toward the right package. We also added fresh photos and continued weekly posts.
July work completed:
- 6 itinerary guides published and connected to booking pages
- Meta title and description refresh on top landing pages
- New photo set added to the profile for current season
July data:
- Direct bookings: 290
- Organic sessions: 36,900
- Organic booking conversion rate: 0.79%
- Google Business Profile website clicks: 1,060
- Google Business Profile calls: 200
August 2025: speed improvements and stronger experience pages
We improved mobile speed further because room pages were still heavier than ideal. We also expanded experience content that matched “things to do” searches and linked that content to packages. This helped attract travelers earlier and convert them later.
August work completed:
- Mobile performance improvements on top 12 pages
- Experience pages expanded: hikes, viewpoints, local dining, day trips
- Booking calls to action improved for mobile usability
August data:
- Direct bookings: 345
- Organic sessions: 42,700
- Organic booking conversion rate: 0.81%
- Google Business Profile website clicks: 1,250
- Google Business Profile calls: 235
September 2025: authority building and local mentions
We focused on earning relevant mentions from local and travel sources and strengthening local citations where needed. We also refreshed the best performing pages using new query data. This helped competitive Sedona terms move higher and stay stable.
September work completed:
- Local and travel outreach for mentions and links
- Citation consistency checks and corrections
- Page refresh on top 10 landing pages using Search Console insights
September data:
- Direct bookings: 392
- Organic sessions: 47,800
- Organic booking conversion rate: 0.82%
- Google Business Profile website clicks: 1,410
- Google Business Profile calls: 260
October 2025: conversion focus and booking engine improvements
We reviewed user behavior to identify booking friction points and improved key steps in the reservation flow. Cancellation policies, check-in information, and room comparison sections were clarified so travelers could decide faster, and internal links from guides were refined to point to the highest-converting packages.
October work completed:
- Booking engine step tracking reviewed and improved
- Room comparison and clarity sections added
- Internal links adjusted to push high converting paths
October data:
- Direct bookings: 435
- Organic sessions: 50,900
- Organic booking conversion rate: 0.86%
- Google Business Profile website clicks: 1,520
- Google Business Profile calls: 290
November 2025: final scaling and stability work
We scaled the winning structure across remaining pages and continued local activity so visibility stayed strong. We refreshed seasonal content and improved FAQs based on new traveler questions. We also monitored rankings and click data weekly to fine tune.
November work completed:
- Final upgrades to remaining room and package pages
- FAQ expansions based on new query patterns
- Continued weekly Google Business Profile posting and review responses
November data:
- Direct bookings: 468
- Organic sessions: 52,400
- Organic booking conversion rate: 0.89%
- Google Business Profile website clicks: 1,620
- Google Business Profile calls: 310
Before vs after proof: March 2025 compared to November 2025
In March 2025, the brand had 120 direct bookings from organic sources, 18,600 organic sessions, and a 0.64% booking conversion rate. Many pages were not strong enough to rank for Sedona travel intent, and the booking flow had small friction points. Local visibility was present but not active enough to win consistent actions.
In November 2025, the brand reached 468 direct bookings, 52,400 organic sessions, and a 0.89% conversion rate. The increase from 120 to 468 direct bookings is a 290% lift, and it was supported by both more traffic and better conversion. That is why the growth showed up as consistent booking volume, not just a one time spike.
What changed in simple terms:
- The brand showed up more often for high intent Sedona searches
- More travelers clicked from Maps and booked directly
- Room and package pages answered questions faster, so people booked with less hesitation
Tools used during the campaign
We used tools that helped us measure bookings correctly, find real search demand, and fix technical issues without guessing. The reports stayed simple so the team could understand progress each month. Each tool had a clear role in the system.
Tools used:
- Google Analytics 4: booking conversions, organic landing pages, assisted paths
- Google Search Console: queries, clicks, indexing checks, page performance
- Google Tag Manager: clean booking event tracking and click tracking
- Booking engine reports: confirmation totals and booking source cross checks
- Google Business Profile: posts, photos, Q and A, and insights tracking
- Screaming Frog: technical audits, crawl issues, metadata and internal links
- Ahrefs or Semrush: competitor checks, keyword expansion, content gaps
- BrightLocal: citation audits, local rank tracking, listing consistency
- PageSpeed Insights: mobile performance improvements on key pages
- Microsoft Clarity or Hotjar: behavior insights and booking friction review
Why this worked in Sedona
Sedona travel searches are competitive, and travelers often compare quickly. The campaign worked because we focused on pages that actually drive bookings, not just blog traffic. When room and package pages became clearer and more helpful, rankings improved and conversions improved at the same time.
Local SEO also played a major role. The Google Business Profile became active, trusted, and packed with useful signals like photos, posts, Q and A, and reviews. That increased calls and website clicks, which turned into direct bookings.