Keith Prowse, a leading UK hospitality provider, sought to strengthen its presence on search engine results pages (SERPs) and outperform competitors across key hospitality and event-related keywords. The challenge was to synchronise paid and organic search strategies to maximise visibility and conversions without cannibalising traffic between channels.
We implemented a coordinated search strategy where paid and organic activity were planned and managed together. Keywords were strategically allocated across channels based on user intent and stage of the customer journey, ensuring the right audiences were reached at the most effective moment.
Alongside this, we optimised landing pages, improved user experience and enhanced technical performance in line with Google best practices. This ensured both paid and organic traffic converted more efficiently while strengthening overall search performance.
Increase in number of non-branded searches for which the site appears on page 1 of organic search results
Increase in conversion value of paid search activity
Increase in the number of non-branded keywords ranking on page 1 of organic search results
By aligning SEO and Paid Search strategies, the campaign created a more efficient and scalable search ecosystem, enabling Keith Prowse to maximise demand capture and outperform competitors in a highly competitive market.
