The Hotel Guru

Discover how the expert hotel curation giant unlocked massive new organic traffic opportunities with AI-powered content

20%

increase in traffic YoY

+100,000

additional organic traffic unlocked per month

230%

increase in clicks

The challenge

Our SEO work with The Hotel Guru covers a broad spectrum, from developing strategies to carrying out technical work.

As part of our remit, we regularly run checks on their website – and during one of these routine inspections, we identified two core issues:

  • Existing pages were underperforming significantly due there being no on-page content accompanying product listings 
  • The website wasn’t ranking or competing for valuable search terms that keyword-rich landing pages would fix
Corfu coastline

This meant they weren’t bringing in the right level of traffic for the pages they had, and they weren’t ranking for the pages they didn’t have.

The Hotel Guru needed to rectify this in a quickly – to ensure that it wasn’t losing out to its competitors – in cost-effective and resourceful way at scale.

In other words, they needed an innovative solution.

And we had just the thing. Melt-ai.

What we did

First we set about defining the types of content and landing pages that were needed to address the two critical issues.

Once that was determined, we then gathered as much data as possible in order to build The Hotel Guru a bespoke language model, which would then generate content in the style of the travel review website.

That data ranged from The Hotel Guru’s sizable hotel inventory and tone of voice documentation to travel-related keywords and existing copy on its website. 

Our in-house tool, Melt-ai, then processed all this data to ensure that the bespoke language model would capture The Hotel Guru’s distinctive writing style in its entirety.

We then put together a set of specific instructions for our model to follow in order to create the optimised landing pages.

And within seconds it had done just that.

With our destination pages, we unlocked additional organic traffic opportunity of around 100,000 per month

Outcome

We successfully delivered 100 landing pages within a day, which included 25 updated versions of existing destination pages and 75 brand new destination pages.

Existing destination pages experienced a:

  • 20% increase in traffic YoY and 38% increase MoM despite seasonal decline
  • 10.5% fall (improvement) in bounce rate (better user engagement)

New destination pages:

  • Unlocked additional organic traffic opportunity of around 100,000 per month 
  • Saw a click increase of 230% from month 1–2 alone 

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